Ubisoft: Video Game Sexism is Fading

"We've only just begun to tap into this market," says Ubisoft's VP of marketing.

Speaking to the San Francisco Chronicle, Tony Key, vice president of marketing for Ubisoft, compared the Title IX anti-discrimination law to the shift in the gaming gender demographic. Introduced in 1972, the law disallowed discrimination of females in school. Before the measure passed, 1 out of 27 girls played sports in high school; today the figure is 50%. Just as girls defied these stereotypes, they are doing the same thing with gaming now the opportunity is available.

"We found through research that girls are gamers; they just aren't traditional gamers," Key said. "Girls are clearly interested in playing video games. They just don't want to play the same games their brothers play."

The popularity of the Nintendo Wii and DS are the driving force behind this demographic switch, said Key. Ubisoft gains a quarter of their revenue from the casual game market, with most of those games attentive to girls.

"The Games for Girls segment is growing three times faster than the DS market as a whole, and the top six third-party brands on the DS are targeted at girls," said Key. "We've only just begun to tap into this market."

Share on Twitter or Facebook

Comments

• 

  Yep... this is the same Ubisoft that publishes the Imagine: Cheap Patronising Crap-on-a-cart series :p

  antster1983, 30-11--0001 at 00:00
• 

  "Imagine Wedding Designer" ? *rolls eyes*

  Dennis, 30-11--0001 at 00:00