Gaming platforms target India’s largely untapped audience – women

Gaming platforms are waking up to a huge opportunity: women make up around 42% of India’s 210 million smartphone users, but until now, relatively few have played games.

Why it matters

In order to tap into the market, new approaches are needed, including a greater understanding of what women want from games and more women making decisions around all aspects of gaming, from design and aesthetics to user experience.

The details

• According to a report authored jointly by Google and games market intelligence firm Nike Partners, India represents Asia’s lowest penetration of female gamers – just 18%, compared to 49% in countries such as Taiwan, China and Indonesia.
• The number of women players is rising. Game maker WinZO Games, for example, says over the past year, the number of women players on its platforms is up 30%, and women are also playing for longer, an average of 38 minutes a session compared to 20 minutes six months earlier.
• Women are no longer just playing games such as Candy Crush and Snake Rush – many are getting involved in action games and e-sports leagues like Free Fire and Call of Duty, say industry experts.
• More women are also getting into the industry, with the frequent option of flexible working hours making it an appealing choice for many. Hiring in the gaming industry in India is up between 25% and 30% over the past six months, according to recruitment firm TeamLease, and 20% of new hires are now women, who are taking up senior leadership roles as well as entry-level jobs.

Sourced from Economic Times

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