Making a Name in Games

This article explores the development and implementation of a Toronto-based incubator supporting local women in developing their own games. The incubator was created to help change the current (male-dominated) status quo of game production, promising participants skills sharing, support for the development of a new game, and entry into the local community of indie games developers. It was at the same time part of a large network of commercial and non-commercial interests with a shared agenda of promoting the local digital innovation scene. These different motivations and actors are considered to understand the nature of this complex social network market and the circulation of particularly feminized affective labour therein, detailing how value, reward, and benefit are conceptualized throughout this network. The article focuses on how and where these understandings are in alignment and where they fall apart, revealing problematic structures of power and control linked in particular to gender and entrepreneurialism in the area of digital innovation.