Gaming industry producing more for women players
There is a growing importance of computer games for women, according to a report from market data company Data.ai (earlier App Annie) and market research firm IDC . “Among the top 1000 Games in the United States in 2021, 47% of them skew towards female audiences, meaning females are more likely than males to play these games. This was up from 37% two years prior”.
“ROBLOX users were 30% more likely to be females than males in the US, whereas users of Ensemble Stars Music in Japan were as high as 80% more likely to be female.”
Consumers have spent more time at home since early 2020 and have sought out new ways to connect with others. We expect cross-platform games to continue gain ground relative compared to mobile-only games — a trend that should put more console- and PC-quality experiences in the pocket of all smartphone owners, the report says.
“Oversaturation may be a problem for games that primarily monetize through ads. In the US, consumer opinion of in-game ads tended to fall as the prevalence of different types of ads rose, so we recommend diversifying the types/formats of ads shown in-game.
Sentiment towards in-game mobile ads generally improved in Q3 2021 especially compared to Q3 2019, according to US mobile gamer surveys. Not all ad formats were equally regarded. Rewarded video and playable ads were gamers’ preferred ad types in the US.
The report says gaming is set to reach USD 222 Billion in 2022. Mobile gaming is now the primary driver of growth for digital games consumption and is set to extend its global lead in 2022.
“The console and mobile experience is also merging. Mobile devices are now capable of offering console-like graphics and gameplay experiences along with cross-platform competitive and social gaming features. But mobile also offers an important channel for a large range of gaming subgenres across the full gaming spectrum. On mobile, gaming is truly for everyone.”
“Mobile is now the primary driver of growth for digital games consumption, increasingly becoming the world’s preferred form of gaming, and central to a robust cross-platform experience. Mobile has enabled the democratization of gaming — allowing for every type of gamer to gain access to “their” niche, whether it’s a specific subgenre from hypercasual to match-3 to core games like open world adventure titles.”
The report says most mobile device users accept advertising in return for free content & services.
Moonshot News is an independent European news website for all IT, Media and Advertising professionals, powered by women and with a focus on driving the narrative for diversity, inclusion and gender equality in the industry.
Our mission is to provide top and unbiased information for all professionals and to make sure that women get their fair share of voice in the news and in the spotlight!
We produce original content, news articles, a curated calendar of industry events and a database of women IT, Media and Advertising associations.
