Fortnite. League of Legends. Overwatch.
eSports is taking the world by storm, viewership, advertising and revenue generated from this vertical is at an all-time high. Although this is great news for eSports, the largest customer base in eSports and mobile gaming is being overlooked: female gamers.
In general, female gamers have a higher retention rate, make more in-app purchases and have a higher customer lifetime value than their male counterparts. It’s time for the electronic gaming industry to recognize and focus on female gamers because their influence and size is increasing significantly.
There is a Real Sustainable Market Full of Female Gamers
Although female gamers make up a significant sector of the gaming community, the false perception that they don’t play games has led to this demographic being mostly ignored by game publishers, developers and advertisers.
The rise in gaming among women is associated with increased mobile phone penetration. Studies have shown that women prefer mobile over all other gaming platforms. As a demographic subtly and sometimes aggressively discouraged from participating on PC and console, this preference can likely be attributed to mobile’s convenience and lower barrier to entry.In general, female gamers have a higher retention rate, make more in-app purchases and have a higher customer lifetime value than their male counterparts. Click To Tweet
Statistics show that female gamers make up 55% of the global gaming market and in 2018 spent over $50 billion on eGames. According to a 2017 Google Play survey, 65% of U.S. women ages 10-65 play mobile games; the survey also found that women tend to play more frequently than their male counterparts. Female gamers are also 79% more likely to make an in-app purchase than male gamers. Mobile gaming and eSports companies continuing to ignore this group of customers do so at the risk of losing out on significant future profit.
Female Gamers Are a Good Bet
Female gamers are the future of gaming among all platforms. They currently constitute the biggest consumer base in most popular gaming platforms and they are increasing steadily. Female gamers are easier to retain than male gamers; they have a 42% higher retention rate compared to their male counterparts, making them a more loyal consumer base. This higher retention rate combined with more in-app purchases makes them a highly attractive customer to woo.
A prime example of a mobile game company that is paying attention to the potential of the female gaming market is Glu Mobile. Their mobile game Kim Kardashian: Hollywood has had a 20% year-over-year increase in sales and generated $8.1 million in revenue since its launch to market.
Female Gamers are Hungry and Deserve to be Represented in eSports
Among professional players in eSports, female gamers make up less than 30%. This disparity in representation can be traced to historic preferences for PC and console players by eSports enterprises and to the overt marketing and development of PC and console titles specifically for males.
It’s only been recently that female gamers across all platforms have been acknowledged at all. With their loyalty and purchasing power, female gamers deserve better recognition and representation in eSports, not only for the profit they can generate, but also because it’s the right thing to do.
Thankfully progress is taking place. For example, Epic Games makers of the mega popular Fortnite have taken strides to improve gender inclusion. About 1/3rd of playable characters in the game are female; this move has led to growth in influence and revenue for the Fortnite franchise as a whole. Additionally, the male gamers have found no issue with using a female avatar to play the game which is encouraging given past friction between the sexes in eGaming.
The female gaming market is a real, growing sustainable market on all gaming platforms, but especially mobile. Female gamers are an important and growing part of the gaming community that is overlooked, but smart industry players are changing that. The female market is largely untapped, and offers greater retention and revenue than the male market.
Studies have shown female gamers already encompass the majority of the mobile gaming sector and they will continue to penetrate other gaming sectors. Companies and executives that are inclusive to female users will thrive in the future as this consumer base continues to grow and become the face of gaming worldwide.