Let’s start talking about advertising games to women

This has been a subject that’s been buzzing around in my head for a while. Should we focus on advertising more games specifically to women, in which case, what would this look like and is it really necessary?

It seems to me that there’s still a template for advertising games that focuses on a predominately teenage male audience. Which makes me feel uncomfortable at times. I also often find myself wondering how I would learn about all the beautiful and amazing games that I play, if I didn’t work in the industry. I follow game developers, game media, game journalists, game academics, game musicians and game artists – so of course I get access to great new games, because this is my life. But if I were just a woman playing as a hobby, where would I go for my information, who’s opinion would I listen to?

We know that women play games. We play quite a lot actually according to the last ESA report:

Adult women represent a greater portion of the video game-playing population (31 percent) than boys age 18 or younger (18 percent).

So I guess we’re doing rather well without having female targeted marketing? And that’s awesome! This makes me so happy! But I wonder if we’ve only scratched the surface?

Let’s not paint everything pink just yet!

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