The preference for solo gaming among women highlights the importance of diversifying gaming experiences and ensuring that they cater to a broader audience. According to the study, half of women gamers are not interested in multiplayer games, with 69% preferring simple mobile games. This raises the question of whether game providers are leaving out a significant portion of the population by focusing too much on brand and franchise opportunities in live service games.
The study also reveals a disparity in gaming experiences between genders, particularly in the context of live service games, which are a major revenue stream within the industry. Women are less inclined towards these multiplayer online experiences due to the prevalence of bullying and harassment. This finding calls for game companies to address the issue and create a more welcoming environment in live service games.
To combat harassment, game companies can drive stronger moderation of player chatter and better socialization of norms. The integration of generative artificial intelligence could make moderation more powerful, adaptive, and nuanced. Early research suggests that large language models can identify actor intentions, moderate toxic comments, and reward positive contributions. This would help ensure more positive experiences for all players.
Game companies should also consider producing more non-gaming experiences within live service games, such as concerts and promotional events. Currently, women gamers are not as engaged with these elements compared to men. By offering more diverse content and experiences, game companies can attract more women to live service games.
In addition, game companies should work towards promoting and empowering women creators and facilitating brand partnerships with them. This would help normalize women in gaming and encourage more diverse game experiences. The growth of gaming has coincided with the rise of social live streaming services and streamers, but women creators face challenges in growing their profiles. Game companies can play a role in supporting and empowering women as gamers, streamers, employees, and innovators.
Another approach to cultivating a more inclusive gaming environment is by reinforcing investment in solo, story-driven games that have broader appeal. These games, which often feature strong female characters, have already attracted a significant number of women gamers. Delivering these games to next-generation mobile devices could also help reach larger audiences.
Crossovers between movies/TV shows and video games can create more novel experiences for fans and attract new players. However, the study shows that there is more interest in crossovers among men, indicating a need for the industry to reset the perception that gaming is primarily oriented towards men. Game companies should consider bringing in more brands and franchises that cater to women’s interests and support women creators against potential backlash.
Overall, cultivating a more welcoming environment for women in gaming can drive greater revenues and innovation across the industry. It is important for game companies to address the concerns of bullying and harassment, diversify gaming experiences, and promote and empower women in all aspects of the industry. By doing so, they can create a more inclusive and profitable future for the gaming industry.
