What it means to be a woman in games

Developers, press, academics share highs, lows in #1ReasonToBe GDC panel

The Game Developers Conference advocacy track rolled on Thursday with a sprawling #1ReasonToBe panel, a follow-on from the Twitter hashtag movement intended to inspire young women to enter the game industry despite the horror stories they may have heard from the #1ReasonWhy hashtag. The session was hosted by veteran developer and UC Santa Cruz program director Brenda Romero, with a microtalk format allowing each of the participants to share their own stories about what it means to be a woman in the gaming industry.

Leigh Alexander | Editor at Large, Gamasutra

Alexander started talking about her first GDC in 2007, saying she was an immature, emotional wreck at the time who made her own trouble. But over time, she came to realize that some of the problems she'd been having weren't her fault so much as they were the product of heteronormative systems that alienated those who didn't fit a certain game developer stereotype. But that realization was slow in coming, she said, because those systems aren't always self-evident. But now that she's seen them, she can't ignore them and has been trying to help other people open their eyes to those structures and understand like she did that not everything is their fault. It is a fact, she said, that some people, by virtue of their bodies, their experiences, and who they are, feel less safe at GDC than they should, and that needs to change. Furthermore, she dreams of a world where panels like this one are no longer necessary because they would be redundant. But until then, Alexander said, "My #1ReasonToBe is to be here for each other."

Laralyn McWilliams | Chief Creative Officer, The Workshop Entertainment

McWilliams said she had multiple starts in game development, as it took her about 12 years to go from knowing what she wanted to do for a living, and actually beginning to do it. As a child, she visited Disney Land and was convinced she wanted to make worlds for a living, but had no idea how. It wasn't until a decade later when she discovered the Apple II in her high school's computer lab and began coding. Soon she found Scott Adam's Adventure, which inspired her to write her first text adventure.

While she loved making games, it still hadn't occurred to her that it was something she should do for a living. When she graduated from college, she got a job as a secretary because she didn't care about her career; it was just something she did during the day so she could get into games at night. That was followed by law school and work as a tech writer, all the while unaware that making games was her true calling.

That revelation didn't happen until she played Myst in 1993. Enraptured by Myst and finally realizing what she wanted to do for a living, McWilliams began working every night and every weekend to teach herself StrataVision 3D. She coded a demo, sold it to Microprose, and started her own company in 1994.

In the following 15 years, she was frequently asked what it was like to be a woman in the games industry, and her canned response was always "Well, there's never a line at the woman's bathroom at GDC." But women have become more common in the industry, McWilliams said. On her way to GDC each year, she sees women developers identifying each other and striking up conversations more and more in airports and on planes. And at first she wondered why nobody ever asked her if she was on her way to GDC. Then she realized that even with multi-colored hair, being a woman in her 40s still counts as "deep cover" in the field.

As a women in game development, McWilliams said she used to feel like a lonely unicorn, but women are now more likely to feel like the butchered unicorn in Harry Potter and the Philosopher's Stone because of the grief people direct at women in games. She acknowledges that's new, but said people need to speak out against it, and not let it drag them down.

"Whatever project you're working on, no matter how bad it gets, whatever hate the internet spews at you tomorrow," McWilliams said. "You need to find your way back into the light. Because life is short, and it's way too short to do anything but dance."

Lauren Scott | Game Designer, UC Santa Cruz

Scott said she got into games as a child, and spent countless hours playing them with her sister and unconsciously shaping a very different perception of the gaming public. Until she got into elementary school, Scott said her game industry was completely black and completely female. But even before that, her dad put her in front of a keyboard to give her a first taste of the industry. He saw the sort of games that were popular at the time (Doom, Duke Nukem and the like) and set out to provide an alternative. Scott's father, a coder at Oracle by day, made a game in Java called "Lauren's Alien Game."

The result was that at five years old, she knew a young black girl could be a character in games, and it forever silenced any voice in her head that could say she couldn't be in tech or in games. Scott said she's never actually felt like an outsider, and it's because everyone in her environment growing up made her understand she belonged. She's always known she's different from the people around her, but it's never stopped her from feeling like part of the whole.

"I am of the very firm belief that game developers and designers are the Renaissance people of our time," Scott said, adding that she could have taken 10 majors in school and still not have mastered all the skills that are needed to create a game. And as in the Renaissance, Scott said mentorship is key for young creators learning their craft. Scott implored the women in the audience to stay in the industry, and to pass their experience on to the next wave of women developers about to enter the field.

