Esports often features images of young men adorned in sponsor-branded apparel, striking poses for team photos, creating a rather clichéd representation. Despite this surface-level portrayal, women make up nearly half of the workforce in Europe’s video game industry, with a study from the Interactive Software Federation of Europe revealing that 47% of individuals in this sector are female.
Ashley Washington, a senior product owner in betting at Bayes Esports, has observed women participating at various levels in the esports arena. However, she notes, "In esports companies you can definitely find women in sales and development. It’s way rarer to find women directing things, founding things, which is a real shame." Washington attributes the lack of female representation in leadership roles to a reluctance within the industry to embrace new talent.
She continues, "On the player level, you don’t see many women either, for probably the same things that keep women out of esports in organisational levels. There is already this tendency in esports companies to favour those who have spent a long time in the industry, or who have a lot more experience."
Cristina Niculae, CEO of Interactive Gaming Group, acknowledges that while some progress has been made towards addressing gender disparity, much work remains. "Having launched a gaming-focused channel in 2017, we have seen a rapid increase in females in gaming," she states. Niculae points to the emergence of more female teams and an uptick in women in leadership roles, such as Tricia Sugita at Flyquest. However, she believes further action is necessary to foster a more inclusive environment.
The gender divide in esports reflects deeper cultural issues. Washington explains that traditional video games have typically targeted a male audience, but she also recognizes the complexities involved. "There’s also a widespread conversation around queerness and queer representation, so I hesitate to say that everything is male oriented just because the characters are going after women," she notes. "But you can tell that some things are framed for the male gaze, like characters not wearing many clothes. This permeates the entire industry."
A 2020 study from the Anti-Defamation League highlighted that 41% of women and 37% of LGBTQ respondents reported identity-based harassment while gaming online. Niculae points to sexism affecting female gamers and streamers, saying, "Being a female gamer comes with more challenges, like bullying while playing and streaming games." She believes that individuals in executive roles in esports can combat bullying and harassment by promoting a supportive culture.
Recent events underscore that these issues extend beyond esports. In August, employees of Activision Blizzard staged a walkout in response to a lawsuit alleging a toxic culture characterized by sexism. This legal action, initiated by California’s Department of Fair Employment and Housing, detailed harmful behaviors and inequities faced by female employees within the company, including inappropriate comments and disparities in salary.
A study published in 2019 further demonstrated how male-centric advertising in the video game industry perpetuates discriminatory attitudes towards women.
To foster a more welcoming esports landscape for women, simply placing job advertisements is unlikely to suffice. Niculae sees some acknowledgment of the challenges faced by female gamers in media coverage, stating, "I am hopeful because I am seeing more media coverage of female streamers and players about making a difference in communities and helping women overcome bullying." Yet, she asserts that more can be done.
Niculae envisions an esports industry where talent is prioritized over gender, advocating for greater inclusion of female and mixed teams. "There needs to be more inclusion of female teams and even mixed teams," she insists. "I think the industry should be able to give equal opportunities to players, to more female talent. Choosing the most capable person rather than choosing by gender."
Washington, as a hiring manager, advocates for proactive outreach to potential candidates, stating, "The thing that I’ve seen to be most successful, as a hiring manager, is almost always direct outreach. It’s not enough to just post a listing." She cautions that job postings can be unappealing to women if not designed carefully.
The esports industry has seen changes in recent years, yet broader societal efforts are also paving the way for improvement. Initiatives to attract women to STEM careers, like Girls in Tech, are gaining momentum globally. Washington highlights that programs teaching coding to girls can increase interest in the gaming sector.
Niculae emphasizes the importance of female representation at the executive level, citing that 84.4% of the gaming companies analyzed by Forbes had male leaders, a statistic that must change to foster an inclusive environment. "This will help to make an inclusive environment. More representation of women in esports competitions, more platforms considering women, and technology reducing aggressive behavior—women in executive positions can push that agenda forward."
