“Do your parents a favour, end your life!” 

You wouldn’t say it to anyone, would you? Too many young gamers would. Bullying like this has become the norm within the gaming world. 

To address this issue, Forsman & Bodenfors has created a dictionary containing derogatory terms, expressions, and personal stories from gamers.

Harassment, death threats, and sexism are everyday occurrences for many young gamers. According to the latest cyberbullying report from the Swedish organisation, Friends, nearly one in three gamers aged 13 to 19 has experienced harassment. To foster an understanding of what young players face online, some of Sweden’s most prominent gaming profiles, in collaboration with the Swedish Esports Federation and Svenska Spel, Sweden’s state-owned gambling company have come together with agency, Forsman & Bodenfors, to expose the harsh reality — in the form of a dictionary.

“The dictionary is a crucial symbol that change is needed. It is paramount for us, as the main sponsor of the Swedish Esports Federation, to engage and support esports in the long term. By promoting a positive and inclusive environment, we hope to contribute to a future gaming world where respect and cooperation are the norm,” stated Ulrica Marcks von Würtemberg, communication project manager at Svenska Spel.

Forsman & Bodenfors’ dictionary is based on a collection of testimonials gathered from gamers and professional esports players who shared their experiences, providing examples of derogatory terms and expressions frequently encountered during their games.

“The raw and often unsettling language has become so  normalised that hardly anyone reacts anymore. With this book, we aim to highlight how absurd it is. By reframing the words and encouraging gamers to take a stand, we hope to contribute to long-term change,” explained Karolina Groop, creative at Forsman & Bodenfors.

In conjunction with the book’s launch, gamers, and esports enthusiasts are encouraged to sign the Gaming Agreement committing to stop the use of derogatory and hateful comments. Svenska Spel and the Swedish Esports Federation anticipate that the book will serve as an educational resource in the future, with several schools and organisations in Sweden already expressing interest in using it for educational purposes.

Credits:

Client: Svenska Spel
Ulrica Marks von Würtemberg: Communication Project Manager, Svenska Spel
Jimmy Sandberg: Sponsorship Manager, Svenska Spel
Fredrik Kempf, National Team Captain, Swedish E-sports Federation.

Creative Agency: Forsman & Bodenfors
Creative – Art Director: Joakim Blondell
Creative – Copywriter: Karolina Groop, Jacob Nelson
Designer: Christopher Ek
Account Director: Ann Spennare Bengtsson
Account Manager: Britta Nilsson
Planner: Daniel Sjöstrand, Kaj Hettman
Digital Strategist: Helena Wård, Louise Stevandersson
PR: Julia Sjödin

Production: F&B Studios
Photographer: Rasmus Brandin
Retouching: Lina Eriksson
Producer: Henrietta Sterner