COLUMN: 'The Aberrant Gamer - What Women Want'
September 6, 2008 8:00 AM | Leigh Alexander
[Back after a few months' hiatus, The Aberrant Gamer is happy to return as a biweekly, sometimes NSFW column by Leigh Alexander, dedicated to the kinks and quirks we gamers tend to keep under our hats – those predilections and peccadilloes less commonly discussed in conventional media.]
“Why don’t women like the big console games?” Someone asked me recently.
As a female game journalist, I’m one of the few and the proud, although as a female gamer I’m not nearly as unique as the population of internet forums would probably suggest. Still, I’m often asked questions like these, about “what women like” and what they don’t.
And I usually get a little bit miffed, to tell you the truth. I tend to reject assertions that there must exist a uniquely female palate for video games. I feel that my preferences and aversions as far as video games have more to do with my personal taste and less to do with my gender, and my position is generally that it’s the same for most women.
Is it really?
It’s a touchy area. In order to parse out what people enjoy about games, after all, it makes sense to first pick out what their needs are, and then identify those games that have elements that address those needs. And while it’s generally acceptable to make a few safe assumptions on what males enjoy in games, the evolving role of women in society over the past several decades makes it somewhat easier to offend us as we wrestle with how – or whether – to identify ourselves by gender.
Take, for example, the following statement: “Men like to play powerful characters that make them feel strong.” Assert that, and we women will generally reply, “what, you don’t think women like to feel strong, too?” Say: “Men are more likely than women to identify with a protagonist who’s a 400-pound space marine,” and you might be right – but some women will say, “are you calling me fat?”
Right now, some of you already have your mouse hovered on the comment link, ready to excoriate me for generalizing. Just hang on one second, will you?
We've Got History
Yes, yes, everyone is different, I know. You don’t need to tell me there are plenty of women who like blowing things up; I love blowing things up. You don’t need to cite any of the numerous PopCap surveys that find the average gamer is a female in her 30s or older (without mentioning that like my fifty-plus Mom, she only plays Snood all day).
We generally perceive that gaming has been a historically male-dominated industry – we know, at least, that the majority of game design professionals are male, and many companies are making concerted efforts to induct more women into the professional fold. More still are making concerted efforts to diversify their consumer base by “targeting” female consumers.
More female design professionals and more female gamers is definitely a positive goal. But how can we achieve it if we’re so afraid to differentiate “female tastes” versus “male tastes?” So egalitarian are we that I think we might be losing an opportunity to broaden our audience by analyzing people.
The Boys' Club
With exceptions, myself included, it’s generally boys who like the big console blockbusters, one finger on the left trigger and one on the right. I’ve been asked by a few people recently why I think this might be – is there some innate principle of the game design that is not oriented for so-called “female brains?” Or is it the premises – Sci-fi, lots of explosions, women with big boobs and space soldiers doing the fist-bump – that turn them (turn us) off?
Those same PopCap surveys I highlighted were most likely conducted with the aim of proving that company’s favorable market positioning in the casual games biz. Casual gaming, which generally spans anything from sparkly browser-based puzzlers to The Sims, has appeared to find more traction among adult women than modern console games have. And Nintendo’s DS has done well among women of all ages too, a success generally credited to the accessibility offered by pet simulators and brain trainers.
But even though this column is proposing we embrace the differences between male and female preferences – or at least, embrace the possibility that such differences may exist – we ought to be hard-pressed to embrace the conclusion that men like intense, complex experiences and women like quick, shallow ones.
I was recently pleasantly surprised by how much fun I had playing EA and Pandemic’s new Mercenaries 2. And then I wondered why the pleasure surprised me. Part of it is that I’m overwhelmed by the fast pace at which large new releases hit the shelves, and occasionally long to just play something (relatively) smaller and more familiar, like Symphony of the Night, for the umpteenth time. But when I really thought about it, I couldn’t deny the prevailing reason. Mercs 2 is a game for boys.
