2023-10-12 19:23:47
Marina Correia, monitor product manager at Samsung Brazil, during a presentation at Brasil Game Show (BGS 2023)
In recent years, the universe of electronic games has undergone an incredible – and very beneficial – transformation. Not only in terms of offering technology and entertainment options, but also in the way we see and value diversity in games, a form of expression that represents and fits so well in our current times. More than ever, today it is essential to highlight the presence and importance of women in this scenario and understand how this directly impacts our market. Games are not exclusive to men – in reality, they never have been, it turns out that we have more and more data, studies and a declared interest from the main stakeholders which corroborate the obvious: there is no gaming scene without them.
The presence of women in electronic games is increasingly notable. They not only play, but also actively create, develop and contribute to the industry. Whether as professional gamers, developers, graphic artists, streamers and even fans, women continue to make their mark and raise standards in the community. This is important not only for reasons of representation, but also because it expands the diversity of perspectives and experiences in the development and consumption of games.
Valuing different profiles of gaming consumers is essential for an industry that seeks to evolve and grow constantly. In this sense, women represent a significant portion of the market, and ignoring their preferences and needs is a drastic strategic error. According to the 2023 Gamer Brasil survey, for example, 69.8% of women in the country play electronic games, and, for the fifth consecutive year, the female audience is the majority among Brazilian gamers, representing 53.8% of players. The global scenario is similar.
Therefore, it is crucial for companies to open increasingly assertive dialogues and always keep them in mind when creating strategies for new products and, of course, have a communication plan aimed at this audience. This includes marketing campaigns that authentically represent women in this segment, whether showing them playing, supporting, developing and, consequently, standing out in this environment. This way, other brands can be inspired to get involved while showing that they are not only welcome, but essential in these spaces.
Large events of this kind, such as BGS (Brazil Game Show), which takes place in the first half of October in São Paulo, is the perfect example of an opportunity that can strengthen the renewed commitment to inclusion. Agendas like this offer a conducive environment for companies to get to know the public more in-depth, in addition to presenting products and solutions in detail and taking the opportunity to encourage all types of positive interaction with the community.
The presence and importance of women in the world of electronic games is undeniable, and valuing the varied consumer profiles is essential for the success and growth of the industry as a whole. We need to do our part to ensure that all voices are heard to promote an increasingly creative, inclusive and welcoming environment.
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