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Girl Games: Help or Hinderance?
AUTHOR: Dr K. Wright | PUBLISHED: Sept. 21, 1999

In 1994, the first computer game targeted specifically towards preadolescent girls hit the shelves (Hawaii High: The Mystery of the Tikki, by Sanctuary Woods). This started the "girls games movement:" the creation of computer games for a young female market (1). Since 1994, the girl games movement has gathered strength, proving that a viable young female gaming market does exist. In 1995, there were approximately ten games aimed at girls between the ages of 4 and 14 on the market; by the end of 1998, there were approximately 65 varieties of girl games for sale (2). Examples of girl games include Purple Moon's Rockett series, Smarty (Rhinestone Publishing), Lets Talk about Me Some More (Girl Games), Nancy Drew Secrets can Kill (HerInteractive), and Mattell's line of Barbie games. Mattell's Barbie titles capture the majority of the market (3). For example, Barbie Fashion Designer sold more than 500,000 copies in its first two months of sales (1).

Girl Game Companies Owned by Women
Many of the companies that produce girl games are owned and managed by women. These entrepreneurs noted the lack of games designed with females in mind, and are concerned by the fact that many more boys play computer games than girls. They hope to help close this gap, and capitalize on the untapped female market, by making games that appeal to young female interests (1, 4, 5). In order to discern what those interests are, many of the creators of girl games have conducted extensive market research.

Market Research
Research on girls' experiences with technology, and their feelings about computer games, has yielded the following findings. Young girls dislike intense competition (6, 5), and find typical computer games to be boring (5). Some studies found that girls dislike violent and aggressive game themes (7), while other studies show that girls are simply bored by violent games due to their repetitious nature (4, 6). Girls reportedly complain about the lack of game characters they can identify with, and the lack of story or narrative (5). On the basis of findings such as these, researchers hypothesize that girls enjoy games that include many different activities, social interaction on the screen and between players, challenges (6), group problem-solving and cooperation, and realistic game settings as opposed to fantasy settings (7). Based on the results of this market research, many of the girl games come in pink and purple boxes, and are focused on things such as shopping, popularity, fashion, friendship, secrets, dating, health and physical fitness.

Arguments in Favor of Girl Games
There is much controversy surrounding the girl games movement. Proponents of the girl games admit that the games target stereotypically feminine interests. However, they point out that there is nothing inherently wrong with traditionally feminine interests, and note that these interests have been denigrated for far too long (1). They believe that any activity that encourages young girls to use the computer is a positive thing (6, 7), as it can lead to increased computer proficiency, an interest in technical careers, and an expansion of the role of digital media in women's lives. Further, they argue that games specifically targeted towards girls may be necessary in order to reach a mass female audience, as the current male-oriented and androgynous games are not reaching enough girls (7). They claim that they are currently forced to market to a normative idea of femininity because the girl games market is small and marginalized. Once the girl games industry gains sufficient strength, they will be free to offer games that include a broader conception of what it means to be female, and to cater to a broader range of female interests (1).

Arguments Against Girl Games
Girl game critics complain that the girl games are just as sexist as the "male-oriented" violent action games. They argue that by focusing on stereotypically feminine interests such as shopping and popularity, girl games end up reinforcing limiting gender stereotypes and gender-polarized play patterns (1). They fear that the consequences of this will be reduced choices for both girls and boys, not expanded choices. They argue that the creation of new types of games designed specifically for females reinforces the message that males and females are essentially different, and that girls require their own games. They do not believe that separate games for girls are necessary to bridge the gender gap in gaming. Rather, they believe that it is sufficient to expand the existing game market to include both male and female interests, through the creation of androgynous games. They believe it would be more fruitful to focus on variation in play preferences among girls, and among boys, and on areas of commonality between the sexes (1, 8). Lastly, they worry that the girl games reinforce the very stereotypes that keep women out of technical fields, and thus question the assumption that playing girl games will in fact lead more women to the technical industries (8).

My Thoughts
Whenever I read research on what girls supposedly prefer in games, I am reminded of my own experience with the girls in the Girls on Track program. These young girls expressed a truly dazzling array of gaming interests and preferences, ranging from the stereotypically feminine to the stereotypically masculine. Of course, this data is purely anecdotal, and more research is clearly needed. As the female gaming market has been largely ignored until recently, and as many people are mystified by what would attract female gamers, it seems that it would be useful to determine what females like in games, and if there are indeed significant differences between female and male tastes. Just as important, however, is the need to avoid simplistic gender stereotypes that end up limiting gaming choices. I agree with those who argue that the answer lies in more gender-neutral options: games that both sexes enjoy, with strong male and female characters, that broaden the range of gaming and gender experiences for both males and females.
  1. Cassell, J. & Jenkins, H. (Eds.), (1998). From Barbie to Mortal Kombat: Gender and Computer Games. MIT Press.
  2. Hafner, K. (09/10/98). Girl Games: Plenty and Pink. New York Times, National Edition, n51, 276, p. D8.
  3. Kushner, D. She Got Game. The Village Voice, http://www.villagevoice.com/columns/9926/kushner.shtml 6/30/99.
  4. Meyer, M. (1996). No Sex and Violence. U.S. News and World Report, v. 120, March 18th, p. 69.
  5. Race, T. (1998). Building Girls Cyber Rooms of Their Own. New York Times, March 05, National edition, v. CXLVII, n51086, p. D3.
  6. Thomas, S. G. (1996). Great Games for Girls. US News and World Report, v. 121, Nov. 25th.
  7. Subrahmanyam, K., & Greenfield, P. M. (1998). "Computer Games for Girls: What Makes Them Play?" In J. Cassell & H. Jenkins (Eds.), From Barbie to Mortal Kombat: Gender and Computer Games, (pp. 46-71). Boston: MIT Press.
  8. Eisenberg, R. (1998). Girl Games. http://www.grrlgamer.com/archives/gamegrrl02.htm