Introduction to 'Gender Issues in Games'. Covers justification to understanding gender differences/preferences in games, categories of gender issues and ways to integrate gender inclusivity in games

Ibrahim, Roziana

English

Southampton (e-Prints Soton)

18/02/20111GENDER ISSUES ROZIANA IBRAHIMLEARNING SOCIETIES LABri07r@ecs.soton.ac.ukhttp://zia-ibrahim.webs.com/http://www.ecs.soton.ac.uk/people/ri07rIN GAMESINFO6005GENDER ISSUES IN GAMESAt the end of this lesson, you should be able to:• Justify the need for understanding gender issues in games• Discuss the categories of gender issues in games• Discuss ways to incorporate gender inclusivity in game design18/02/20112INFO6005GENDER ISSUES IN GAMESWhy the need to understand gender preferences in games?(Just let me play the game…)INFO6005GENDER ISSUES IN GAMESThe video game industry is expected to double in sales from 2005's $32.6 billion to $65.9 billion in 2011.ABI ResearchGrowth – From 2005 to 2009, the entertainment software industry's annual growth rate exceeded 10 %. Over the same period, the entire U.S. economy grew at a rate of less than 2%.GDP – In 2009, the entertainment software industry's value added to the U.S. Gross Domestic Product (GDP) was $4.9 billion.Employment –For the four-year period of 2005-09, direct employment grew at an annual rate of 8.6%. Currently, computer and video game companies directly and indirectly employ more than 120,000 people in 34 states. The average salary for direct employees is $90,000, resulting in total national compensation of $2.9 billion.Economists Inc.Economic Impact18/02/20113The traditional target market of males ages 15-25 is not growing as fast as the games industry. But female gamers increased by five percentage points among Console Gamers, from 23 percent in 2008 to 28 percent in 2009.NPD GroupAnd women worldwide currently control £12.1 trillion in annual spending power, and the study predicts it could rise to around £17 trillion by 2014.Boston Consulting Group INFO6005GENDER ISSUES IN GAMESINFO6005GENDER ISSUES IN GAMESThe Gamer we used to know18 – 34 MaleTechnically SavvyIn the beginning things were easy  Throw a rock at a group of U.S. 18 – 24 males, hit a gamer, hit five gamers…18/02/20114INFO6005GENDER ISSUES IN GAMESThe Gamer todayAll ages, genders, ethnicitiesInternet SavvyINFO6005GENDER ISSUES IN GAMESThose days are goneYou’ll still hit a gamer if you throw a rock…GamersAges:  18 – 24 Gender:  MalesCountry:  WorldwideGamersAges:  35+Gender:  FemalesCountry:  WorldwideGenre:  Console/FitnessGamersAges: 14- 17Gender:  FemalesCountry:  WorldwideGenre: Online MMOGamersAges: 25-34Gender:  FemalesCountry:  WorldwideGenre: Offline CasualGamersAges: 54+Gender:  MalesCountry:  WorldwideGenre: Online Multiplayer Board, CardBut unless your game is targeted at that specific type of gamer..18/02/20115INFO6005GENDER ISSUES IN GAMESImplications:•The gaming audience has changed•Emerging trend ~ Gadget Girls, Cyber Mums•Bigger segment of the game market•New type of audience/gamer•New and creative ways to design gamesSo, what? INFO6005GENDER ISSUES IN GAMES An example of a Gadget GirlTabletE-book readerGame ConsolesMedia playerSmart phonesLaptopNetbookSatNav Digital Camera18/02/20116INFO6005GENDER ISSUES IN GAMES1990sDunePacmanWord games2000The SimsSimCityCity Building GamesWord Games2010Wii Sports3D City Building Online gamesMobile gamesGadget Girl play games too…INFO6005GENDER ISSUES IN GAMESThe Entertainment Software Association (ESA) in 2010 found out that…Who are the ESA? Atari, Microsoft, Electronic Arts, Sony, Ubisoft, Her Interactive, Nintendo, Epic Games, SEGA, Warner Bros.The average gamer is 34 years old and has been playing for 12 years.18/02/20117INFO6005GENDER ISSUES IN GAMESHow do we design for this market segment?(Just let me play the game already…)INFO6005GENDER ISSUES IN GAMESIf only there exists just plain gender-unidentified Sack…18/02/20118INFO6005GENDER ISSUES IN GAMESBut gamers are not plain gender-unidentified…not even in Sack planetINFO6005GENDER ISSUES IN GAMESWhat research says about …risks taking & learning?“I’ll just jump right in and see what works!”“Manual? What manual?!?”•Want to know how it works first • Model/imitate after“Hmmm… wonders how this work?”“Is there a tutorial somewhere?”• Risk-takers• Exploratory or ‘trial & error’ attitude18/02/20119INFO6005GENDER ISSUES IN GAMESWhat research says about …types of action?• Direct and sometimes aggressive/violent action during competition & conflict resolution “I’ll send a raiding party and sabotage their supplies”“I’ll fight you to the death or until I lose a toe!”