How do I know this? Because you can choose either one of two big muscle men or one hot girl to play as? Nope. I played as the girl and didn’t mind being hot. Then, is it because it thrives on gunplay and explosive mayhem, instead of training, raising and nurturing, like the vaguely feminine Harvest Moon? Nope, not that either – it turns out that the explosions and tanks were my favorite part of Mercs 2 (and I know a good quantity of male Harvest Moon fans too, by the by).
In other words, I’d be hard pressed to identify any one aspect of Mercs 2’s design, gameplay or appearance that is explicitly “for boys.” That is, except for the packaging and marketing of both the software itself and the consoles you can play it on – and the way such games are positioned inside both gamer culture and society at large.
It's The Package
The perception of a “boys club” around certain kinds of games is either intimidating or offensive to most women I know. I’ve got galpals who play Rock Band and even various Mario games, but if I try to cajole them to take a shot at the latest complex console epic, they balk – even with a game like Mercs 2, whose controls are extremely streamlined alongside pacing that introduces the player gradually into their use.
The best guess, then, is that the real reason more women don’t get “into” video games is because, from a distance, it doesn’t feel like it’s “for them.” And if it’s a perception issue, not even a 50/50 ratio on the development side, nor less masculine titles and packaging will help. None of my female friends and family members have ever heard of Portal, for example, even though it was widely received as a "feminist" title.
And while having more feminine perspectives behind games will surely take us far, this long-running, self-perpetuating paradigm won’t be easily shaken up. To do that, we need more titles that can serve as a true gateway to help a larger audience of women feel as though games are something in which they can see themselves. And to create those, we find ourselves confronted with a question so large that society’s made a bit of humor out of it: What do women want?
If there were an easy answer to the broader question, we’d have quite a lot more happy men on earth than we presently do. But it’s possible to find out what women want in games – and to do that, we’ve got to ditch the politically-correct pussyfooting and stop pretending we’ve already got the level playing field we ultimately desire.
Some women may like Metal Gear Solid just as much, if not more, as they like Katamari Damacy and The Sims (ahem). But we are the exception – come on, let’s admit it – and while ultimately I still believe game preferences come primarily down to personality and not gender, maybe if we look closely at what the average female likes to play on the console, or is attracted to at retail, we might be able to pick out a rule or two we can learn from – besides "make it pink."
Sigh. All right. Now you may run to the comments section and talk about how you’re a girl who likes Gears of War, or how your sister is better at Army of Two than you are, or you and your galpals play Halo competitively.
Just remember – just because women aren’t excluded doesn’t mean they feel welcome in a widespread way, and that’s definitely something it’s possible to change. And without being unafraid to look more closely at the issue and entertain the idea that men and women just might have different needs, we’ll never really know precisely where to start.
[Leigh Alexander is news director for Gamasutra, freelances and reviews often for a variety of outlets including Variety and Paste, and maintains her gaming blog, Sexy Videogameland. She can be reached at leighalexander1 AT gmail DOT com.]
Categories: Column: The Aberrant Gamer








19 Comments
I think much of the barrier is the "Is this for me?" that women and girls can feel.
I blame the media...now it is you turn to hear me out. Movies, TV shows, magazines, books and all the other media throw at young women and older women steer clear of gaming. When was the last time Red Book or Cosmopolitan, or American Girl wrote anything positive about video games? When was the last time iCarly on Nickelodeon or Grey's Anatomy on ABC showed a woman or girl playing a video game?
I have a funny feeling that media targeted to women and girls is currently run by women who are between 35 and 65 who couldn't give a rats-ass about video games. They won't talk about it; they won't model it as feminine behavior for their readership and viewership, so you will never see it on programming targeted to women about it.
No women are not slaves to what the media tells them to do, but we all respond to people who seem like us modeling behavior. Do you think I would have worn a pastel suit with five o’clock shadow in the late 80s if it were not for Miami Vice? Like it or not what we wear, what we do, what we think can be shaped by what we see people doing or talking about in our media. If there are not girls and women modeling behavior then people often don’t do things in great numbers. And that is what we are talking about. It is not that women are not gaming it that women are not feeling free to talk about it as much as boys and men are. Boys and men have plenty of behavior modeled to them that say, “It is normal to like games, it is normal to like shooters, it is normal to play as a 400 lb space marine, and it is normal to enjoy games where the women have curves and their jump suit zipped down to their navel.
