I Change the Game:
Gender diversity in gaming
Elizaveta Elizarova
Google, Growth Manager for Gaming
Anna Janiszewska
Google, Analytical Consultant

Women make up half of game players

I Women love to game & they are a huge part of the industry
55%
US gamers are
women
NewZoo and Google Play study, US data, Q4 2016
...also in Poland
gamers in
Poland are
women
50%
Polish Gamers Resarch 2016, Krakowski Park Technologiczny

I Rise of women playing mobile games
Smartphone penetration
NewZoo and Google Play study, US data, Q4 2016
Women who play mobile games

I Mobile is favourite way to game for women
*NewZoo and Google Play study, US data, Q4 2016
Women
Men
Share of online population that games
85.4mFemale mobile
gamers USA

The gaming industry does not represent
– or even reflect –
the importance of female gamers.

87%
I In this room...
are men

I The gaming industry does not represent the importance of
female gamers
Game Development
Communities
85%
Of games don’t have
female characters
79%
Male game
developers
70%Female gamers
have hid their
gender to avoid
harassment
*NewZoo and Google Play study, US data, Q4 2016

Does it matter for game developers?

I Women play mobile games more often

I Women spend more time per day playing mobile games

I Women pay more often for mobile games

I Among top 10 mobile games by revenue....
Source: App Annie, June 2018
... 5 are played more by women than men

Women game differently than men

I Women's motivations for playing
*NewZoo and Google Play study, US data, Q4 2016
Why do women play?
Where do women play?

women players say that playing makes them feel GOOD
60%
*NewZoo and Google Play study, US data, Q4 2016

I Women prefer the action/adventure & strategy genres

I Candy Crush Saga phenomenon
Positive
reinforcement
Finding
patterns

I Male and female players prefer different types of ads

I Female players attend live events less frequently

Google’s commitment
to make App Games more diverse

I Promote diversity in and of games
Google & WE MAKE :
“Infinite Deviation”
Today, games with male themes and
characters monopolize the spotlight.
We envision a future full of unique,
inclusive stories to play.

I Empower the next generation of game-makers
Women are significantly underrepresented in the technology industry. It’s critical to get girls excited and
aware of future possibilities in these fields.
& GIRLS MAKE GAMES –
“ Introducing teen girls to computer science”

With the project, teen girls can code three
unique scenes from the film, using
introductory coding principles to help
Wonder Woman navigate obstacles and
reach her goal.
I Empower the next generation of game-makers

I Google Play Indie Corner features gender inclusive games

I Google: Change the Game

I Developer Checklist
1. KNOWING YOUR AUDIENCE
Do you really know who your players are?
Do you know who does not play your game and why?
2. BUILDING MORE INCLUSIVE GAMES
Look at your imagery and iconography from the perspective of all players.
Are you alienating potential players?
3. GROWING A DIVERSE TEAM
Look at your team and compare it with the user composition of your game.
Is your team truly representative of your audience?
4. MAXIMIZING THE OPPORTUNITY
Some women are not as engaged as some men with the games they play today.
As user acquisition costs rise, think of the potential virality of building a game that truly
resonates and excites all players.

I Thank you!
Elizaveta Elizarova
Google, Growth Manager for Gaming
Anna Janiszewska
Google, Analytical Consultant

I Discussion topics
● Do you see a difference about how female gamers behave in-game
(eg. download, purchase, time spent, churn)?
● Is this a theme you think about? Do you have initiatives in this space?