Samsung SG takes a stand against sexist remarks and stereotypes on gaming platforms

In a move to challenge and change the narrative surrounding women in the gaming world, Samsung Singapore launched a new campaign #GameLikeHer.

The campaign challenges the notion of gaming as a male-dominated field given in Southeast Asia, the gaming community now sees female gamers comprising just over half (53%) of its populace.

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Despite this progress, female gamers often encounter a starkly different reality. A recent survey conducted by Samsung Singapore on Instagram revealed the prevalence of sexist remarks and stereotypes on gaming platforms, with familiar taunts including derogatory assumptions of identity fraud ("Must be a guy catfishing as a girl") and archaic gender roles ("Go back to the kitchen", "Go play with dolls").

These findings highlight the need for initiatives that promote gender equality and challenge the toxic norms within the gaming ecosystem. Lynn Chong, head of brand marketing, Mobile eXperience, Samsung Singapore said, “We firmly believe that discrimination should not be tolerated in any circumstances. #GameLikeHer was created to raise awareness within the community about the prejudice females face while gaming, and we hope that this initiative will encourage fellow female gamers and Galaxy users to stand up against discrimination in the digital space.”.

Developed in partnership with Cheil Singapore, the #GameLikeHer campaign is dedicated to highlighting the issue of misogyny in gaming by exposing common derogatory comments directed at female gamers, which contribute to a hostile gaming environment. The campaign draws upon the experiences of #TeamGalaxy and top female gaming influencers, such as @spicyuuu, @rurusama9, and @cherzinga, who are actively turning the tide on common misogynistic comments. Their stories and experiences form the backbone of #GameLikeHer, illustrating that skill and passion in gaming know no gender.

Central to #GameLikeHer is a distinctive avatar that merges the international symbol for women with the classic joystick of 8-bit gaming, and symbolises women's strength, skill, and clear presence in the gaming world.

In honour of International Women’s Day, Samsung Singapore is encouraging its community to adopt this avatar on their social media and gaming profiles as a show of support for female gamers.

Recognising that social media and streaming platforms such as Discord and Twitch are key spaces where the gaming community connect and communicate, Samsung Singapore's #GameLikeHer campaign leverages on these platforms to spark meaningful conversations and actions supporting women in gaming.

This initiative is part of Samsung Singapore's broader engagement with the local gaming community, which includes Galaxy Gaming Academy. This programme aims to enhance gaming experiences for enthusiasts and to cultivate a unique community of mobile gamers in the region. Samsung plans to continue its inclusive gaming initiatives with various on-ground activations, where casual and serious gamers can experience the Galaxy ecosystem in a safe space.

This isn't the first time Samsung has shown its support for International Women's Day. Last year, Samsung Singapore gave its female employees a platform and demonstrated how a company embraces equity inside and out. The electronics brand featured several stories in their online newsroom by some of their female employees and their sharing of their positive work experiences being working women in Samsung Singapore.

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