"I wanted to be a part of this industry since I was a very, very little kid," Scott said. "And I want to be a part of helping other people realize a truth, helping them realize the undeniable truth within themselves that they can belong here."

Anna Kipnis | Senior Gameplay Programmer, Double Fine Productions

Like Scott, Kipnis's appreciation for games came in large part from her family. She grew up in Kiev, Ukraine when it was part of the USSR. Her dad was into card games and taught her enough of them as a child that she started to appreciate the importance of game design. Beyond that, Kipnis' parents would often entertain friends who would bring their children, so it fell to Kipnis to devise games for them to play.

In 1989, the family moved to the US and Kipnis got her first taste of Super Mario Bros. It opened her eyes to the possibility of video games, and at the time she figured it meant she had to be a programmer. But that's where she started hitting snags. Computer science seemed to be a boy's club, but she was encouraged by the presence of developers like Brenda Romero, Carol Shaw, and more who convinced her that she belonged in the industry as much as any guy because women make games too. But she's worried that even though there are so many more women in games than when she just started, but still so few games made with women in charge of the production.

"More than anything, I feel it is up to us, the current generation of game developers, to change the industry," Kipnis said.

Kipnis has worked in games for 12 years now, but until a few months ago, she'd never attempted to lead her own project. This year, she pitched the game "Dear Leader" during Double Fine's Amnesia Fortnite studio-wide game jam, and it was greenlit by the company's fans. While the studio had run the Amnesia Fortnite game jam numerous times, she never tried pitching a project during it because she was afraid her ideas were half-baked, and that if she pitched them nobody would like them anyway. That's a terrible reason to not pitch a game, she said. In talking with coworkers who had pitched at previous Amnesia Fortnite events, Kipnis discovered many of their ideas were less formed than hers.

Kipnis said that leading up her own project felt like Christmas morning every day, that there was nothing like having a team of people helping her out, working towards realizing her vision and offering their own contributions to the process along the way. The control over the project kept her from feeling helpless, she said, and the whole process helped her grow as a developer. So to make that sort of situation a reality for more women, Kipnis suggested turning any studio into a place that harbors creativity, with game jams like Amnesia Fortnite where everyone can pitch a game, not just designers.

Colleen Macklin | Associate Professor, Parsons The New School for Design

Macklin started with her #1ReasonToBe, saying she's an educator in the industry because the only thing she likes more than making games is making friends, and this is the friendliest industry she knows. Getting back to her origin story, Macklin talked about growing up wanting to make games, but stopping when she was 12 because she noticed the only other people into the idea in her school were nerds. The departure was obviously a temporary one, as 30 years later, she joined the industry again.

Macklin cued up a video of footage shot around GDC 2014, asking people to spot patterns about who they were seeing. Every now and then, she noted, someone comes across the screen that breaks the pattern, and is more noticeable. Macklin said she wanted to break those patterns more often. Diversity hasn't truly arrived in the industry yet, but it's where she wants things to go.

She then talked about a recent interview with GDC organizer Meggan Scavio. Specifically, she called out the way some commenters on the story explained away the paucity of women at their companies. They boiled down to a lack of qualified women and a lack of interest from women in most cases, Macklin said. It's a pattern people have in the industry where they acknowledge that there is a problem, followed quickly by dodging any personal responsibility for fixing it. Macklin rejected that idea, saying that fixing the problem is all of our responsibility.

The people at GDC are designers, Macklin said, so it's time to start designing ways to break those patterns. The advocacy track is a start, but if it's successful, it will be the cause of its own obsolescence, Macklin said. She suggested doing away with the old justifications about why there isn't more diversity in the field, and offered six tips from the organizers of the diverse IndieCade East that were intended for people planning industry events, but could be equally applicable at development studios: Expand our networks to find diversity because it's at the edges. Be explicitly welcoming to "new players." Whether at a conference or a company, don't make your application process daunting. Abandon old safety nets because it's important to take chances and let people in. Make new safety nets; have conversations with speakers before their appearance to make sure they're comfortable about the situation they're going into. Finally, let new voices speak on their own terms about what they want to speak about.

Deirdra Kiai | Interactive Artist, Independent

Kiai, who prefers to be referred to by genderless pronouns, started by talking about their IGF-nominated Dominique Pamplemoose, which was nominated in multiple categories at the IGF awards but went away empty-handed. While one might think that would produce feelings of frustration or sadness, their initial reaction was instead relief. After all, awards bring notoriety, and notoriety brings trolls. Considering the online abuse some of their peers have suffered, they thought about how it might be better to be invisible than acclaimed.

