Video games as a medium are generally associated with men. Nerdy unsociable men to be exact but the scope of people who play games has been expanding for quite and time and the diversity among gamers has reached quite a surprising scale.
Surveys into the proportion of people who play games have shown that woman are only few percentage points behind men. A casual observer of the games industry might find this surprising because despite how small the difference most big budget games are clearly geared towards men.
This disconnect can in part be explained by which games women play. Women generally seem to play casual games more than men and casual games tend to have lower and budget and therefore much less advertising. However the difference is not significant enough to fully explain the trend.
It would seem that the main cause is in fact a resistance to change within the industry. The popularity of gaming among women is a relativity new occurrence within the industry and the industry has had time to fully adapt. I believe that the practice of advertising only to men is a artifact of the industry that will slowly disappear as more and more businesses come to realize that it is beneficial to cater to women.
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