Context

For International Women's Day, Women in Games France and Endorah launched "Hall Of Femmes". This project is an immersive experience built within Minecraft, dedicated to the women who shape the history and future of the video games industry, streaming, and esports.

As a strategic partner, we developed the positioning and narrative for the initiative. Beyond the strategy, we managed deployment of the communication campaign: covering press relations, owned media channels and earned social. We also handled influencer relations, from selecting the most suitable creators to ensuring their active involvement in the experience.

Challenge

While women represent 49% of players in France and make up 51% of players in competitive games , this high representation is not reflected in media and competitive visibility. For example, in 2023, women accounted for only about 10% of the top 1,000 streamers on Twitch and 24% of development studio employees.

The core challenge was to address this massive gap in recognition and equality within the industry. As Anna Bressan and Justine Boulanger, administrators of Women in Games France, explained: "Gaming is not lacking in female talent. They still lack visibility and fair opportunities. Hall Of Femmes is not just a celebration: it is a cultural act to remind us that women have always made video games, and that they are actively shaping its future."

Our Approach

Rather than relying on a traditional institutional speech, we chose immersion and interaction to effectively reach a wide audience. Minecraft was selected as a universal, intergenerational platform capable of transforming a societal message into a tangible experience.

To give life to this virtual experience, nearly 2.5 million blocks were placed within the game's map. The space was carefully designed and scenographed to offer an immersive journey highlighting figures across the ecosystem. Visitors can explore the diverse career paths of pioneers like Muriel Tramis, streamers like Ultia and Baghera, esports athletes like Queen Arrow, and journalists like Leigh Alexander.

We guided the initiative by handling the naming, art direction, and the production of creative assets. To maximize the project's reach, we also orchestrated the communication strategy and mobilized influencers to amplify the message.

Results

“As an agency specialising in video games, we have a responsibility to reflect the diversity of the people who bring them to life. This project demonstrates our commitment to using creativity to make a positive impact.” Marie Trocmé, Director of Business Development, Biborg

Articles: Stratégies, Little Black Book, Les Gens d'Internet, Women in Games France, RTBF, AFJV