As with many of the panelists, Kiai explained how they came to be a game developer. The story actually began with their nickname, "Squinky," a reference to a joke from The Secret of Monkey Island. That game, Kiai said, was what inspired them to choose game development as a career. They released their first game in high school at the age of 16. Their first job out of school was working with Ron Gilbert, the creator of Monkey Island.

"If anyone was a great fit for the game industry, it was me," Kiai said. "Except the truth is, I wasn't. I'm not. I don't think I ever will be. Making games is easy. Belonging is hard."

They know making games is actually far from easy, but it seems trivial compared to not fitting in, to not being one of the guys and not being one of the gals, either. As Kiai put it, "I could make a million games with the energy that trying to belong takes out of me."

They're also conflicted about an industry where only straight cisgender white men are truly welcome, and women can't go to professional conferences without being hit on. At the same time, they were also bothered that they were never the object of those unwanted affections, as it made them feel like something must be wrong with them, like they're invisible.

"This isn't just true of me," Kiai said. "It's true of all manner of us who don't fit a certain young, fit, white, femme, able-bodied, heteropatriarchal beauty standard... If you're hot enough, you get to have your hard-earned accomplishments diminished. And if you're not hot enough, you're defective, disgusting, completely irrelevant. Heads, they win. Tails, you lose."

They always had the sense that people couldn't place them, that they made people uncomfortable because they didn't fit into a demographic. Marketing departments ignored them and games were never meant for them. They couldn't make games for their own self because they didn't even know who they were; they never saw their self represented anywhere in culture.

"I learned to push and shove my way in because I was afraid that if I didn't, I would disappear," Kiai said. "I became one of those outspoken angry feminists everyone loves to hate, daring to say out loud all the things everyone else was silent about because they didn't want to burn any professional bridges."

They became a willing scapegoat, they said, before long being pushed to the margins of the industry to work on their own projects.

"They could exclude me all they wanted, but they couldn't stop me from making games," they said.

At the age of 25, Kaia played a browser-based RPG called Echo Bizarre (since renamed Fallen London). In the character creation process, they saw that there were three options: man, woman, and a person of indistinct gender.

"When I realized that choosing that third option felt more right than anything, that I didn't just have to be a defective woman or a defective man, but just myself, something inside me just unlocked. Slowly but surely, I started to dress and present differently, so that when I looked in the mirror, I started to see someone who looked more like how I felt. I started to embrace the use of singular 'they.' Who cares if it's grammatically incorrect?"

All those feelings were then poured into a game all their own, a game that vented their frustrations with binary categories, their desire to be seen as a person and not a binary stereotype. That game--Dominique Pamplemoose--went on to be nominated for four IGF awards. Now they think there are as many target audiences as there are people, and they want to see an industry that understands this and cultivates that perspective among young people.

"I've been able to do all of these things, but only in spite of the industry's social pressure not to," Kiai said. "Imagine what I could have done if I'd been encouraged instead of ignored. Imagine how many other brilliant, talented people could be making weird, wonderful games along with me!"

Latest comments (13)

Dan Tubb Investment manager, Edge4 years ago
The more brain power in the industry the better. What I will say as an investor in the games industry is that a lot of my focus is on habits and spending of the core gamers. Today of the 230 million core gamers around 70 million of them are female, and within that half have at least one child. It is these ‘gamer moms’ that are the fastest growing segment of the gamer audience today.

From my own experience of women in my life I suppose I notice that women I know tend (slightly) to be more drawn to games which have social element. But other than that I am not yet sure if a big increase female participation will open up new and different investment opportunities. But perhaps greater numbers of female devs will be able to develop new game styles that do. I shall watch with interest.
0Sign inorRegisterto rate and reply
Edward Buffery Head of LQA (UK), Testronic4 years ago
Some really varied and interesting stories. I think "life is short, and it's way too short to do anything but dance" might stay in my head for a while :)
0Sign inorRegisterto rate and reply
Chris Payne Managing Director & Founder, Quantum Soup Studios4 years ago
Understandable typo: the game Kiai is referring to was "Echo Bazaar". And it is a GREAT game, if a little grindy:
But otherwise a really interesting summary of a panel I'd have liked to be there to see, thanks!
0Sign inorRegisterto rate and reply
Show all comments (13)
Yvonne Neuland Studying Game Development, Full Sail University4 years ago
A lot is said about discrimination and feminism and the "objectification of women" whenever this topic comes up, but for me none of that is the real problem. It is more a matter of different interests, different enthusiasms, and different desires for what a game should be. I started playing video games when I was 5 years old, and back then what a video game was "supposed to be" hadn't been pigeon-holed in the way it is today. Games like BurgerTime and Advanced Dungeons and Dragons on the Intellivison II, or Adventure on an Apple II, didn't have great graphics or controllers or run at 120 fps at 1080dpi, but they were fun! I loved sitting there typing in "Go North" and "Rub Lamp," because there was a sense of adventure to it. Stereotypical genre definitions didn't dictate what the games had to be like. They were just supposed to be fun.

