MarketCast, the leading research and insights firm released a new ‘Women in Gaming’ report that reveals that marketers who continue to overlook women gamers are missing one of the industry’s […]

MarketCast, the leading research and insights firm released a new ‘Women in Gaming’ report that reveals that marketers who continue to overlook women gamers are missing one of the industry’s fastest-growing and highest-spending segments.

The comprehensive study highlights the depth of women’s engagement, the diversity of their gaming habits and their significant economic importance of the overall gaming marketing, providing essential data for marketers and game developers seeking to authentically connect with this influential demographic.

The research, which surveyed 1,679 females aged 13 and up, completely busts five of the most persistent stereotypes, underscoring an industry need for a shift in marketing strategies and a clear opportunity for the entire ad industry.

The study reveals that the traditional narrative of gaming as a “boys’ club” is clearly outdated, offering clear directives for how to engage with women gamers.

Key findings include:

• Women are Hardcore and Highly-Engaged

The myth that women game less than men is definitively debunked. MarketCast’s Report found that 43% of women surveyed identify as “Hardcore Gamers,” gaming for 20 or more hours per week, compared to 41% of men. Furthermore, women gamers are willing to spend, with 64% of young women (18-34) stating they are okay paying for in-game content with real money.

Marketing Implication:Marketers should treat women gamers as a primary, high-value, and engaged audience, focusing on long-term investment and in-game purchase opportunities.

• Gaming Habits are Diverse—Not Just Mobile Puzzles

While women are more likely to be mobile gamers, their device and genre preferences are varied. Among PC/Console players, women enjoy an array of titles, with a strong interest in Shooters and Puzzle games (both ranked highly). For the 18-34 demographic, Shooters are the #1 genre for women, mirroring their male counterparts.

Marketing Implication:Campaigns must move beyond the “cozy game” stereotype and reflect the full spectrum of genres women play, including competitive, action-oriented titles.

• Mobile-Only Gamers Seek Mental Engagement and Progression

The study identifies a distinct “Mobile-Only” segment, which tends to be older (49% are 50+) and primarily drawn to single-player, puzzle and casino games. However, their motivation is not merely casual relaxation; they are driven by progression, mastery, and the mental challenge of solving hard problems.

Marketing Implication: Advertisements directed at mobile gamers should highlight features related to the gaming attributes female gamers identify with, rather than just tout simple relaxation.

“Brands that still build campaigns around outdated stereotypes of women gamers are leaving a massive amount of revenue and relevance on the table. Our data shows women aren’t just participating, they’re shaping the future of gaming culture and commerce. Developers and marketers not only need to acknowledge women in these spaces, but design with them at the center,” said Chris Tee, VP, Head of Gaming, MarketCast.

For more information or to download the FULL report, check out MarketCast’s report page HERE.