While the stereotypical gamer is often perceived as a young male, the gaming industry is experiencing a significant shift in gender representation. Previously considered ‘casual players’ on the sidelines, women are now leading a revolution reshaping the sector.
With almost half of all global gamers being female and their numbers continuing to rise, it’s crucial to acknowledge their profound impact on this dynamic landscape. This isn’t just a change; it’s a revolution in how we view and engage with gaming, and companies and industry leaders need to adapt to this shift.
Gamesforum examined the factors fueling this transformation and how women are reshaping the gaming landscape, featuring industry insights from top experts influencing the future of mobile gaming.
The Economic Impact of Women in Mobile Gaming
Women are active participants and influential figures in the mobile gaming industry, significantly reshaping the gaming landscape. Approximately 49% to 50% of mobile gamers worldwide are women, with 43% playing more than five times a week, surpassing male gamers at 38%.
The outdated notion that women are passive participants in gaming is inaccurate. They are active gamers and substantial contributors to the gaming economy. Data indicates that women outpace men in in-app purchases, with over 30% of female players willing to pay for mobile games.
The online gaming reach among female gamers is rapidly expanding, with an annual growth rate of 33%, according to Statista’s data. Industry experts anticipate that this growth could soon lead to women dominating the gaming landscape.
Women play a pivotal role in the mobile gaming landscape as consumers and economic drivers. With overwhelming evidence pointing in this direction, it represents an undeniable shift that cannot be overlooked, leaving traditional game developers who solely cater to male players behind.
Women are Pioneering New Gaming Genres
While the notion that women are primarily interested in simple games like Bubble Shooters, Puzzles, Word games, Board games, and Collapsible games may have some validity, it only skims the surface. While these games remain popular, women are increasingly drawn to a broader range of gaming experiences and play a pivotal role in shaping new genres.
In 2023, two in five people globally have participated in online gaming, and mobile gaming has experienced the most notable impact. In the UK, Mintel data indicates that mobile gaming now represents 61% of the overall gaming market, substantially increasing from just 36% in 2015. Nearly half of all mobile gamers are women, with 65% of women aged 10-65 engaging in gaming in some capacity.
According to Meta (formerly Facebook), a key player in the industry, data reveals that female members of gaming groups are six times more active than their male counterparts. This increased activity is also reflected in their gameplay. Women’s extensive use of mobile gaming not only signifies greater brand loyalty but also indicates more frequent gameplay. As a result, women have emerged as a critical target market for gaming companies and advertisers in general.
To engage this demographic, gaming companies are vying to develop mobile games custom-tailored to diverse female audiences, featuring empowering and uplifting themes. Known as “cozy gaming,” these female-friendly games provide a more contemplative form of escapism than the high-energy gameplay often associated with games targeted at male audiences.
This shift isn’t just about gameplay preferences; it’s also about redefining the very concept of gaming. By promoting inclusivity and emphasising positive, stress-free experiences, women are not only creating a new genre. Still, they are also expanding the appeal of gaming itself, making it more accessible and enjoyable for a diverse audience, including women of colour and the LGBTQ+ community.
As highlighted in Kate Hardcastle’s article in Forbes, innovative games such as Escape Jaya from Rose 2 Rebel Entertainment, featuring a Black female undercover agent, and A Year of Springs, exploring lesbian themes through characters like Haru, Erika, and Manami, are reshaping the gaming landscape by allowing players to influence the outcomes of their stories.
This year alone, 20 games featuring lesbian, trans, and pansexual characters have been released, signalling a departure from the traditional superhero archetypes often associated with male gamers.
The increase in female participation benefits the industry, advertisers, and gamers, fostering innovation, expanding the market, and creating more diverse and inclusive gaming experiences.
Discover more and listen to insights from various prominent women in the mobile gaming industry as they discuss the significance of cultivating diverse teams and producing content that connects with women, both as industry professionals and as gamers, in the Gamesforum article.
Source: Gamesforum, Forbes
