Making representation in games more than just a profitability play
02.11.2023 - 14:21
/ venturebeat.com
Black-owned indie game and animation studio JumpButton (JBS) is a force to be reckoned with in the industry. Their diverse and inclusive storytelling team is driving a range of startlingly original IPs that give center stage to those who are historically excluded or marginalized, while they spearhead the charge to more than double the amount of Black, brown and queer representation in the industry at large (which currently hovers at a pitiful 4%).
In a session sponsored by the ESA, the JumpButton Studio team took the stage at GamesBeat Next 2023 to talk about their mission, what “diversity” actually encompasses, why it’s more than just a profitability play (even though it’s profitable) — and why innovative representation is the future of the gaming industry.
“Because of our team and our focus and how inclusive we are, we’re able to bring a lens and a difference of thought to everything we build and everything we make, which becomes very valuable,” said Nicodemus Madehdou, CEO at JumpButton Studio.
In part, that’s because games flattened to a single perspective make for a significantly less compelling experience — and one that is essentially leaving money on the table, said Jay-Ann Lopez, CEO and founder at Black Girl Gamers and COO at JumpButton.
“I really think, at times, that the industry is so remiss and so comfortable in where they are that they forget that it’s a completely other market that they could be talking to,” she explained. “If we compare to TV and film, having the ‘Black Panther’ effect, how many movies started coming after that? How much profitability came out of that?”
JumpButton’s diverse development teams can make better products that hit a wider market, even when they’re working on partnered IPs, said Michael Berthaud, game designer and programmer at the studio.
“There’s a level of nuance that goes unnoticed in the game industry, on the developer side, but it’s very clear when a consumer touches that,” he explained. “A consumer can tell so easily, and they say, who made this game? The attention to detail and the kinds of things they’re hitting on, they don’t normally see in games. That’s because of our diverse teams.”
While there’s a lot of talk in the wider gaming world about how profitable Diversity, Equity and Inclusion initiatives are, JumpButton Studios isn’t interested in diversity for the bottom line or its own sake.
“This is something that we’re building from the ground up, as opposed to other studios that have tacked that on as a marketing strategy, as a profitability strategy,” Lopez said. “ I can tell when something has been added as ‘diversity add.’ Not only does that read, but also, you have no intention of actually changing the infrastructure around the industry. You’re just