How game companies twist Pride Month values for profit
Every year when the month of June comes around, there is a change in the air – everything is rainbow-coloured and paraded, and every corporation puts its best inclusivity hat on. The whole world, and especially the US, is no stranger to commercial exploitation of holidays. In that regard, the video game industry is no different.
(Don’t) taste the rainbow
Many popular game titles are having some sort of pride month events, sales or giveaways. Destiny 2 sells (proceeds donated to a charity) a real-world rainbow pin, which will also give you a corresponding emblem in-game. Forza Horizon 5 plans to give a rainbow livery for a Zonda Cinque supercar to all players. Halo Infinite and League of Legends have some sort of a rainbow-coloured cosmetic items. Kid-centric obstacle course gameshow-like Fall Guys provides a free “painted with pride” costume and a selection of prideful profile pictures to everyone. But ever-popular tactical shooter Valorant out-tactics all of them. Their free banner pack offers banner cards for bisexual, lesbian, gay, pansexual, ace, non-binary, and trans pride. God forbid we make someone feel excluded, right?