The computer games industry is overlooking a significant potential market by failing to engage women and girls, according to Eleonora Asparuhova, creative director of Games and Animation at Liverpool Media Academy.
Asparuhova highlights that many women and girls play popular games such as Fortnite, Call of Duty, and Minecraft. However, they are conspicuously absent from the offices of those developing these blockbuster titles. A recent survey supports this observation, revealing that only 22 per cent of the global gaming workforce is female. Asparuhova asserts that this is a substantial issue that requires more aggressive efforts from the industry to address.
While girls and women enjoy playing games despite the prevalent perception of gaming as a male-dominated activity, they remain underrepresented in the creation of these games. The reasons for this disparity are multifaceted but largely originate in early education. Despite numerous campaigns aimed at encouraging girls to pursue STEM careers, there remains a societal perception that technology, mathematics, and science are domains meant for boys, while humanities are for girls. Asparuhova emphasises the need to challenge and change this narrative.
Moreover, Asparuhova believes that the educational system must play a pivotal role by viewing arts and technology not as separate fields, but as complementary, particularly when considering careers in the gaming and digital sectors. This holistic approach could foster a more inclusive environment for women and girls.
However, the responsibility does not lie solely with the education system. The gaming industry itself must take proactive measures to welcome and retain female talent. Businesses need to recognise the necessity of expanding their market share to thrive, and currently, a huge, largely untapped market is being neglected. Women engage with games despite often feeling misrepresented and occasionally facing hostility from other gamers. Asparuhova posits that the market and profits could see substantial growth if the industry endeavoured to genuinely address and appeal to this demographic.
In conclusion, the gaming industry stands to gain significantly by embracing women and girls as both players and creators. By addressing the educational and systemic biases that deter female participation and fostering a more inclusive environment, the sector could unlock a vast and profitable market.
