2022
9
US Women and Gaming Market Report 2022
2022-11-19T03:08:32+00:00
OX1100413
3695
157706
[{"name":"Gaming","url":"https:\/\/store.mintel.com\/industries\/leisure-time\/gaming"},{"name":"Women","url":"https:\/\/store.mintel.com\/industries\/demographics\/women"}]
Report
en_GB
"While they may not be as eager to claim the gamer label, women gamers are a major demographic that has been historically neglected by the gaming community. That’s been changing…

US Women and Gaming Market Report 2022

£ 3,695 (Excl.Tax)

Description

This US Women and Gaming Market Report looks at inclusivity of women in video gaming, how women are shaping the video gaming industry, and opportunities for brands to appeal to women gamers. This report covers the latest industry trends and market statistics, with expert analysis to bring meaning to the numbers.

Women and gaming market overview

The gaming industry continues to grow despite inflation slowing down momentum, and is expected to reach nearly $200 billion in revenue for the year. This comes with growing interest from women towards the industry.

Women make up nearly half of the US adult video gaming population, and nearly three-quarters of women aged 18+ played video games in the past three months. Adult women gamers also play nearly as frequently as male gamers.

While women gamers are most engaged on mobile platforms, their interest in console gaming platforms should not be discounted. For example, half of Nintendo Switch owners are women, and more generally 32% of all women gamers play video games on a console of some kind.

Women in gaming market trends and opportunities

Brands can appeal by providing gaming knowledge and challenging stereotypes

Women gamers are mostly influenced by friends when it comes to making decisions, but brands have an opportunity to appeal where knowledge is sought, such as teaching them more about video games they like to play. A portion of moms are also turning towards gaming media and review websites to learn about their children’s games, likely influencing their game purchase decisions.

The greatest gap in playing video games between men and women occurs for dedicated console gaming for women ages 18-54. This is likely due to the fact that societal and home-related pressures become more prominent as younger girls mature. To counter this, the historical perception that gaming is a male-only activity can continue to be challenged, and parents encouraged to play video games with their daughters, as well as their sons.

Improve gaming community standards and representation

There’s further opportunity for brands and those with a platform in the gaming industry to confront harassment in gaming towards women. Over half of young women gamers worry about opening themselves up to harassment, discrimination, or gatekeeping in online games. With this in mind, women tend to gravitate towards games that offer better community standards and guidelines, presenting an opportunity for this kind of practice to be rolled out across the board. 

Representation is also important for women gamers, and game developers can make an effort to ensure women are represented in game characters, while gaming advertisers can include women more in their messages.

  • Women in gaming consumer behavior: 78% of women see their video game hobby as something they don’t openly disclose.
  • Women gaming industry market trends: 62% of women in the US play video games for at least an hour a week.
  • Women and gaming market challenges: 53% of Gen Z female gamers worry that disclosing their gender in online video games will expose them to harassment.

To discover more about the Women and Gaming Industry, read our US Diversity in Gaming Market Report, or take a look at our extensive Gaming Industry Market Research.

Quickly understand

  • What’s impacting women and gaming and how women’s role in the gaming industry is evolving.
  • How women gamers treat gaming as a hobby and their general approach to engaging with it.
  • Why women gamers do and do not engage more with the gaming industry.
  • Where women gamers look to discover games and the best channels for discoverability.
  • What women gamers think about advertising in gaming, especially on mobile.
  • Gamers’ attitudes toward the gaming industry and interacting with other players.

Covered in this report

Brands and organizations: Rockstar Games, Bloomberg, Dove, Epic Games, Women in Games, Girls Who Code, Feminist Frequency, G4TV, Ubisoft, Paradox Interactive, and more.

Games: Fortnite, Roblox, Grand Theft Auto VI, Animal Crossing, Candy Crush, Elden Ring, Pokemon Scarlet and Violet, Call of Duty, League of Legends, Overwatch, and more.

Expert analysis from a gaming specialist

This report, written by Brian Benway, a leading research analyst in the Gaming and Entertainment sector, delivers in-depth commentary and analysis to highlight current trends in the Women and Gaming market and add expert context to the numbers.

While they may not be as eager to claim the gamer label, women gamers are a major demographic that has been historically neglected by the gaming community. That’s been changing in recent years, and women gamers are ready to tell the haters to either get on board or get out of the way.

