UK gamers: more women play games than men, report finds


A brand new look into British gaming behavior has confirmed what many industry watchers have been staring at for years: the stereotype of the teenage boy gambling on his own in his bedroom is, well and honestly, lifeless.

Based on interviews with 1,000 United Kingdom citizens, the studies assert that women now account for fifty-two of the gaming target market, up from forty-nine-three years ago. The study, which the Internet Advertising Bureau commissioned, also revealed that at the moment, there are more human beings over forty-four years old playing games (27% of the audience) than children or teenagers (22%). The gamer audience reportedly stands at 33.5 million Britons – 69%.

female gamer

So, there are more women gamers than men players who play. The surge in gaming among new areas of the populace is intently associated with the rise of the telephone, making games available to a much wider audience than committed consoles or PCs. Cellular puzzlers like Candy Crush Saga and Angry Birds are unfastened, intuitive, and on hand, requiring neither the mastering time nor the rate of conventional “center” game reports. The file claims that 56% of female interviewees over forty-four have played Cellular puzzle games, which became the most famous gaming genre head of conventional action adventures and shooters.

Furthermore, 54% of survey respondents referred to their cell phone as their preferred gaming platform – 25% admitted to gambling games daily. Smartphones were accompanied by way of computers (fifty-one%), consoles (45%), and drugs (44%).

“The Net and Mobile devices have modified the gaming landscape forever,” said Steve Chester, Director of Facts and Enterprise Programmes at the Internet Advertising Bureau. “They’ve brought down the barriers to access, making gaming ways more accessible and opened it up to a whole new audience. In the past, you had to go out and purchase an expensive console and the discs on top to get a first-rate to enjoy; now you may only download a loose app.”

However, the stereotype that lady gamers are fascinated almost entirely by free telephone titles is examined using Statistics. Forty-seven% of female gamers polled had played a disc-Primarily based game. In the remaining six months, sixty-eight% had played a web game. Fifty-six lady game enthusiasts have played on a console.

In phrases of gaming time, 8-15-yr-olds play for the longest, racking up 20 hours of gaming a week. However, the average Briton spends six hours consistently weekly gambling video games, which, according to the document, is “directly over 11% in their 52 hours of media consumption every week – the identical percentage accounted for via social media and barely much less than being attentive to music (14%) “. The hours between six and eight nights are the most famous for gaming.

Even though the general public is playing on smartphones, game enthusiasts are playing for longer on conventional structures. In line with the observer, the everyday gamer makes use of 3 one-of-a-kind gadgets and searches at the share of gaming time; consoles account for 30%, accompanied by computers (24%), smartphones (21%), and capsules (18%). The most time-ingesting forms of recreation are online-focused titles like Global of Warcraft and Make Contact with of Obligation – those take up 47% of gaming hours compared to smartphone apps (23%) and disc-based video games (22%).

female gamer

Despite a well-known pass Inside the enterprise towards digitally allotted games – commonly via telephone, PC, or console app shops – disc-based entirely video games are selling. 29% of adults bought A new sports disc Within the closing six months, and 21% had purchased a second-hand recreation.

The survey, entitled “Gaming Revolution” and finished with the aid of independent research agency Populus, is also regarded as in-recreation Advertising. Regularly a difficult proposition in console video games, where onscreen ads are often visible as invasive, the new technology of unfastened-to-play video games has changed attitudes. sixty-one% of respondents said they might be glad to peer advertisements in games if it makes them free; there are regularly 1.7 commercials every 30 minutes in a free play – two times as excessive as in paid contests.

Even as “hardcore” gaming is sincerely nonetheless rooted in its conventional person base (gambling video games are considered the maximum entertaining media amongst men aged sixteen-24), what the examine suggests is a widening audience who are exploring video games via new platforms, thanks to the proliferation of new structures. The notion that a quarter of all game enthusiasts are now over forty-five years old may also have interesting ramifications for game layout going forward.

But in line with the IAB, one of the most thrilling discoveries via the 4,000 surveys and 20 in-depth interviews that contributed to the findings turned into the immersive nature of the medium. Researchers determined that while Uk game enthusiasts are gambling, they provide their full interest.

