Female gamers make up almost 50% of market in US

MCV Pacific
Female gamers make up almost 50% of market in US

According to a recent report published by the Entertainment Software Association (ESA), up to 48% of Gamers in the U.S. are female. 

The figure has risen sharply from 40% in 2010. 

Working from a study of 2,200 households in the US, the ESA has also revealed that women over 18 years of age significantly out number under-18 males, a segment that has long been considered to be gaming's 'core' and a definite target for marketers. 

Nielsen Holdings also produced a recent survey that showed that female U.S. gamers are more likely to play games on personal computers, mobile devices and the Nintendo Wii. It even showed that they are more likely to play on the Wii than men, though are on par with men across mobile gaming on iOS. 

Nicole Pike an analyst for Nielsen stated, "[Many] women who previously only gamed with their families are now embracing gaming as an individual leisure activity as well."

All of the above was revealed in an article in the Wall Street Journal, which spoke with a number of Ubisoft executives at Gamescom, who had come under fire recently over Assassin's Creed: Unity failing to have any playable female characters. 

Fredrik Rundqvist, a producer at Massive Entertainment told the WSJ, "We see a big and fast increase in female players, over all genres,"

Whilst Ubisoft Exec, Alain Corre confirmed, "We've done some studies on this and, interestingly, we notice that many couples seem to be playing games like Assassin's Creed together," and "So while a game like Ubisoft's Assassin's Creed is predominantly purchased by males, it isn't necessarily played [just] by guys".

The WSJ also spoke with EA's Rachel Franklin, an executive producer on the upcoming Sims 4 and industry veteran. Franklin confirmed that approximately half of all Sims players are female. 

EA's widely known Titanfall community manager, Abbie Heppe stated that there is a lot publishers can do to attract more female gamers. Heppe also conceded that Titanfall is 'very much a dude's game' but is proud of the title's female characters. 

"I think our team is very conscious to make sure that the female pilots are as cool as male pilots. If they would be wearing bikinis, that would be weird, because they are fighting on a battlefield".

You can read the full article at the Wall Street Journal site.



Tags: Ubisoft , Gamescom , esa , Assassin’s Creed Unity , industry news

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