In 2024, video games accounted for 66% of global toys and games revenue, reaching USD279 billion. The video games industry is experiencing a shift: women are no longer on the sidelines, but central to gaming’s evolution.
This cultural shift challenges outdated stereotypes. Gaming has become a universal space for self-expression and connection. Studios and communities are responding, ushering in a more inclusive era.
A new era for women gamers
For decades, the gamer stereotype was male.
Now, 38% of online female consumers play video games at least weekly, catching up to male participation, with mobile and online games making play more accessible.
Source: Euromonitor’s Voice of the Consumer: Lifestyles Survey, fielded January to February 2025
Early tech exposure also helps; 60% of parents globally report their children use smartphones or tablets. Women span all ages and genres, from mobile puzzles to console action titles. In the US and UK, they play “hardcore” genres like action-adventure and shooters nearly as often as men do. They’re not just playing, but streaming, designing and leading development teams. They’re a serious economic force, spending at least as much as men on games, content and subscriptions. Women are reshaping gaming culture and driving market growth.
The “cute economy”: Where toys meet gaming culture
A rising trend linking toys and gaming is the “cute economy” (kawaii culture), a world of lovable collectible characters that appeals to women and girls. Brands are building IPs that are both huggable and digital. Squishmallows topped global plush sales in 2024, reaching USD500 million and capturing 21% of the US plush market. Their soft designs and expressive faces built massive online fanbases.
Build-A-Bear rose to second place in the US plush market, showing that emotionally resonant, premium toys sell, even at higher prices. These aren’t just toys; they’re comfort objects and extensions of identity.
Pop Mart’s Labubu exploded globally in 2024, capturing 10% of the dolls and accessories market and sparking viral demand across Asia, the US and Europe. Its popularity bridges street fashion, plush collectibles, and digital aesthetics.
Toymakers are also blending physical and digital play. Mattel launched Monster High: Skulltimate Secrets, a video game spin-off of its fashion doll line that mixes storytelling and friendship. Nostalgia plays a role too: Hasbro revived Furby in 2023, igniting nostalgia-driven sales.
These brands succeed because they tap into emotional comfort, creativity, and community values that resonate with many women. As they expand into apps and online games, they’re creating hybrid ecosystems that bridge digital and physical play.
Inclusive innovation and the future of play
The rise of women in gaming is also changing how games are made and moderated. Studios feature more diverse leads. Characters like Kassandra in Assassin’s Creed Odyssey or Clara in Far Cry 6 are replacing one-dimensional male heroes. Even Grand Theft Auto VI has a female protagonist, a first for the franchise.
Toxicity has long been a barrier for women in online play. This is changing. Microsoft’s Xbox platform now uses AI moderation to filter abuse in real time across games like Minecraft. Safer, more respectful communities aren’t just ethical but essential for keeping players engaged.
Business models are evolving too. Subscription services and cross-platform games offer players more flexibility, attracting women seeking variety and convenience. Live-service games, updated continuously, support social and collaborative play.
Crossovers with music, fashion and entertainment are also key. Fortnite hosted a virtual Ariana Grande concert in 2020, drawing 27 million viewers. League of Legends collaborated with Louis Vuitton on exclusive skins and merchandise, blending gaming with high fashion. The 2023 Barbie film boosted both doll sales and mobile game engagement, proving how pop culture synergy can drive momentum across platforms.
Ultimately, the rise of women gamers and the blending of diverse play experiences are reshaping the gaming industry’s future. The message is clear: inclusivity is not just a buzzword; companies that embrace inclusivity, hybrid play, and cross-cultural storytelling will shape the industry’s next era.
When studios design for all players, not just the traditional core, they unlock creativity and long-term growth. Women are leading this shift, and their influence will grow. The future of gaming is diverse, digital, and driven by players of all identities.
Read Top Five Trends in Toys and Games for deeper analysis of the forces transforming play, and how companies can respond. Download our report, The World Market for Toys and Games, to explore global market sizes, forecasts and key insights driving this dynamic industry.