OPINION — To The Video Game World: Black Lives Matter Is A Movement, Not A Marketing Ploy.
With Sony’s PlayStation releasing a special “Black Lives Matter Theme” in support for the Black Lives Matter Movement, the question comes whether the effort is sincere or simply yet another exploit marketing tactic.
With the continued deaths of unarmed Black men, women, and children due to systemic racism across the country, 2020 has been the year of yet another continued effort in making not only America, but the world, truly validate that Black Lives matter.
Since the movement’s birth in 2013, Black Lives Matter has been defined as “a political and social movement originating among African-Americans, emphasizing basic human rights and racial equality for Black people and campaigning against various forms of racism.” It is no secret that the movement has not only made an impact on-ground, but also through many professional industries and fields. The video game industry has been no different in the push to make foundational change of eradicating racism and discrimination, both internal and external. But is the BLM efforts by the gaming industry sincere or is it yet another exploitation?
Yesterday, PlayStation publicly released a free PlayStation 4 “Black Lives Matter Theme” with the description detailing that the home screen is “a personal touch with this special theme in show of support for the Black Lives Matter Movement.” Of course, with the public announcement via Twitter, would come both the praise and immense criticism of the decision.
As expected, the comments are truly something not to be taken light if you are one who is Black. With the current demographic of gamers being overwhelmingly white, is was expected that there would be public backlash from those who either disagree with the movement or, in transparent terms, are racist.
Now, as someone who is African-American, there are two sides to this decision. On one hand, I appreciate the gesture in a major, corporate company supporting the Black Lives Matter movement. Internally, there are indeed Black employees, which I would hope had have either advocated or pushed for this initiative to be made for leadership to approve. With regards to the movement, visibility is indeed an important step in not only educating the masses who are not aware, but also the affirmed believe that Black lives do matter. I, personally, would no doubt download this for my own affirmation of BLM.
On the other side, the effort by PlayStation towards this theme is half-hearted to me. The details beyond the download just stops there. Nowhere does the initiative state if the company will make donations towards the Black Lives Matter movement, what internal and external actions they will be taking in support of Black Lives Matter, and above all else, what continued efforts PlayStation will make in ensuring that the effort is not just a post and go. Although Sony has shown support for Black Lives Matter in the past with PlayStation postponing its PlayStation 5 event last June and a statement in solidarity, that is simply, not enough.
PlayStation must do more. I mean so much more. Immensely more.
For PlayStation, there must be both internal and external efforts to expound beyond their affirmation of Black Lives Matter. For many of us who are Black, Black Lives Matter is not a trend, it is something that we battle each and everyday as both gamers and as human beings. Everyday, there are Black people around the world who are unjustly harassed, targeted, and killed for simply being Black. There are people who have lost their jobs, homes, families, livelihoods, and so, so much more for simply being Black.
They say that a marketing ploy is “essentially a clever tactic used by marketers to raise awareness and drive more purchases of a specific product or service for a company.” The word “ploy” implies that the marketing tactic is an attempt to trick or outwit a consumer. PlayStation was created back in the 1990s during the era when Anthony Baez was fatally choked by New York Police Department officer Francis Livoti in the Bronx, following an altercation with him on December 22, 1994. A couple of years prior, Rodney King was beaten with batons and kicked by four Los Angeles Police Department officers on March 2, 1991, where the four officers were charged with assault with a deadly weapon, and found not guilty, prompting riots in Los Angeles (Aka LA Riots).
For PlayStation, and the rest of the gaming industry: Black Lives Matter has always mattered…and for Black gamers around the world, we are indeed watching how your words will be backed up by actions. BLM is nothing new to the world…and quite simply put: Do more. So much more.
