For many years video games have been seen strictly as a man or boy’s exclusive domain. However, women are quickly becoming more interested in the video game industry. At present, fewer girls than boys are playing electronic games but the number of female players is increasing dramatically.
According to an Entertainment Software Association study, 43% of the average game players are women. (Oser, 2004: 56) This group of women and girls are also spending more in hours gaming than the male players. A recent study conducted by AOL, found that women in the United States aged over 40 were spending nearly 50 percent more time each week playing games than their male counterparts who traditionally were considered to be the most active gamers. (Cloutier, 2004: 16)
Another study by the Youth College Explorer surveyed 360 people aged between 18 to 30 to research the growing trend in female users. This particular study found that female respondents averaged almost as much playing time (2.7 hours per week) as their male counterparts (2.9 hours). It also found that women were not less likely than men to own a portable video game system (22% vs. 27%) were. (Dolliver, 2004: 35)
Industry experts believe that the growing number of women in games is evidence that the video gaming industry is coming of age. Ten years ago the gaming industry was heavily marketed at teenage boys. Now the average age of gamers is 29, the core demographic is 18 to 35, and a third of game players are women. (Goodale, 2004: 14) This shift is a reflection of the major changes in the video game landscape.
In the past it was credibly argued that men were more technologically attuned than women. Now the gender gap is narrowing and online computer games offer an example of this trend. Women are interested in playing games online because of their familiarity with computers rather than X- boxes, Sony Playstations and other stand alone gaming consoles. As broadband connections have made games faster and easier to play, researchers suggest that free, simple, online, traditional games are appealing to women with limited time but a desire to socialise. According to the survey by AOL, cyber games are replacing TV, books, films, telephone and exercise for 44% of women 40 and over. (Goodale, 2004:14).
However, confirming the number of women users internet-wide is hard to come by since the mainstream institutions have only recently begun to regard video games as a legitimate field of study. Whilst the total numbers are unclear at this point the emerging distinctions between the way men and women play are not. Research has confirmed that women are more interested in communication, interaction and constructively putting things together when they play online. Men however are interested in fighting, competing and violent games that pursue goals. (Goodale, 2004:14)
Young males are still the main target market for the video gaming industry and high testosterone games still dominate the video game market. But now the industry wants to expand and find additional audiences that will increase the size of their market. The recent trends and statistics are heavily suggesting that this audience should be the female users.
Coultier, R.( 2004) ‘Online gaming: the new social circle’, Mass High Tech [online], Vol. 22, Iss. 38. pp16. Available: [Go to Article] [Accessed 16/10/04]
Dolliver, M. (2004) ‘Who says women are averse to technology?’, Adweek [online], Vol. 45, Iss. 16. pp35. Available: [Go to Article][Accessed 16/10/04]
Goodale, G. (2004) ‘Games women play’ [Online], pg. 15 Available: [Go to Article][Accessed 7 Sep. 2004]
Oser, K.(2004) ‘Moms are unsung players in gaming world’, Advertising Age [online], Vol. 75, Iss.22. pp56-57. Available:[Go To Article] [Accessed 16/10/04]
