3 valuable ways to help your games appeal to females
A stereotype of a typical gamer has been around for awhile now and tends to be thought of as male, in their 20’s and living with his parents. This preconception is being challenged by the emergence of mobile games and the rise of the female gamer.
Candy Crush is a very popular game, it’s player base is 69 percent female. In 2015, they made more than $1.5 billion. It’s not just puzzle games that are popular, simulation and slots retain female players for longer than males. Also Vegas-style poker games such as Big Fish Casino sees 65 percent of its revenue coming from females.
According to analytics firm Flurry, the top grossing games have more woman playing them than those that are neutral or male-skewed.In the same study, Flurry also estimates that 58 percent of mobile gamers are female. This group not only spent more time playing but spend 31 percent more on in-app purchases and have a better 7-day retention than their male counterparts.
So what can you do to help make your game appeal to females?
Get input on your next games from your target audience
While females are playing and paying more, an overwhelming majority of the developers are still men. A recent developer survey conducted by Vision Mobile saw just 6 percent of respondents who self-identified as women. In an ideal world, all development and creative teams should include both female and males’ to try and add just a little bit of perspective.
From a creative point of view, a female perspective around storyline is equally as important. “Games can have violence as their main mechanic and still appeal to women”. The trick is just adding other compelling elements beyond the violence. That’s not just appealing to women — that’s appealing to everyone.
Diversify your characters
If your game offers character customisation, take special care to ensure that females are playable characters. The Washington Post found earlier this year that women weren’t present in nearly half of endless runner games like Temple Run. Temple Run 2 remedied this by making a female character available for free. Simply integrating a female storyline from the start can help your game be more relatable and appeal to a broader audience.
Keep players accountable
Genres popular with women — like simulation and turn-based games — generally have a very committed audience, with players logging in between 15 to 20 times per week. These genres are more often than not, multi-player games with a strong community. Developers and creatives need to foster a positive and open community culture to get their male and female audience to stick around.
While these small adjustments to game development and marketing tactics might help appeal to your female players, they are also a great way to appeal to a broader audience and to help increase revenue along the way.