Jay-Ann Lopez on gaming worlds
Image of Wood Pencil-winning Oreo Square Cookie for Oreo (Mondelez) by Saatchi & Saatchi Germany
Jay-Ann Lopez is the founder of Black Girl Gamers, a leading organisation championing diversity and inclusion in the gaming industry. Lopez created and co-produced Gamer Girls Night In with Nnesaga, an event designed to cater to audiences who enjoy gaming, fashion and beauty, all in one space. She is also a judge and member of BAFTA Games, and part of the North American Committee for BAFTA Games. Expanding on the Emotive Screen theme in D&AD’s 2025 Trend Report, which outlines how video games are changing how we live, interact, learn and communicate, Lopez speaks to D&AD Editor Madhuri Chowdhury about the evolving gaming landscape and how brands can get involved.
“Women have been playing games since their inception in the 1950s – in arcades, and through home gaming systems that were intended for families and couples,” says Black Girl Gamers founder Jay-Ann Lopez. “And stats show that 46% of gamers today – over 1 billion players worldwide – are women. So why are games still predominantly designed for and by men?”
According to Lopez, this dichotomy in our perception of who plays games and why is rooted in the aftermath of the stock market crash in the 1980s. During that time, the emergence of emulators – which allowed people to play games on their computers – created competition for traditional gaming consoles and made profitability challenging. To counter this problem, Nintendo chose to market its Super Nintendo Entertainment System as a toy, which in the 1980s meant placing it in the male section of toy stores. This gendered marketing approach was adopted by other companies, such as Sega and PlayStation, leading to a gradual focus on male and white demographics in the marketing of video games.
40 years on, as gaming gains new ground, this landscape is slowly changing. In part due to social media, which has democratised the space and given gamers a voice to highlight their diverse backgrounds and perspectives. “Studios are now beginning to understand that gamers don't fit into a single archetype,” says Lopez. “Catering to this diverse audience can ultimately enhance return on investment for both gaming companies and brands wanting to enter the gaming space.”
Image of Jay-Ann Lopez by Michael Stuart Daley
“Women have been playing games since their inception in the 1950s – and stats show that 46% of gamers today – over 1 billion players worldwide – are women. So why are games still predominantly designed for and by men?”
Below, we ask Lopez how brands should show up in gaming spaces:
Unlike other industries, gaming relies heavily on community dynamics. What advice do you give the brands you work with to help them navigate this?
JAL: The first piece of advice I give is to identify and engage with niche communities within the gaming industry. Each studio typically has its own Discord server, allowing people to connect within those specific communities. As a brand, it's essential to align yourself with a game or subculture and thoroughly research it. You're either entering the space for a brief engagement or aiming to create a lasting impact.
Many brands come in, test the waters, and then retreat, but others have successfully influenced broader gaming narratives, including aspects like character representation and accessibility for people with disabilities. Brands should either tackle an issue – like improving access to gaming – or focus on building meaningful relationships with specific communities. This is where many brands struggle; they often don’t know how to connect with gamers effectively.
Image of Wood Pencil-winning Code my Crown for Dove (Unilever) by Edelman UK
“Many brands come in, test the waters, and then retreat, but others have successfully influenced broader gaming narratives.”
How can brands connect with gamers effectively?
JAL: One effective way brands can engage with gamers is by attending conventions and events. In 2020, I had the first-ever Gamer Girls Night In, which featured brands like Makeup Revolution and Palmer's, showcasing the intersection of gaming and beauty. NYX Cosmetics began investing in gaming in 2021, and now they are more integrated into the community. Their recent partnership with Minecraft, which included themed products, highlights how understanding the gaming culture allows brands to thrive. Unfortunately, many companies approach gaming with a short-term mindset, seeking immediate results, which can be misguided. The gaming industry is segmented, meaning a message that resonates with one gamer might not reach another. As a brand, it's crucial to define your goals, identify the subcultures that align with your existing consumer base or target audience, and devise a long-term strategy for engagement in the gaming world.
Image of Wood Pencil-winning The Cheeky Controller for Marvel Studios and Xbox (Microsoft) by McCann London
Given that gaming is interactive, how crucial is it for brands to embrace this interactivity in their approach?
JAL: I think the key to effective engagement is showing up consistently in a variety of ways – not just by promoting products. Many brands leverage influencer partnerships to connect with audiences, but this approach can feel saturated and clichéd. Instead, brands should attend events and provide valuable knowledge and information.
For example, at an event like Gamer Girls Night In, brands could sponsor a beauty bar where attendees receive makeovers and tips. Alternatively, a gaming studio might host a career clinic, offering attendees tangible insights to advance their careers. Simply coming in to sell products isn't enough; brands must engage with the gaming community meaningfully and interactively.
"The key to effective engagement is showing up consistently in a variety of ways – not just by promoting products."
What’s the potential of gamification to make actual change in learning and education?
JAL: I always get served ads for gamified learning experiences related to Python programming and Blender, which is a popular 3D modelling software used by game developers. This trend of gamifying education has great potential, especially for neurodivergent individuals who may benefit from alternative learning methods rather than traditional essays and standard courses. While I believe that incorporating both gamified and conventional learning approaches is important for a well-rounded education, the growing emphasis on gamification can significantly enhance engagement and understanding. A good example of this is Duolingo, which has successfully turned language learning into an engaging game-like experience. Overall, I am optimistic about the possibilities that gamified learning opens up for many learners.
Check out D&AD’s The Emotive Screen theme in this year’s trend report, where we delve into how real-world scenarios and culture is being embedded into game mechanics, as people’s digital and physical lives entwine.