The future of women in mobile gaming is filled with possibilities

The mobile gaming industry is evolving, and women are playing a bigger role. Studies show that with 50-60% of mobile gamers now women, there’s a massive opportunity for studios & publishers to create more inclusive, authentic content that creates impact and builds growth. Diverse teams are also proving to be gamechangers - driving creativity, innovation, and fresh perspectives. And what’s exciting is women-led gaming studios are on the rise, building a momentum to reshape the industry in new ways.

I feel there’s a lot of potential ahead, and we can all be a part of the (r)evolution, like mentoring and sponsoring women into leadership roles, supporting female-led studios through funding and grants, and amplifying the voices of women currently in the industry to inspire future generations of women to enter gaming.

 I believe the future of women in mobile gaming is filled with possibilities, and I want to play a part in making it happen.

Tina Shaw, Creative Director, Activision

Women make up half of gamers, so why are they still treated as an afterthought?

Despite making up nearly half of the gaming audience, women are still an afterthought in many aspects of game development. From design choices to monetization strategies, the industry keeps catering to a default male player - leaving women underserved and undervalued.

A big part of the problem is how genres popular among women are dismissed as “casual” or lower value, reinforcing the idea that they’re not a priority. This has persisted for decades, that many women who play games don’t even consider themselves as “gamers,” especially women who primarily play mobile games. Why? Because of long standing history, starting with the first production of computers being marketed as a “boy’s toy.” We alienated girls and women from becoming gamers from the beginning.

Even in playtesting and user research, women are underrepresented, meaning their preferences and frustrations rarely shape the final product. The result? Games that don’t fully consider how women play, spend, or engage.

This could be an incredible opportunity for studios to explore, as multiple studies show that more female mobile gamers are willing to spend on IAPs than men! Why aren’t we diving into that more?

The industry needs to move past the “one-size-fits-all” approach. That means analyzing gender-specific data, expanding playtesting to reflect real demographics, and prioritizing diverse perspectives in leadership. Women aren’t a niche audience - they’re a major force in gaming.

Mari Yalong, Product Manager, LiveOps, PerBlue

Women in gaming get fewer chances and less grace, it's time that changes

With the current stage that gaming is at, and the maturity of the competition landscape and the ongoing threat of layoffs, I’d say that the biggest challenge for women is not getting the same opportunities or grace that their male counterparts get. Two big features of gaming currently are - a lower number of successful launches, so rarer big “hits” that come from risk-taking, and a need for ongoing experimentation at a high scale. Both of these also include a high likelihood of failure and the reality is that men are given more space to fail, and more chances to do so.

The glass cliff* is real and this would be my biggest worry for women in gaming. If they are invited into spaces that they have previously been underrepresented (leadership, dev roles) then they may not be set up for success. That being said, if they are given the space and sponsorship to live up to their potential, and the same encouragement and ability to fail that their male counterparts are given, then I would say their different perspectives and potential tendency to take more calculated risks could be a great gift for this moment and could actually be harnessed as a differentiator for success.

Kate Minogue, Data, AI & Marketing Consultant & CPO, Kate Minogue Consulting

*The glass cliff is a phenomenon in which women are more likely to break the "glass ceiling" (i.e. achieve leadership roles in business and government) during periods of crisis or downturn when the risk of failure is highest

Research shows investing in diverse talent leads to more innovation and overall success

The mobile gaming industry has made progress in diversity, but challenges definitely remain, especially in leadership representation and workplace culture. In my own experience, and I'm sure for many others, women are still underrepresented in decision-making roles, and frustratingly we still have to contend with bias in hiring and promotion.

Yet, mobile gaming presents huge opportunities. Women-led studios are thriving and I'm here for it! Research clearly shows that investing in diverse talent leads to more innovative, successful games that make more MONEY!

To drive real change, I'd like to see:
Trackable efforts for Inclusive hiring & promotion - ensuring women advance to leadership.
Mentorship & sponsorship - Lift us up to an equal level by connecting women with industry leaders.
Amplifying women’s voices - Recognise our contributions in development and gaming communities. Give us a shout out please!

A more inclusive industry isn’t just good for women, it’s good for gaming. Let’s keep pushing forward.

Nina Mackie, Co-founder, WeGame2

Mentorship, sponsorship, and inclusive hiring are all key to fostering growth

International Women’s Day is a chance to celebrate the progress women have made in mobile gaming and the opportunities ahead. With mobile gaming reaching diverse audiences, we have the power to create more inclusive experiences and open doors for women at all levels.

Mentorship, sponsorship, and inclusive hiring are key to fostering growth, while amplifying women’s voices ensures their contributions are seen and valued. At King, we’re committed to building an industry where women thrive, and together, we can continue to drive positive change.

