MUSE Platinum

2022

Pony Malta – SHE GAMING

Entrant Company

Anheuser-Busch InBev

Category

Strategic Program - Comm / Marketing Campaign

Client's Name

Country / Region

United States

In gaming, anonymity and its veil over users have led to an incredibly toxic environment – especially for women.



A 2021 study found that most women must deal with some form of unwanted behavior while gaming. A majority hide their gender while playing games online to avoid harassment. And, while women make up 49.7% of gamers in Latin America, just 3% of gamers at a professional level are female.



Pony Malta – one of Colombia’s most recognized non-alcoholic beverage brands from ABInBev empowering consumers to bring out their best – wanted to change this reality and showcase the talents women in LATAM were bringing to the esports arena.

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