Presentation · June 4, 2020

Play Like a Girl: Key Ways to Engage Asia's Growing Female Gaming Audience

Summary

The female gaming demographic in Asia represents a primary catalyst for regional market growth, expanding at a significantly faster rate than the male audience. In 2019, Asia accounted for 48% of global gaming revenue, totaling $69 billion. Within this landscape, female players grew to comprise 38% of the 1.33 billion total gamers in the region, up from 32% in 2017. This shift is particularly pronounced in China, where 45% of the gaming population is female, followed by South Korea, Japan, and Southeast Asia at 40% each. Mobile technology serves as the dominant platform for this demographic, with 95% of Asia’s female gamers playing on mobile devices compared to much smaller shares for PC and consoles. While female players typically engage in shorter sessions than males—with 60% playing up to seven hours per week—their spending power is substantial. Female gamers contributed 35% of mobile gaming revenue in 2019, a figure projected to reach 39% in 2020. Contrary to casual stereotypes, these players show a strong preference for complex genres including MMORPGs, MOBAs, and shooters, particularly those featuring deep strategy, diverse character options, and immersive storylines. The rise of female-specific esports leagues and professional teams further signals a maturing market with expanding sponsorship opportunities. This upward trajectory was accelerated by the COVID-19 pandemic; data from 2020 indicates that over 96% of female gamers in China increased their playtime during lockdowns, with a majority also increasing their in-game spending. To effectively engage this audience, developers and marketers must prioritize mobile-first strategies and integrate sophisticated gameplay elements that reflect the diverse interests of the modern female gamer.

From the report

to engage the growing audience of female gamers. Welcome to the world capital of gaming Asia has long been a leader in video game fandom. In 2019, the region drove nearly half (48%) of the world’s total gaming revenue. 2019 global gaming revenue ($145B) 48% Asia $69B As internet access has expanded and 2017 gaming technology has continued to improve, games have become more immersive and accessible to the 1.13Btotal gamers masses. Among the millions of gamers 32% are female joining the ranks every year, females have been a huge catalyst for growth. The number of female gamers in Asia 2019 is growing at a faster rate than male 1.33Btotal gamers +18% gamers, and they’re leveling the playing 38% growth field in every one of Asia’s key markets. are female YOY growth of gamers in Asia Female Total 14.8% 10% 7.8% 0% 2020* *Forecasted Percentage of female gamers in 2019 South China Korea 45% 40% (308M) (13.6M) Japan India 40% 18% (18.4M) (54M)* Southeast Asia 40% (100M) *Expected to significantly rise with smartphone penetration and mobile internet access Where female gamers played in 2019 While PC and console games once dominated, widespread mobile access has given more gamers the ability to play whenever and wherever they want. And mobile has become the most popular platform among female gamers by far. 500M 95% 40% 2% total* 473M 201M 8.5M *Overlap from users gaming on multiple platforms on mobile on PC on consoles With its on-the-go appeal and wider range of genres and titles, mobile gaming naturally appeals to a wider audience — which is apparent considering the platforms that garner the most spend from female gamers.

201M 8.5M *Overlap from users gaming on multiple platforms on mobile on PC on consoles With its on-the-go appeal and wider range of genres and titles, mobile gaming naturally appeals to a wider audience — which is apparent considering the platforms that garner the most spend from female gamers. How much female gamers spent in 2019 Female gamers accounted for 35% of mobile games revenue. Their share of mobile games revenue is forecasted to rise to 39% in 2020. China $4.4Bon PC games $6.6Bon mobile games 60%of spend by female gamers was on mobile. Game plan for marketers Planning mobile-first should be an essential part of your strategy. Consider the fact that not only are more female gamers getting online, but there are more than 2X as many female gamers on mobile than PC, and 50X more than on consoles. Keeping female gamers wired in Female gamers are unique in how long they stay wired into their favorite games. Most female gamers (60%) spend up to seven hours per week playing, whereas more than half of all male gamers play for more than eight hours a week. Average gaming session duration 1-7 hours Female Male 8-14 hours 15-21 hours 22-29 hours 30+ hours 0% 10% 20% 30% 40% 50% 60% Gaming session duration by device Less than 1 hour 51% 1-3 hours Mobile 3+ hours 0% 10% 20% 30% 40% 50% 60% 70% Less than 1 hour 1-3 hours Desktop 3+ hours 0% 10% 20% 30% 40% 50% 60% 70%

