Gaming is one of the fastest-growing industries, yet a major problem still exists: female hypersexualization in games. Backus-ABinBev, together with Ogilvy Perú, created “Shed Skin”, an initiative that seeks to give young gamers a voice in how they’re portrayed in the industry and help young female gamers feel more included and comfortable in gaming environments. To achieve this, they collaborated with young gamers and designers to expand the scope of female avatars and characters to include less sexualized and more inclusive options.