A video game has become an indispensable part of modern culture with the
development of the commercial game and is also endowed with diverse meanings
besides entertainment. For instance, the entire global video gaming market generated
$75 billion in value in 2016 (Statista.com, 2019). Besides, video games also contain
the meaning of education, health-care and corporate training (Bogost, 2011).
Significantly, because of the dynamics of the market and the diversification of game
development, consumers' demand for videogame becomes complicated, and there is
no denying that a successful game must be built on a deep understanding of the
player's experience like various demographic feature. Ref. suggested that gender is a
potential indicator of player’s differences in gaming demand and experience. Thus,
this report will critically analyze the gender difference of players and its determinants.
Firstly video games and the traditional media have for a long time been criticized for
their negativity and the violence that they have often portrayed along which have
severely impacted the players of the various players of the game.
Over the years, studies have tested and indicated that the video games are indeed
violent and aggressive and these are the characters that are usually taught in those
who play these games. Results of the findings also indicate that the video games
increase the aggression on the males while it does not increase aggression on the
females. Part of the challenge of engaging in such studies is the limited data sources
available for the games on both genders (Beck, 2017). Other aspects that make the
reviews more challenging is what is commonly referred to as Realism as the majority
of those who actively engage in playing these games mostly interact with computer
characters and in such cases, both the player and the cast are controlled accordingly.
In support of the view that video games increase aggression among the players,
media analysis indicate that those who are actively engaged in the video games have
usually indicated a strong sense of aggressive thoughts, feelings, and behaviors (Beck,
2017). The results are seemingly alarming and frightful when it is considered that the
prediction could be correct as it put the future status of the society at stake.
Possibly a more alarming statement is the fact that the exposure to violent video
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games possesses a severe threat to the public health of the children, the youths and the
college-age individuals. It is necessary to note that the participants in the game, both
male, and female who viewed violent images had negative influences on the attitude
of the performance. Other findings indicate that individuals who play video games
with high frequency, particularly the males, have high chances of condoning
stereotype images which are the contributing factors to the increased aggression on
Game marketing is the process of creating and capturing player value
accordingly. It’s dynamic due to the differences in demographic and geographic
factors. The global market for games is fast growing and it I expected to go higher
than that. From this valuation of the video games, they are likely to contribute to half
of the global market in the coming years. While these video games have developed
rapidly in the past years, the way they are marketed is equally very significant and
more appropriate for their development. The game developers and the operators have
appropriately made use of the rising internet technologies and advancement of the
internet as well as the improved advertising techniques have been used to increase the
market for these games.
Advertising is one of the methods through which the game developers have
properly utilized to benefit themselves. Advertisement still stands out as the best way
to create and spread awareness of any product in the market today. However,
television commercials are used with a reduced frequency by the video games
industry, and they have chosen to engage their right audience through this medium
directly. Online advertisements have been channeled to take various dimensions, and
it is currently used as the primary marketing strategy by the developers of the video
games (Lynch, 2016). The pre-order sweet spot is another way through which the
video games industry is fast developing their financial base.
The players through the pre-order sweet spot are guaranteed to copy the games as
soon as possible, and this is one of the strategies to boost sales. It is a commonplace
for the new games to offer a pre-order bonus of exclusive content which comes by
making a pre-order of the game. This operation mode is not entirely different from the
gaming industry market. Concerning the video games, many people opt to buy the
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games, most especially that part of the game that is not is not entirely revealed.
The target audience of this game is students with game experience, as well as
workers, and their age is 18-32 years old. Because according to ref., about half of the
people in this age group like playing games. To regard the gender segment, this game
is relatively popular with female gamers due to they prefer the games with such
atheistic style and simple control (Ogletree and Williams, 1990). Females are
generally more willing to share their primary status with the males. Even if the central
character is a female, it is most probable that the character will be allowed to be part
of the game because there is a male character who featured somewhere in the gaming
In some cases, the male could serve as a protector or a guide to the female while
the female serves as a side chick. For this reason, there are games that the women
prefer because of the prejudice that is not found in such games. Gamers are an
attractive audience for a wide range of advertisers. Players are in most cases more
than small general online population who make considerations of purchasing
computers, smartphones and other media entertainment products such as tickets for
movies and album. In some cases, certain products are more suitable for the online
population. The gamers who buy the online content are mostly influenced by the
materials and the products which they watched online (Lynch, 2016). Players in most
cases desire to have access to contents that entertains them and tap their passions
more appropriately while at the same time giving them full information on how to use
the products and the services.
Differences in preference in gender
One of the critical factors influencing men's and women's preference for games is
the difference in cognitive and spatial skills (Greenfield, 1994). Female gamers prefer
funny, low-difficulty, non-violent, aesthetically pleasing games. It because female
players more enjoy the process of completing mission tasks and they are more impact
by visual perception (Ogletree and Williams, 1990, Provenzo 1991, Okagaki&
Frensch, 1994). However, male players tend to pursue challenges and excitement, so
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they prefer war, shooting, and violence games. That’s the result of boys actively
connect computers and games (Provenzo, 1991, Ogletree and Williams, 1990).