ion 1-7 hours Female Male 8-14 hours 15-21 hours 22-29 hours 30+ hours 0% 10% 20% 30% 40% 50% 60% Gaming session duration by device Less than 1 hour 51% 1-3 hours Mobile 3+ hours 0% 10% 20% 30% 40% 50% 60% 70% Less than 1 hour 1-3 hours Desktop 3+ hours 0% 10% 20% 30% 40% 50% 60% 70% When it comes to mobile games, female gamers love intense, hardcore titles that feature strategic gameplay and diverse character options — particularly massively multiplayer online role playing games (MMORPGs) and Anime, Comics, and Games (ACGs), as well as multiplayer online battle arenas (MOBAs) and shooter games. Female gamers’ favorite mobile genres Female Male 18% 16% 12% 8% 4% 0% MOBA Puzzle Battle Royale Shooter RPG Racing Strategy/SLG Game plan for marketers Take some inspiration from titles that have successfully attracted and engaged female gamers — “Onmyoji,” “Miracle Nikki,” and “Jianxiaqingyuan” are just a few with at least 50% female users — and consider including popular features like strong strategy elements, traditional art styles and design, and diverse characters and storylines. A new brand of female athletes and fanatics Not only are more female gamers tuning into esports events — entire teams and leagues of female gamers are making waves on the world stage. Across Asia, and in China, specifically, female esports fans are leveling the playing field. Female gaming organizations leading the charge Female Esports League (FSL) Callisto Gaming Independent female-only Organization founded esports league serving in 2019 focused on Southeast Asia female gamers in esports Meet Asia’s top female esports teams

rts fans are leveling the playing field. Female gaming organizations leading the charge Female Esports League (FSL) Callisto Gaming Independent female-only Organization founded esports league serving in 2019 focused on Southeast Asia female gamers in esports Meet Asia’s top female esports teams Girls HK by Logitech Belletron Founded in 2012 Indonesia's top female esports organization Bren Female Asterisk #3 in FSL 2019 Mobile World’s first Legends Tournament all-female “DotA” team Game plan for marketers Esports present an entire new ecosystem of opportunity. Esports titles with female participation are likely to attract more female viewers on livestream videos, more female fans, and as a result, higher sponsorship values for advertisers. How COVID-19 has impacted gamers in Asia Social distancing and stay-at-home mandates around the world have driven a surge in game time from both males and females. An April 2020 survey in China — Asia’s biggest gaming market — revealed that most females are spending more time gaming at home during the pandemic. Percentage of females in China 97.9% 96.8% 89.9% spending more time gaming Console Mobile PC With more time to play at home, female gamers are also spending more money on their favorite games. Percentage of females in China 78% 69.2% 63.8% spending more money on gaming Mobile Console PC

ndemic. Percentage of females in China 97.9% 96.8% 89.9% spending more time gaming Console Mobile PC With more time to play at home, female gamers are also spending more money on their favorite games. Percentage of females in China 78% 69.2% 63.8% spending more money on gaming Mobile Console PC Female gamers are a crucial piece of the foundation of Asia’s fast-growing gaming market. Their impact on the world stage can’t be overstated — especially as people spend more time gaming at home in light of social distancing — so it’s time for developers to rethink how to attract a wider audience. Whether it’s by implementing new features, sponsoring esports tournaments, investing in hiring diverse talent, or creating entirely new games, appealing to female gamers is fundamental to future success. 4 key ways to engage female gamers Plan for a mobile-first Add storylines, character experience — where options, and unique female gamers gameplay elements that are most engaged female gamers can

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