ABSTRACT
This chapter analyzes video game company Blizzard Entertainment and its Overwatch eSports League’s inclusivity strategy used before, during, and after its Pride Month events. The researcher explored the implications for the organization’s key message of LGBTQ rights as a shared social value in global corporate culture, including responses from the brand’s social media community. The researcher also considers the role of Corporate Social Responsibility (CSR) campaigns aimed at the LGBTQ community.
