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Despite making up almost half of the gaming community, women continue to face “discrimination, bullying and sexist insults” from men, according to a new Xbox campaign by agency Serviceplan in Germany.
The brand found a novel way to raise awareness of the issue: It swapped out the Xbox controller’s B button with an equal sign on a limited edition set of controllers sent out to gaming influencers.
When the equal button was pressed, the controller played a one of nine audio files featuring inspirational and supportive messages from prominent women in the industry.