My two younger sisters and I pooled our allowances together for 6 months to buy the Sega Genesis when it came out, despite our parent’s insistence that video games rotted your brain. We then spent every month afterwards, for a year, pooling our allowances to buy a new game every month. We would spend hours at the store deliberating amongst ourselves about which game was the one we could agree on to purchase, and complaining about the fact that there weren't any girl characters to play. Street Fighter II made the cut just because it had Chun-li in it, even though we didn't actually want a fighting game. Many characters we simply arbitrarily decided were female because it wasn't specified otherwise in the games themselves. FYI, Ecco the Dolphin, Tails from Sonic, and Yoshi from Mario...are all female. At least, according to the eight year old version of me, they are.

The games themselves, however, were fairly unisex. Platformers were about figuring out how to navigate the levels, get to the secret Easter egg spots, and not get knocked off into the water when you jumped onto a giraffe’s head, which flung you onto a sprinting ostrich, which then tried to ram you into stuff so you fell off and died.

Fast-forward 20 years and suddenly a video game doesn’t actually qualify as being a game unless it requires you to juggle 45 different math stats that you need an excel chart to keep track of in order to max out your DPS and your Crit-rate and Spike damage. Graphics have improved significantly…so you can see the individual mitochondria in each blood drop that explodes from the bullet wounds made by your AK-47 strapped to the roof of the car you just stole after you raped a prostitute for a re-up and ran over some cops. All while fleeing your baby mamma who is chasing you with a six-foot dildo laser. Incidentally, said baby mamma also happens to be a zombie.

I walk through the video game aisle these days, and there is not one single game I have any interest in playing. I don’t particularly care that people make games about zombies wielding dildos for the insta-kill. If there is a market for that then by all means keep supplying it. My problem is that every review site, every critique magazine, everyone who comments on a blog, throws a TROLL party anytime someone says they might want something different.

A desire for something else doesn’t mean that the industry is expected to ONLY produce that something else. Just because some people like something else, doesn’t spell the end of gaming as we know it.

A desire for something else also does NOT mean that that something else ought to be a FTP cow- clicker advertising Ponzi-scheme get-rich-quick plot that has no actual game mechanics, but promises to provide one if you buy 9-grand worth of magic beans and unlock it now. All the patronizing, condescending twits walking around proclaiming that they have finally tapped the female audience with their “social” game Facebook-clones that let you “help each other” by spamming every social media site known to man……make me very angry.

I would like to know exactly how it is that you know that no females ever played video games before the internet came about. How precisely did you track that information before you had Google Analytics and Double-Click cookies telling you the age, sex, and web-history of the people playing the games?

Wanting something different doesn’t mean a person isn’t a gamer, and it doesn’t make that something different automatically stupid. Just because I don’t like the games all my classmates do, doesn’t mean I think they are worthless. Technologically speaking, modern FPS games are amazing! I still don’t want to play one. Not because it is too violent or has a damsel in distress one must save, but because they are boring. Shooting pixels with a pixel gun just doesn’t interest me. I’d rather watch grass grow.

What bothers me about the industry is that it seems to actively fight against the idea that anyone else’s enthusiasms could even possibly be valid at all. I hope that it isn’t really as bad as it seems from the outside.

Edited 7 times. Last edit by Yvonne Neuland on 25th August 2014 5:02am

13Sign inorRegisterto rate and reply
Sarah Ford Concept Artist, Mediatonic4 years ago
Never post here, had to post just to say an enthusiastic 'THIS' to everything Yvonne just said. It was quite the culture shock for me when I graduated from my somewhat self-indulgent and aspirational creative haze of university projects and realised the harsh reality that there were probably one or two studios making the kind of games I really want to make, like from a tonal/personality point of view and not just 'this is something I'd play'. We don't always get to work on our dream games from the off- but if you're massively into what's 'in' you sure can get closer to it faster, eh? :)

That was 5 years ago and the industry has changed a bit since then, but it still holds true that Its always kinda felt like my taste in games is 'wrong', - and to generalise a touch- like if I'd grown up all getting excited about games about soldiers, fast cars and space marines instead of gem collecting dragons, time travelling dolphins and groups of spiky haired teenagers fighting giant tentacle-wearing trees I'd have an easier job fitting in.

