The gaming industry has made strides in diversity and inclusion in recent years. However, while gaming has become increasingly popular among women, they have been historically excluded from gaming spaces, and still face discrimination in the gaming community.
This study explores the literature behind gender norms and utilises anecdotes from interviews to uncover long-held stereotypes that affect the perception of women in gaming even today. The study also explores how these stereotypes seep into accompanying industries, such as advertising and commerce in gaming, to create an overall hostile environment that contributes to disempowerment in the marketplace.
The aim of the study is to create a inclusive user experience for my client – a gaming chair company – by finding out the type of support that women and other underrepresented groups need to thrive in gaming spaces. A set of trap cards were created to put inclusivity at the forefront of the design process when designing new features for our users.
After implementation of the trap cards in the design process and the new features derived from it, the results showed a general upward trend in the observed metrics.
This study considers the field of gaming as the main subject of its study. In particular, the study looks at women’s experiences in the gaming industry, how attitudes towards women who game extend to its adjacent industries, and how it affects consumer behaviour.
Currently, most literature primarily focuses on the impacts within the respective industries of gaming, gender, or consumer culture. However, the status quo rarely exists as individual silos, and are rather parts of complex relationships.