Women and mobile gaming

Everyone is playing video games. Everyone. Playing video games has always been a great way of relaxing and escaping the pressures of everyday life, but since COVID-19, it’s become an even more popular way of passing time.

People have the option to play games on PCs, consoles or on mobile devices, but it’s the mobile games market that’s generating the most revenue and is expected to continue to be the fastest growing segment overall.

The marketing opportunity of a lifetime

In 2019, the global gaming market revenue was US$152 billion, with 51% of that revenue coming from mobile games. And that’s just the tip of the iceberg. New studies are showing that by next year, the global gaming market is expected to reach US$180 billion in revenue, and the mobile games market share is expected to reach 59%.

Total global gaming revenue distribution

Why are mobile games leading the gaming industry in revenue instead of PC and Console when we are all at home due to COVID? Well, you might be surprised.

Close your eyes and picture your typical gamer

Teen playing video game



What’s the first image that comes to mind when you picture a typical gamer.  Do you see a teenage boy playing online with his friends?


Man playing video game


Or maybe a man sitting at his elaborate set up to battle his friends in some multiplayer game on his console?




Well, I imagine both are correct and both still are true in today’s world, but there’s a whole other demographic you are forgetting about… WOMEN!

Woman playing mobile game

These days, there are far more female mobile gamers than male!  Globally, 63% of gamers were female and on average around 36 years old, and only 37% were male and around 32 years old.

most popular mobile game genres

Why are mobile games so popular? Especially for women?

Firstly, money.

Studies show that most women are unwilling to spend money on a game but are more willing to make in-game purchases. Thankfully, now-a-days, everyone has a smart phone, and many mobile games are free to play!

Secondly, for convenience.

Gaming on a smartphone is convenient for both men and women! It’s easier than ever to download a game, wherever you are, on your phone and its always in our pockets. Our mobiles are so readily available that we can game any time, any place.

Lastly, for an escape.

Mobile games help fill the time for everyone, reduce stress and have a little fun when you have a minute to yourself. With increasingly hectic lives – work, life, friends and/or kids – having a bit of time to yourself is a way to escape the pressures of everyday life.

If you haven’t tried developing and marketing mobile games for women, you should!

Knowing your audience is key. The stereotype of a gamer has been blown out of the water. It’s not an adolescent boy playing mobile games, it’s a woman. Since more and more females are playing video games regularly, why not market to them?

Be aware! Game developers need to keep in mind who their key audience is when developing games. There are certain genres that women tend to gravitate towards in mobile gaming, such as casual games, puzzles, strategy games and chance games.

By focusing on developing games for this demographic and realizing how women spend their money in a gaming environment, it is a huge opportunity for game publishers and marketers to increase adoption of their games, gain market share and make more people happy.

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