[Gender Segmentation in Children's Activities]

In the journey to understand the lack of female representation in the gaming industry, it is essential to dive into the roots of our socialization.

I believe there is no doubt that the toys children are exposed to provide more than just fun and distraction. They also serve as educational tools, empowering them to absorb knowledge, grow, and explore the vast world around them. Toys play a crucial role in cognitive, physical, emotional, and social development, stimulating creativity and skills like problem-solving [2].

What seems less discussed is that, from childhood, these same toys form a significant part of what shapes our interests and aspirations, influencing our perception of our role in society and the decision about our future careers.

Today, it is still challenging to find truly "gender-neutral" options, activities and toys not labeled as "for boys" or "for girls" Studies [1] indicate that by the age of three, children already associate colors and toys with specific genders. The consequence is limited choices, making it challenging for a child to opt for the "opposite" as they have been deeply influenced in what they should desire. The segmentation begins here, hindering passions and interests from developing freely.

[The Gaming Industry]

During the research and study for this article, I came across this provocative video by MullenLowe London (2016) that captures how, early in their education, children already define career opportunities as masculine and feminine. When asked to draw a firefighter, a surgeon, and a fighter pilot, 61 drawings represented men, while only 5 were women. The result of the lack of representation in certain areas and professions, as well as societal roles, becomes glaring in such a study.

Socially constructed gender roles, like the belief that video games are often considered "boys' toys," lead, for example, to the assumption that girls may not initially have an interest in computer games or can develop them. However, statistics show that women and girls play regularly: in 2022, out of over 101 million gamers in Brazil, 49% identify as female [3].

The old theory that market segmentation makes it more profitable is well-known. However, here at Galaxies, we understand daily that the gaming community goes beyond gender divisions. This perception contradicts the current practice of some brands and companies in the gaming industry, which unfortunately still choose to segment the market according to these labels, failing to recognize the intrinsic diversity among gamers. It is alarming to imagine that brands and companies engaging or wanting to engage in games still segment the market in this way.

Companies and brands involved in the gaming industry have a significant responsibility not to perpetuate this gender segmentation. As my peer and dear Juliana Centini pointed out in her article "3 Things I Learned About Gamers, Not Being a Gamer," gamers constitute a diverse community, going beyond predefined labels. The market must recognize and embrace this diversity, creating products and environments that cater to everyone, regardless of gender.

According to the Global Gamer Study 2023 conducted by Newzoo, 57% of gamers did not play certain games because they felt they were not made for them, and 64% responded that diversity in games is important. Representation in video games influences whether players choose certain titles over others.

This means that the gaming industry, like other areas, must embrace diversity not as a checklist item but as an essential pillar for innovation and sustainable growth. Female representation in games and the industry is not just a diversity issue but also an opportunity to explore new creative territories and reach a broader audience.

[In Practice]

The stereotype that women and girls are not interested in video games also means that the gaming industry does not widely perceive women as a target audience. This can be observed, for example, in game content design, where it is often clear that it is intended to appeal to young heterosexual males. This speaks volumes about how the gaming industry thinks and, in turn, suggests that video games are not for women.

So, for the quest for more inclusive representation in the gaming industry to materialize, it is essential to promote greater diversity in the teams responsible for making strategic decisions. In an enriching conversation with Renata Honorato - Business Development Manager at Google Play, about her time as Communications and Public Relations Leader at Riot Games, it was evident the significant impact that diversity in teams can have on the final product, such as in game development. After all, only those who are part of a particular minority can truly understand their experiences and challenges. This internal perspective, stemming from diversity, is crucial for building more inclusive and representative products.

Since a major lawsuit in 2018, Riot Games has been making internal efforts that have directly impacted its products, such as hiring a Diversity and Inclusion team, increasing women in global leadership (25.9%), and developing a Diversity and Inclusion Product Guide - "Whenever we develop a new champion or agent, we involve our Diversity and Inclusion Content Review Team, composed of D&I practitioners, regional Rioters, and members of RIGs (Rioter Inclusion Groups), to review design, narrative, and art direction. This has been crucial to creating more characters from diverse communities around the world, especially those not often seen in games and entertainment," Riot's 2022 Impact Report.

According to Riot, the VCT Game Changers initiative was designed with the principle of highlighting women and creating safe pathways for them to enter the scene, aiming to truly make the competitive VALORANT ecosystem inclusive. Today, as a result, the Ignis Cup (League of Legends tournament) and Valorant Game Changers Championship are some of the largest inclusive professional championships in Brazil.

[Conclusion]

In this deepening process, I realized how gender segmentation in childhood not only limits immediate choices of toys but also subtly shapes aspirations and future skills. In the context of the gaming industry, a sector historically dominated by men, this segmentation reflects in the low female representation, both in development and use of games. This reality is a direct reflection of the messages children, like the Christmas girl, receive from an early age. By denying her a robot, the opportunity to develop skills and interest in STEM (Science, Technology, Engineering, and Mathematics) areas crucial in the gaming and technology industry is also denied.

Although companies can currently contribute (a lot!) to increasing female presence in the gaming industry (but also in technology and many others) by hiring more women, supporting organizations focused on this cause, promoting non-toxic and welcoming environments, and introducing policies that make DE&I a priority, it is essential to recognize that the push for more diverse participation in the market starts much earlier. Change is an ongoing process and requires a collective effort from all involved.

As the Chief of Staff of a data and research startup in this sector, I see the urgent need to deconstruct these gender barriers. Not only to promote diversity but also to enrich the industry with diverse perspectives and skills. Therefore, it is imperative that we question and transform these outdated gender norms, encouraging girls and boys to freely explore their interests, be it in remote-controlled robots or any other area that sparks their curiosity and passion.

By deconstructing stereotypes early on, we will not only be shaping a more equal generation but also preparing the ground for a more diverse and innovative industry. The real revolution begins at home, where parents have the power to open their children's windows to the world without color or gender restrictions. Breaking stereotypes from childhood is the first step to ensure that future generations see themselves represented and fulfilled in all areas. Home is supposed to be a safe place, free from judgments, where we should provide children the opportunity to choose toys that inspire them before their innocence is colored pink or blue.

*gender: used in this text with a biological, binary concept (female and male), assigned to us at birth. [1] Patricia Bauer (2007), Remembering the times of our lives: Memory in infancy and beyond, Lawrence Erlbaum Associates [2] The Power of Play (2018): A Pediatric Role in Enhancing Development in Young Children [3] NewZoo 2022: Key Insights Into Brazilian Gamers