Amy Nelson, Associate Writer

Where are the Women?

"Forty percent of all game players are women. In fact, women over the age of 18 represent a significantly greater portion of the game-playing population (33 percent) than boys age 17 or younger (18 percent)." source: Entertainment Software Association (ESA).

Women are a large part of the gaming community. We are out there, buying tons of games for ourselves and for our families. And yet, where is our representation? Do a random search for gaming media, and you will find a plethora of articles written by males, for males. Case in point: check out popular gaming site N4G (News For Gamers) on any given day and you will find a front page filled with articles about such titles as Bioshock, Dante's Inferno, and Mass Effect, yet rarely anything at all aimed at female readers. Admittedly, there are women that play these games, but they are definitely not the main demographic. You are also likely to be treated to screen shots of scantily clad women from various games, and discussions about "which one is the hottest." Good times for your average teenage male, but not so much for the female gamers out there looking for actual gaming news.

Speaking of buxom babes, where is our marketing? The release of online game Evony got tons of press recently, merely because it's marketing featured busty girls and come-on lines that had nothing to do with the game itself. This is a game that is greatly enjoyed by my teenage nieces, but I have yet to see an ad featuring a buff guy in a loincloth for their viewing pleasure.

Some might argue that the female readers aren't out there to begin with, and that is why they don't have a bigger presence in the gaming media. However, the numbers overwhelmingly dispute this. I would argue that the average female gamer knows that these sites have little to offer them, and don't bother to even check them out after a disenchanted visit or two. Sure, there are a few great sites out there aimed specifically at the female gamer, but I would love to see more mainstream sites offer something for the female readers as well as the males. This leads to the obvious question of why these overwhelmingly male-oriented sites should care. The answer: women are a major force in gaming, both because of female gamers and their male counterparts, but gaming media isn't taking notice. There is often articles about "How to get your girlfriend/wife/mother to game with you" but they often focus on getting said female to play your games, rather than how to find games that will appeal to her.

There is much to gain by aiming some of that media and marketing focus in the female direction. The female perspective is so important because women aren't just buying games for themselves, but for their children, and their spouses as well. Added to that is the fact that many male gamers want their significant other to game with them but aren't sure how to make that happen. Spotlight games that men and women can play together, and sales will rise. By creating more sites that are appealing to both males and females, you are accomplishing several things. You create something that husbands and wives, boyfriends and girlfriends, can enjoy together while also capturing the very important female market share.