Description
With the digital economy today, content marketing has become the main tool for the
target audience and companies, and also, the representation on social networks has
been growing, making people more heard. Although digital game companies are
making more representations of social minorities within their games, there are still
failures in communication with their audience. In view of this, theoretical contributions
on digital economy and content marketing by Kotler (2017) and Rez (2016) were used,
adding on representation in electronic games by Dias (2020), Ribeiro and Valadares
(2018) and analysis of representation advertisements. LGBTQIA+ in the games of
Piccinin (2019), Golçaves (2020) and Macalossi (2022). This work intends to focus on
how video game companies are working their content marketing with the LGBTQIA+
audience, based on a change in companies' behavior, especially in the last decade,
resulting in the elaboration of a marketing communication guide for content for these
companies. For the development of the guide, three steps were carried out: analysis
of communication in social networks, research with the public and validation with
experts. “The Game Diversity and Inclusion Guide: Communication and Content
Marketing Guide” has three chapters with a total of eleven topics, with the aim of
helping companies improve their communication with the LGBTQIA+ audience and
main tool for a subscription platform with updates of the guide.