problem
Women game developers only account for 24% of the gaming industry workforce.
insight
Misogyny runs deep in the gaming community, from the players to the people making games. Still, 30% of men play as female characters.
Target
Female gamers
Updating the System
Amber Gomez & isabel Alvarez
Nintendo will make all female characters from their games unavailable for play for 24 hours to bring to light the lack of women developers in the gaming industry.
Breaking the Games
From Mario Kart characters to the existence of Zelda in her own game, female characters will disappear.
Social Media Reveal
24 HR Social Media Takeovers
Current women in the industry, like Aya Kyogoku (Animal Crossing), Gracie Strittmater (EA Sports) & Amy Liu (Among Us), will run Nintendo’s Instagram.
24 custom tool kits
24 women in the industry will put together their own box of goodies and merch for fans to order. Proceeds will go to Girls Who Code, a nonprofit that works to get more girls involved with computer science.
