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Leveling the Playing Field for Women in Gaming across Asia and MENA

Published

2 years ago

March 14, 2024

Reading Time: 4 minutes

Women are the fastest growing demographic in gaming, both as players and increasingly as industry leaders. Niko Partners finds that this growth is often complimentary. As more women Identify as gamers, more are pursuing careers in the field. And, as more women work in the field of gaming, we see more games developed that appeal to and better represent women both as players and as characters.

Niko Partners’ Female Gamers in Asia report estimates 37% of gamers in Asia are women, and the number of women gaming is growing by 11% annually – almost double the rate of men. Some parts of the region demonstrate this shift more strongly than others. Southeast Asia has a gamer population that is 53% female, and the Philippines leads the way with a percentage of 63%. While markets in MENA, South Asia, and China are less balanced, we still see strong growth across the Asia and MENA region.

Mobile phones have been a huge boost for women’s access to gaming, with 97% of female gamers in Asia using their mobile device to play. According to Niko’s research, puzzle games, multiplayer online battle arenas (MOBA), battle royale, simulation, and RPG games are the most popular genres among women. PC and console games also attract women, with 40% of women playing on PC and 16% of them playing on console.

For developers hoping to ignite demand and grow their engagement with women, considering genre, gameplay, storyline, and style, can be great ways to tap into this demographic. Social media is also an important strategy for reaching female players, as more than half (53%) of the women we surveyed see social media as their primary information source about gaming.

Although female gamers in Asia are predominantly casual players, the younger generation of women (Gen Z and beyond) is participating in competitive gaming and esports. Esports is a potential growth driver for female gamers, as it complements the social and cultural elements of gaming. We are seeing increasing representation of women as gamers though livestreaming and even among esports professionals. Women are also engaging with esports and streaming as fans, and are more likely to spend money, play longer, and consume gaming content if they do engage with esports, compared to those who do not.

Women’s achievements in esports are also promising. Najd Fahad is the first Saudi women to win a FIFA tournament at GCC Games, Michelle “Moxxi” Song, was the first woman to work as a play-by play caster at Dota 2’s The International, Kim “Geguri” Se-yeon, was the first female player in Overwatch League, and Li “VKLiooon” Xiaomeng, is the first woman to win the Hearthstone World Championship. These kinds of trailblazers are among a growing number of inspirational figures in the pro gaming scene paving the way for future gamers.

Trailblazers in women esports glory (from left to right): Najd Fahad, Michelle “Moxxi” Song, Kim “Geguri” Se-yeon, and Li “VKLiooon” Xiaomeng

Despite their significant contributions to the gaming industry, women often encounter barriers working in historically male-dominated environments. Still, women are breaking barriers by pursuing careers as analysts, producers, designers, artists, publishers, and marketers. Individually, they are taking leadership roles such as Tricia Sugita, Chief Marketing Officer of Cloud9, Alodia Gosiengfiao, co-founder of Tier One Entertainment , and Leena Xu, Chief Revenue Officer at Sentinels.

Another important aspect is mentorship and educational programs for women gamers pursuing careers in gaming. Events that offer career mentorship and networking opportunities can help improve this access. Women’s representation in career roles in the gaming industry is strengthened through events such as Women in Gaming Asia gaming career expo, which helps to build community among professionals and provide career support for women in the industry. These kinds of events connect women in the industry to studios and companies, building networks, and also guiding them through the industry, as well as giving them tools to face challenges in the workforce.

We are seeing more of these kinds of events every year. Last year, Riyadh hosted a session called “Breaking the Code: The Challenges for Women in Gaming Leadership” at Next World Forum. Niko Partners has also presented about gender inclusivity in gaming industry at Gamescom Asia 2022. Besides these events, there are also game development academies and competitions hosted exclusively for women developers, such as 2023 She Jams in Saudi Arabia, as well as Tuwaiq Academy, operated collaboration with Apple.

Fostering diversity, equity, and inclusion in the gaming industry is imperative, and beneficial for the industry overall as women’s perspectives as industry leaders will lead to games with wider appeal. This can go a long way in helping to solve problems experienced by women in the industry, and companies will find that their products reach a wider audience.

Women-only tournament and gaming lounge as safe space for women gamers: VCT Game Changers and sQuad core (Source: Adela Sznajder/Riot Games, Wajod Alkhamis/The National)

Niko Partners is a certified woman-owned business that has been operating in the games industry for over 20 years. We make inclusion and diversity central to our work, through our research, hiring practices, and internal mentorship programs. We hope our work on women in gaming can help spread this message. Our Female Gamers in Asia report is a comprehensive guide on the rise of women gamers in Asia, along with other market reports that include data and insights on the growing segment of women gamers. These reports are based on our gamer survey that include responses from women who game as well as industry leaders. Diversity and inclusion are also an important aspect of Niko Partners in operating its business. Contact us if you want to understand the best strategies for reaching and representing women gamers via our reports and custom research capabilities.

Source: Nico Partners

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Meridianbet Doubles Down on Belgium: New Casino License Unlocks €455m Market Segment

Published

13 hours ago

December 22, 2025

George Miller

Editor’s Take

Why this matters: This is a classic “Cross-Sell” play. Meridianbet has already spent seven years building a sports betting database in Belgium. By securing this B+ license, they can now monetize those same users with higher-margin casino products (slots, table games) without needing to acquire new traffic from scratch. With the Belgian casino sector growing at 20% year-over-year, this is a significant revenue unlock for the GMGI portfolio.

The Full Story

Meridianbet, the sports betting and gaming operator owned by Golden Matrix Group Inc. (NASDAQ: GMGI), has successfully expanded its regulatory footprint in Europe by securing a B+ online gaming license in Belgium.