“We have been just amazed by how captivated consumers are via the gaming surroundings; as soon as they’re gambling, they are completely ‘Inside the sector,'” said Chester. “We listen approximately how all and sundry is Always multi-tasking; however, the study suggests that games are a unique and engaging environment which requires human beings complete and utter attention.”

A look published on Wednesday by the Internet Advertising and Marketing Bureau shows that 52% of the gaming target market is made of girls. That’s right – the general public of people gambling games are women.

Does this marvel you? It shouldn’t. Three years ago, that determination turned into forty-nine, hardly ever an unfortunate minority. Girls have Usually performed games, and in current years, the growth of the mobile video games industry has mainly been driven by a female consumer base.

The stereotype that games are an interest for adolescent boys is a long-lasting one and one that is perpetuated with the aid of the aggressive advertising and marketing of many massive-financed games.

What will we suppose while we think about a video game? It’s probably a multimillion-dollar console name dripping with machismo and bristling with weaponry. Yet the reality is that the most famous gaming device today is the phone, and the most prominent genres are puzzles, trivialities, and word games—less Name of Duty and greater Words With Pals.

Now, many might reply to this shift In the marketplace with the objection, “But those aren’t proper video games.” Mobile video games, unfastened-to-play games, and social video games – surprisingly enough, appeal to ladies in droves – are considered one way or the other lesser via many Within the “conventional” gaming Global.

female gamer

Look at the dismissive responses to the wildly worthwhile Cell sport Kim Kardashian: Hollywood – it’s hard to separate judgments of the game itself from experiences of the kind of person that performs it. It’s no mistake that the Telegraph evaluated the sport Within the “ladies’ Existence” section rather than “Tech.”

Whether or not you believe you studied it’s any right or not, the sport appeals to a large range of games. I can’t help. However, I sense that part of its appeal lies in allowing players to be male or female, gay or directly. In that sense, it’s more welcoming and progressive than most games.
Over the past few years, the very belief of what a game is has broadened to include diffusion of studies that are on hand to a wider target audience than the typical blockbuster console identity, and that could only be an excellent aspect of an industry that has struggled to place itself in mainstream lifestyle. While hardcore game enthusiasts and the enterprise argue whether these video games are “proper” or not, everyone else is gambling on them.

This begs a broader query: Are new women playing Cell games because ladies are more interested in Mobile games? Or is it because they were instructed, over and over again, that “right” games aren’t for them? That, more extensively, video games aren’t for them?

Video games with female protagonists are nonetheless In the minority. Even being able to play as a woman is regularly considered non-obligatory by builders and publishers. (And allows them no longer understand how games underserve human beings of color, LGBTQ people, and other minorities.) Even though girls make up the general public of the gaming audience, the quantity of ladies running Within the video games industry stays shockingly low – most effective 12% of game designers in Britain, and 3% of all programmers are girls. The number of girls speaking at industry conferences and press activities is minuscule. And it isn’t because women don’t want to paint in games.


While gaming is undeniably a part of the cultural mainstream, many game enterprises still don’t act like it. Now, not only do video games fail to represent that 52% of players identify as girls, but the truth is that women in video games – as characters and creators – are still barely visible.

However, we exist, and we are making video games and gambling them and speaking about them – and the wider video games industry is slowly taking observe. From a simple terms commercial enterprise standpoint, it makes sense for the video games plan to make an effort to be more consultant of its target audience. Growing video games that enchanter to a broader target market calls for a full range of views.

I suppose, and I desire, that for the video games industry and for individuals who play games, the great is to come back because the records in video games are for every person.

Aly Jones
Twitter evangelist. Web fanatic. Lifelong travel nerd. Passionate zombie scholar. Extreme coffee fan. Amateur entrepreneur. Avid beer lover. Had moderate success lecturing about wieners in the UK. Won several awards for short selling clip-on ties in Hanford, CA. Uniquely-equipped for creating marketing channels for cod in Bethesda, MD. Spent a weekend buying and selling Easter candy in Phoenix, AZ. Was quite successful at analyzing tar in the government sector. Have a strong interest in getting to know barbie dolls for fun and profit.