Women in gaming: breaking stereotypes and leveling the playing field
It's almost International Women's Day—a perfect moment to challenge the outdated notion that gaming is a man's world. Leading the charge? Our own concept creative, Mijs Brouwer. As a passionate gamer, she’s seen how far women in gaming have come—and the barriers that still need breaking. The best part? Your brand can help make a difference.
Growing up, I often found myself envious of the boys in my class. Sure, I loved my Barbie dolls and toy kitchen, but I also cherished my Game Boy, spent hours constructing intricate Lego creations, and proudly wielded a pocket knife to carve spears from branches during outdoor adventures.
Was I a typical girl? Absolutely! Contrary to the outdated stereotypes, girls don’t fit neatly into one box. The assumption that activities like gaming, building, or exploring the outdoors are atypical for girls simply doesn’t hold up. Many girls—past and present—have found joy in these activities.
A shift in perspective
Fast forward to today, and the landscape of gaming has evolved dramatically. Among Gen Z, gaming is no longer a male-dominated space. In fact, the scales are tipping toward a more balanced gender divide. And no, female gamers aren’t just playing games like Candy Crush or The Sims.
Women are excelling in competitive gaming spaces traditionally associated with male players. Events like the international Girl Gamer Esports Festival showcase female gamers competing at the highest levels in games such as Counter-Strike, League of Legends, and other esports heavyweights.
Data doesn't lie
Nearly half of all gamers today are female. This statistic debunks the myth that gaming is a predominantly male pastime. Women are not just participants in the gaming world; they’re an integral part of it, shaping trends, influencing the industry, and competing as equals.
Despite this progress, challenges remain. Harassment continues to be a significant issue for female gamers, particularly in online multiplayer games and among female streamers. From derogatory comments to targeted trolling, the hostility can be intense.
How brands encourage respect within the gaming community
Fortunately, change is on the horizon. More initiatives are emerging to combat harassment and foster inclusivity. Maybelline’s “Through Their Eyes” campaign, for example, highlighted the harassment female gamers face by putting male gamers in their shoes. Similarly, Dove’s “Real Virtual Beauty” campaign has set a new standard for the representation of women in video games. These efforts are reshaping perceptions and encouraging respect within the gaming community.
The future of gaming is brighter and more inclusive than ever. Women are here to stay, and their presence will continue to grow. By breaking down outdated stereotypes and challenging barriers, female gamers are redefining what it means to be part of the gaming world.
Opportunities for brands
This shift also presents a tremendous opportunity for brands. The gaming industry, with its increasingly diverse audience, is a fertile ground for meaningful connections with consumers. By supporting inclusivity and amplifying female voices in gaming, brands can not only foster positive change but also build authentic relationships with this engaged and growing demographic. Campaigns like those from Maybelline and Dove demonstrate the impact of aligning with values that matter to gamers today.
On International Women’s Day, let’s celebrate the contributions and resilience of female gamers. Here’s to the women who challenge norms, level up the industry, and inspire the next generation of gamers!
