Brands are leveraging influence of female gamers for authentic connections: Rubeena Singh

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In an exclusive interaction with Adgully, Rubeena Singh, Country Manager India and MENA, AnyMind Group, speaks about the significant presence of female gamers in the industry, societal differences, growing number of female gamers, strategies evolving in the gaming industry, future landscape of gaming in India, and more.

The Lumikai Gaming Report indicates that 41% of gamers in India are women. What factors do you think have contributed to this significant presence of female gamers in the industry?

Today, the proliferation of affordable smartphones and internet access has democratized gaming. The significant presence of female gamers in India is driven by several key factors now. The rise of mobile gaming, which constitutes 85% of the gaming market, has made gaming accessible to a broader audience. Social games and casual genres, which are popular among women, have seen substantial growth. More women are now open to becoming creators, taking up alternate career paths and living their passion as their profession - and the gaming industry is evolving in ways that is enabling many such possibilities.

How has the perception of gaming as a predominantly male activity changed in India and the MENA region over the past few years? Are there any cultural or societal differences that have influenced these changes?

In both India and the MENA region, the perception of gaming as a male-dominated activity is changing. In India, gaming events and tournaments have become inclusive, with increasing female participation. The MENA region has seen similar trends, driven by cultural shifts and the influence of global gaming communities. For example, Saudi Arabia’s Vision 2030 includes significant investments in the gaming sector, promoting gender diversity.

What impact does the growing number of female gamers have on the gaming industry as a whole in India compared to the MENA region?

The growing number of female gamers is transforming the gaming industry in both regions. In India, the industry is responding with more inclusive game designs and marketing strategies. For example, it is reported that 77% of female gamers in India spend an average of 53 minutes per day gaming, influencing game development towards genres they prefer. In the MENA region, the growth in female gamers is leading to localized game content that respects cultural norms while promoting gender diversity.

How are game developers and publishers responding to this demographic shift in their player base? Are there specific strategies being implemented to cater to female gamers?

Game developers and publishers are adapting by creating more inclusive and female relevant content, along with promoting safe gaming environments. Companies are developing games with strong female characters and narratives that appeal to women. Additionally, there is a focus on community building and engaging female gamers through platforms like YouTube Gaming and Twitch, where female streamers are gaining popularity.

With the increase in female gamers, how do you see the marketing and advertising strategies evolving in the gaming industry?

Marketing and advertising strategies are evolving to be more inclusive and gender-neutral. Brands are leveraging the influence of female gamers and streamers to create authentic connections with their audience. For instance, mobile game advertising now often features female gamers and emphasizes community engagement rather than just gameplay.

What opportunities do you see for further growth and inclusion of women in the gaming community, both as players and as industry professionals?

There are significant opportunities for the inclusion of women both as gamers and industry professionals. Many initiatives are providing mentorship and career opportunities for women in gaming. As players, creating inclusive game content and safe online communities will encourage more women to engage in gaming. As professionals, increasing representation in game development and leadership roles through targeted recruitment and support programs is essential.

Based on the report, the Indian gaming industry is projected to reach $7.5 billion by FY28. How significant will the role of female gamers be in achieving this milestone?

Their growing numbers and influence will drive game design, marketing strategies, and monetization models. The increased participation of women opens up new opportunities for brand partnerships, advertising, and community engagement, all essential for industry growth. With female gamers spending an average of 53 minutes per day on games, their engagement is crucial for sustaining growth.

What are your predictions for the future landscape of gaming in India, particularly with respect to gender diversity?

We expect a continued increase in female gamers and greater representation of women in game development and leadership roles. Gender diversity will drive innovation, resulting in varied and engaging game content. Overall, the gaming industry will become more reflective of its diverse player base, enhancing its growth potential.

As a Country Manager overseeing India and MENA, what are some of the most exciting developments you’ve observed in the gaming industry, especially concerning the rise of female gamers in both regions?

One of the most exciting developments is the increasing visibility and success of female gamers and streamers in both India and the MENA region. Their influence is reshaping the gaming landscape, encouraging more women to participate. The rise of e-sports and competitive gaming has seen significant female participation, breaking long-standing stereotypes. Industry initiatives and programs supporting female gamers and professionals are also noteworthy. For example, the Indian gaming market saw a 20% increase in average gaming time per week, indicating higher engagement levels among all gamers, including women.

What advice would you give to young women who are passionate about gaming and considering a career in this industry?

To young women passionate about gaming, pursue your passion with confidence and determination. The gaming industry offers various opportunities, from game design to content creation. Seek mentors, join supportive communities, and continuously hone your skills. Believe in your ability to make a mark in this evolving industry. Your unique perspective is invaluable to the growth and success of the gaming community. 

Also read: Women artists and directors are pushing the boundaries of storytelling: Charuvi Agrawal