While women comprised around 3 in 10 console and PC video game players a decade ago, today they make up 47 percent of these gamers, according to data cited by USA Today. Among mobile gamers, women are a clear majority. So more marketers are reaching out to current or potential female gaming fans.
Four in 10 U.S. users of Xbox are women, and last week L’Oreal launched the first female-focused app for the Microsoft device. Dubbed The Next Level, it offers a range of beauty and style content (how-to videos, community forums, content from Lucky magazine, etc.). And a new Nintendo campaign for the 3DS that features several young female stars, including gymnast Gabrielle Douglas, is “designed to show how all kinds of women and young girls can explore their interests and express their individuality” via the handheld system. —Marian Berelowitz