The Movement Toward Genuine Representation in Mobile Games
By Mariam Ahmad 22 November 2024
If you’ve spent time in mobile games - whether as a casual player who dips into mobile games on your commute or as someone invested in strategic RPGs - you’ve probably noticed how female and cultural representation are depicted, or often, inadequately represented. For years, mobile gaming has faced criticism for typecasting female characters and reducing cultural identities to clichés. Characters have frequently been given one-dimensional personalities or over-the-top attributes that either exaggerate femininity or rely on cultural stereotypes. The landscape is evolving, but the pace of change, particularly for those invested in these issues, often feels frustratingly slow.
From tropes to truth
Tropes stick like a bad habit. Look at popular RPGs or puzzle games—how often do you clock female characters cast in the same predictable roles? Overly feminine, underdressed, or forever the sidekick. It’s so played out you could recite the script in your sleep. I recently came across a brilliantly ironic illustration that summed up the situation perfectly—two characters: one a fully decked-out knight, the other a woman who looked like she was the victim of fabric rations. The caption? “Don’t worry, we have the same armour level!” It’s a laugh, sure, but also a perfect summary of where we’re still at. Decades of gender and cultural biases have baked these clichés into the entertainment we consume, and the games we play.
The audience has changed, and the demand has followed. Players want characters that feel real, not props in shiny packaging. The industry might be slow on the uptake, but the message is clear: give us something worth playing.
Gatekeeping at play, stagnation at work
It’s not just in-game. The same issues spill over into the real world, shaping the way women and culturally diverse individuals experience gaming. Female players, for example, face an onslaught of harassment in multiplayer and competitive mobile games—an arena where toxic behavior runs rampant. It’s gatekeeping in action, making these spaces feel hostile, unwelcoming, and, ultimately, smaller than they should be. The fallout? Fewer women engaging fully, leaving gaming culture poorer for it.
For developers, the situation cuts even deeper. Women make up just 23% of game creators—a stat that hasn’t budged in years, no matter how much inclusivity gets talked up. And that stagnation matters. A lack of diversity behind the scenes means a lack of diversity in the stories being told. Add to that the fact that culturally diverse voices are still boxed out of the process, and the picture gets even narrower. The few who do make it through—the women, the creators from underrepresented backgrounds—are often undervalued, their contributions overlooked or sidelined. It’s a frustrating reality in an industry with so much room, and so much need, for fresh, inclusive perspectives.
Cultural (mis)representation and advertising
Let’s talk cultural representation, or more often, the lack of it. Mobile gaming could be a playground for fresh, meaningful storytelling, but too often, it gets treated like a marketing tick box. The fix? Involve actual people—cultural consultants, community members, anyone who can help steer these portrayals away from tired clichés and into something real. Here’s the kicker: authenticity isn’t just ethical, it’s profitable. A Meta Platforms study found that 34% of U.S. mobile gamers are less likely to drop cash on a game if the ads lean on stereotypes. Bottom line? Lazy representation costs.
Moving beyond tokenism
If you’re going to do diversity, do it properly. Don’t sprinkle in a "diverse" character here and there for show—build worlds that actually reflect the players inhabiting them. Characters should span genders, races, ages, abilities, and cultures. Ads can do the same, featuring creators and settings that speak to a wide range of experiences.
Take Covet Fashion by Crowdstar, for instance. According to a Medium blog post by RZAIN, this mobile styling game lets players customise models with a variety of skin tones, body types, and facial features. And the ads? They lean into that inclusivity, showcasing models of all shapes and sizes. It works because it feels genuine, attracting players who see themselves—or who want to—reflected in the experience.
The industry weighs in
Change happens through collective action
During my time working on mobile/browser-based games most of the projects I worked on were for the youth market. These projects were advertisements-masked-as-games for toys or television shows that were marketed to either boys or girls through imagery, gameplay style and aesthetics that aggressively reinforced traditional gender roles. Being a femme-presenting non-binary person I often found myself and what few non-male coworkers I had being placed on or moved to projects involving franchises for girls regardless of whether we were interested in or knowledgeable of the subject matter. Similar stories from my peers have been shared over the years and it seems that this continues to be a common scenario across the gaming industry at large.
Unfortunately, I can't say if I foresee this kind of environment changing when it comes to projects for large clients who have a specific demographic to market to, especially with the lack of non-binary folks and women working in games. However, there has been an explosion of incredibly talented indie teams who are releasing projects with all kinds of different stories to tell and perspectives to experience. I will *always* advocate for the indie game space as a place for folks to seek out what they aren't getting out of AAA and big-name titles. There are more resources than ever to get involved with indie games; There might even be a local game dev group in your area full of like-minded individuals who are looking to bring more perspectives and inclusivity to mobile gaming. If there isn't, start one yourself. Change happens through collective action and your local community is an excellent place to start.