I think women gamers need to get the ball rolling if they care about this. Model that gaming is feminine in your own lives, demand that the media you consume models gaming as a behavior that is normal for girls. Have your nieces or younger sisters write into Teen or Seventeen magazines to ask, “Where are the features on girls who game?” The more women and girls demand that subjects like gaming be covered in “their” media that more the behavior will be modeled.
On the other side, women need to take a stand with the media that is geared towards them taking the negative position. If Red Book or Woman’s Day writes a sensationalist article about the “Dangers of Your Son Gaming” they should be called out for being so one sided.
Lincoln | September 6, 2008 9:48 AM
I grew up as a semi-hardcore gamer but only got into the critical/academic side when I hit college, and I remember being thoroughly baffled when I first came across this Great Debate about how to make games appealing to girls and women.
I echo what Annie Carlson said at last week's Women in Industry panel at PAX: a good, well-balanced game has no gender bias. I started on the same games my brothers did-- we played equal amounts of Sonic the Hedgehog and Mortal Kombat, and for the latter, lord, did I ever relish the blood. It was only when my little sister grew to about gaming age that I was introduced to Barbie's Dollhouse or whatever that pink goop was. And while, yes, dressing things up was fun, I still liked running back into the basement to see if I could pass the next boss in Sol-Feace (we were Sega camp; can you tell?).
I believe "female" preferences come down more to how they are cultured --and how the culture responds to them-- than what they innately desire. I was much closer in age to my two brothers than my one sister, so I wanted Nerf toys, Transformers and Tonka trucks for Christmas, not dolls and costume jewelry. Yes, I ended up getting a mix, but ultimately I was able to decide what I really wanted to be interested in, and my parents accepted that.
I can't shake the feeling that if more children, male and female, were given equal opportunity to discover their own identity, we'd understand the appeal of "androgynous" games like Sonic and finally acknowledge that, just as you say, it isn't "masculine" or "feminine" games that drive gamer interest, but rather the individual's personality.
Kris Ligman | September 6, 2008 11:15 AM
I sort of do feel that is a culture thing in the same way that studies show that many women think that they're bad at math, even though women are as good if not better than men at math.
I had a girlfriend that I'd show a game to from time to time, and her immediate, instinctual reply would always be "no I don't like games." On the few times that I pretty much sat her down and made her play she loved the game every single time.
As the first poster noted it may be up to the media to show that playing games is a normal thing for women to do.
Tiktaalik | September 6, 2008 9:43 PM
Great column Leigh! A lot to think about.
Ben Abraham | September 7, 2008 4:34 AM
I think Lincoln hit it on the head, and really... it's not so dissimilar to when video games were incredibly niche, and those of us who really loved video games had to hide it from all the jocks and beautiful people, lest we be labeled any further.
It's kind of funny when I consider the "male demographic" of video games these days. I really don't much care for FPS games. GTA kind of bores me. Explosions and guns and hot girls are all fine and everything, but truthfully, I yearn for Sonic, Mario, and Mega Man more than Mercs 2. And the prototypical "guy" you'd picture getting into what I like to call the "Action Movie" genre of games... these guys weren't playing video games pre-Playstation.
So, I dunno... guess my point is that demographics always cater to some sort of prototype, and I don't think most people conform so easily to that prototype than you might otherwise expect. So, girl games? Boy games? Pfft. That's a sociological construct perpetuated by those who refuse to give up the thought that guns and soldiers are for boys to play with, and dollies and horsies are for girls to play with.
I think things will be a lot better when people start considering people's interests as outside of some artificial gender barrier.
Tralfaz | September 7, 2008 10:30 AM
This article reminds me of something I've always kind of wanted to pick your brain about, Leigh --
Women and Silent Hill.
While this is purely anecdotal, I am not exaggerating when I say 90% of the female gamers I know openly love the Silent Hill games. (And, as far as I know, they seem to have completed them alone - which leaves me a bit tight-lipped around them regarding my guy friends' and my playthroughs of SH games... that always require one person to play and the other two to act as "moral support," haha...)
