A new range of virtual avatars is looking to improve representation of non-Western cultures in video games, especially Africa and the Middle East.
The campaign, Cultural Avatars #MaxTaFierté, was initiated following the observation that, despite these two regions driving much of the growth of the global gaming industry in recent years, the people and cultures of these regions have remained invisible in the games themselves.
The aim of the new campaign is to promote the cultural identities and clothing traditions of these regions in games, and allow players to represent themselves with skins reflecting their origins. The skins will be playable in major titles such as The Witcher and Minecraft
Telecommunications company Orange kickstarted the initiative, while Paris-based creative agency Publicis Conseil designed the skins, working alongside emerging designers from each region. Yasmine El Tazi designed for the MENA region, Ibrahim Fernandez for SSA, and Marie-Laure Jaomatana for Madagascar. Each designed outfits that combined cultural tradition with up to date gaming flair.
Revealed at the finals of an esports competition in January 2023, the initiative highlights the appetite for better representation in virtual spaces, as well as the growing market for virtual clothing for use on gaming platforms.
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