Women Account for 46% of All Game Enthusiasts: Watching Game Video Content and Esports Has Changed How Women and Men Alike Engage with Games

The Top Personas for Women and Men Paint a Very Different Picture

While there are almost as many female as male game enthusiasts, there are differences between the top personas for each gender. Across all 30 markets researched, the top persona among female game enthusiasts is the Time Filler. These are people who play games, typically on mobile, to pass the time. Over a third of all female game enthusiasts fall within this group. Interestingly, the biggest gender differences can also be found here, with 36% of women fitting this persona vs. just 19% of men. In fact, almost two-thirds of all Time Fillers are women.

New Gender Patterns Will Emerge in the Coming Years

One of the benefits of Newzoo’s Gamer Segmentation is that we can use our annual Consumer Insights Research to track the growth or decline of different personas over time. This allows us to highlight, analyze, and profile the fastest-growing personas that brands should be paying attention to. Filtering female game enthusiasts by age already reveals some interesting results.

Meet and Greet: Breaking Down Popcorn Gamers and Ultimate Gamers

Finally, to underline some differences and similarities in how men and women currently engage with the games market, we will deep dive into two of the most diverse personas: The Ultimate Gamer and the Popcorn Gamer.

Newzoo’s Consumer Insights: Empowering Businesses to Make Strategic Decisions

Clients can now apply Newzoo’s Gamer Segmentation across 30 key markets in our Consumer Insights and analyze these personas in depth. The personas can be profiled on +200 variables, including demographics, media behavior, preferences, devices, spending habits, brand attitude, game streaming behavior, esports awareness, and more.



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Founded in 2007, we are the leading global provider of games and esports analytics. Amsterdam | San Francisco | Shanghai. Drop by www.newzoo.com to learn more!