The new license (B+ 4016) authorizes the company to launch a comprehensive online casino platform—featuring slots, table games, and automated live games—starting in January 2026. This move significantly broadens the operator’s capabilities in the country, complementing its existing sports betting operations which have been active in the Belgian market for seven years.

Targeting the Largest Market Segment The strategic rationale behind the license is clear: Casino is now the dominant force in Belgian gambling. According to the Belgian Gaming Commission, the online casino vertical generated €455 million in Gross Gaming Revenue (GGR) in 2023, representing a 20.2% year-over-year increase.

By entering this vertical, Meridianbet gains access to the largest and fastest-growing segment of a market that generated a total of €944.6 million last year.

Tech-First Entry Meridianbet plans to deploy its proprietary AI Casino Recommender technology for the Belgian launch. This system analyzes player behavior and preferences in real-time to deliver personalized game suggestions, a crucial differentiator in a highly concentrated market where just ten operators account for 94% of all online wagers.

Regulatory Context Belgium is known for having one of Europe’s strictest regulatory frameworks, characterized by rigorous compliance standards and player protection protocols. Securing this license validates Meridianbet’s operational standards and deepens its foothold in a “mature” market that is notoriously difficult for new entrants to penetrate.

The post Meridianbet Doubles Down on Belgium: New Casino License Unlocks €455m Market Segment appeared first on Gaming and Gambling Industry Newsroom.

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LinkDataMedia Drops ‘Startup’ Look with Major 5th Anniversary Rebrand

Published

17 hours ago

December 22, 2025

George Miller

Editor’s Take

Why this matters: In the iGaming affiliate space, the five-year mark is a critical survival threshold. Many media startups fade away before reaching it. LinkDataMedia’s decision to rebrand now is a classic “graduation” signal. By shedding their startup skin for a more corporate, “blue-chip” aesthetic (the stability-focused blue triangle), they are telling operators and partners that they are no longer just an affiliate project, but a stable infrastructure partner ready for larger commercial deals.

The Full Story

LinkDataMedia, the parent company behind the popular affiliate portal Gamblers Connect, has announced a comprehensive corporate rebrand to coincide with its fifth anniversary.

The overhaul includes a completely refreshed brand identity, a redesigned logo, and a fully revamped website, all of which are now live. The move is described by the company not as a mere cosmetic update, but as a strategic pivot designed to distance the business from its “startup roots” and reflect its current status as an established player in the competitive iGaming media landscape.

Visualizing Maturity The new visual language features a modernized blue triangular logo, a shape chosen to represent “stability and forward momentum.” The digital user experience has also been streamlined, offering partners a cleaner interface that aligns better with the company’s matured operational capabilities.

Management Commentary Gjorgje Ristikj, Founder and CEO of LinkDataMedia, commented on the significance of hitting the half-decade milestone in such a volatile industry:

“Surviving the first five years in business takes more than luck. It takes belief, resilience, and the right people around you. This milestone, and the rebrand, reflect exactly that.”

Implementation The new branding has already been deployed across the main corporate website and is currently being rolled out across LinkDataMedia’s social media channels and internal communication platforms. As the company enters its sixth year, the refreshed identity aims to set the stage for a new phase of expansion and innovation.

The post LinkDataMedia Drops ‘Startup’ Look with Major 5th Anniversary Rebrand appeared first on Gaming and Gambling Industry Newsroom.

Latest News

Win Systems to Debut New ‘Gold Club Colors’ and WIGOS Upgrades at ICE Barcelona

Published

17 hours ago

December 22, 2025

George Miller

Editor’s Take

Why this matters: As ICE makes its historic move to Barcelona, established tech providers like Win Systems are under pressure to bring their “A-game” to the larger venue. The focus here isn’t just on cabinets; it’s the ecosystem. By highlighting WIGOS (their CMS) alongside WIN PAY, Win Systems is positioning itself as an infrastructure partner, not just a hardware supplier. The debut of the Gold Club Colors roulette specifically targets the growing demand for visually customizable electronic table games (ETGs).

The Full Story

Win Systems, the global provider of technology for the gaming and entertainment industry, has confirmed its product roadmap for ICE Barcelona 2026, the sector’s most significant international event taking place from January 19 to 21.

Exhibiting at Stand 3M30 at the Fira Barcelona Gran Via, the company will leverage the new venue to showcase a broad portfolio designed to cover the entire casino floor—from management systems to the gaming floor itself.

Systems and Fintech At the core of the showcase is WIGOS, the company’s flagship Casino Management System (CMS). WIGOS is widely recognized for connecting thousands of machines across multiple countries, and the Barcelona display will focus on advanced tools that streamline daily operations and optimize player retention.

Complementing the CMS, Win Systems will present WIN PAY, its secure transaction platform. As cashless and seamless payment solutions become standard requirements for operators, WIN PAY offers the necessary efficiency and security controls for modern gaming environments.

Hardware: Roulette and Slots On the hardware side, Win Systems is refreshing its electronic table game offering with the new Gold Club Colors electronic roulette. The Gold Club line has long been a staple in the company’s portfolio, known for its compact footprint and reliability; the “Colors” iteration promises to maximize visual impact on the floor.

Alongside the roulette, the company will display its latest slot hardware, including the Sublime and Rhapsody cabinets. These units are designed to house the company’s extensive game library, which has been adapted to suit diverse market profiles from Europe to Latin America.

Strategic Goals Win Systems aims to use the three-day event to reinforce its 30-year legacy in the industry. The company described its participation as a commitment to “continuous innovation,” inviting operators and regulators to explore how their integrated solutions can improve in-room performance.

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