WOMEN IN GAMES or lack thereof An insight into the world of games and how to introduce a more gender-neutral game society.

1. Why are there more men in the industry than women? Computer games provide an easy lead-in to computer literacy. Both boys and girls are equally adept at playing games. Boys are more likely to play with them, and continue playing with them into adulthood. Children of both sexes consider computer games to be ‘boys’ toys Girls are simply unaware of the industry.

2. Boys+Games=Boys Games. More boys playing games leads to more men in game/computer related fields. Women represent a minority in the games industry, holding less than 10% of positions. This percentage is even less when it comes to key positions such as designers, producers and the exceptionally rare programmers, as most women are in customer service, marketing and QA.

3. Is It The Games Themselves? Female characters can be too violent for most girls to relate to. Girls want femininity and feminism in a game character. Girls get turned off by stereotypical or degrading depictions of females. Female characters are consistently dressed in next to nothing. Girls are often a lesser character, or a ‘prize’ for a male character.

4. Or The Way We Play Them? Women look for different things in games. Graphics are important. Boys are satisfied with explosive action and competition. Girls prefer character development, involving storylines, challenging gameplay. We are being bombarded by racing, fighting and sports titles with little point other than winning. To enjoy a game we don’t need a female character at all, as long as there are sufficient storytelling elements.

5. A Woman's Touch Increasing numbers of women are becoming designers and producers. Many of these women work for female owned and run enterprise. Women in the industry are bringing into focus non-traditional career roles. Digital characters and game content are being rethought.

6. Gender Balance V Bank Balance Games are a $10 billion industry with up to 80% of the sales revenue generated from a male market. The male market for games risks becoming saturated. For console developers to remain competitive, they need to broaden their consumer group. There is already a proven strong market for ‘girl’ games.

7. No Boys Allowed? Do we make a girl only market? Do boys and girls want fundamentally different things from game content? Through market research, a product that appeals to girls interests can be made to stand alongside ‘boy’ games. Danger in splitting the market. Girls will still buy ‘boy’ games, but boys won’t respond to ‘girl’ games.

8. Or Access All Areas? Do we expand the existing game market to include both male and female interests? Create stronger female characters in traditional boys games. Better marketing for existing games to female consumers. Increase gender neutral or girl focused advertising and marketing. Fewer games with negative images of women.

9. Breaking the cycle. Informing teachers and careers advisors about the games industry. Ensuring correct information is passed on to children and young adults. Use the games industry to generate interest in studying relevant subjects. Increase the number of women working in the games industry.

10. What you can do to help. Be aware of ALL the subjects that are relevant to the games industry, not just art and computer science. Use games as examples to make tedious subject more interesting. Let girls know that the industry is not just for men.

References and Resources Gorriz & Medina Sheri Graner Ray