What really intrigues me is not that girls are enjoying a horror game, but why so many decided to pick up and play Silent Hill out of all games in the first place. SH games may not be "hardcore" or "boy's club" games, but why does it particularly attract female gamers either? Maybe I'm wrong to assume that women would be intimidated by what amounts to a very long, self-placement horror film? Or is the opposite true and there's actually something subtly attractive about that self-placement part; about defying the horror cliche of useless chicks who only undress and scream? Or, hey, am I even reading too far into all this?
Certainly, I think the Silent Hill games are well-made enough that they appeal to a lot of people and gender has nothing to do with liking the game - BUT it is striking that the series' fanbase includes a lot of women despite horror being an atypical genre for women. And clearly these females took the first step of playing the game at all, which doesn't even happen with a majority of games that are just as popular or acclaimed. We're used to hearing girl gamers latch onto "less intense" games like Zelda or Final Fantasy, so realizing that the deliberately jarring Silent Hill was another popular series among my female gamer friends was a surprise.
Is this all coincidence or am I really on to something? Even though I'm relying on anecdote, the number of female SH fans seem so massive in my experience that they can hardly be brushed off; from close friends to forum-going strangers to Zombie Nurse cosplayers. What's your experience with other female gamers you know (and don't know)? How/why did you decide to play your first Silent Hill game whenever you did? And do you think there's any reason the more-than-casual, less-than-hardcore girl gamer is often drawn to Silent Hill?
Scypher | September 8, 2008 4:09 AM
Great post and discussion. This whole marketing to women thing, in many traditionally male dominated industries, needs honest exploration like this. Especially when you consider generational differences as so many of you mention, gaming tends to be most popular with people younger than 35. Those people grew up in a culture that had less gender role/conflict than previous generations did.. so for marketers, "pink thinking" will most certainly fail. Gamers want to make their own choices based on their unique human interests - and who decides what is "for girls" or what is "for boys" anyway...?
Consumers are getting more comfortable breaking the molds of gender expectations the were formed in a very different time. Your comment, Leigh, about the difference between not being excluded but not necessarily being welcomed works in both directions. A game can be more traditional and be presented to a more modern, less gendered, consumer, just as a game can be more modern (or - be slightly more typically "feminine") and be presented in a way that either gender would feel welcomed to give it a go.
I am of the 35+ group who has not gotten into gaming, but I am also a women's market expert who finds the industry a fascinating study of a traditionally male-dominated/focused realm being forced to deal with gender and marketing in a whole new way. Other industries could learn from realities and discussions like this.
Andrea Learned | September 8, 2008 6:28 AM
I'm pretty much in agreement with you and have felt this way for a long time. Basically the way i think about it is: give it time.
The reason why women tend not to buy into the 'typically' male dominated blockbuster gaming titles is purely because those titles have predominantly been for men/boys.
It's the same reason why there's still such a problem with gaming and 'adult content' (i'm not talking about porn here but you get the point). The populace at large still perceive videogames to be for children - so logically the question is asked: Why would you want adult-oriented content?
It took a long time for women to be considered emancipated and yet the battle is still being fought in various sections of society. At the same time the roles of men are blending with those traditionally associated with women (e.g. nursing etc). There are only personalities, societal gender differences are learnt and not innate. There are differences inbetween gender though i do not think they are as big and wide-ranging as many people would like to believe.
Men are from Mars and women are from Venus... but only because we say so.
Duoae | September 8, 2008 8:59 AM
@Lincoln:
You're absolutely right, but games themselves need to change too. Games are part of "the media" too, after all - and every game that has an animated sex doll or a show wrestler for a protagonist reinforces the stereotype that gaming is just for boys (not men - boys). For every Leigh who isn't bothered by the sexism/fascism there are a thousand women who are.
@Scypher:
I think the answer lies in the Silent Hill series' narrative and game design. Designwise, it's more of a deliberate game style than a twitchfest. Storywise, it's about very human, very vulnerable characters who are psychologically relatable. It's a far more mature game series than most, and thus more likely to appeal to people outside of the male adolescent demographic.