Brian Benway - Research Analyst, Gaming and Entertainment
Brian Benway
Gaming and Entertainment Analyst

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Women and the US video game market
                  • Figure 1: Video gaming in the past three months, by gender and age, 2022
                  • Figure 2: Women and games outlook, 2022-27
                • Opportunities and challenges
                  • Equality for women in the video game workplace
                    • Partner with organizations that work for women
                      • Representation and inclusivity in games and advertising media
                        • Key consumer insights
                          • Input of friends exceeds any promotional or personality-based factors
                            • Figure 3: Associations with gaming information sources, by female gamers and indexed to all, 2022
                          • Women gamers have too much work around the home
                            • Figure 4: Barriers to gaming, by generation and gender, 2022
                          • Women gamers aren’t upset by most ads, but they aren’t impressed either
                            • Figure 5: Associations with in-game advertising, by female gamers and indexed to all, 2022
                          • Young women have concerns about trash talking from men in games
                            • Figure 6: Attitudes toward other gamers, by generation and gender, 2022
                        • Global and US Gaming Market

                          • Despite challenges, industry continues to grow
                            • Figure 7: Global video game revenue, 2019-25
                          • Mobile gaming reaches a milestone
                            • Figure 8: Global video game revenue, by segment, 2022 (est)
                          • Women gamers integral to mobile gaming
                            • Figure 9: Video gaming in the past three months, by gender and age, 2022
                        • Target Audience: Women Who Play Video Games

                          • Gender gap continues to close; nearly half of gamers are women
                            • Figure 10: Distribution of US gamers, by gender, 2018-22
                            • Figure 11: Distribution and incidence of gamers, by gender, 2019-22
                            • Figure 12: Newzoo women gamer infographic, 2022
                            • Figure 13: Video gaming in the past three months, by gender and age, 2022
                          • US female video game player overview
                            • Figure 14: Female gamer demographics indexed to all women demographics, 2022
                          • As viewers, women are interested in a range of genres beyond mobile
                            • Figure 15: Gender distribution of top games watched that other people play in the last 30 days, 2020-22
                        • What’s Impacting Women and Gaming

                          • Women feel encouraged to speak out against sexism
                            • Ongoing legal battles for women in the gaming workplace
                              • Video game companies pledge support for employees post Roe v Wade
                                • Figure 16: Studio Bungie of Destiny 2 on Roe v Wade, 2022
                              • Research exposes a festering problem in gaming communities
                                • What is Gamergate?
                                  • The closing the gender gap in Esports and streaming
                                  • Organizations Elevating Women and Gaming

                                    • For women by women
                                      • Women in Games started as job placement, but has grown into more
                                        • Girls Who Code, starting girls early and training the next generation
                                          • Figure 17: US game developer gender demographics, 2014-2019
                                        • Feminist Frequency, one of the earliest to speak out and still going strong
                                        • Competitive Strategies and Market Opportunities

                                            • Grand Theft Auto VI may feature a female main character
                                              • Fortnite continues to show video game collaborations are easy-mode
                                                • Figure 18: Fortnite women athlete collaborations, 2022
                                              • Epic, Dove Beauty and Women in Games collaborate for diversity
                                                • Figure 19: Dove Real Virtual Beauty collaboration, 2022
                                            • Women Gamers: Fast Facts

                                              • Women gamers seek out ways to challenges themselves on mobile
                                                • Women gamers most influenced by friends, but brands can have an impact
                                                  • Household responsibilities present a lopsided barrier to gaming
                                                    • Majority of women play video games to unwind and de-stress
                                                      • Video games are predominantly a personal journey for women gamers
                                                        • Most women gamers find ads mildly annoying, but not offensive
                                                          • Male gamers are more likely to quit playing because of toxicity
                                                          • Video Game Player Overview

                                                            • Women gamers’ device of choice is mobile
                                                              • Figure 20: Video gaming devices usage in the past three months, by females and indexed to all, 2022
                                                              • Figure 21: Home console brand use, by gender and age, 2022
                                                            • Daily engagement strategies work, but can lead to games feeling like work
                                                              • Figure 22: Video gaming frequency in the past three months, by female gamers and indexed to all, 2022
                                                            • Women gamers love the satisfaction of racking up difficult achievements
                                                              • Figure 23: Gamer segments and motivations for gaming, by female gamers and indexed to all, 2022
                                                          • Associations with Gaming Information Sources

                                                            • Not surprising, women prefer their friends over actors and brands
                                                              • Figure 24: Associations with gaming information sources, by female gamers and indexed to all, 2022
                                                            • Celebrating player engagement on social media could fuel discovery
                                                              • Figure 25: Associations with social media posts from game companies, by generation and gender, 2022
                                                            • Gaming media serves a valuable function for moms
                                                              • Figure 26: Associations with gaming media or review websites, by parental status and gender, 2022
                                                            • Streamers present an entertaining opportunity for selective audiences
                                                              • Figure 27: Associations with streamers and influencers, by race/Hispanic origin and gender, 2022
                                                          • Barriers to Gaming

