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of impressions online and 34 media stories about the campaign. PROMOTING DIVERSITY IN GAMES EA also proudly promotes diversity within its games, with examples seen across titles launched in the past couple of years. • Dragon Age: Inquisition introduced EA’s first transgender character, Cremisius “Krem” Aclassi. In the game’s storyline, Krem is a lieutenant in the army who as a child grew up female, but later on in life discovered that his true gender identity is male.
• In 2016, FIFA introduced its first story mode, allowing for a fictional character to be introduced for the first time. Alex Hunter is a mixedrace 17-year-old from humble roots in Clapham, London. • In June, EA’s Maxis studio created and launched expanded gender customization options in The Sims 4, allowing for gender neutral clothing, voice style and personality types. The feature allows players the ability to customize their characters without the gender boundaries.
“It’s important for all our players to have the tools to be creative and express themselves in an inclusive environment,” said Lyndsay Pearson, Lead Producer, The Sims 4. EA recognizes that by creating an inclusive culture where diverse perspectives and employees thrive, they will create better games that more people around the world will be able to enjoy. PDJ
Electronic Arts Inc. Innovation Building an Inclusive Culture at EA and in the Gaming Community CEO Andrew Wilson Headquarters Redwood City, California Website ea.com
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