Frontline Marketing

Geolocation Game Spreads Message Of Inclusion At PAX West

illustrated characters of gaming for good

By | September 6, 2017 |

The Ad Council’s Game for Good (a gaming industry collaboration to benefit social causes) and the Emmy-award-winning Love Has No Labels campaigns returned to PAX West this year with an interactive twist. The League of Extraordinary Humans is a mobile geolocation game that celebrates “everyday superheroes” fighting for love and inclusion.

“To really have an impact on social issues, we need to meet people where they are spending their time. For millions across the country, that’s playing games online, on mobile or on consoles,” said Lisa Sherman, president and CEO of the Ad Council. “The League of Extraordinary Humans is just the first step in bringing our message of diversity to the gaming community, and we hope that it will help all gamers recognize their role in making the world a more accepting place.”

Created by Artifact Technologies (Battlekasters), The League of Extraordinary Humans is a collectible card game available on both iOS and Android devices. The app uses beacons strategically placed across the convention center to create a location-based experience and users received messages from the app that led them to six partner booths around PAX West—Twitch, Rooster Teeth, Square Enix, Ubisoft, Capcom and Xbox—where they completed two challenges designed to “deepen their understanding of implicit bias.”

Completing each challenge unlocked a digital trading card featuring the likeness and story of an “everyday superhero” who is fighting implicit bias. Each card was drawn by a comic book artist and overseen by industry veteran Dave Elliot (Maximum Force). Upon completing the game, select players won an exclusive Love Has No Labels official Pinny Arcade pin.

“Our challenge was to create a geo-gaming experience that would not only do justice to the Love Has No Labels campaign, but also to properly showcase the extraordinary group of real-life heroes we have transformed into collectible superhero cards,” said Brent Friedman, co-founder and chief creative officer at Artifact Technologies. “The end result feels like the perfect convergence of medium and message.”

Individuals featured on the cards are:

  • Jazz Jennings, an influential transgender teen and star of the hit TLC show I Am Jazz
  • Mike Begum, aka ‘BrolyLegs,’ a competitive gamer with a bone-muscle deficiency
  • Diana Nyad, a swimmer who completed a 110-mile swim from Cuba to Florida at age 64
  • Grace Dolan-Sandrino, a transgender advocate
  • Anne Munition, a vocal LGBTQ gaming influencer
  • Benjamin Williams, co-founder of the PAX Diversity Lounge
  • Hana Mangat, a teenager who started a Sikh club at her school
  • August De Los Reyes, an advocate for inclusive design for people with disabilities
  • Marley Diaz, the 12-year-old founder of #1000BlackGirlBooks
  • Giana Glantz, creator of the app Gender Avengers
  • Matt and Jack, two brothers who co-founded an inclusive production company to spread information about Special Olympics Kansas
  • Isabella Catarina, a fashion designer who created specialized clothing to help aging Americans dress themselves
“With each ‘everyday superhero’, we looked to identify ordinary people who have each done something extraordinary to change the lives of individuals within six discriminated classes (race, religion, gender, sexual orientation, age, or ability),” said Steven Lai, vice president of talent and content strategy at ION and advisor to the Game for Good committee. “We were thrilled to include Mike Begum aka ‘BrolyLegs’ as a shining example of determination and a strong influence in driving inclusion within the competitive gaming landscape.”

“When I was first contacted about this game, I was thrilled about sharing my story and being involved with so many extraordinary people,” said BrolyLegs. “I’m so excited to be a part of this opportunity at PAX and want to show everyone that Love Has No Labels!”

In addition to the game, Love Has No Labels hosted a booth in the PAX Diversity Lounge and two panels on implicit bias and the role of diversity in gaming.