Not good to internalise that kinda thing though, pretty easy way to give yourself a complex - it's not just a gender issue!

Thank goodness for the rise of the indies!

Edited 2 times. Last edit by Sarah Ford on 25th March 2014 1:25pm

4Sign inorRegisterto rate and reply
Dan Tubb Investment manager, Edge4 years ago
Yvonne, Sarah, I have a very different reaction to what you have described. You have both just stated that you see a clear gap in the market that has real demand behind it. The fact that there are twice as many male core gamers as female core gamers could suggest that there are another 70-80 million potential gamers, who could be receptive to a type of game that does not currently exist. If I were you I would not be annoyed that the existing games developers are not catering to your needs, I would be delighted that I had spotted this gap and set about being the one that satisfies it. Don’t get angry at the industry, become a part of it. A market that is growing at 5% a year and is now worth more than the music industry.

I would suggest getting together a likeminded team, and getting a plan. Find yourself an industry veteran to win over as your Chairman or Chairwoman and start your own company. Go to investors, and convince them that you have indeed identified a gap in the market, and explain to them how you are going to fill it, and you will get seed investment. Compliment that with extra funding rounds or kickstarter, or both and you can have a new studio addressing the very problem you have identified. Then if it turns out that you were right all along, you can be the one selling to this considerable number of ‘missing’ female gamers.

I can promise you that investors are very receptive to this kind of approach. Any plan you present will need to be very well thought through and professional, but at its core if what you say is correct, then that is powerful stuff.

As it happens my fund does not do seed capital otherwise, but plenty do.
3Sign inorRegisterto rate and reply
Morville O'Driscoll Blogger & Critic 4 years ago
In other news, white privileged male tells women what to do. :p

(Sorry, couldn't resist. :) )
Don’t get angry at the industry, become a part of it.
That shouldn't be an implied either/or. Get angry and become a part of it, dammit.
Find yourself an industry veteran to win over as your Chairman or Chairwoman and start your own company.
So... Put-up or shut-up? I'm sure that's not what you mean from your comment, but that's how it comes across (to me, anyways).
Then if it turns out that you were right all along, you can be the one selling to this considerable number of ‘missing’ female gamers.
Oh, I know you didn't mean to put that missing in quote-marks. Because that trivialises the argument you make, and sounds rather patronising. :)

Edited 1 times. Last edit by Morville O'Driscoll on 25th March 2014 9:10pm

3Sign inorRegisterto rate and reply
Tim Ogul Illustrator 4 years ago
I think the problem with the constant complaining lately is that those games do exist. If you liked Mario back in the day, they're still making Marios, and they're mostly the same game they always were. They are still making text adventures even. More would be solved by just buying the games that are already on the market that suit the style you're looking for, rather than making blog posts about it. If those sorts of games did gangbuster sales, you can rest assured they'd make more of them. A single copy sold of Super Mario 3D World is more effective than a dozen blog posts about how we need more games like Super Mario 3D World.
0Sign inorRegisterto rate and reply
Tim Ogul Illustrator 4 years ago
Well, maybe, but I think there are plenty of broad audience games though, many of very high quality, and they sell, but they don't sell spectacularly. The market has moved more towards certain niches because those niches tend to sell very well. The evidence seems to suggest that the paying customers are not distributed evenly across all demographics. I mean they make the Marios, the Raymans, the Sim Cities, Gone Home, Brothers, etc., and plenty of them do quite well for themselves, but they also make Grand Theft Autos, Tomb Raider, Assassin's Creed, Uncharted, etc., and those do very well too. If there was more consumer demand for the former type then you can rest assured they would produce more of the former type, if there are less than you think there should be, it's not for lack of trying on the part of the Industry.
1Sign inorRegisterto rate and reply
Anthony Gowland Consulting F2P Game Designer, Ant Workshop4 years ago
The market has moved more towards certain niches because those niches tend to sell very well.
Key titles in those genres sell well, but the majority of modern military FPS games aren't seeing the success of Call of Duty, for example.
0Sign inorRegisterto rate and reply
Tim Ogul Illustrator 4 years ago
Sure, but they sell well enough to justify the number they do make, and not well enough to justify making a bunch more of them. There are also plenty of platformers out there that don't do as well as Mario or Rayman, plenty of city builders that don't do as well as Sim City, etc. There are A-listers and D-listers in every genre, but the point is that the highs in some categories do better than the highs in others, the lows in some do better than the lows in the others, and there are some very well off people who specialize in figuring out which is which and making sure that the right niches get filled.

