Google Play celebrates the women changing the game

For Google Play
Change the Game is an integrated campaign as well as empowered community from Google Play, made by and for female developers.
The Challenge

Gaming culture is often seen as male-dominated and unaccepting of female gamers and diversity. As the leading Android app marketplace, with a strong connection to mobile games, it’s vital for Google Play to show their support for inclusivity in gaming.

Enter Change the Game: an initiative that celebrates and empowers women who are game players and creators through building and educating communities by the lens of gaming.

The Insight
Change the Game by Changing the Coder

While there is an increasing number of BIPOC developers, there’s not a lot of representation of them, nor are they getting the opportunities or credit they deserve. At a time when women make up 48% of video game players and 73% of Black Americans identify as gamers, we should be seeing games made by and for those perspectives.

The Idea
Generation Play

There is a whole generation of inclusive developers at the front lines of change in gaming culture, and we celebrated them. Google’s Generation Play series featured true-to-life, personal stories from underrepresented players and creators in tech who turned their passion for play into careers, opening a whole new world of possibilities for young developers to follow similar paths. We partnered with eight influencers on informational content, Instadev lessons, a game design challenge and Girl Code Q&A live streams to inspire the next generation.

Illustrated portrait of a young Black athlete spinning a computer mouse on her finger like a basketball for Google Play's "Change The Game" female empowerment campaign..jpg
The Impact

Surpassed the design challenge submission benchmark with 500+ entries

Grew the newsletter subscriber community by ~12k

3.8M+ earned social impressions

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