Will the Video Game Industry Embrace Gender-Specific Marketing?

I don't claim much expertise in the world of video games. And while I certainly enjoyed my share of Mario Brothers, Duck Hunt and Sonic the Hedgehog as a young girl, my interests in video games have completely dissipated in order to make room for other hobbies such as music, writing, reading and traveling.

However, I did find this article, Games Wake Up to Girl Power, particularly hopeful. Not only does it coincide with the idea that "women are the target market, not the niche market" (which I keep repeating over and over again, I know) but it also sheds light on a new place where the female identity can be defined - within video games:

It's a hot issue in the video games industry, which is just waking up to the female market even though women have always been enthusiastic players.

It is estimated that around 40 per cent of players on the world's biggest online games, like World of Warcraft and The Sims Online, are women, and the industry is finally taking them seriously.

If only they had known how much women mattered earlier, I really think these video game companies could be more successful than they already are. Beyond targeting more female consumers, however, the gaming industry also needs to realize that women want to see more, not less clothing on the female characters portrayed in the video games, which can often becom the equivalent of virtualized Playboy. Lara Croft, the protagonist in Tomb Raider, is probably the most famous example of using a sexualized video game character to sell games to men and by proxy, women. In 2008, the character was named second on Gamefly's List of Hottest Chicks Ever, but then also secured third place in an MSN poll as most Iconic video game character. Despite the scantily clad outfits that Croft wears within the game world, she is generally presented as a beautiful, intelligent, athletic, and somewhat reckless woman who travels the world in pursuit of priceless artifacts.  She is what I could see as role model for many females because of her brazen approach to the world and her presence in video games has paved a way for women to participate in the gaming industry.

Unfortunately, for now it seems that the video game industry may take less risk, but more clothes off the likes of Lara Croft in order to maintain their bottom line. I don't appreciate the industry using an over-sexed 3D digital image of Angelina Jolie to turn a profit, but the continued success of the Lara Croft character does create some hope for those wishing to see greater gender representation in all industries - particularly in video games.