UK insights on women and gaming in 2020

New research from Ipsos MORI and the ISFE delves into the reality of the UK gaming market, revealing the important constituency of women in what has been a traditionally male environment.

If your image of a gamer in 2020 is that of a sweaty boy in possession of a trilby and wallet chain, then you’re sorely mistaken. Last year, women contributed just under half of all video gaming revenue in the UK but are the demographic driving growth in the industry, new research reveals.

Methodology

This is according to an ongoing collaboration between the research company Ipsos MORI and the Interactive Software Federation of Europe (ISFE), a lobby group for the gaming industry in the European Union. The pair have been working in partnership for a number of years on a...

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