Kathryn, 2D artist
These statements and opinions are solely those of the author
There's something powerful in seeing characters that look like you
Working on a Disney game, I’m one of the lucky few that help develop a game that looks to highlight diversity and a variety backgrounds. We have the creative freedom to outline our roadmap, (with Disney’s agreement of course!), and being part of an under-represented community, I try to make sure our roadmap reflects the diversity available in an IP like Disney.
I would say the struggle more so lies in the team-make up, where I consider diversity as top of mind since representation matters a lot to me. There are times where I would have to explain what AAPI means, for example, and why we’d want to highlight black characters in our app icons.
When we first released Luz Noceda, who is an Afro-Latina character in the Owl House franchise, she was immediately popular and the news spread across social media outside of our own posts. There’s something powerful in seeing characters that look like you or represent your culture that not only empowers gameplay, but also self confidence in a general sense.
When I personally play video games, even the game(s) I work on, I prefer picking an all-girls group. I feel a sense of pride and personal strength, in a way that I can succeed and be strong, too! This comes with a caveat of course, the difference I see in a lot of other mobile games is the “waifu” endemic that presents women in provocative ways. While I’m always supportive of women expressing themselves through fashion, this isn’t really the case of what’s happening here, and I wish the understanding that women can be powerful and strong in a full set of armor or a floor length gown is also true.
That’s the type of change I’d like to see in mobile games, representing the diversity of women and that strength and appeal can present itself in various ways. I mean, look at Princess Peach, she’s out there beating Bowser in Mario Party in a bubbly pink gown. That’s the type of message I’d like shown in mobile games.
Mari Yalong, Product Manager, LiveOps, PerBlue
Prioritize diverse hiring, focus on data-driven insights, and engage with players
Ensuring genuine gender representation in mobile games is essential, especially considering that women make up nearly 50% of the global mobile gaming audience. Despite this, game narratives often lack this diversity.
Moreover, leadership diversity in the industry is limited, with women holding only 16% of C-suite roles in gaming (source: Esports News). This is notable given that companies with diverse leadership see 19% higher innovation revenue (source: Quantic Foundry).
Following inclusive games can be beneficial :
- “Kim Kardashian: Hollywood” by Glu Mobile, which provides players with diverse character customization options, allowing players to choose gender-neutral features, different body types, and inclusive wardrobe options.
- “Choices: Stories You Play” by Pixelberry Studios, which emphasizes diversity in storylines and character backgrounds, including various gender identities and sexual orientations.
- “Florence” by Annapurna Interactive, a mobile game that highlights a realistic female perspective on relationships and personal growth, moving away from traditional gaming stereotypes.
To better reflect player demographics, the industry should:
Prioritize Diverse Hiring and Capital Allocation: Boost representation in creative and leadership roles to bring varied perspectives and allocate more resources to support women in these positions.
Focus on Data-Driven Audience Insights: Use research to truly understand and serve the diverse player base rather than assuming audience characteristics. Tools like focus groups and Discord channels can offer clear insights into who is actually playing.
Engage Directly with Players: Involve players in the development process to ensure that content resonates authentically with a wide range of audiences.
Claire Rozain, CEO & Founder, RZAIN
Content should feel real, relatable and reflective of the world
One of the biggest challenges I've faced in driving authentic representation and diversity in mobile games is the lack of diverse voices in the decision-making rooms. When teams creating these games are homogeneous, it’s challenging to craft experiences that genuinely resonate with a broad audience. I've also found that cultural and gender stereotypes still slip through, often unintentionally, due to limited perspectives.
To support more inclusive storytelling, I’d love to see the industry prioritize diverse hiring across all levels and invest in ongoing education on unconscious bias. Equally, there’s a need for game narratives to be crafted with input from people who truly represent the stories being told. Diversity shouldn’t be a checkbox—it’s about creating content that feels real, relatable, and reflective of the world we live in. This shift would not only enrich the player experience but build greater trust and loyalty among audiences.
Nina Mackie, Co-founder, WeGame2
The key to accurate cultural representation is in the early game design phase
As a member of this industry, my personal perspective on this topic is that having various cultural and gender representations in a game is a great way to make the game inclusive and accessible to diverse audiences around the world. However, authentic cultural representation and diversity in mobile games need to go beyond the occasional holiday event or surface-level live-ops integrations. To represent cultures and diversity more authentically games should explore deeper integrations that become a natural part of the gameplay.
