In Asia, entire teams and leagues made up of female gamers are now making an impact on the world stage, including the Female Esports League, a regional gaming circuit to help boost female representation in esports. Last year, mobile communications firm Singtel provided sponsorship to the league. Professional gamer Amanda Lim, 25, got into online video games as a way to bond with her brother and uncle.
Female gamers are less well-known but I think in time that will change as more of us start playing. We can be as strong as males. Ms Lim plays for an all-female team called We. Baeters, who are spread across Malaysia and Singapore.
Ex-professional gamer, Reia Ayunan, typically played role-playing games such as Battle Royale for around six hours a day. Her live stream was made up of viewers from the Philippines, Malaysia and Indonesia.
She has noticed more female players live-streaming online. She was recently hired by video game creator Ubisoft and now produces game content aimed at attracting more females. Last year, MasterCard became the first brand to advertise through in-game banners inside Riot Games' League of Legends. On the back of that success, more brands, including Spotify and Mercedes-Benz , will launch in-game ads within Riot Games' offering. Female gamers are a valuable demographic for brands.
The best approach for brands is to find an authentic way to engage with consumers and one that fits the nature of the specific game. Companies that decide to play and advertise in the gaming world can build a strong connection within the community through a thoughtful, female-focused communication strategy.
Natalia Vasilyeva , VP marketing at Anzu. Our Blended In-Game Advertising solution seamlessly integrates non-intrusive ads into the gameplay. We work with top names in gaming and esports offering new revenue streams to game producers with our cross-platform advertising and monetization solutions. With Anzu, gaming studios have limitless advertising opportunities without interrupting the gameplay that gives them full control over content, ad formats, and analytics.
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Data taken from across the globe reveals that nearly half of all gamers are women. There are now an estimated one billion girl gamers in the world, so why is the stereotype that games are a pastime for teenage boys still so prominent? Video game marketing is strongly directed at a male audience. This dates back to the s when statistically, boys were more likely to be involved with new technology and more willing to purchase video and console games. Girls have always played video games, but they were never the majority.
So, the message was clear: video games were for boys. Most marketers will explain that trying to target a general audience for a campaign is a bad idea as it dilutes the marketing message. People want a product that has been designed exclusively for them.
So, most marketers choose the audience with the highest demand, define that audience and focus on securing customers with a strongly focused marketing campaign, which avoids watering down the brand.
Moreover, first-person shooters, action games and sports games have dominated the market since the early s. They are also some of the most visible kinds of video games, which are often front-and-centre in retail shops and plastered all over our television screens, whether it be adverts or on the news.
These games have traditionally been played by boys, reinforcing the stereotype that video games are not for girls. Interestingly, games which attract a more diverse or female-based audience are just as popular as hardcore shooting or action games but are in some way considered less legitimate.
Certain games seem to appeal more to girl gamers than their genre competitors. At the other end of the scale, Tactical Shooter and Sports Games are least likely to be played by women. According to Quantic Foundry, the primary motivations of why people play video games differ, depending on gender.
Another study carried out in found that while men frequently want to compete with others and destroy things, women often wanted to complete challenges and immerse themselves in other worlds.
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