Swedish Methods for Gender Equality Driving Change in the Games Industry

Jenny Brusk and Vania Castagnino.

At the world’s largest game conference, Game Developers Conference (GDC) in San Francisco,  a Swedish initiative will take center stage. Jenny Brusk and Vania Castagnino from Sweden Game Arena will address the pressing issue of gender equality and diversity in the games industry.

“We’re proud to represent Sweden at such a prestigious event. The results from our project show that it’s possible to break norms and make a real difference,” says Jenny Brusk, Project Manager and Founder of DONNA.

The GDC presentation is based on the outcomes of the All In project, which focused on developing methods and tools to inspire more women to start game companies.

During prime time, Jenny and Vania will highlight the barriers that women encounter, which prevent them from launching their own businesses.

This isn’t Jenny Brusk’s first time on stage at GDC.

“In 2017, I presented the work with DONNA, founded in 2011 to encourage more women to study game development at the University of Skövde. This time, we have the privilege of presenting the All In project at the main conference, showing just how important this topic is for the industry,” Jenny says.

Major challenges in the industry

The All In project, which concluded in the summer of 2024, has already led to the formation of new companies, with more on the way.

“One of the biggest challenges is a lack of self-confidence, often combined with a shortage of role models. It’s hard for women to envision themselves as entrepreneurs. Financial hurdles, such as limited access to capital, also play a major role,” says Jenny Brusk.

Originally from Peru, Vania Castagnino has long worked on equality issues in the games industry. She even co-funded a DONNA equivalent before moving to Sweden.

She believes that creating a sense of safety has been crucial:

“A key to success has been providing safe spaces where participants can ask questions—yes, even the so-called ‘stupid’ ones. What is a limited company? How do you find funding? By offering an inclusive environment where everyone can start from scratch, participants have felt more comfortable and empowered on their entrepreneurial journey.”

Historically, the games industry has grappled with significant sexism and inequality problems. But many changes have begun at GDC. In 2013, a women’s panel at the conference became the starting point for broader efforts toward equality in the industry. All In is just one of many projects that emerged from that momentum.

“GDC serves as an arena where the industry agenda is set. Topics raised there often result in direct changes. We aim to deliver a presentation that’s both enticing and actionable—there’s a real opportunity for us to make a positive impact on the games industry. We’re looking forward to it,” says Jenny Brusk.

GDC will take place from March 17-21 at the Moscone Convention Center in San Francisco.

About Sweden Game Arena

Sweden Game Arena has put Sweden, region Västra Götaland and the city of Skövde on the world map when it comes to games. By appearing at international game conferences, participating in international academic collaborations and creating Sweden’s leading game conference, Sweden Game Conference, the brand has reached far beyond the country’s borders.

In the growing community within Sweden Game Arena, there are several successful game companies whose games top the global bestseller lists. Most of them have made a similar journey – from game students at the University of Skövde to starting their own companies through the startup program Sweden Game Startup, which is powered by Science Park Skövde. Together, the companies form a strong community and the next big success is just around the corner.

Read more at www.swedengamearena.com.