Niko Partners’ Play like a girl: Key ways to engage one of Asia’s fastest-growing gaming audiences report explores the significant player growth being driven by female gamers, details which genres and platforms pique their interest, and what developers teams are doing to appeal to a more diverse user base. Today, the typical gamer in Asia looks a lot different than just five years ago. As widespread internet and affordable smartphones connect millions more people to the world of gaming, the number of genres have exploded, storylines have become more inclusive, and an even wider, more diverse audience is getting in on the action.
Highlights from Key ways to engage one of Asia’s fastest-growing gaming audiences report include:
- By the end of 2019, Asia accounted for 48% of global gaming revenue ($69bn)
- There were 1.33bn gamers in Asia in 2019 and 38% were female, up from 32% in 2017. Female gamers grew by 18.8% in 2019, a faster rate than male
- 45% of Chinese gamers are female, rising to 49% in Indonesia. Currently, in India, it is 18% but in the last 2 years we have seen females with access to the internet in India rise from 19% to 42%
- Female gamer number 500m in Asia. 473m play in mobile, 201m on PC and 8.5m on console
- Over 40% of female gamers spend longer than 7 hours gaming per session
- Female gamers tend to favour multiplayer online battle arena (MOBA), puzzle and shooter games
- Females make up a third of esports viewership in China and Korea, compared to the 22% global average
- Female-only teams and leagues are being created in Asia
- COVID-19 prompted 94.9% of female gamers to spend more time gaming
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