It is very significant that the businesses understand the differences that exist in
the world of games. Males and females differ in some ways concerning the genres and
the platforms that each of the gender preference, how they discover the games and the
time they spend on the games each. There are however are other undeniable
similarities that are present among the genders regarding the gaming behavior.
Regarding gender and age, out of all the gamers, 46% across the 13 countries are
women. When many of those who compose the gaming world are men, the women
also have a significant portion.
However, the various platforms have varied participants and varying levels of
popularity among the different genders. Mobile games are common among men and
women. Notably, the order of popularity of the platforms is from mobile to PC and
then console, and this is regardless of the gender (Falbe, 2017). This that platform
popularity closely tapers to the overall shape and size of the market of gaming.
Similarly, a conclusion of the same nature can be drawn when we examine the
mechanisms through which the gamers make discoveries of the new games.
At the face level, it is evident on the existing differences between the males and
the females regarding how they make their discoveries of the games. For women,
thirty-nine percent make findings of the games through their friends and members of
the family. Twenty percent of the females make discoveries through the social
networks (Lynch, 2015). For the men, the findings and the data are comparatively
lower with twenty-seven percent discovering the new games through the family and
friends while the other twenty four percent make discoveries through the video
channels that are online.
Marketing implication and gender difference
Generally, the focus on the decision-making of men and women is entirely
different. Male consumers tend to meet short-term needs where women are more
focused on meeting long-term needs and aspirations (Kraft, 2012). Therefore, the
feature of the game should be able to identify the particular demand of the target
segment. For instance, when male players experience Candy Crush, they can gather
the sense of accomplishment brought by challenges, which is a short-term experience.
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Female gamers can play the game over time as a way to spend leisure time.
These findings are very instrumental for the developers of the video games, and
by all means, the differences between the genders should not be exaggerated. Age, for
instance, is a solid player in the route used for the discovery of these differences and
preferences. Gamers who are up and above the age of thirty-five are at the top of the
discovery route, and only twenty-five percent of the players are below the age of
thirty-five. With the trending development of the video games of all kinds, it is
prudent to check on the audiences who for reasons known to them have decided to go
with the flow of the trends.
People of all sorts have widely accepted the mobile games for instance and the
micro transactions as a game that is free to play, and that is the reason why it has a
broader market in comparison to other video games in the market today. However, the
point when the developers are trying the best they can to pull more money into the
industry from the players, they don’t live up to the advertisement and the gaming
community does not outrage the immensely popular forms in the world of video
The simplicity of game design in operation is to allow players to easily open, start
quickly and end in a short period, to maximize the use of the fragmented time to play.
One of the significant trends which the developers of the video games are forced to
handle with an immediate effect is commonly known as fragmentation of the devices
and the gaming time (Falbe, 2017). The increasing fragmentation of the games is
continuously used to increase the access of these video games over the internet and to
play the games thus. The days and times when people are accessing the internet from
the desktop computers are passed with time in as much as the PC gaming is still an
attractive alternative to using the console.
In today’s world, every console is hooked to the internet automatically and is also
similar to the smart TV and the tablets as well as the smartphones. This technology is
opening up several opportunities and enormous chances for the developers to
specialize in some specific kind of projects within the gaming industry. This is wholly
dependent on the various platforms even though the developed game is mechanical or
not. Fragmentation assists the developers to achieve different objectives regarding
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how they monetize their products (Christy, 2016). We have seen every kind of
approach that the game developers are using, and fragmentation is one of the best
methods ever used.
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Bogost, I. (2011). How to do things with videogames. Minneapolis: University of
Statista.com. (2019). Topic: Gaming. [online] www.statista.com. Available at:
https://www.statista.com/topics/1680/gaming/ [Accessed 5 Jan. 2019].
Beck, V. and Rose, C., 2018. Is sexual objectification and victimization of females in
video games associated with victim blaming or victim empathy?. Journal of
interpersonal violence, p.0886260518770187.
Lynch, T., Tompkins, J.E., van Driel, I.I. and Fritz, N., 2016. Sexy, strong, and
secondary: A content analysis of female characters in video games across 31
years. Journal of Communication, 66(4), pp.564-584.
Lynch, T. and Martins, N., 2015. Nothing to fear? An analysis of college students' fear
experiences with video games. Journal of Broadcasting & Electronic Media, 59(2),
Falbe, J., Willett, W.C., Rosner, B. and Field, A.E., 2017. Body mass index, new
modes of TV viewing and active video games. Pediatric obesity, 12(5), pp.406-413.
Christy, K.R. and Fox, J., 2016. Transportability and presence as predictors of avatar
identification within narrative video games. Cyberpsychology, Behavior, and Social
Networking, 19(4), pp.283-287.