How Online Gaming Is Being Developed for Women
We may not see it but the gaming industry leading the global entertainment market.
15:21 12 October 2020
It is considered as among the sectors of creative as well as cultural industries. The online gaming has seen tremendous growth in the last few years due to the popularity of smartphones and easy internet availability. The engagement of developers should not be ignored here as well. Data shows that the gaming market witnessed more than 15% growth compared to the last two years. The number of online gamers is rising and it is rocketing high for the next decade as well.
But when we think about gamers, we often think of a geek guy wearing a cool neon t-shirt with headphones and spectacles. Many people might think that the online gaming or video gaming industry is dominated by men but the fact (data) says that the engagement of females in the gaming sector has increased. The latest BBC report says that the female community has shown growth of 19% in video gaming last year the figure is expected to grow more in the next few years. The report also shows that the number of female players in Asia is increasing faster rate than male players.
The marketing and modern tech gadgets surely deserve a big thank since they have made possible access to online gaming to every corner of the world. But we cannot forget how developers are playing important role in targeting female players to attract them to online gaming. Many big gaming studios have created games, especially for female players.
Women Developers Are Hired by Studios
In order to target female audience to online gaming, big studios are hiring female developers so, they can help to create the game in a way that it should sound enticing to female players as well. According to recent data, there are nearly 25% of women developers in the gaming industry. The ratio may sound very low, but if we compare it with the number of females in the video gaming industry a few years back then we can see the real growth.
Along with other games, gambling companies have also increased the percentage of female developers. They have tried and tested female audiences and that is sometimes reflected in their designs. Lipstick, unicorns, handbag, tiaras, or cupcakes are sometimes used as symbols for in casino games like slots at online casinos. Other prominent games like online bingo, roulette, and poker have also been amended in a way that female players could play more. Developers have made game themes with pink and purple dominance in order to target this market and increase the engagement of the female players.
Presentation of the Games that Appeal Women Players
The story and presentation of the games play a very important role in diverting potential customers towards the online gaming industry. Developers and studios have understood the fact that they need to present a different story to each group or the market. For instance, the story of the game and all the presentation that is made to target the Asian players, simply cannot be put in front of the European market of the games. This same applies to women players as well.
Gaming platforms know the potential of women in the gaming market. They don’t just present the games made for male gamers to directly to this group of games. In order to attract women, many factors are being checked. For instance, what women will prefer in their free time and what new things in a game would attract working women as well as elderly women sitting at home. The gambling industry knows it well and that is why they have come up with appealing presentations of casino games like bingo and slots at its online platform. The casino games that were considered for men are now being developed and dedicated to women.
Women as An Important Group of Buyers
Several surveys on the internet show that marketing companies have many tactics that can divert women buyers to the specific market. More than 80% of consumer goods are actually bought by women. Even a study shows that over 50% of products that are targeted to men are purchased by women. So, this group is a potential buyer everywhere and that is why the online gaming industry is emphasizing them in a such way.
Women significantly have more leisure time than men and that’s why they engage in leisure activities such as social gaming. Considering all these things, gaming platforms present the games in a way that they entice the female players. The games of women are not limited to PC and consoles but many smartphone game developers have made efforts to attract female gamers and they have gained success in it.
Investment in Mobile Gaming
The previous point leads to this point. Smartphones have become part of the modern lifestyle. Studies show that women players are more inclined to use mobile devices for gaming than others. Now online games are designed and developed in a way that they could be compatible with smartphones and tablets without affecting the quality of the games.
Developers know that in order to grab the new market of gamers, they have to offer players games on the platform they prefer. That is why many game developers develop games for mobile platform targeting. The gambling industry is also ahead in this sector. There is a number of online casinos that offer casino games targeted for women players on mobile phones. The percentage of mobile game developers is also increasing for the last few years and the engagement of women players is one of the biggest reasons.