Google Play launches Change the Game initiative to promote diversity in mobile games

Finds that 49% of all mobile gamers in the US are women

Google Play launches Change the Game initiative to promote diversity in mobile games

Google Play has set up a new initiative called Change the Game to help promote gender inclusivity and diversity in games.

The company partnered with analytics firm Newzoo to study the experiences and perceptions of female gamers in the US, finding that 49% of all mobile gamers are women.

The study also found that 64% of women preferred mobile games to other platforms, and 43% played mobile games five times or more a week. Women play games for entertainment, stress relief, and for taking a restful moment.

Improving diversity

Despite the high numbers of women playing games, developers were found not to cater for them. 44% more of the top 100 grossing games on Google Play use icons that feature male characters rather than female, and 60% of women felt that less than a third of mobile games are designed for them.

To try and combat this, Google Play will be adding new collections to highlight games starring strong female characters. It is also working with groups such as Girls Make Games.

One of Google's most recent initiatives was its Infinite Deviation program. It offered game designers from all backgrounds to pitch their mobile game ideas directly to Google Play, and then develop and promote the game with the company.


Ric is the Editor of, having started out as a Staff Writer on the site back in 2015. He received an honourable mention in both the MCV and Develop 30 Under 30 lists in 2016 and refuses to let anyone forget about it.


No comments
View options
  • Order by latest to oldest
  • Order by oldest to latest
  • Show all replies