The online gaming industry has long strived to challenge the “myth” of gamers as spotty teenage boys, sat in their bedrooms with bottles of Mountain Dew and share-size bags of Doritos. Speaking last year, executives at Activision Blizzard Media emphasised that 40% of the gaming company’s 400 million-plus monthly unique users are female. However, stereotypes can be tough to shift.
The company, which owns hugely popular franchises including Call of Duty, World of Warcraft and Candy Crush, commissioned new research to give credence to what it believes is a more rounded picture of gaming audiences.
The...