Asia

Leveling the Playing Field for Women in Gaming across Asia and MENA

Published

8 months ago

March 14, 2024

Reading Time: 4 minutes

Women are the fastest growing demographic in gaming, both as players and increasingly as industry leaders. Niko Partners finds that this growth is often complimentary. As more women Identify as gamers, more are pursuing careers in the field. And, as more women work in the field of gaming, we see more games developed that appeal to and better represent women both as players and as characters.

Niko Partners’ Female Gamers in Asia report estimates 37% of gamers in Asia are women, and the number of women gaming is growing by 11% annually – almost double the rate of men. Some parts of the region demonstrate this shift more strongly than others. Southeast Asia has a gamer population that is 53% female, and the Philippines leads the way with a percentage of 63%. While markets in MENA, South Asia, and China are less balanced, we still see strong growth across the Asia and MENA region.

Mobile phones have been a huge boost for women’s access to gaming, with 97% of female gamers in Asia using their mobile device to play. According to Niko’s research, puzzle games, multiplayer online battle arenas (MOBA), battle royale, simulation, and RPG games are the most popular genres among women. PC and console games also attract women, with 40% of women playing on PC and 16% of them playing on console.

For developers hoping to ignite demand and grow their engagement with women, considering genre, gameplay, storyline, and style, can be great ways to tap into this demographic. Social media is also an important strategy for reaching female players, as more than half (53%) of the women we surveyed see social media as their primary information source about gaming.

Although female gamers in Asia are predominantly casual players, the younger generation of women (Gen Z and beyond) is participating in competitive gaming and esports. Esports is a potential growth driver for female gamers, as it complements the social and cultural elements of gaming. We are seeing increasing representation of women as gamers though livestreaming and even among esports professionals. Women are also engaging with esports and streaming as fans, and are more likely to spend money, play longer, and consume gaming content if they do engage with esports, compared to those who do not.

Women’s achievements in esports are also promising. Najd Fahad is the first Saudi women to win a FIFA tournament at GCC Games, Michelle “Moxxi” Song, was the first woman to work as a play-by play caster at Dota 2’s The International, Kim “Geguri” Se-yeon, was the first female player in Overwatch League, and Li “VKLiooon” Xiaomeng, is the first woman to win the Hearthstone World Championship. These kinds of trailblazers are among a growing number of inspirational figures in the pro gaming scene paving the way for future gamers.

Trailblazers in women esports glory (from left to right): Najd Fahad, Michelle “Moxxi” Song, Kim “Geguri” Se-yeon, and Li “VKLiooon” Xiaomeng

Despite their significant contributions to the gaming industry, women often encounter barriers working in historically male-dominated environments. Still, women are breaking barriers by pursuing careers as analysts, producers, designers, artists, publishers, and marketers. Individually, they are taking leadership roles such as Tricia Sugita, Chief Marketing Officer of Cloud9, Alodia Gosiengfiao, co-founder of Tier One Entertainment , and Leena Xu, Chief Revenue Officer at Sentinels.

Another important aspect is mentorship and educational programs for women gamers pursuing careers in gaming. Events that offer career mentorship and networking opportunities can help improve this access. Women’s representation in career roles in the gaming industry is strengthened through events such as Women in Gaming Asia gaming career expo, which helps to build community among professionals and provide career support for women in the industry. These kinds of events connect women in the industry to studios and companies, building networks, and also guiding them through the industry, as well as giving them tools to face challenges in the workforce.

We are seeing more of these kinds of events every year. Last year, Riyadh hosted a session called “Breaking the Code: The Challenges for Women in Gaming Leadership” at Next World Forum. Niko Partners has also presented about gender inclusivity in gaming industry at Gamescom Asia 2022. Besides these events, there are also game development academies and competitions hosted exclusively for women developers, such as 2023 She Jams in Saudi Arabia, as well as Tuwaiq Academy, operated collaboration with Apple.

Fostering diversity, equity, and inclusion in the gaming industry is imperative, and beneficial for the industry overall as women’s perspectives as industry leaders will lead to games with wider appeal. This can go a long way in helping to solve problems experienced by women in the industry, and companies will find that their products reach a wider audience.

Women-only tournament and gaming lounge as safe space for women gamers: VCT Game Changers and sQuad core (Source: Adela Sznajder/Riot Games, Wajod Alkhamis/The National)

Niko Partners is a certified woman-owned business that has been operating in the games industry for over 20 years. We make inclusion and diversity central to our work, through our research, hiring practices, and internal mentorship programs. We hope our work on women in gaming can help spread this message. Our Female Gamers in Asia report is a comprehensive guide on the rise of women gamers in Asia, along with other market reports that include data and insights on the growing segment of women gamers. These reports are based on our gamer survey that include responses from women who game as well as industry leaders. Diversity and inclusion are also an important aspect of Niko Partners in operating its business. Contact us if you want to understand the best strategies for reaching and representing women gamers via our reports and custom research capabilities.

Source: Nico Partners

Asia

Goa Introduces an Entirely Online Lottery Platform

Published

1 hour ago

November 22, 2024

Niji Narayan

Reading Time: < 1 minute

In a move towards modernising India’s lottery sector, the state of Goa has introduced an entirely online lottery platform, sanctioned by the Directorate of Small Savings and Lotteries. This initiative, known as Great Goa Games, aims to bring transparency and convenience to an industry that has long grappled with allegations of mismanagement and fraud.