Marta Cortiñas, Executive Producer for Candy Crush Solitaire, King

Gender inequality is holding the industry back

Challenges for Women in the Mobile Gaming Industry

Leadership Roles: Despite the growing presence of women in the mobile game industry, I still see a significant gender gap in leadership positions. It’s clear that the industry as a whole still has a long way to go in achieving gender parity in leadership. By increasing female representation in decision-making positions, companies can ensure that diverse perspectives are included, leading to more creative and innovative outcomes in mobile game development. 

Opportunities for Women in the Mobile Gaming Industry

 Offer unique perspectives: One key opportunity could be the ability to stand out - simply by being a woman in a largely male-dominated field. While the underrepresentation of women in leadership positions is a challenge, it could provide women a unique chance to bring diverse perspectives and approaches to the table (if listened to). Women in mobile gaming have the opportunity to reshape the industry by introducing new ideas, leadership styles, and narratives that reflect a more balanced, inclusive, creative, fresh vision.

     Steps to Create a More Inclusive and Supportive Environment

1. Focus on Work-Life Balance and Flexibility: Balancing a career with personal responsibilities is a significant challenge for many women, particularly those with caregiving duties. When you plan your studio's policies - allow flexible work hours, remote work options, and family-friendly policies to create a more supportive and inclusive environment for women. These initiatives allow women to navigate both their professional and personal lives, enabling them to excel at work while maintaining their well-being and fulfilling their responsibilities at home. 
2. Promote Gender Equality in Hiring and Leadership: When you hire, try to take proactive steps to ensure gender equality, especially in leadership positions. Be mindful of the mix you currently have on your board, in your C-suite, in your leadership group. By prioritizing gender diversity in hiring practices, companies can foster a more inclusive environment where women have equal opportunities to rise to leadership positions. This commitment not only strengthens the organization, but also ensures that women are represented at all levels, contributing to a more balanced and innovative workplace. 
3. Networking Opportunities: When planning exclusive dinners, speaker panels, or networking events, take a mindful approach to ensure women are actively included in these high-visibility opportunities. This is a critical step toward building a supportive and empowering network for women in gaming. 

Elin Jonsson, Chief Business Officer, East Side Games 

Unconscious bias and lack of mentorship limits career growth

From my perspective, one of the biggest challenges for women in the mobile gaming industry is visibility, especially in leadership roles and in creative decision-making. There has been some progress but women are still underrepresented in executive positions, funding opportunities, and game development leadership. The industry also struggles with inclusivity in workplace culture, where unconscious biases and lack of mentorship can really limit career growth.

As gaming audiences become more diverse (85% of the games I work on have strong female audiences), having women in key roles helps create games that better resonate with a wider audience. Companies can take steps to foster inclusivity by ensuring fair hiring and promotion practices, implementing mentorship programs, and creating safe, supportive environments where women’s contributions are recognized and valued.

Ultimately, representation at all levels, but especially in leadership, will drive real change and help create a more balanced, innovative industry.

Marion Balinoff, Performance-Driven Influencer Marketing Consultant

Senior women in games have a responsibility to help other women make a mark

I think that beyond the usual challenges of getting more women into the product side of the industry, the biggest challenge is to encourage more women to mentor women into the industry and help them on their paths as they progress. This is why I, Number 8 and Odeeo came up with the idea of the Women Lifting Women podcast series. The most change will always come from within and that is why I wanted to recognise and celebrate the women in the industry who have broken through.

I actively encourage senior women in games to help other women make a mark: This is mostly done informally and through the goodwill of the person involved. It would be great to see more companies in the industry put formal mentorship programmes together for any underrepresented group.

Jacki Vause, Founder & CEO, Dimoso

Companies have a great opportunity to foster a more inclusive environment by championing more women-led initiatives 

I believe some of the biggest challenges for women in the mobile gaming industry today include representation, leadership opportunities, and workplace culture, as the industry has historically been male-dominated.

That said, there are significant opportunities for progress, and we’re fortunate to be part of an industry that is increasingly supportive. Since I started my career in gaming, I’ve seen a notable rise in women-led studios, mentorship programs, and industry networks, all of which provide valuable support and visibility.

I’d love to see this momentum continue, and companies have a great opportunity to foster a more inclusive environment by championing women-led initiatives and creating spaces where women can thrive.

Vera Manhoso, Gaming Account Director, RTB House

Challenges like leadership gaps, bias, and funding hurdles persist

Women in mobile gaming are breaking barriers, but the game isn’t won yet. Challenges like leadership gaps, bias, and funding hurdles persist—but so do opportunities. Diversity fuels innovation, female-led studios are rising, and inclusivity is proving to be a game-changer.

By leveling the playing field with mentorship, investment, and workplace support, we can turn the industry into a space where everyone plays to win.

Liza Savenkova, CBDO, ZiMAD