Digital marketplace Kinguin, which facilitates the buying and selling of game keys via their Web site Kinguin.net, celebrated International Women's Day with the release of some interesting new data regarding female gamers.
Kinguin announced that the number of the customers on their site who identify has female increased by over 50% during the year 2020. Now, over 1 million female customers use Kinguin to purchase games. The site's customer base saw a general increase in 2020, possibly due to the popularity of gaming as a quarantine-safe hobby during the ongoing COVID-19 pandemic.
Although Kinguin is based in Poland, data revealed that most female customers are in fact located in Germany. 10% of the company's female customer base are located in Germany, with 8.5% coming from Poland, 6.6% from Spain, and 4.15% from the United Kingdom. Kinguin also attracts a smaller percentage of female gamers from Canada and the United States, with Canadian female customers in fact spending the highest amount of money on Kinguin. The average Kinguin purchase by a female gamer in Canada is 23.18 euros, or roughly $27.50 in US dollars.
Kinguin used purchase and play time data to determine which games were most popular among their female customers in 2020. The winner was The Sims 4, a life simulator which recently celebrated the series' 21st birthday. In general, multiplayer titles were purchased most frequently in 2020, again potentially due to the COVID-19 pandemic and the desire to connect with friends while remaining socially distant. In addition to The Sims 4, female gamers using Kinguin were likely to play Minecraft, Rust, Fortnite, Call of Duty, ARK: Survival Evolved, Planet Zoo, Anno 1800, and The Elder Scrolls 5: Skyrim.
The last data point Kinguin investigated was the average age range of their female customers. It was discovered that 66% - or two-thirds - of female gamers using Kinguin are between the ages of 18 and 34 years old. However, Kinguin did note that older women are playing and purchasing games more frequently, with 11% of their female customers being over 55 years old.
On International Women's Day, Natalia Szepelowska, who currently works as Head of People at Kinguin, stated that more women are applying to jobs within the gaming industry, which she considers to be a positive trend. She noted that female applicants for positions at Kinguin often stated that they previously hadn't thought that "their gaming hobby can actually be an asset in their professional life," but that more and more women were realizing that this is in fact not the case.
Other gaming-related companies also celebrated International Women's Day 2021. In particular, Xbox organized and hosted a series of events celebrating women in gaming.
Source: Kinguin