Ticket sales commenced Monday, with the inaugural draw set for Sunday. Rhiti Group, led by founder Arun Pandey, was granted the license to operate and market the platform. “Our mission is to democratize opportunities through technology,” Pandey stated, emphasizing the secure and user-friendly nature of the app-based system.

Goa government official Narayan Gad lauded the move as a step forward for the Indian lottery sector. “With our online lottery streamlining processes through technology, we are setting a new standard in the lottery industry,” Gad remarked. “The technology-based product will enhance transparency and ensure improved monitoring and regulation of operations.”

This development follows new rules governing online lotteries, introduced by the Goa directorate in February 2023. Currently, 13 states in India, including Goa, allow lottery games, though others have banned them due to concerns over gambling addiction and operational irregularities.

Asia

DigiPlus Interactive Launches “Pusta de Peligro” Campaign

Published

1 hour ago

November 22, 2024

Niji Narayan

Reading Time: 2 minutes

The DigiPlus Interactive Corporation, with its social development arm, BingoPlus Foundation, has launched the “Pusta de Peligro” campaign, pioneering a responsible gaming initiative to empower Filipino players with the knowledge and tools to make better choices in their gaming experiences. This campaign leverages the relatable term Petsa de Peligro—which reflects the need to be prudent before paydays in the Philippines as a metaphor for moments when players must exercise caution and discipline in their gaming.

The Pusta de Peligro campaign aligns DigiPlus Interactive with the efforts of PAGCOR in promoting responsible gaming and playing with a trusted operator, demonstrating a shared commitment to keeping gaming safe and enjoyable. A three-pronged approach to prevention, education and intervention anchors the campaign’s objective to teach Filipinos how to know the risks, set limits and get the right support.

Last November 14, DigiPlus and BingoPlus Foundation held the “Tamang Laro, Tamang Panalo! Wais Tips for Pusta de Peligro Moments” hybrid talk show in its headquarters in front of over 200 audiences on-site and online.

The show was split into two sessions with the first one being the “Tamang Laro” episode–Teresita Cambe-Castillo, licensed psychologist, chairperson of the board of Seagulls Flock Organisation and International Gambling Certification Board member, discussed how to spot the signs of excessive gaming and provide mental health support for oneself or others.

In the afternoon, proven financial guru Armand Bengco led the conversation in the “Tamang Panalo” episode, teaching the viewers how to continue winning by knowing how to handle money, build an entertainment fund and spend responsibly.

The “Tamang Laro, Tamang Panalo!” hybrid talk show is proof that DigiPlus, through BingoPlus Foundation, is committed to advancing an education campaign that goes beyond reminders on responsible gaming habits, but also gives actionable, practical tips to better manage their entertainment fund through financial literacy learning sessions, and spot the signs and provide psychological first aid for excessive gaming.

“We’re committed to more than just delivering exciting digital entertainment. With Pusta de Peligro, we’re taking responsibility to help players be mindful, enjoy responsibly, and stay financially aware,” said Rafael Jasper Vicencio, Director of DigiPlus Interactive and President of AB Leisure Exponent and Total GameZone Xtreme, the operator of BingoPlus Stores and developer of its beloved games.

Celeste Jovenir, COO of BingoPlus Foundation and Vice President of DigiPlus Interactive, said: “Pusta de Peligro is just the beginning. We are committed to setting the bar as a responsible industry leader, helping Filipinos navigate gaming wisely, for truly enjoyable and rewarding experiences with us.”

Asia

MelBet Appoints Bollywood Actress Sherlyn Chopra as its New Brand Ambassador

Published

1 day ago

November 21, 2024

Niji Narayan

Reading Time: < 1 minute

International iGaming company MelBet has appointed Sherlyn Chopra, one of India’s famous and glamorous actresses, as its new brand ambassador.

As a brand ambassador, Sherlyn would be involved in creating exclusive content and promoting MelBet in international markets.

Sherlyn Chopra is known for her significant success in the film and television industry. Her work, including her role in the psychological thriller, Red Swastik, made her popular in India. Sherlyn is actively involved in showbiz and continues to expand her horizons by doing popular web-series, music albums, short films, launching glamour and style apps and other creative projects.

“I am incredibly excited to become a part of the MelBet family. Sports are more than just games or competitions as they unequivocally bring people together. I am proud to contribute to its popularisation with such a reliable partner. MelBet is not just about gaming, casinos, or sports. It is about team spirit towards involvement in the games, followed by highs and lows which are inevitable in the pursuit of success and victory. MelBet is an experience that brings us closer as a community and in setting our goals and achieving them. I am looking forward to starting our collaborative journey and the opportunities that we can create and explore for our growing game lovers,” Sherlyn Chopra said.

With this appointment, Sheryln joins other leading names, who represent MelBet in India and globally. MelBet believes that with her fearless approach to pushing boundaries, she embodies the innovative spirit that MelBet values – which led to her appointment. This partnership is expected to strengthen MelBet’s connection with sports enthusiasts, gamers and those passionate about the game, opening up new opportunities for clients and helping to further expand the brand’s reach across South Asia.

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