Nigel Twumasi on manga, gaming and the power of representation

Nigel Twumasi is the co-founder of mayamada, a creative brand which focuses on manga, video games and youth engagement. Earlier this year, he launched ‘Do I Look Like A Gamer?’ – a campaign which hopes to challenge stereotypes in the gaming industry. Since then, Nigel and his team have hosted a series of online and in-person events.  Now, they are taking ‘Do I Look Like a Gamer’ nationwide by hosting a panel at Manchester’s Festival of Play – a games and tech conference for children – this week (Wednesday, 13th July).

Nigel, who formerly attended Northumberland Community School (now Duke’s Academy), spoke to Haringey Community Press about overcoming stereotypes and inspiring the next generation of gamers.

Tell us about ‘Do I Look Like a Gamer’

The campaign itself comes from my own experience of working with young people. It is about challenging the stereotype of the word ‘gamer’ and showing that a gamer doesn’t have to look like or be a certain person. We also want to help young people develop some skills that are useful in future careers.

Have these issues affected you personally or professionally?

I have been delivering creative storytelling and gaming workshops at schools and colleges since 2016, and I found that young people didn’t know about the career pathways within the industry. If they did, there were often culturala and educational barriers, as well as stereotyping. That was when I understood the power of representation. 

When you don’t see yourself represented in a space, especially when you’re a young person, it’s a nonverbal sign that [the space] isn’t for you. This affected me personally, because I grew up in a place that many in wider society might write off. Once, at university, somebody said: ‘you’re from Tottenham. Tottenham is a bad area.’

What are the aims of this campaign?

The gaming industry, like many creative industries, is not the most diverse. The UK Games Industry Census 2022 found that only 5% of the workforce in the industry is Black and 2% is Asian. So, the campaign is also challenging the industry to change the way it looks at the people it’s hiring.

What has been the response to the campaign? 

We have received positive responses. Two companies came forward to sponsor us – Splash Damage Games and Rocksteady Studios – and others have supported us, too. 

At our networking event, ‘Cupcake & GamePad Social’, a mother had told me it was good to be able to talk to the industry figures to get a better picture about work experience for her son.

A grandmother who had attended our ‘Friends & Family Game Design Jam’ event said it opened her eyes to what the industry is and the potential it has. This shows why it is important to challenge societal stereotypes about what a gamer is and to help the older generation support the future generations.

What other projects are you working on outside of this campaign?

Outside of the campaign we are still making manga. We are currently working on a couple of stories, one for this year, one for next year, where we’re adding new characters and new storylines. We also want to host regular gamepad events and continue to grow our podcast, Story X Story.