Marijn | September 8, 2008 10:48 AM
I think the issue of gender is largely obfuscation for a larger issue: why are we only making games (by and large) for ONE audience? There are large swaths of men out there who also don't play games, and it's for largely the same reason as the women who don't play, but because the people who ARE playing games are male, men as an un-subdivided demographic are "covered." No one asks why women don't watch TV, or go to the movies, or listen to music, because there is diversity to those media that means anyone with even a passing interest can find something they like.
Additionally, as Leigh mentions, the consoles themselves are marketed almost exclusively to a certain audience. Imagine if DVD players were marketed more-or-less exclusively as a way to watch sci-fi and action movies. Now imagine with the DVD market would look like. Even though people would correctly say, "But there are tons of comedies and romances out there," it wouldn't matter, because the box to play the discs is being sold as a way to watch action movies and only those with an interest in those genres would buy it.
I'm largely repeating Leigh's point, I guess, but the answer is "make different kinds of games, and make sure that the people who might be interested in those games know how they can play it, and you'll pull in all kinds of different people." Many of those new people will be women.
Matt | September 8, 2008 11:36 AM
I get a unique perspective because I work in a K-12 school. I see a shift on its way through the ranks...
I brought Rock Band in as a reward for a group of High School kids, and found that the boys (this is in general, mind you) hogged the controllers and the girls were more than willing to let them, mostly satisfied with watching from the back of the room, cheering on whoever was playing on Expert.
Then a teacher asked if she could use the system for a 4th grade class that she had and I agreed. There, the students spent equal time on the controllers...but not because we were regulating it in any way. The girls had no problem with playing games, they were not embarrassed to admit that they played at home, and many were as good as most of the guys.
Now, I've been a female gamer all my life, from the ColecoVision on up, and for me, 4th grade was about the time that I considered giving up games for makeup and boys. For me to see that these girls were not only not embarrassed about playing games, but were very open about playing, made me feel a bit better about the trends in the future and what they might hold.
@Scypher: I would agree with the Silent Hill observation, although around me I notice it more with Fatal Frame, of all games. I have a ton of female friends who are not gamers, but they love that game and most of them have also played it by themselves. However, I'm female and never understood the appeal...
Amauriel | September 8, 2008 11:43 AM
Yeah, I've known several women who I don't think were "gamers" (as in, people who would call it a hobby and frequent gaming sites) who were into the Fatal Frame series. There was one who (and forgive me if it sounds like a stereotype) wouldn't play the game herself, but would ask her boyfriend to play it and then cuddle up next to him, discussing strategy and jumping at the freaky spots. It was kinda romantic, actually.
Shih Tzu | September 8, 2008 12:34 PM
i think why i'm unhappy whenever this question is brought up (aside from all the inevitable generalizations) is because it's always asked from a marketing perspective: how can we get more women to buy our games?, not what games would women like to see made?
how can we (and the "we" is invariably a bunch of male game developers) trick women into paying for games that we didn't make for them (and which, as manifestations of our own adolescent power fantasies, probably bore the shit out of them)?
i think more women will play games when more women are making games, and that's more radical a change to the industry and the medium than a marketing seminar can produce.
(also, to nitpick, i've always found the word "female" far too clinical-sounding when used as a noun.)
auntie | September 8, 2008 2:13 PM
@Marijin:
I think you're absolutely right; those are a few of the reasons I figured Silent Hill is more celebrated than, say, Resident Evil. However, those are qualities that aren't clear until you've spent a good deal of time with the game. My curiosity is more about, if there's a high intimidation barrier for women gamers and most high-profile games, why does there at least APPEAR to be less of a barrier when it comes to these horror games?
@Amauriel:
I'm jealous. I can't find a copy of any Fatal Frame ANYWHERE outside of eBay. :P (Really really hoping they localize the new Fatal Frame for Wii!)
