Inclusion Playbook

Playbook for Inclusive Game Development and Marketing.

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Shaping the future of Inclusive Gaming.

Reaching billions of players, games are among the most influential forces in entertainment. Therefore, the entire gaming industry holds enormous power and responsibility in defining what is considered normal and acceptable.


At Rovio, we aim to bring more transparency to our work in diversity, equity, and inclusion. To achieve this, we launched the Playbook for Inclusive Game Development and Marketing that draws from our extensive experience acquired over the years. Addressing crucial aspects like non-binary characters, game accessibility, inclusive narratives, and avoiding harmful stereotypes, the Playbook provides actionable insights and how-to guides for industry professionals.


The Playbook for Inclusive Game Development and Marketing was produced internally by inviting Rovio’s employees to share their best practices for collective insight. However, this is only the first step in our journey towards truly inclusive game development: In the future, we also want to engage our core audiences and stakeholders to help us embrace diversity and create more inclusive gaming experiences by developing the content even further.


We envision the Playbook as a catalyst for industry-wide self-reflection – a conversation starter. As part of our mission to encourage dialogue and introspection, we wanted to share the Playbook as a free resource for creating games that resonate with a diverse audience, ensuring inclusivity becomes an integral part of gaming culture.


At Rovio we wanted to bring more transparency to our work in diversity, equity, and inclusion. To achieve this, we launched the Playbook for Inclusive Game Development and Marketing that draws from our extensive experience acquired over the years.

While the Playbook is a significant step, it’s just the beginning of our journey towards truly inclusive game development. In the future, we aim to involve our core audiences and stakeholders to further embrace diversity and enhance inclusivity in gaming experiences.

We hope this Playbook brings new insight and actionable learnings to gamers and creators, game studios and developers alike.

Inclusive Research.

We believe that research and empathy do mix when  the goal is to truly understand the players. In this chapter, we’ve gathered insights on diverse participant recruitment. inclusive research methods, data analysis and user personas as well as overcoming biases.

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Game Accessibility 101.

We recognize that everyone should have the opportunity to enjoy and engage with games, regardless of their physical abilities or cognitive differences. In this chapter, we walk through the aspects of game accessibility from how to identify barriers for a more level playing field, how to design for accessibility and what is the sound, look and feel of accessible gaming.

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Inclusive narratives and marketing.

Representation holds immense power in entertainment. Our responsibility is to ensure that our games and game marketing authentically and inclusively portray a diverse range of human experiences. In this chapter, we disclose how to craft authentic narratives, but also exemplify the most common stereotypes, how to overcome harmful portrayals, and how to champion inclusivity in marketing.

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Safety in Gaming.

Safe Space To Play.

We believe that every individual should be able to enjoy games without fear of discrimination, harassment, or bullying. This chapter outlines guidelines in creating a culture of respect, empathy, and inclusion within gaming communities.

Diverse and Inclusive Teams.

Perhaps you’re wondering about your own teams? We firmly believe that a diverse and secure workspace is the catalyst for unleashing creativity and innovation. This chapter illuminates the significance of diversity, equity, and inclusion in cultivating collaborative, creative teams – and how to champion inclusivity and teamwork, the essential elements for your team’s success.


In conclusion, inclusive game design is more than a moral imperative; it is an essential component of a thriving and progressive gaming industry. In a world that is becoming increasingly diverse and interconnected, the gaming industry has a unique opportunity and responsibility to lead the way in promoting inclusivity. It is our hope that this playbook can inspire empathetic game design and marketing and provide some direction when considering the diverse audiences that our games touch. 

As developers, players, and enthusiasts, let us embrace this vision of gaming as a space where everyone is welcome and represented, as it is not only important for the industry but for the betterment of society as a whole. The future of gaming is inclusive, and it promises to be brighter and more exciting than ever.

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Cards for Inclusion by Rovio.

To help start conversations about inclusivity in games with a low threshold, we created Cards for Inclusion that are intended to make the content easy to approach for all game makers. The cards can be easily distributed in the workplace. They don’t provide answers but pose questions and familiar scenarios to make the people reflect on their own work and share experiences with others.

Cards for Inclusion are just at their beta phase, so follow us on our social media channels to stay updated!

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