Newzoo told how men and women in the West choose games

Newzoo specialists analyzed two things. Firstly, through which channels gamers of different genders find games. Secondly, what aspects of the titles they are most interested in.

In their research, analysts focused on Western markets, namely: the United States, Great Britain, Germany and France. The data was collected using the Game Brand Tracker tool.

How Players Find Games

It turned out that women, when choosing games, trust the opinion of those they know personally more. Men, on the contrary, rely on reviews from reputable publications and online influencers.

Games are looking for:

• through friends and relatives — 32% of men and 45% of women;
• through social networks — 16% of men and 20% of women;
• through video channels in the network — 29% of men and 16% of women;
• through sites with reviews/reviews — 19% of men and 13% of women.

It is worth noting the same proportion of men and women (15%) who find games through online advertising.

What attracts in games

In a May Newzoo study, it was reported that women prefer to pass the time playing games (most often on smartphones). Analysts called such gamers “Time Killers”. The proportion of women in this category reaches 65%.

A new study indirectly confirms these data. Most women (53%) prefer titles that are easy to choose and master. Although 48% of men appreciate this quality in games.

However, judging by the indicators below, men pay more tribute to such aspects:

• achievements and the competitive aspect are appreciated by 55% of men and 49% of women;
• strategic aspect — 51% of men and 39% of women;
• the opportunity for the player or his character to progress is 50% male and 38% female;
• the opportunity to explore the virtual world and move forward in the story — 50% of men and 37% of women.

Newzoo also compiled the top 3 most popular franchises over the past three months:

• for men — Call of Duty, GTA and Super Mario;
• women have Candy Crush, Super Mario and The Sims.

This top, according to Newzoo, correlates with the preferences of men and women playing. Call of Duty and GTA are games where there is a competitive aspect and progression. Candy Crush and The Sims are clear and easy to learn. As for Super Mario, this series attracts gamers of both sexes, probably because of the large spread of genres and nostalgia.

To see what other categories Newzoo distributed men and women among the players, you can here.

Also on the topic:

• Newzoo: There are more than a billion female players in the worldNewzoo: Android games will overtake iOS games in revenue by the end of 2019