Emma Westecott, a 10-year veteran of the gaming industry, believes that the gaming industry is ignoring the fairer sex. She also said that the gaming industry is missing out on substantial potential revenue by not targeting women.

A major issue that has to be addressed according to Westecott is the fact that the gaming industry is predominantly male.

Research shows that only 18% of people in the computer games industry are women and many of these are going to be in PR. This is incredibly poor. Computer games are perceived as male. Historically programs were made by boys for boys, the stereotype computer geeks. But more women are playing now and there needs to be more diversity.

Her findings are not new, EA has said the same thing before. Female gamers need adequate representation in the games industry for there to be a chance of developing games targeted at women. The lack of female representation has manifested itself through females falling into the categories of pink and fluffy. Like most gamers, women are attracted by games with substance and not just fluff. The majority of gamers right now are women, and the gaming industry is shooting itself in the foot for not recognizing and acting upon this.

She may have a chance to do something about this since the University of Wales will host the annual Women In Games Conference this April 19 to 21. Westecott helped to organise the event with hopes to get a discussion going regarding the role of women in the industry.