Definitely the concept of gender parity applies in the case of the gaming community.
A couple of days ago I wrote about the most recent study about the gaming community by the consulting firm NewZoo.
In that first part, I wrote about a market segmentation scheme that they propose, which in addition to being novel, is better suited to the characteristics of the current market.
Today I am going to detail some interesting data from this study, about the important role of women within the gaming community and how they differ from their male peers. These differences are useful for developers and manufacturers to shape their strategies.
There are more than one billion women gamers in the world. That is a figure that for someone who does not belong to our community may seem incredible, but it does not cause us any surprise.
Over the past decade, games have become the most comprehensive form of entertainment there is. Today, gaming is much more than just playing, it also includes watching the games and enjoying the latest hardware innovations. This has led to greater diversity in the way that individuals, men and women, enjoy games.
While there are almost as many female and male game fans, there are interesting differences between the main characters of each genre.
In the segmentation presented by NewZoo, the character that best characterizes gamers is Time Filler.
These are people who play games, usually on mobile devices, to pass the time. More than a third of all gamers belong to this group. Interestingly, the biggest gender differences can also be found here, with 36% of women fitting this person versus just 19% of men. In fact, almost two-thirds of all Time Fillers are women.
The second most prominent character among gamers girls is Cloud Gamer, with 19%.
These players enjoy high-quality gaming experiences, preferably free or discounted titles, but only spend on hardware when needed. Cloud gaming platforms as Microsoft (xCloud) and Google (Stadia), or low-cost ones like Apple Arcade, which do not require the consumer to buy specific hardware, are a potential attractive for this group and is the niche that goes to grow most, in the next 5 years.
On the other hand, 13% of gamers are Popcorn Gamers.
Which means they play a bit but enjoy watching game content a lot more. Therefore, it might be easier to reach this person through media such as Twitch and YouTube than through advertising, to incentivize them and transform their habits to possibly become Cloud Gamers.
The study, from my point of view, broadly addresses the market and correctly qualifies as gamer anyone who is connected to the hobby regardless of their level of activity. There are growth potentials in all of them.
The old exclusionary vision that only considered a person who spent hours and hours alienated behind a device as a gamer, fortunately, has remained in the past.