Breaking gender stereotypes in video games: The rise of “Gamer Moms”
Traditionally seen as male-dominated, the gaming industry is experiencing a significant transformation, with women, especially mothers, actively engaging in gaming.
A recent survey conducted across the US, Germany, the UK, and France (ABM 2024) has unveiled compelling statistics challenging the conventional notion that video games are solely a pastime for young males. The survey revealed that an astonishing 70% of mothers actively participate in video gaming. What's even more remarkable is that within this demographic of 'gamer moms,' a staggering 74% play games on mobile devices daily.
This demonstrates that women, including mothers, are present and actively shaping the gaming culture.
The Bryter Female Gamer Study reveals that while female gamers do not perceive themselves as gamers, they spend more than 11-12 hours per week gaming. And 45% of females surveyed say that gaming is an important part of their life.
Gamer moms
Women, especially mothers, turn to video games for entertainment and stress relief, seeking a temporary escape from the demands of daily life and an opportunity to unwind.
Video games have evolved into social platforms, enabling connections and friendships; many women, including moms, engage in multiplayer games to connect with friends or family, transcending geographical barriers and fostering social interaction.
The growing inclusion of strong, diverse female characters in games enhances the appeal for women, making the gaming medium more reflective of their identities and experiences, further drawing them into the gaming community.
The impact of gamer moms on brands
In breaking away from traditional gender norms within the gaming community, gamer moms emerge as a pivotal demographic with significant economic influence. Representing a substantial portion of the gaming market, they actively contribute to the industry's revenue through their diverse purchases, encompassing games and related merchandise.
According to The Bryter Female Gamer Study, 90% of female gamers in China spend at least $5 per month on in-app purchases, compared to 54% in the US and 42% in the UK. Beyond being consumers, gamer moms serve as influential voices, influencing the gaming sector and impacting consumer choices in various markets.
Recognizing their presence allows brands to explore new advertising horizons, tailoring campaigns to appeal to a wider audience and fostering inclusivity within the dynamic space of the gaming industry.
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