Game Companies Push to Attract More Female Players
Video game developers are increasingly focusing on female gamers, who account for roughly 25% of Fortnite's audience. Epic Games has launched character skins inspired by Olivia Rodrigo, Sabrina Carpenter, and Billie Eilish. Rockstar Games revealed that Grand Theft Auto VI will introduce Lucia, its first female lead. Additionally, Electronic Arts incorporated female athletes into EA FC's Ultimate Team, while Nintendo is set to launch The Legend of Zelda: Echoes of Wisdom in 2024, featuring Princess Zelda. However, challenges persist; many women engage in mobile gaming due to caregiving responsibilities, and online environments frequently expose them to harassment. A 2021 study indicated that 59% of female gamers conceal their gender. Melanie "meL" Capone was barred from Valorant tryouts because of her gender. Deloitte's 2024 study indicates that men tend to favor a limited number of online games, whereas women often shy away from multiplayer experiences.
Key facts
- Epic Games introduced Fortnite skins of pop stars Olivia Rodrigo, Sabrina Carpenter, and Billie Eilish to attract female players.
- Women represent about a quarter of Fortnite's user base.
- Rockstar Games announced Grand Theft Auto VI will feature Lucia, the first female protagonist in the series.
- Electronic Arts added female footballers to EA FC's Ultimate Team mode.
- Nintendo released The Legend of Zelda: Echoes of Wisdom in 2024, starring Princess Zelda for the first time in 38 years.
- According to Newzoo, 76% of women with internet access played a video game in the last six months, compared to 83% of men.
- A 2021 study by Reach3 Insights and Lenovo found that 59% of female gamers hide their gender, and 77% experienced gender-based comments.
- Melanie "meL" Capone, a top Valorant player, confirmed she was excluded from tryouts due to her gender.
- The Entertainment Software Association reported that nearly half of gamers were women as early as 2014.
- Deloitte's 2024 research found that men tend to play one or two online games, while women are less interested in multiplayer.
- Game critic Giulia Martino said pop star skins do not make multiplayer games more welcoming for marginalized communities.
Entities
Artists
- Olivia Rodrigo
- Sabrina Carpenter
- Billie Eilish
- Giulia Martino
- Melanie "meL" Capone
Institutions
- Epic Games
- Rockstar Games
- Electronic Arts
- Nintendo
- Newzoo
- Reach3 Insights
- Lenovo
- Entertainment Software Association
- Deloitte
Locations
- China
- Germany
- United States