Polygon

Gendered marketing, and the myth of disinterested female gamers

Gendered marketing, and the myth of disinterested female gamers

This is an absolutely killer story that looks at the issue of gendered marketing and the exclusion of girls and women from the world of video games from a number of angles. The idea that the video game industry both created a perpetuated an environment that's unwelcoming to both genders is interesting, as is the thought that these moves were partially the result of the last big video game crash.

This issue doesn't really end at marketing, even trade shows like E3 are aimed squarely at a demographic of juvenile males, to the point of embarassment. It's not really just an issue of gender; companies are so busy chasing their "ideal" consumer, a young man, that they create a sense that no one else is welcome. That's troubling, especially when people of both genders and all ages are happily playing games on any number of devices.

This is a great read, and it's filled with quotes from any number of experts. If we market only to young men, and then justify that marketing by saying only young men play games... it hurts everyone who likes games to have a wide variety of content. The best way to solve the chicken and egg problem is to eat the chicken, fry the egg, and start over.