Levelling the Playing Field: Insights and Strategies for Promoting Gender Inclusivity in Esports
This year's ESL One Grand Final, which took place in Birmingham, UK from April 26-28, attracted 15,000 gaming enthusiasts.
For developers, publishers, and stakeholders, this prestigious esports event offered a prime opportunity to showcase new products and developments to a diverse audience. Yet, despite the excitement, a critical observation was the complete absence of female players competing at the event, spotlighting an ongoing issue in the industry—gender disparity in professional esports.
Economic and Cultural Impact of Esports
Esports continues to experience significant growth, with DOTA 2 alone distributing USD 235 million in prize money up to 2022. Shockingly, of this, only 0.002% (USD6,300) has been claimed by women, underscoring the vast gender gap in earnings. The global esports audience demonstrates diversity, with women making up 37% of viewers in Europe in 2022. Additionally, female-centric tournaments amassed 23.76 million viewing hours, pointing to a robust interest in women's esports.
Professional Opportunities and Challenges
The representation of women in esports starkly contrasts with their presence in the broader gaming community. While women constitute nearly half (45%) of all gamers, only 5% ascend to professional levels in esports. In the collegiate sphere, the disparity widens further with only 8.2% of players being female in 2022, and a scant 4% of esports coaches are women, as reported by the National Association of Collegiate Esports.
Top earners in esports reveal more about this imbalance. Sasha “Scarlett” Hoystin, from Canada, stands as the top female earner in esports, primarily from playing StarCraft II, with total winnings of USD 453,507.57, placing her 487th among all earners. The next prominent female player, Li Xiao Meng (“Liooon”), earned USD 241,510 and does not appear in the top 1000 earners, emphasising the earnings rift at elite levels.
Strategies for Inclusion and Growth
To confront these challenges, the industry has initiated several programs aimed at fostering female participation. Establishing female-only teams and competitions offers visibility and professional avenues for women in esports, though such measures also stir debate about whether they reinforce gender segregation rather than promote true inclusivity.
Another progressive approach could be the adaptation of qualifiers and talent scouting similar to the “women’s wildcard” in Formula 1's Esports Series, which directly supports women’s participation on merit-based achievements.
Vision for the Future
The noticeable absence of female competitors at major events like the ESL One Grand Final calls for a reflective and proactive response from the esports community. It is crucial for industry stakeholders to ensure equitable opportunities for women to compete and excel. This involves breaking down cultural and structural barriers that limit women’s participation and success in esports.
Enhancing the visibility of female gamers and ensuring equitable access to professional pathways can catalyze a shift towards a more inclusive esports environment. Such efforts not only support women within the esports community but also enhance the overall industry by tapping into a broader range of talents and expanding the audience base.
Reflecting on the events at the ESL One Grand Final and beyond, it's clear that bridging the gender gap in esports requires a dedicated and nuanced approach, promoting a diverse, vibrant, and equitable gaming culture for everyone.
Brand Takeaways
Leverage Inclusivity for Market Expansion: Brands can expand their reach and resonance by actively promoting and supporting inclusivity in esports. Supporting platforms that highlight women and other underrepresented groups not only fosters a positive social impact but also taps into new audience segments eager for representation.
Innovative Sponsorship Opportunities: Brands looking to make a meaningful impact should consider sponsoring female esports tournaments, players, and content creators. This sponsorship is not just about logos and mentions but about being part of the growth story of esports inclusivity, which can enhance brand loyalty among diverse consumer bases.
Develop Gender-Neutral Marketing Strategies: Moving beyond traditional gendered marketing, brands can achieve greater engagement by adopting a gender-neutral approach in their campaigns. This strategy resonates with a progressive audience that values equality and inclusivity, setting the brand apart as a forward-thinking leader.
Engage with Community Initiatives: Brands should look to engage with or even initiate community-driven projects that aim to reduce the barriers to entry for underrepresented groups in esports. These could take the form of workshops, scholarships, or training programs that equip aspiring professionals with necessary skills and opportunities.
Data-Driven Insights for Targeted Campaigns: Utilise analytics and data insights to understand the behaviours, preferences, and needs of a diverse gaming audience. Tailored campaigns that address specific demographics can increase the effectiveness of marketing efforts and ensure more personalised brand experiences.
Champion Role Models: Support and spotlight top female and minority esports talents as brand ambassadors. These individuals' stories and successes can inspire and attract a broader audience, thereby not only elevating the role models but also enhancing brand credibility and appeal.
Monitor Cultural Shifts: Staying abreast of cultural shifts within the gaming community is crucial. Brands that are quick to adapt to changes in community sentiment and values will maintain relevance and strengthen consumer trust.
By incorporating these strategies, brands can play a pivotal role in shaping a more inclusive esports industry while also enhancing their market position and consumer engagement.