• Diplomacy & negotiations during competition& conflict resolution “I’ll exchange your onions for chicken”“I am sending you this rare rainbow tiger for your menagerie”INFO6005GENDER ISSUES IN GAMESWhat research says about …failure/error?• Need a forgiving gameplay • Violent  or ‘death’ punishment for error“Kill! Kill! Die! Die! You minions.”“There goes my left hand!”“Thank you time rewind”“I can replay my game anytime without restarting”18/02/201110INFO6005GENDER ISSUES IN GAMESWhat research says about …challenges?• Challenges from solving puzzles or resource management“Now, where can I find that 231th piece of puzzle?!?”• Challenges from physical strength/power“I got extreme super demi-god kick & punches X100!”INFO6005GENDER ISSUES IN GAMESWhat research says about …communication style?• Formal language• Build rapport through questions• Ceased to communicate when faced with sexual humor that contained female put-downs“I like a positive tone please”• Rough language• Attempt to dominate through “put downs”• Use sexual humor“Look at how that head roll off!”“%@*&”$&*!!!”18/02/201111INFO6005GENDER ISSUES IN GAMESWhat research says about …avatar portrayal?I want a Hero! I want a Hero!INFO6005GENDER ISSUES IN GAMESWhat research says about …avatar portrayal?Kratosfrom God of War Ivy Valentine from Soul Calibur18/02/201112INFO6005GENDER ISSUES IN GAMESWhat research says about …violent  action?Because these avatars represent “heroes”, male and femaleavatars will often exhibit exaggerated physical signals of youth,strength,and fertility/virility.Hypersexualized & Hypermuscularized• Large Shoulders• Slim waists• Slim hips• Overly large muscles• Exposed body parts• Typical role as soldier, tyrant, saviour• Aggressive, violent, strong and likely to use a weaponHypersexualized• Large breasts, lots of cleavage• Slim waists• Round buttocks• Long, thick hair• Exposed body parts• Typical role as damsel in distress, hostage, bystander• Submissive, weak and likely to use verbal ridiculeINFO6005GENDER ISSUES IN GAMESGender Inclusive Game DesignSo, how to minimize/avoid these stereotypes?18/02/201113INFO6005GENDER ISSUES IN GAMESHow to start?Know your audience • Clearly defined targeted audience statement that states you intend to design for females as well as males.• Get more women in the team• Seek out qualified female candidates INFO6005GENDER ISSUES IN GAMESHow to start?Gameplay & content• Actions that include negotiations & diplomacy• Game support to allow for different learning styles• Consider forgiving gameplay for error rather than punishment• Make female avatars attractive, but not hyper-sexualized• Provide a wide range of roles & personality traits18/02/201114INFO6005GENDER ISSUES IN GAMESLearn more: Kafai, Y., Heeter, C., Denner, J. & Sun, J. (2008) Beyond Barbie and Mortal Kombat: New Perspectives on Gender and Gaming, MIT Press.Ray, S.G., (2003) Gender Inclusive Game Design: Expanding the Market , Charles River MediaCassell, J. (2000) From Barbie to Mortal Kombat: Gender and Computer Games, MIT Press. Essential Facts about the Computer & Video Game Industry by Entertainment Software Association (ESA)http://www.theesa.com/facts/pdfs/ESA_Essential_Facts_2010.PDFVideo Games in the 21st Century: The 2010 Reporthttp://www.theesa.com/facts/pdfs/VideoGames21stCentury_2010.pdfVideo gaming attracts larger female audience in 2009http://www.npd.com/press/releases/press_090629b.htmlGame Industry Revenue Expected To Double By 2011http://www.gamasutra.com/php-bin/news_index.php?story=8205Future watch: Will the flourishing trend of female-friendly products continue into the next few years?http://blog.euromonitor.com/2010/04/future-watch-will-the-flourishing-trend-of-femalefriendly-products-continue-into-the-next-few-years.htmlIncreasing Numbers of Women Playing Video Gameshttp://wiki.media-culture.org.au/index.php/Computer_Games_-_Women_GamersWorks related to this topic:Ibrahim, R., Wills, G. and Gilbert, L. (2010) deGendering Games: Towards A Gender-Inclusive Framework For Games. In: IADIS International Conference: Games and Entertainment Technologies part of the IADIS Multiconference on Computer Science & Information Systems (MCCSIS 2010), July 26th – 28th, 2010, Freiburg, Germany,pp. 127-130.Ibrahim, R., Wills, G. and Gilbert, L. (2010) A Conceptual Framework for Supporting Gender-Inclusivity in Games. Poster presented at the i<tag> Interactive Technologies and Games: Education, Health and Disability Conference. October 26th – 27th, 2010. Nottingham, United Kingdom.MORE INFORMATION:ROZIANA IBRAHIMLEARNING SOCIETIES LABri07r@ecs.soton.ac.ukhttp://zia-ibrahim.webs.com/http://www.ecs.soton.ac.uk/people/ri07rINFO6005GENDER ISSUES IN GAMES

Gender Issues in Games

Abstract

Similar works

Full text

Available Versions

Southampton (e-Prints Soton)