The gender segmentation of children's activities
In the journey to understand the lack of female representation in the gaming industry, it is essential to delve into the roots of our socialization.
I believe there is no doubt that the toys children are exposed to provide much more than just fun and distraction; they also serve as educational tools, empowering them to absorb knowledge and grow and explore the vast world around them. They play a crucial role in cognitive, physical, emotional, and social developments, as well as stimulate creativity and skills such as problem-solving, for example.
What seems to be less discussed is that, from childhood, these same toys constitute a significant part of what shapes our interests and aspirations, influencing our view of our role in society and our decision on future careers.
Today, it is still challenging to find truly "gender-neutral" options and activities and toys not labeled as "just for boys" or "just for girls". Studies indicate that by the age of three, children already associate colors and toys with specific genders. The consequence is the limitation of choices, making it challenging for a child to opt for the "opposite" because they have already been deeply influenced in what they should desire. The segmentation starts here, preventing passions and interests from developing freely.
The Gaming Industry
During the research and study for writing this article, I came across this video from MullenLowe London (2016) that provocatively captures how, early on in their education, children already define career opportunities as male and female. When asked to draw a firefighter, a surgeon, and a fighter pilot (all gender-neutral terms in English), 61 drawings represented men, while only 5 were women. The result of the lack of representation in certain areas and professions, as well as roles in society, becomes glaring in a study like this.
Certain socially constructed gender roles, such as the notion that video games are often considered "boys' toys", lead, for example, to the fact that often it is not even initially assumed that girls might have an interest in computer games or can develop them. However, statistics show that women and girls play regularly: in 2022, out of over 101 million gamers in Brazil, 49% identify as female.
The theory that segmenting a market makes it more profitable is old. However, here at Galaxies, we understand daily that the gamer community goes beyond gender divisions. This perception contradicts the current practice of some brands and companies in the gaming industry, which, unfortunately, still choose to segment the market according to these labels, failing to recognize the intrinsic diversity among gamers. It is alarming to imagine that the brands and companies engaging and wanting to engage in gaming today still segment the market in this way.
Companies and brands involved in the gaming industry have a significant responsibility not to perpetuate this gender segmentation. As my colleague and dear Juliana Centini pointed out in her article "3 things I learned about gamers, not being a gamer," gamers constitute a diverse community, going beyond predefined labels. The market must recognize and embrace this diversity, creating products and environments that cater to everyone, regardless of gender.
According to the Global Gamer Study 2023 conducted by Newzoo, 57% of gamers did not play certain games because they felt they were not made for them, and 64% responded that diversity in games is important. Representation in video games influences whether players choose certain titles over others.
This means that the gaming industry, like other areas, must embrace diversity not as a checkbox item, but as an essential pillar for innovation and sustainable growth. Female representation in games and in the industry is not just a matter of diversity but also an opportunity to explore new creative territories and reach a broader audience.
In Practice
The stereotype of women and girls being uninterested in video games also means that the gaming industry still does not widely perceive women as a target audience. This can be seen, for example, in game content design, where it often becomes clear that it is intended to appeal to young heterosexual males. This says a lot about how the gaming industry thinks and, in turn, suggests that video games are not for women.
So, for the quest for more inclusive representation in the gaming industry to materialize, it becomes essential to promote greater diversity in the teams responsible for making strategic decisions. In an enriching conversation with Renata Honorato - Business Development Manager at Google Play, about her time as Communications and Public Relations Leader at Riot Games, it was realized the significant impact that diversity in teams can have on the final product, such as in game development. After all, only those who are part of a particular minority can truly understand their experiences and challenges. This internal perspective, stemming from diversity, is critical to building more inclusive and representative products.
Since a major lawsuit in 2018, Riot Games has been making some internal efforts that directly impact its products, such as hiring a Diversity and Inclusion team, increasing women in global leadership (25.9%), and developing a Diversity and Inclusion Product Guide -
"Whenever we develop a new champion or agent, we involve our Diversity and Inclusion Content Review Team, composed of D&I practitioners, regional Rioters, and members of Rioter Inclusion Groups, to review design, narrative, and art direction. This has been crucial to creating more characters from diverse communities around the world, especially those we don't see much of in games and entertainment."
Riot Impact Report 2022.
According to Riot itself, the VCT Game Changers initiative was designed with the principle of highlighting women and opening safe paths for them to enter the scene, aiming for the competitive ecosystem of VALORANT to truly be an inclusive sport. Today, as a result, Ignis Cup (League of Legends tournament) and Valorant Game Changers Championship are some of the largest inclusive professional championships in Brazil.
Conclusion
In this process of deepening, I realized how gender segmentation in childhood not only limits immediate toy choices but also subtly shapes aspirations and future skills. In the context of the gaming industry, a sector historically dominated by men, this segmentation is reflected in low female representation, both in the development and use of games. This reality is a direct reflection of the messages that children, like the little girl at Christmas, receive from an early age. By denying her a robot, the opportunity to develop skills and interest in STEM (Science, Technology, Engineering, and Mathematics) areas, crucial in the gaming and technology industry, is also denied.
Although companies can currently contribute (and a lot!) to increasing female presence in the gaming industry (but also in technology and many others) by hiring more women, supporting organizations focused on this cause, promoting non-toxic and welcoming environments, and introducing policies that make DE&I a priority, it is important to recognize that the push for more diverse participation in the market begins much earlier. Change is a continuous process and requires a collective effort from all involved.
As the Chief of Staff of a data and research startup in this sector, I see an urgent need to break down these gender barriers. Not only to promote diversity but also to enrich the sector with diverse perspectives and skills. Therefore, it is imperative that we question and transform these archaic gender norms, encouraging girls and boys to freely explore their interests, whether in remote control robots or any other area that sparks their curiosity and passion.
By dismantling stereotypes from an early age, we will not only be shaping a more equal generation but also preparing the ground for a more diversified and innovative industry. The true revolution begins at home, whereparents have the power to open their children's windows to the world without restrictions of color or gender. Breaking stereotypes from childhood is the first step to ensure that future generations see themselves represented and fulfilled in all areas. Home is supposed to be a safe place, free from judgments, where we should provide children with the opportunity to choose toys that inspire them before their innocence is colored pink or blue.
*gender: used in this text with a biological, binary concept (female and male), assigned to us at birth.
[1] Patricia Bauer (2007), Remembering the times of our lives: Memory in infancy and beyond, Lawrence Erlbaum Associates
[2] The Power of Play (2018): A Pediatric Role in Enhancing Development in Young Children
[3] NewZoo 2022: Key Insights Into Brazilian Gamers