Play Like a Girl: Brands Are Increasingly Targeting Women

The Autumn 2024 Edition of The Xsolla Report: The State of Play highlights women's impact, from leadership roles to streaming platforms, and how their contributions drive change.

Diversity is not just a goal but a necessity for sustainable growth. The increased representation of women in gaming as players and industry leaders demonstrates the importance of inclusion in shaping the sector's future. Autumn 2024 Edition of The Xsolla Report: The State of Play highlights their impact, from leadership roles to streaming platforms, and how their contributions drive change.

Image Credit: Anton27, Shutterstock

The gaming landscape continuously diversifies, and women play a substantial role in this evolution. Representing a significant portion of mobile gamers, 87% of women participate in gaming at least weekly, and of those, 64% make in-app purchases. The Nintendo Switch console also finds favor amongst female gamers, with 46% of women choosing to play on this platform.

Recognizing the growing representation and influence of women in the gaming world, brands are crafting strategies specifically targeting female gamers. Companies like NYX Professional Makeup and E.l.f. Cosmetics are forging partnerships with esports organizations and crafting content tailored to female gamers.

Moving beyond gaming, women are also making their mark in the streaming scene. Japanese Vtuber Pekora Ch became the most-watched female streamer in Q2 of 2024, generating 9.6 million hours watched over three months—totaling 19.2 million hours watched in 2024 so far. Miko Ch. on YouTube is second, with 12.28 million hours watched this year.

In esports, women not only participate but also lead. Sasha Hostyn from the US, also known by her alias Scarlett, was the leading female esports player worldwide as of February 2024, earning over $450,000 throughout her recorded professional gaming career. Li Xiaomeng from China, known by her alias Liooon, comes in second with more than $240,000 in career earnings.

A Conversation with Laura Teclemariam

Laura Teclemariam, Senior Director of Product Management, LinkedIn

Xsolla: What barriers have you faced in the gaming industry, and what do you think would make it more inclusive? What initiatives or programs do you think are most effective in promoting equality?

There are definitely many barriers in the industry. I started in games over a decade ago, and I think one of the biggest barriers is not knowing what to do. I'm not unique in facing that barrier, but when I think about how we can make the industry more inclusive, I go back to a model from 20 years ago by having more apprenticeship programs.

One solution could be bringing back apprenticeship programs, which have always allowed new industry entrants to learn the craft through a rotational program. If we had that, people would 1) learn how to do the job, 2) build their portfolio, and 3) build relationships —keys to getting hired for future roles. Apprenticeship will help unlock not just understanding the craft and how to tackle it, but also building your portfolio and getting to know people.

Xsolla: What changes have you seen or helped lead in diversity and inclusion within mobile gaming? Where would you like to see the industry head?

I want to highlight two organizations: Gameheads, where I serve on the board, and Black Women Gaming. I've invested in both because they provide a community for underrepresented individuals and bring diverse developers into the gaming ecosystem. My personal vision, and why I've invested in those organizations, is that they help not only tell different narratives of the world but also help bring diverse game developers so that you can have authentic storytelling of those narratives.

When I reflect on where I would like the industry to go, it would be getting to the point where every person can work in the gaming industry and experience what it's like to be in an inclusive, diverse team and deliver a successful AAA game. Right now, the industry can feel repetitive with the same characters, stories, and teams, and I don't think the industry will get to that next two, three, four, five X growth without reaching this aspiration of mine.

To read the full interview with Laura as well as uncover more statistics about the representation of women in gaming, download the full Autumn 2024 Edition of The Xsolla Report: The State of Play, follow the link below:

Play Like a Girl: Brands Are Increasingly Targeting Women

Image Credit: Anton27, Shutterstock

A Conversation with Laura Teclemariam

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