Washington State’s Secretary of State Makes Bold Pitch for Video Games as Soft Power
In a surprise move that has sent shockwaves through the gaming community, Washington state’s Secretary of State Steve Hobbs has been touting video games as a tool for “soft power” in geopolitics. Speaking at SLICE and PAX West 2026, Hobbs praised developers for using their craft to promote cultural exchange and understanding between nations – a concept that has left many in the industry scratching their heads.
But what exactly is soft power? In essence, it refers to a country’s ability to influence others through cultural and economic means rather than military force. This notion was first coined by scholar Joseph Nye in the 1980s, who argued that nations can achieve desired outcomes without resorting to coercion or conflict. Soft power promotes culture and commerce, while its polar opposite – hard power – relies on conflict and coercion.
Hobbs’ enthusiasm for video games as a soft power tool is not unfounded. He drew parallels between the industry’s ability to bring people together through shared experiences and the deployment of soft power in international relations. By promoting cultural exchange and understanding, developers can help build bridges between nations and foster cooperation – a far cry from the conflict-driven approach of hard power.
But some critics argue that this notion of soft power is nothing more than a euphemism for cultural imperialism. Those from countries that have historically been subject to foreign cultural influence may view such efforts as an attempt to project one’s own values and norms onto others, rather than genuinely promoting mutual understanding.
Hobbs’ experience as a former US Army officer and current lieutenant colonel in the Army National Guard lends weight to his arguments. He has seen firsthand the devastating effects of conflict on families and communities – and is eager to explore alternative ways of achieving global influence. “Right now we are in global competition,” he said. “It’s another Cold War. That’s one of the reasons why I love this creative industry… If there’s a way for you to reach hearts and minds through your games, to make this world a better place so people can understand one another – that’s a good thing.”
The video game industry has long been aware of its potential as a cultural ambassador, with many titles already promoting cross-cultural understanding and exchange. However, Hobbs’ pitch marks a significant shift in the way developers view their craft – not just as a form of artistic expression or entertainment, but as a tool for shaping global politics.
As the gaming community continues to grapple with the implications of Hobbs’ words, one thing is clear: video games have the potential to be a powerful force for good in international relations. By harnessing this power, developers can help shape a more peaceful and cooperative world – one where cultural exchange and understanding are the norm rather than the exception.
The future of VR/XR looks brighter than ever, with the industry poised to play an increasingly important role in shaping global politics. As Hobbs himself noted, “It’s another Cold War” – but this time around, there may be a new way forward: one that relies on cultural exchange and cooperation rather than conflict and coercion. The gaming community has a unique opportunity to lead the charge, using its creativity and innovation to build bridges between nations and foster a more peaceful world.
Source: Game Developer XR — 2026-09-15