                                                            • Women gamers have a variety of other hobbies and responsibilities
                                                              • Figure 28: Barriers to gaming, by female gamers and indexed to all, 2022
                                                            • Younger Gen Z women struggle with barriers more than older generations
                                                              • Figure 29: Barriers to gaming, by generation and gender, 2022
                                                            • This Mother’s Day, get mom some wine, a warm bath and a new video game
                                                              • Figure 30: Barriers to gaming, by parental status and gender, 2022
                                                          • Gaming Experiences

                                                            • Gaming can promote a meditative stress-busting state of mind
                                                                • Figure 31: Gaming experiences, by female gamers and indexed to all, 2022
                                                              • Candy Crush knows its players can get in “the zone” while gaming
                                                                • Figure 32: Gaming experiences, by generation and gender, 2022
                                                                • Figure 33: Candy Crush ad highlighting time melting gameplay, online video post, 2022
                                                              • Family game night may help mom and dad bond together or with kids
                                                                • Figure 34: Gaming sentiment, by parental status and gender, 2022
                                                            • Gaming Behaviors

                                                              • Gaming is a largely personal experience for women
                                                                • Figure 35: Women’s gaming behaviors, 2022
                                                              • Younger women gamers show promise as a Gen Z subculture
                                                                • Figure 36: Gaming behaviors, by generation and gender, 2022
                                                              • Embracing female BIPOC in gaming media may help elevate the hobby
                                                                • Figure 37: Gaming behaviors, by race/Hispanic origin and gender, 2022
                                                            • Associations with In-Game Advertising

                                                              • Ad repetition drives negative feelings toward in-game advertising
                                                                • Figure 38: Associations with in-game advertising, by female gamers and indexed to all, 2022
                                                              • Younger generations of gamers unlikely to tolerate “cheeky” advertising
                                                                • Figure 39: Associations with in-game advertising, by generation and gender, 2022
                                                                • Figure 40: Kotaku Australia, A History Of Weird, Sexist Video Game Ads, 2021
                                                              • Opinions on in-game advertising has a clear split across ethnicities
                                                                • Figure 41: Associations with in-game advertising, by race/Hispanic origin and gender, 2022
                                                            • Attitudes toward Gaming

                                                              • Attitudes toward the gaming Industry
                                                                • Jerks aside, male gamers will support their female peers
                                                                  • Figure 42: Attitudes toward the gaming industry, by generation and gender, 2022
                                                                • Parents see value in the gaming industry embracing women gamers
                                                                  • Figure 43: Attitudes toward the gaming industry, by parental status and gender, 2022
                                                                • Attitudes toward other gamers
                                                                  • Millennial men do more trash talking and loser walking in gaming
                                                                    • Figure 44: Attitudes toward other gamers, by generation and gender, 2022
                                                                  • Multiplayer gaming is where the money is, but some gamers make it awful
                                                                    • Figure 45: Attitudes toward other gamers, by gamer segment, 2022
                                                                  • Parents’ attitudes toward gaming with kids
                                                                    • Moms have their work cut out, and dads might not be pulling their weight
                                                                      • Figure 46: Parents’ attitudes toward gaming with kids, by generation and gender, 2022
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Sales data
                                                                        • Consumer survey data
                                                                          • Abbreviations and terms
                                                                            • Abbreviations
                                                                            • Appendix – The Consumer

                                                                              • Profile of US women video game players
                                                                                • Figure 47: Profile of US women video game players, 2022
                                                                              • US gamer segments
                                                                                  • Figure 48: Women and men gamer segments, 2022
                                                                                  • Figure 49: Top reasons for playing video games, by gamer segments, 2022
                                                                                • Achievers – Characteristics and demographics
                                                                                  • Figure 50: Primary Achievers, by key demographics, 2022
                                                                                • Explorers – Characteristics and demographics
                                                                                  • Figure 51: Primary Explorers, by key demographics, 2022
                                                                                • Socializers – Characteristics and demographics
                                                                                  • Figure 52: Primary Socializers, by key demographics, 2022
                                                                                • Competitors – Characteristics and demographics
                                                                                  • Figure 53: Primary Competitors, by key demographics, 2022
                                                                                • Who are the Other gamers?
                                                                                  • Figure 54: Other gamers, by key demographics, 2022
                                                                                • Attitudes toward gaming
                                                                                  • Attitudes toward the gaming industry
                                                                                    • Figure 55: Attitudes toward the gaming industry, 2022
                                                                                    • Figure 56: Attitudes toward the gaming industry, by female gamers and indexed to all, 2022
                                                                                  • Attitudes toward other gamers
                                                                                    • Figure 57: Attitudes toward other gamers, 2022
                                                                                    • Figure 58: Attitudes toward other gamers, by female gamers and indexed to all, 2022
                                                                                  • Parents’ attitudes toward gaming with kids
                                                                                    • Figure 59: Parents’ attitudes toward gaming with kids, 2022
                                                                                    • Figure 60: Parents’ attitudes toward gaming with kids, 2022

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