DIGITAL DIVISION O
Olivier Mauco, CEO of the European Video Game Observatory, on recent video games and the escalating cultural clashes happening around them
ver the past fifty years, video games have become a major cultural and creative industry. It is the largest entertainment sector, beyond the
economic impact of both music and film – with a global market value of a staggering $184 billion. It has always been a place of contentious conversations.
Historically, criticisms have generated amongst non- gamers – but today a new phenomenon is emerging, and gamers are now taking fire at one another. Video games have become a hotbed of debate between
left and right wing parties of society. In other words, they have become the new battleground of cultural conflict. With millions of gamers behind their screens every
single day, we must not underestimate the power and influence of such a major entertainment sector – and the cultural issues that play out there. So, what do we mean by “culture clashes”? And what impact are they having on the video games industry?
THE NEW BATTLEGROUND OF CULTURAL DIVISION The division between liberal and conservative ideologies has become a prominent part of the 20th century. These conflicting views are driving debates within the creative industries, as seen recently with both the films ‘Emilia Perez’ and ‘Snow White’, and are infiltrating the video games industry to its very core. On the one hand, liberal individuals
praise the increasing presence of specific cultural and societal values within games, for example LGBTQ+ representation, racial diversity or feminism. Within these groups, progressiveness is welcomed and hailed. However, on the other hand, more
conservative individuals are critical of the blend between gaming and societal issues.
38 | MCV/DEVELOP April/May 2025
These individuals believe that cultural conversation within video games means that games are less assessed on merit, playability and visuals, and instead on the cultural values raised through storylines and characters. Let’s take Ubisoft’s recent launch of Assassin’s Creed:
Shadows. The game, set in feudal Japan, introduced Yasuke, a samurai of African origin. While Yasuke’s historical existence is well-documented, some conservative players viewed this choice as an act of “wokeism” or forced inclusion, undermining cultural and historical authenticity. The launch of the Assassin’s Creed: Shadows trailer
intensified the controversy. A report from the European Observatory of Video Games released in February 2025 found that a community of accounts generated and posted hostile comments in reaction to the trailer. In total, a community of at least 728 accounts forming part of an ‘anti-woke’ network were identified Although they represent only a tiny percentage of
speakers on the subject in the United States (0.8%), they managed to account for 22.1% of all related coverage. So, what does this tell us? Ultimately, the launch of Assassin’s Creed: Shadows
demonstrates how firebombing campaigns launched online by a minority can disproportionately influence public opinion – and how cultural representation has become a central yet divisive aspect of how video games are received.
SOCIAL MEDIA: FUEL TO THE FIRE OF THE CULTURE CLASHES Social media plays a key role here. Initially conceived as a space for entertainment, they have become an increasingly hostile environment. Platforms such as X and Reddit are increasingly used to facilitate ongoing debates around the integration of cultural issues within video games. #GamerGate is a perfect example of this. In 2014 Eron Gjoni, the ex-boyfriend of video game developer Zoë
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