The point is, there's this myth going around that there exists an "under-served market." That there is this significantly large pocket of consumers that would love to play games, but that currently don't because the games they would be playing don't exist. I think this is a bit ridiculous. Pretty much every sort of game exists at this point. Of course new variations on those themes are constantly being added, iterations and combinations and evolutions, and a game might come out tomorrow that will be your favorite ever because it does the things you like better than anything that came before, but games that do the same basic concepts in some form have inevitably already been on the market.

If there's a market for "hypothetical future game that 'gets it,'" then that same market is already playing some other games, and either that market is large enough that those current games sell very well, and more will be made to continue that market, OR that market is relatively small and cannot justify more games that are similar, including "hypothetical future game that 'gets it.'"

If the games you want to play aren't currently getting made as much as you like, then it's because the market has proven to be too small to sustain itself. Personally I'd like to see some more Metroidvania games on the market that are not also Roguelikes, more in the style of the actual Castlevanias and Metroids than most indy imitators aim for, but apparently they are some combination of too hard to make and too low audience that developers are hesitant to make them anymore. That doesn't mean that just because I'd like to see them, I can claim to have some magical ghost army of thousands of invisible gamers at my back, ready to multiple my consumer dollars at my whim.
2Sign inorRegisterto rate and reply
Rashad Foux Character Artist, Hi-Rez Studios, Inc.4 years ago
In designing a game I can play with my fiancee, I've run into a lot of the same issues you've brought up regarding tropes and assumptions that (at least I) have made as a developer, because it assumes that there's a lot of knowledge and experience reinforcing concepts that I've been immersed in since I was 5.

Pairing down concepts like DPS, critical strike damage, and their most basic form is difficult for me because I've always thought in terms like this. And it highlights how many things and how much information I take for granted that my fiancee A) does not necessarily possess and B) doesn't really want to spend hours studying as she might chemical reactions for her finals.
1Sign inorRegisterto rate and reply
Tim Ogul Illustrator 4 years ago
Example: Pointing to a fancy chart, Tim shows how a video game that was intended to appeal to female audiences was once created, whilst at the same time the number of females playing AAA video games is practically non-existent: thus women do not play video games and the notion that video games could appeal to females is a hoax.
I'm saying that PLENTY of games that appeal to female games are created CONSTANTLY. Every year dozens of them come out. Maybe not as many are directed squarely at women as are directed at men, but there are a ton directed at the middle. My point is, there are enough released for diagnostic purposes, if the ones that are already released are not doing gangbusters, then releasing more of the same will not result in gangbusters.

There are women that play games. A lot of them. But they are all accounted for, and games are already produced in quantities relative to their numbers. There is not some fifth column of ghost women who want to be playing games but aren't.
I think you have a rather lower opinion of women than I do, but that aside, the mass market or female targeted games tend to be marketed in places where they would interact with them, for example Nintendo's games tend to get solid TV promotion. While it's true that something on Steam is less likely to pass someone's notice if they don't play a lot of PC games, but that's more a question of marketing than of development, and Steam games typically don't have much marketing budget under even ideal conditions.
You assume that the potential customers in question know that these games exist, know where to get them, how to install them, how to play them, what they are, what they are supposed to be, all of the technology required to operate them, and that the only possible reason not to purchase them is lack of interest in video games as a whole.
And maybe not, but I think it's also relatively safe to assume that if they don't know any of that stuff now, then they also won't know it in a year, or five years, or ten or twenty. They effectively do not exist to the industry because they choose not to exist. If they were the sort of people that would care enough about gaming to invest in gaming, then they would be gaming. You can't target the audience you wish for, you can only target the audience you have available.
I very much desire to learn exactly how it was established that the current methods of designing, developing, marketing, providing customer service and support, and PR were not only the optimum methodologies, but in fact the ONLY viable methodologies.
I make no claims to have those credentials, but the people that do get paid very well to make as much money as possible for their companies, and they have apparently decided that games targeted at white males tend to perform better than those that aren't, so I have to assume that they know what they're doing. I take the same stance on particle physics.
1Sign inorRegisterto rate and reply

Sign in to contribute

Need an account? Register now.