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BizReport : Trends & Ideas : September 18, 2014


Britain has more female gamers than male

Yet more research has surfaced showing women dominate the gaming environment, a trend that has been growing steadily over the last year or so.

by Helen Leggatt

The Internet Advertising Bureau (UK) has released a new report, 'Gaming Revolution', which reveals that the number of women gaming has now overtaken the number of men in the UK.

Conducted over a period of 6 months with 4,058 face-to-face interviews with Brits from a broad range of backgrounds and ages, the research found that women now account for 52% of gamers versus 48% of men.

However, the study does not consider the frequency of gaming, so while more women are participating they may not play as much as their male counterparts.

Smartphones and tablets have driven the rise in 'casual' gamers, and many 'core' gamers may question the gender balance due to the inclusion of casual games found on mobile devices. In fact, trivia, word and puzzles games were found by the IAB UK to be the most popular game genre (33%), one that is perhaps more casual and mobile-focused than the second-place genre of action, adventure and shooter (18%).

"The internet and mobile devices have changed the gaming landscape forever," says Steve Chester, Director of Data & Industry Programmes at the Internet Advertising Bureau. "They've brought down the barriers to entry, making gaming far more accessible and opened it up to a whole new audience. In the past you needed to go out and buy an expensive console and the discs on top to get a decent experience, now you can just download a free app."

Overall, 33.5 million Brits have played a video game in the past six months - that's 69% of the population.

Earlier this year, the Entertainment Software Association released data showing that almost half (48%) of U.S. gamers are female - the closest the genders have ever come to parity. Only a few years ago - 2006 and 2007 - men made up the majority of gamers (62%).

Image via Shutterstock

Tags: entertainment, game industry, gaming, mobile, research, UK, videogame










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