Xbox Canada has partnered with women-led gaming, technology and media firm Paidia to accelerate both brands’ commitment to gender equality, diversity and inclusion in gaming and e-sports.

Xbox Canada will leverage Paidia’s platform of media,  content, tournaments and gameplay,with the aim of connecting the two gaming communities.

“At Paidia, our focus is on changing the game by building an aspirational brand that offers products, solutions and messages that authentically speak to women and diverse gamers, while also providing a safe and inclusive place for them to connect and play,” said Jill Kenney, CEO of Paidia Gaming. “From the outset it is clear that Xbox shares the same passion and commitment as Paidia to support women and diverse gamers. We are proud to partner with them to further disrupt the industry, create culture and connect communities.”

Xbox Canada and Paidia Gaming will also host in-person mixers at the Red Bull Gaming Studio in Toronto, Canada, which will celebrate the importance of gender inequality and include gaming experiences and conversations about the shifting culture of the industry. They will also host tournament series, create editorial and video content to educate and inspire gamers, and encourage an inclusive and safe place for college women to compete.

“At Xbox, diversity and inclusion is a strength because we believe gaming is for everyone,” said Matt Mamalyga, senior integrated marketing manager at Xbox Canada. “Together with Paidia, we will offer gaming experiences that everyone can enjoy and will celebrate all of the people who make up the gaming community here in Canada.”

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