Latinos are avid gamers — and are more likely than other demographic groups to identify video games as their primary source of entertainment — but they’re dramatically underrepresented in the industry in terms of content and developers, according to a new advocacy group.
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The newly formed Latino Representation in Gaming Coalition was announced this week by a coalition of national Latino-serving organizations and Rep. Joaquin Castro (D-Texas), who has been outspoken on the issues of Hispanic representation in media.
Approximately 72% of U.S. Hispanics 13 and older self-identify as “gamers,” and Latinos are 32% more likely than other populations to consider gaming their main source of entertainment, according to data cited by the coalition members.
The Latino Representation in Gaming Coalition (LRGC) seeks “more transparency, greater representation in industry and content, and inclusive and inviting environment for Latinos,” the group said. The founding members are Castro, the National Hispanic Media Coalition, the Hispanic Heritage Foundation, the Congressional Hispanic Caucus Institute, MANA, Latinx in Gaming, the Hispanic Association for Corporate Responsibility and the Latino Corporate Directors Association, and Estuardo Rodriguez, principal/cofounder of consulting firm the Raben Group and president/CEO of the Friends of the American Latino Museum.
The coalition was announced Thursday the National Press Club in Washington, DC, to an audience of Latino leaders, Capitol Hill staff, video game industry representatives and media.
“When I was growing up, I was often glued to the television, and I went to the movies as often as I could,” Castro said in a statement. “I loved classics like ‘The Breakfast Club’ or ‘Family Ties,’ even though the faces and names I saw on screen rarely matched the world around me on the west side of San Antonio. Today, video games are playing as large a role as the media I grew up with. As a congressman, I’ve worked to improve Latino representation across all sectors of American entertainment, including television and publishing. Latino gamers dominate the video game market and prop up the industry’s profits, and we deserve to see our stories and voices fully represented.”
LRGC’s purpose is to push for more transparency in the industry, greater Latino representation in the industry and leadership, better representative content including narratives and depiction of Latino characters, more development of and greater representation of Latino creators and developers, and fomenting an inclusive, inviting environment for Latinos interested in the industry.
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Brenda Victoria Castillo, president and CEO of NHMC, commented, “As a Native woman, as a Latina, as someone who watched my Native and Latino son grow up playing games, this coalition is personal for me. Games are everywhere these days, and we’re also plugged into the world of gaming through our phones. With Latine individuals playing video games more than any other group, it has never been more important to have the games we play reflect the positive stories and portrayals our communities want to tell.”
Castillo continued, “The coalition is dedicated to fighting for positive representation in all entertainment mediums — from the movie screen to the video game monitor — and we will work to ensure the industry sees us, hears us and respects our power.”
According to recent research cited by LRGC, nearly 80% of Latinx adults in the U.S. are likely to play video games compared with 62% of white adults. However, according to a 15-year-old study from USC (the age of which is prompting the coalition to call for updated research) only 3% percent of video gaming characters were Latino. In addition, a recent student found that Hispanics account for 8.1% of video game developers compared with 70% for whites.
“This lack of representation in video gaming impacts game development, marketing, content creation including how Latinos are depicted in stories, decision making, and corporate leadership,” said Hispanic Heritage Foundation president and CEO Antonio Tijerino, who helped form the new coalition.
There’s reason for optimism, according to Tijerino. He cited an IGDA survey last year that found that 87% of game developers said “diversity in game content” is “very or somewhat important.” Tijerino noted that HHF created a series of Latino-themed “Minecraft” games on its EDU platform that were developed by a team exclusively of Latinos, “so we are focused on what’s possible. The coalition is here to help.”
For more information on the Latino Representation in Gaming Coalition, the group said to contact NHMC’s Randy Abreu (rabreu@nhmc.org). The contact for media inquiries is HHF’s Nicolas Peña (nicolas@hispanicheritage.org).
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