Opinion: Women Gamers – A lucrative opportunity for brands

Gaurav Agarwal debunks the myth behind women gamers and explains how brands can benefit by tapping onto this diverse market.

Gaming has evolved from a pastime to a global phenomenon, captivating billions around the world. But let's debunk a common misconception: gaming is no longer the exclusive domain of boys. In fact, women gamers now make up nearly half of the gaming population on the planet.

But here's where the game gets really exciting: brands that embrace the power of women gamers unlock a world of untapped potential. They understand that women gamers not only possess substantial purchasing power but also wield immense influence over consumer decisions.

With a staggering 1.5 billion women immersed in the world of gaming, the advantages of brand activism within this realm are boundless. By featuring women gamers in marketing campaigns, sponsoring women's gaming tournaments, collaborating with influential female gaming icons, or organizing casual meetups for female gamers, brands can open the door to a wealth of benefits and tap into this dynamic and diverse market.

Expanding the Target Audience

Women gamers encompass a vibrant and diverse group, hailing from various backgrounds and harbouring a multitude of interests. Whatever the product or service may be, there is a vast pool of female gamers who could be potential buyers. Brands that proactively forge connections with this group are poised to extend their reach and captivate a larger audience.

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A shining example of a brand that has successfully harnessed this trend is Sephora, a beauty company. Through their trailblazing "Sephora Squad" campaign, which featured a group of influencers, including female gamers, the brand skillfully promoted its products and captured the attention of the masses. The campaign attracted over 15,000 applications from aspiring squad members, illustrating the profound impact of empowering women gamers within the brand's sphere.

Benefitting from Halo Effect

By supporting women gamers, brands cultivate a more diverse and inclusive image that resonates with a wider range of customers. This not only attracts new audiences but also fosters stronger brand loyalty among existing customers. Brands that champion women gamers send a powerful message that they value diversity and empowerment, creating a halo effect that elevates their reputation and positively influences consumer perception.

An inspiring case in point is Dove's "Real Virtual Beauty" campaign, an initiative aimed at challenging and transforming female representation in video games. Collaborating with key allies in the gaming industry, including Epic Games' Unreal Engine and Women in Games, Dove sought to create a healthier and more diverse depiction of women and girls in the gaming sphere worldwide.

Unleashing Purchasing Power and Influence

Women wield an astonishing $30 trillion in annual spending power and hold a decisive influence over a wide array of purchase decisions, ranging from household spending to healthcare, travel, and education. Brands that cater to women gamers' broader interests gain a competitive edge and foster long-lasting customer relationships.

Social Influence and Positive Media Coverage 

Women gamers possess substantial social influence, making them instrumental in amplifying brand reach through social media and word-of-mouth marketing. By partnering with influential women gamers, brands tap into their vast social media followings and unlock access to millions of potential customers.

Look no further than Red Bull, the popular energy drink brand, which teamed up with professional female gamer and streamer, Pokimane. This strategic collaboration resulted in captivating content, sponsored events, and heightened brand visibility within the gaming community. Social media conversations ignited, generating increased consumer engagement and interest in Red Bull.

By embracing the untapped potential of women gamers, brands can forge meaningful connections, unlock new horizons of growth, and shape the future of their industries. Beyond expanding their market reach, brands can leverage this substantial and influential consumer group to cultivate a more robust brand reputation and embrace a socially responsible identity. By delving into the empowering realm of women in gaming, brands can solidify their position as pioneers of inclusivity and reap the benefits of a progressive future.

This article is penned by Gaurav Agarwal, Co-Founder, Gamezop.