Women Gamers 2026: 9th Annual Edition

The ninth annual edition of the Women Gamers study provides a comprehensive analysis of how women engage with the gaming industry, drawing on nine years of longitudinal research. The primary thesis asserts that women represent a diverse, significant portion of the global gaming audience whose preferences are frequently misunderstood due to outdated stereotypes. The research highlights a critical disconnect between the industry’s traditional "gamer" identity and the actual behaviors of women, who are increasingly rejecting gatekeeping and seeking immersive, varied experiences.

The study is based on an online survey of 1,004 women gamers aged 16–65 across the United States and the United Kingdom, with quotas set to ensure demographic representation. Key findings indicate that while women play an average of six genres, their engagement is shifting; PC and console playtime has plateaued since 2024, with Gen Z increasingly prioritizing social media over gaming. Furthermore, there is a notable trend toward solo play over multiplayer, driven in part by a persistent, though slightly declining, prevalence of toxicity. Fifty-one percent of women report experiencing toxicity, a figure that rises to 79% among Gen Z, leading many to hide their gender or avoid voice chat entirely.

Economically, the research identifies a trend toward more selective spending, with a decline in annual gaming expenditure and a growing skepticism toward DLC value. Discovery is heavily influenced by social proof, with younger players relying on streamers and creators, while older demographics favor personal recommendations and brand familiarity. Ultimately, the industry is encouraged to move beyond gender-based generalizations, focusing instead on life-stage motivations and robust moderation to foster safer, more inclusive environments that retain this valuable player base.