In the rapidly evolving gaming world, behavioral data is challenging long-held myths and stereotypes. In her most recent article for Pocket Gamer, "Market analysis: How behavioural data is helping to bust stereotypes in the world of gaming", our CRO Christie Hartbarger highlighted some data from our latest App Life report that sheds light on how gender dynamics in gaming are changing and how valuable insights are reshaping the industry.
She begins by citing some recent news in the gaming industry, such as Microsoft's recent £56 billion acquisition of Activision Blizzard, with titles like Call of Duty, showcased the tech giant's interest in the gaming sector, backed by strong mobile products. Measure Protocol's App Life report highlighted some intriguing trends that relate to these types of big moves in the industry. For example, we found that PUBG Mobile held the highest engagement among Gen Z men, with over 609 average minutes spent on the game. Surprisingly, Gen Z women were not far behind, spending over two hours per week on iPhone games. Moreover, there was little overlap in the top-played games between genders. The data also revealed that women were investing more than double the time in playing Call of Duty compared to their male counterparts, defying the notion that shooter games are exclusively for men. This underscores that gender assumptions in gaming are mere myths.
The mobile gaming industry is booming, projected to reach nearly $250 billion by 2030, offering significant opportunities. Our regular analysis of the most engaging apps consistently shows the potential diversity in the market among games played - and who is playing them.
From a gender standpoint, Christie highlights a noteworthy development: Nicki Minaj became the first female celebrity playable character in 'Call of Duty,' sporting a distinctive bubblegum-pink assault rifle, appealing to a broader audience. Kelsie Grieg, the first woman to qualify for the Call of Duty Challenges Elite tournament, is breaking down barriers and inspiring other female gamers.
She concludes the article with "Amongst all this ambition, strategising, developments and purchases, there is no doubt that developers who tap into the diverse reality of this market, at a time when gaming is forming a critical part of the increasingly interconnected but also fragmented media ecosystem, have a huge amount to gain. It seems that appealing to the 50% who have been somewhat overlooked in this industry, may be one way to go about it."
Read the complete article here: https://www.pocketgamer.biz/feature/82751/market-analysis-how-behavioural-data-is-helping-to-bust-stereotypes-in-the-world-of-gaming/
