Snoop Dogg and his son Cordell Broadus are expanding their business portfolio within the gaming space with the launch of Death Row Games.

As part of the new venture, Broadus will be focused on amplifying creatives from underserved communities by helping them develop and publish games in “Fortnite” through its Unreal Editor.

Working alongside his father in the sector for the last six years has been nice. But the father-son duo were ready to expand their reach in gaming by boosting minority creators.

“We’ve been creating games, and none of them has been published anything on a huge scale, but on a very amateur level,” Broadus told AfroTech. “We’ve been around games for the last five to six years.

And Snoop, he’s done mobile games. A few of them in the past five to six years in apps and stuff like that. So we’ve always had the mindset of building it on our own.”

He added, “We felt like let’s really put resources into building Death Row Games and making a home for diverse creators in the gaming ecosystem and be a part of the narrative, the storytelling of what the next game should be looking like.”

“And I keep saying ‘show representation of the culture in these sectors,’ versus us just being the talent. We wanted to make sure that we’re part of the decision that’s being made and more importantly tell these stories from diverse creators and focus on creatives in underserved communities.”

It’s a seamless working relationship as Broadus lends on his dad’s celebrity name and his father benefits from his son youthful energy and interest in the tech space.

“I think it’s dope for a father and a son to be working together for one, and for two he’s 51 years old,” Broadus explained.

“So he may be out of touch with some of these things. And I’m always there to keep him up to speed and translate information to him in a tone that he can understand.”

“I think that’s more important… but just as much as I’m giving him game he’s given me the keys to make these decisions with a IP as big as his.”