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Shortlist Award
The Toxicity Rating
Melanin Gamers
Canada
2025
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Entrant Company
Leo Toronto
Entry Type
Public Service
Program
Clio Awards 2025
Medium Type
Professional
Medium
Experience/Activation
Category
Gaming
Toxicity in gaming is a problem, and the existing ESRB rating system doesn’t address it. The existing system only rates scripted in-game content, but 80% of gamers play online. The problem? Online gaming is filled with racism, sexism, violence and other toxic behaviour. Melanin Gamers — a not-for-profit committed to promoting diversity and inclusivity in the video game industry — wanted to address these issues. It created The Toxicity Rating: a first-of-its-kind rating system that measures the amount of toxic behaviour experienced in online gameplay. We measured the level of toxicity experienced by gamers, creating a modern rating system that addresses the biggest problem in gaming today.
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