Games for Girls a New Market

No girls allowed in gaming worldBy MIKE STEERE

They come packed with violence, guns, cars, and killing but are video games strictly a hobby for men?


A senior executive of video gaming giant Electronic Arts (EA) has said games are too focused towards men and the female market is being neglected.

Speaking at a conference in London recently, EA's chief operating officer David Gardner said the video games industry was failing to provide for women and missing out on billions of dollars by doing so.

"We are only reaching a small proportion, not only geographically but also genetically."

Gardner felt that the gaming industry needed to look at the film industry example.

"The movie industry doesn't just make films for boys ... Star Wars was the biggest film of all time until Titanic came along. Titanic became the biggest because women went to see it ... multiple times," he said.

If EA managed to break into the female market it "could add a billion dollars to its sales", he said.