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Top 6: November 13th 2024
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Guild Gaming and Esports: The Forty-Seven %Top 6: November 13th 2024
Sky Broadband reveals “The Forty-Seven %”, ahead of the Women’s Esports Final, the culmination of the year-long Women in Gaming 2024 initiative. Before every major tournament, it’s a rite of passage for the full squad to take a photo together. That’s why Sky Broadband and McCann London have created “The Forty-Seven %”, a powerful image featuring 47 inspiring women gamers representing the 47% of UK gamers who are women, a little-known statistic which this campaign spotlights. Despite 47% of UK gamers being women, only 5% of UK professional gamers are women. This is a surprisingly low number due to the lack of infrastructure nationwide, and infrequent opportunities for women in this space. This bleak statistic highlights the importance of Sky Broadband and Guild’s Esports initiative, culminating in the Women’s Esports Finals, announced in April as the first-of-its-kind in the UK to improve diversity and inclusion in the gaming world. Featured in “The Forty-Seven %” are both influential women gamers such as Yammy, everyday gamers and surprising celebrities who are gamers themselves, and supporters of this initiative, such as England Lioness Rachel Daly, Lady Leshurr and Chloe Burrows, Love Island 2021’s finalist. The campaign is led by a two-minute social film directed by Miranda May, showcasing the squad photo ‘making of’, where the 47 women come together to unveil the importance of the initiative. The work is now live across social and OOH/DOOH including Fandom and Reddit ahead of the Women’s Esports Finals, which will take place on November 9th live at Sky’s London HQ and also be livestreamed on the Sky Sports’ & Guild Esport’s YouTube channels.
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