After a successful launch earlier this year, Melanin Gamers has revived its “Toxicity Rating Initiative” for a new round of campaigning building off of its previous work.
The UK-based organization Melanin Gamers launched a campaign with AOR Leo Burnett Canada in March around its Toxicity Rating system. The first-of-its-kind tool was designed to identify abuse in online gaming spaces, in an effort to make gaming a more safe and inclusive space for everyone.
Similar to how video games, films and TV series are rated to inform consumers about what kind of mature content can be found in these properties, the Toxicity Rating system seeks to inform gamers about the individual prevalence of abuse, discrimination and violence that’s found in online gaming spaces of specific popular titles.
When it launched earlier this year, the system called on gamers to help identify abuse in specific games, with more than 2,500 submissions from around the world informing the ratings. While the initiative first launched with five games, it has published ratings on nine games to date.
Melanin Gamers and Leo Burnett Canada have refreshed its campaign by identifying 12 more titles that need to reviewed. The non-profit is encouraging gamers to rate 12 more titles that include some of the most popular games of this year. The organization is now asking for gamers to rate Halo Infinite, World of Warcraft, Counter-Strike: Global Offensive, League of Legends, Overwatch 2, Roblox, Helldivers 2, Among Us, FIFA, Madden, PUBG and Tom Clancy’s Rainbow Six Siege.
The campaign surrounding Melanin Gamers’ Toxicity Rating is entirely organic and running on social media. PR support for the campaign is handled by MSL.
