Diversidade e inclusão nos jogos: proposta de comunicação para empresas de jogos com foco na comunidade LGBTQIA+.

Abstract

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.