Game industry is unique in how it combines creativity and technology: It merges creative storytelling with technical solutions, involving diverse disciplines such as animation, management, and sound design.
Still, women are underrepresented in the industry workforce. Women make up only 24% of the workforce and 35% in STEM fields, highlighting a gender gap shared across these sectors. When comparing gaming as hobby and career, there is a real discrepancy in numbers. Around 45 % of gamers in Europe are women.
But why does this matter? Perhaps the most important reason is that gender diversity matters because games target a broad audience, and inclusive workforces can better reflect and serve diverse customers.
The NuGamers project (Erasmus+) investigated the gender equality challenges in the European game industry and STEM education. The aim of the project was to create more inclusive vocational education for women. The project had interviews with students, teachers, and professionals to understand the motivators and obstacles faced by women in these fields. Six personas and journeys were developed with service design methods and based on these interviews.
Insights from these interviews reveal common motivators for girls and women to study and work in the game industry. Creativity, passion, personal growth, and recognition drive individuals to choose game and STEM careers, often influenced by personal interests and family connections.
There are also challenges linked to gender, that were brought up by the interviewees. For example, women experience isolation in male-dominated classes, suffer from the lack of female role models, unhealthy work cultures, limited career prospects, and negative gaming community experiences.
Based on the insight and data gathered, the six personas were developed to represent womens’ experiences in game and STEM fields. The personas illustrate individual journeys, motivations, challenges, and desired solutions for women in these fields.
All the results and materials are available at the NuGamers project website.
Learn more and download the persona materials: https://her-tech.eu/wp-content/uploads/2026/02/personas-print-A4v1.pdf
Sources: Video Games Europe. 2024 European Key Facts: https://www.videogameseurope.eu/publication/annual-data-report-on-europes-video-games-sector-launched-at-gamescom/
