Pixels and purpose: Gen Z gamer perspectives on diverse representation in video games

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School of Business | Bachelor's thesis
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Date

2025

Department

Mikkelin kampus

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Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

34

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Abstract

This bachelor’s thesis explores consumer perspectives on diverse representation in video games, specifically focusing on gamers in Generation Z due to their significant presence in the market. This research aims to answer how important consumers find representation, the reasoning behind it, and what could be improved in the future. A qualitative research method is employed to gain a deeper insight into how and why people think a certain way. The central findings are that 1.) generally gen Z gamers find representation important but the level of importance may vary based on gaming preferences such as the game genre, 2.) main reasons for representation being important include its effect on game enjoyment, relatability, ability to learn about others, and the implication it has in the current political climate, and 3.) currently gen Z gamers wish for an increase in the representation of marginalized groups, simultaneously wishing for the representation to be done accurately and sincerely.

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Thesis advisor

Hassan, Lobna

Keywords

video games, representation, diversity, player perceptions, player preferences

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https://urn.fi/URN:NBN:fi:aalto-202505113622

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