Making Video Games Desirable for Women By Hervé St-Louis Apr 23, 2007 - 1:38:47 AM

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The Sims

Unlike comic books, video games have succeeded in marketing themselves to the population at large, while remaining a guy oriented activity that doesn’t involve any physical activity. What makes games stick with guys is part of what makes action figures, sports cars and football work for them. It’s a cool thing to do and there’s always more to look forward. Release of new material is frequent and there is a constant race to update to new contents and challenges. Video games makers have cornered the male market perfectly, but still neglect the other half of their potential targets, women.

There are no reasons why video games should attract more men than women. Women like to play games as much as men. Some even specialize in mind games, but that’s another topic! The basics of any game are that one does not know the outcome and gamble on the future based on skill and intuition. Skill and intuition are something women generally don't lack.

If you go to your neighbourhood casino, you will find as many women as men. Women at work waste as much time as men playing games and cards instead of being productive. So why is it that the traditional video game appeals less to women than men? The fact that women generally have less spare time than men, because, we guys, still won’t share all the household chores, won’t be enough to explain why they play games less often.

Women are a complex and interesting market and here are some things one should look at when designing a game for them. Looks, context, game play, marketing and influence. My bet is if game developers understand how to make their games better and more appealing to women, they will succeed in making them better overall for guys too. So if we understand what women want, perhaps we’ll all have better titles to play with!

Desperate Housewives The Game

Polish the Looks

How a video game look can either break or sell. For women, this is more important. While guys will probably buy version three of a game they already own, because of a few added gimmicks or to try the new feature of a brand-new console, most women, will want more value than the coolness factor. If they have to sit in front of a monitor for hours, it better be worth their time. So attention to visual details is more important for women. They will notice the pixilated backgrounds. Good design and layout is important. The game design has to make sense as a whole.

Social Context and Networking

Women are chatty and like to interact with others. They are more prone to gossips too! Hey don’t sue me, scientists said so! Games are more fun when played with others. If game developers can figure out a way to add more interactions with other players in their games, they stand a chance of attracting more female players. The interactions’ options provided don’t have to be focused on competitive elements like top scores or trashing your opponent, as if often seen in many titles. If there is a way for many players to collaborate on a single objective, it’s certain that it will appeal to women.

Don’t Make It Girly

When looking at the crop of games for little girls, it’s amazing how much of the stuff has a Barbie feel. It’s all pink with characters with big eyes and eyelashes and fancy designers cartoon jeans. Just because a game is principally for a female audience, it doesn’t have to be over saturated with pastels and fuchsia colours. Don’t make the game play girly either. Let’s get out of stereotypes and make games that challenge all.

Avoid Marketing As Geeky Game

My Little Pony The Game

Everything from game packages to the advertising often only speaks to men. Marketers are convinced that women won’t play a war game. I’m not sure.

Hire More Women Creators and Developers

Although it’s not a given, adding more women to game development will through their influence and participation, help make the game appealing to women. Fortunately, more women are entering the video game industry and occupy positions, not just in management and marketing, but in the actual design and development of titles.

Having more women playing games is not a noble aim. Video games are after all entertainment venues that are not crucial to people’s lives. However, too many women who would like to play games often find limited appeal with existing titles. Hopefully, video game companies will heed more attention to this large and untapped potential market.

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