Gaming companies collaborate for International Women’s Day project
World-leading companies within the gambling sector come together in a major campaign using hashtag #breakthebias
Some of the world’s biggest betting and gaming companies are coming together to celebrate this year’s International Women’s Day on 8 March.
There will be many collaborators from across all aspects of the gaming landscape. CEOs from companies including Betsson, Better Collective, Catena Media, DraftKings, Flutter, GiG, Kindred, LeoVegas, Lottoland, Microgaming, Pinnacle, Sky Bet & Gaming, Sportsbet, Yolo Group and Yggdrasil will appear in a series of videos talking through their personal experiences of women working in the industry today.
There will be three short films released in the build-up to IWD while firms will be flooding social media with the hashtag #breakthebias. A teaser trailer for the campaign has been released and can be viewed here.
The project, produced by marketing agency Square in the Air and All-In Diversity, seeks to highlight examples of gender bias within the industry while also offering resources for companies and individuals seeking support.
Kelly Kehn, director and co-founder of All-In Diversity, said: “We’ve been humbled by the backing this campaign has received from the biggest organisations across the world, from Europe and the Americas to Africa and Australia.
“However, it is also a stark reminder of how much work there is still to be done to address gender bias and just how many of the sector’s heavyweights are prepared to personally fight for the cause,” she continued.
“While we are of course hoping to make an impact with this hard-hitting campaign, the teams at All-In and Square in the Air are determined that these films will not simply capture a moment in time but add momentum to the fight for fairness and balance for all those in our industry.”
Stewart Darkin, director of new media at Square in the Air, added: “From conception, this felt like an important project. With the support of the All-In Diversity team, we have been able to work with some of the sector’s biggest names to highlight what remains a major issue and which highlights the daily struggle that some professionals in our industry continue to face.
“There are so many companies doing great work in the areas of diversity and inclusion within their organisations but, clearly, there is still work to be done – and we’re thankful that the sector’s biggest names are standing should-to-shoulder on this issue.”
The three campaign videos will be released from Tuesday, 1st March 2022.