Burberry enters the world of gaming, and does so with a project that aims to increase the number of girls in eSports through a four-part training series and the provision of a scholarship for an up-and-coming gamer in an effort to highlight the lack of inclusivity in the professional gaming industry.
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The idea was then put into practice thanks also to Gen.G, a Korean organization that is involved in professional eSports and according to Forbes is the sixth most valuable company in the field worldwide.
This is the first time that the British fashion house has embarked on such a path related to esports, a gargantuan business that other fashion houses – Louis Vuitton and Gucci – have incorporated into their business plans. The world’s highest-paid pro-gamers earned more than £3 million apiece this year, but only two female players earned more than £100,000 during tournaments. Despite the growing number of female pros, there are no female players among the top 300 eSports players in terms of earnings, and Sasha Hostyn aka Scarlett is the only woman in the top 500. “Women also face toxic, stereotypical and underrepresented online environments”, Burberry said in a note.
IThe project sees the creation and dissemination of video content, titled NetWORK Inspire, on Burberry’s TikTok, YouTube, and Twitch channels in which di address discussions that will be moderated by presenter, creator, and actress Emily Mei.
Each episode aims to “change the narrative of ‘play to win’ in esports to one that actively promotes inclusion and change within the gaming community, and the common challenges women face within the gaming world”.
Below you can see the first episode of the NetWORK Inspire | My platform is my power series, enjoy.