Scypher | September 8, 2008 3:26 PM
[how can we (and the "we" is invariably a bunch of male game developers) trick women into paying for games that we didn't make for them (and which, as manifestations of our own adolescent power fantasies, probably bore the shit out of them)?
i think more women will play games when more women are making games, and that's more radical a change to the industry and the medium than a marketing seminar can produce.]
I think you're selling developers short here. I mean that you're generalising about the methods of and ideas behind development as much those people you seem to despise. There are plenty of people (being the operative word here) who can make games for other people and not just one gender or gender stereotype.
Amazingly, i don't think developers are trying to trick women into buying games they don't want to play. In fact i wouldn't believe there are many developers (who enjoy making games that people enjoy playing) who would work their asses off just to trick someone into playing a game.
Maybe marketing is a different ball game - but i'm not familiar with the mentality behind trying to push a product onto the populace so can't comment on any kind of thinking in this area.
Duoae | September 9, 2008 7:33 AM
I think games like Cave Story is a decent gateway to gaming. I have no idea why my girlfriend, who never played anything more than minesweeper, decided to play Cave Story when I was playing it. Now she's trying to defeat the final boss. I think it's just getting that special "something" in games that would convert more women into gaming, but I don't think we've found it yet. Games like Mario and Cave Story, I believe, is one step in the right direction. Unfortunately, it's also those types of games that are looked down upon by the male gaming audience.
Kenny | September 21, 2008 1:51 PM
Yeah, I know what you mean. I come from a small town,I'm a girl and I play games since I was a kid. I'm a bit short in stature and got a quite delicate appearance, people in my hometown usually gets surprised when I say I enjoy horror games such as Silent Hill and used to play lots of FPS 'til I got bored. To check out comic books? Freak! "Girls should buy expensive clothes and have lots of shoes!" they say.
Nowadays people are a bit more open-minded with girl gamers, specially the boys, mind you. But non-gamer girls? They are actually worse than machist male gamers, if you ask me.
The only thing the game developers should do is to enter gaming forums and ask the REAL girl gamers what they like in games. Not quantitative, but quality opinions. I think this should be really productive. Oh, and they can keep the cash-cows as long they make other cool games, I don't mind.
Ultimecia | October 7, 2008 12:40 AM
This is a way late comment, but I just had to add this.
Re: girls liking Silent Hill and Fatal Frame - I've worked at a couple different video rental stores for nigh-on three years, and I can tell you easily that the vast majority of horror movie fans are girls and women. This might seem counterintuitive, and I can't explain it, but there it is. It's no surprise horror games are also popular with girls.
Speaking as a 'girl gamer', though, I'd have to agree on all counts - I got into gaming because of my brothers, and they were the only ones I really shared the hobby with when I was a kid. None of my female friends at school played games, and I wasn't really comfortable with boys, so I mostly kept it a secret. I've never been a 'girly girl' (into comics and games, didn't care about clothes and makeup) and I was self-conscious and didn't want to be judged - mostly by other girls. I'm glad to hear that that's changing, though, the story about those 4th grade kids totally cheered me up. XD
Relm | July 3, 2009 12:12 AM
Nice discussion going on here that I didn't read any of.
Me, I like my MMORPGS and RPGS and JRPGS and Sims more than FPSs. Then again, FPSs are the only thing I can't take, just because most of them don't involve strategy.
Saying this, I really liked Portal because it was strategic instead of just "shoot at the enemy". That and I tend to get motion sickness from FPSs.
When I found out Chell was a girl, at first I didn't think anything of it, but the longer I played the more I realized, "Wow, this is actually a big deal. I've never been a woman before." Which is pretty sad.
The only things about the male-dominated industry I'd like to change (we're getting good stuff: Harvest Moon (if you like Harvest Moon, try the Atelier series: Female Alchemists. Very similar to harvest moon, with good events and character interaction minus the dating sims) are the Lara Crofting of women-- I don't really mind it when it is toned down, but when you've got a character whose entire point is to be a sex object and say cute little women things while kicking total ass and having her boobs Gainax and hang out, it just gets to a point where I'm like "I won't play this anymore, it's pissing me off too much."
That and the "women like pink, don't they?!" mentality.
-shakes head sadly-
Cara | March 31, 2010 7:27 PM