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India’s women are enthusiastic gamers
Female media useGaming hardware & softwareIndia
Almost half (49%) of women in India started playing mobile games during the pandemic, according to a study from InMobi, reported in the Economic Times.
Why it matters
As the gender split among gamers becomes more equal, the gaming industry will have to tackle character stereotypes and incorporate more women-centric themes. This has potential implications for marketers’ media mix.
A quarter of women gamers are aged 25-34 years. Almost half women gamers are unmarried while a third are married with children.
Women gamers are concentrated in Delhi NCR, Maharashtra, West Bengal, Karnataka, and Andhra and Telangana.
In the study, women gamers spent an average 88 minutes playing action-inclined games, 56 minutes playing strategy-inclined games.
A majority of women gamers (79%) prefer to watch an ad to progress in a game or gain benefits and just over half (55%) say they can recall ads seen in mobile games.
“Nearly 52% of India’s women gamers live in metros, while 29% live in small towns, clearly becoming the new face of entertainment for women across India” – Vasuta Agarwal, managing director/Asia Pacific, InMobi.