It’s been a long time since women stopped being just a part of the public games in Brazil to become protagonists of the game. According to PGB 2024 (Game Brazil Survey), there is increasing diversity in the scenario, with a majority of 50.9% made up of women in the consumption of digital games. However, as in many spheres of everyday life, this participation still suffers from a lack of incentive and representation when trying to gain its space.
To change this game, the Kaboom!bigger e-commerce of technology and games in Latin America, has just launched the ‘Women in the Game’ project, created to support and motivate female growth, in addition to reinforcing their presence and access to games and technology. As a start, the brand launched the video case entitled ‘The (r)evolution of Skins’. In it, KaBuM! brings a provocation: what would it be like if the uniforms of female heroines in online games focused more on comfort and performance, instead of the sexualization of the characters?
To talk about this topic, KaBuM! brought together strong women with a direct connection with the universe gamer, all with relevant experiences to generate a conversation in the community. The guests are: Carolina do Nascimento (illustrator; Emanuelly Araujo (game developer); Camyy FPS – Camila Vicentini Natale (pro-player); Tanaka Chunli (cosplayer); Paula Nobre (streamer) and Nicolle Merhy – Cherrygumms (gamer businesswoman) The mediation was led by Lucilene Oliveira Gomes, from Luizalabs, from the innovation and technology area of Magazine Luiza.
In the video, which was produced by PUNK Film.CO and with a mostly female team, the participants talk about the stereotype that characters have in games, most of them with versions that exalt unrealistic bodies and sensual skins. Together, the guests changed the game and created a strong, beautiful figure that truly represents them, wearing comfortable clothes for combat and demonstrating their will to win.
Character created by the Mulheres no Game project, by KaBuM!
In addition to revealing the character, they talk about their trajectories and challenges as women who play. The space was opened so that the community felt represented by their daily overcoming and achievements. Guests also play a key role in inspiring young girls to achieve their gaming goals.
Being a woman in Brazil is like playing hard level every day. And in technology and games, this scenario is no different. The project was created and designed by a squad of women to encourage debates, encourage interest in the area and support representation in the segment. Our goal is to talk to everyone, equally, to train new talents and democratize the scenario, says Mayara Machado, Marketing coordinator at KaBuM! and one of the creators of the project.
If being a female gamer is already challenging, acting as a professional gamer and businesswoman brings even more competition for space. Nicolle Merhy, better known as Cherrygumms, highlights this point.
In the past, when we addressed women’s issues or any issue of inclusion and minorities, there was little debate and wrong conduct was practiced in society, often due to the public’s ignorance. Have the seal of KaBuM! to have proof that our voice is being heard and disseminated in this masculinized environment, comments Nicolle.
The video case produced by KaBuM! is now available on the Mulheres no Game project website, which will bring together all of the brand’s actions and initiatives throughout the year. Soon, NerdCast, a pioneering podcast in the geek world, created by Jovem Nerd and Azaghal in 2006, will have a special episode about the ‘Mulheres no Game’ project with the participation of gamer businesswoman and former pro player Cherrygumms.
The next stage of Mulheres no Game will be a Hackathon, a competition that brings together professionals to develop the best solution to a challenge. The event will be open to the community, with women from different areas (illustrators, designers, developers, pro-players and cosplayers). Registration will soon be available on the project website, stay tuned.
TECHNICAL SHEET
Directed by: Hel Oliveira
Director of photography: Bruno Atkinson
AD: Yara Ribeiro
Executive Producer: Milca Goulart
1 Camera Op.: WAR LIGHT
2 Op. de Cmera: Nykolas Sevdalis
1 Camera Assistant: Barbara Vieira de Lacerda
2 Camera Assistant: Giovanna Oliveira Telles
Gaffer: Tatiane Ursulino da Silva
1Electrical assistant: Camila Marques Torres
Machinery: Cau Arnaud Gruber
1Machinery assistant: Winnie Dominique Rodrigues Martins
Direct sound: Thais Nlia Jesus de Lira
Assist. Direct sound: Julia Souza de Araujo
Logger: Juliana da Silva
Making Of: Sarah Izis
Montage and Color Grading: Bruno Atkinson
Chambermaid: Renata Pina de Cerqueira
Make-up: Vanessa de Ornelas Pereira
CATERING:
Paulo Roberto dos Santos Oliveira
Nayara Eliziario De Oliveira
DRIVER:
Fbio Sales Good
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