This could be something as simple as introducing a new character or adding a robust avatar customization system. To achieve this, cultural representation and diversity should be a key consideration early on in the game design phase. Cultural representation and diversity can also be a very nuanced topic so game teams should consult members of the community being represented before plugging in a cultural integration as well as market test the content before release.
Oindrila Mandal, Senior Game Product Manager, EA Games
*These are my personal views and do not represent Electronic Arts' perspective.
We're working towards an industry where everyone has a chance to grow
As a woman in mobile gaming, it’s been rewarding to see more and more spaces open up for women in our industry, but there's still more work to be done. We’re committed to inspiring the next generation of women to consider careers in gaming, which is why we work with organizations like Ada College in London, Junior Achievement across Europe, and the Swedish Games Industry. These partnerships help us reach young, underrepresented women and show them that there’s a place for them in tech and gaming.
Through mentorships, workshops and sharing industry insights, we're helping make gaming careers feel more within reach. I'm personally passionate about this because I know how meaningful it is for young women to see others in roles they can relate to. We're working towards an industry where everyone has a chance to grow and succeed.
Paula Ingvar, GM, Candy Crush Saga
The inclusion of diverse characters shouldn't feel forced or disjointed
In mobile games, one of the toughest challenges is balancing revenue with authentic representation. Characters are often heavily sexualized—especially female ones—because it works. With free-to-play models dominating the market, optimizing user acquisition (CPI) and boosting LTV often take priority, making it tempting for developers to rely on attention-grabbing visuals, even at the expense of integrity. The challenge is finding that sweet spot where the game is profitable without crossing the line into stereotypes. The industry has made strides toward diversity, but it often feels like a marketing checkbox rather than a genuine effort. When diversity is forced into existing IPs or worlds without careful consideration, it can feel disjointed and lead to backlash from players. We need to focus on creating new IPs with diversity built in from the start or thoughtfully integrating it into established worlds so it feels natural, immersive, and true to the narrative.
The future talent pipeline for future inclusive games starts with introducing young girls to STEM
One of the core challenges in achieving authentic representation in mobile gaming is the lack of diverse voices within development teams. To address this, change must start early – by introducing young girls to STEM in school, we can build a future talent pipeline equipped to create more inclusive and innovative games. Early exposure to fields like coding, AI, and data science can empower young women to bring fresh perspectives and enrich the creative process within the industry. Additionally, machine learning and AI can also play a transformative role in game development, not just by analyzing and mitigating biases, but by handling repetitive tasks and solving complex, multidimensional problems. This frees up time for developers to focus on storytelling and creative innovation, making space for deeper character development and more authentic narratives. By combining diverse team structures with advanced technology, the industry can create game worlds where all players feel both seen and valued.
Claudia Heiling, Co-founder & COO at Golden Whale
I've faced numerous challenges consisting of gender biases and stereotypes
Despite nearly 50% of mobile gamers being female, the gaming industry still struggles with gender representation ranging from characters in games to its workforce. As an industry expert, I've faced numerous challenges, including persistent gender biases and stereotypes, stemming from gaming's historical male dominance. Female voices often lack influence compared to male counterparts, compounded by limited support and mentorship opportunities. Establishing a personal brand is tougher, and balancing professional life with family, especially when attending events, remains a challenge. It's promising to see more women, some even with their children, participating in these events but more systemic change is essential. Additionally, the industry's pay gap and lack of transparency around salary ranges and career growth make advancement much more difficult. What I'd love to see includes more inclusive gaming experiences, with a focus on representing women of all ethnic backgrounds (BIPOC), and more women in leadership roles at games studios and in investment spaces. Representation in industry publications, podcasts, and events must go beyond a diversity and inclusion token, allowing women to be recognised as vital, knowledgeable contributors in shaping the gaming landscape.
Federica Stiscia, Gaming Partnerships, Almedia
Why not apply data-driven approaches to empower women?
Women in the gaming industry have long faced the misconception that they are less passionate or engaged as gamers. This stereotype has impeded authentic representation and diversity in the gaming industry. However, recent data challenges this notion: as of 2024, approximately 64% of female internet users in the U.S. play games, compared to 76% of male users. https://www.statista.com/statistics/326420/console-gamers-gender/ I would love to see the gaming industry add a stronger emphasis on fact-checking and making decisions grounded in solid data about women's contributions. Given the mobile gaming industry's reliance on analytics, why not apply the same data-driven approach to empower women? This will highlight women's expertise and unique vision, across both creative and business domains. Recently, there was an inspiring discussion on a LinkedIn post about influential voices in gaming, with an insightful comment by Yuriy (Iurii) Krasilnikov in this post - I would welcome more of this type of dialogue - it’s precisely what we need to create a more inclusive environment for all women in the gaming industry.
Dana Romantsevichus, Business Development Manager at Aptoide
