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

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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

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Swintt games go live in Italy after receiving ADM certification

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Rapidly-expanding software provider enters its 13th regulated market following Italian regulator’s approval of Elysium Studios – Driven by Swintt titles

Having previously outlined its intentions to enter more regulated markets throughout 2025, sought-after software provider Swintt has announced that it has now officially been greenlit by Italy’s Agencia delle Dogane e dei Monopoli (ADM) to offer its slots in the country.

The new certification has initially been granted for Elysium Studios – Driven by Swintt titles, and though further approval is planned for both SwinttPremium and SwinttSelect releases in the not-too-distant future, the provider has already put pen to paper with two of Italy’s leading operators.

Launched in 2024 following Swintt’s acquisition of Elysium Studios, Elysium Studios – Driven by Swintt is a cutting-edge collection of releases that incorporates elements of social, mobile and casino gaming to deliver a more engaging experience that’s custom-made for the modern player.

Featuring inventive themes, innovative features and intuitive, mobile-first game mechanics, some of the biggest hits to come from the collaboration to date include the quirky, folk lore-inspired I Hate Fairytales and the swashbuckling skull and bones epic, Pirate Pledge Hold & Win.

Given both titles boast a cast of characters that includes everything from punk rock princesses to salty sea dogs and a huge selection of rewarding bonus rounds, the two games and many more from the Elysium Studios line-up are certain to prove a popular addition among Italian audiences.

With Swintt’s successful acquisition of ADM certification now paving the way for the provider to enter its 13th regulated market, the decision will significantly expand the company’s European footprint and enable it to form further partnerships with Italian operators in the months to come.

David Mann, Chief Executive Officer at Swintt, said: “At Swintt, our focus has always been on ensuring that our content gets put in front of players in as many regulated markets as possible – and acquiring ADM approval to offer our games in Italy is another significant step on this journey.

“As an established iGaming market with a huge emerging player base, we feel our Elysium Studios – Driven by Swintt line-up can make a big impact in the region and we look forward to being able to roll out our other core line-ups very soon.”

The post Swintt games go live in Italy after receiving ADM certification appeared first on European Gaming Industry News.

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Week 45/2025 slot games releases

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Here are this weeks latest slots releases compiled by European Gaming

Relax Gaming is diving to the ocean floor for Treasure Tumble Dream Drop, an 8×8 cluster-pays adventure in the hit Tumble series starring fearless explorer Scarlett Spinz. Momentum is everything as position multipliers build, cluster wins cascade and a suite of blocker-busting power-ups keeps the action flowing, with a maximum win potential of 10,000x.

Get ready for a fresh, fruity adventure with Amusnet’s newest slot – 20 Bulky Fruits Buy Bonus! This colourful game brings classic fruit symbols to life across 20 paylines, offering plenty of ways to hit winning combinations and enjoy nonstop excitement. The Buy Bonus feature lets you jump straight into the action, unlocking bonus rounds whenever you want for instant thrills.

TaDa Gaming, has added to its renowned TriLuck series with a classic Chinese themed slot game, 3 Lucky Baozhu. Offering multiple ways to win, 1000x max and 97% RTP, this gorgeously colourful game sparkles and crackles with fortune and good luck. The five reels, three rows, 50 fixed paylines grid holds traditional symbols including Caishen god of wealth, lucky red envelopes, lanterns and musical instruments.

Spinomenal has released Demi Gods VII Ultra Mode as part of its hugely successful Demi Gods Series. This is a 5×4 reel 50 lines video slot that takes players on an epic journey through the realm of the immortals, where financial fate rests with the gods. A powerful, surging soundtrack amplifies the gameplay and makes for a thunderous reels experience.

Endorphina has released its newest Halloween title, 3 Witch Pots. The slot features 5 reels, 4 rows, and 40 fixed paylines. This Halloween addition to the Endorphina slots portfolio takes players on a mystical journey to help a skillful witch’s lair.

Witness the downfall of John, a man of order, a devoted father, a loyal husband and a pillar of routine. Nolimit City’s latest release, Disorder, unearths the twisted origin story of Mental and Mental II. This highly anticipated slot falls under the extreme themed category of Nolimit City slots such as Serial and Disturbed.

BGaming invites players to saddle up and head to the Wild West in the brand-new Wild Wick online slot. The game is the latest to be developed in collaboration with Strmlytics, a leader in live-streaming data analytics. Wild Wick introduces players to a charismatic bounty hunter inspired by classic Western Heroes from Clint Eastwood’s Man with No Name and Terence Hill’s Lucky Luke to the animated cowboys of the Soviet cartoon Treasure Island.

Stakelogic is closing out spooky season in style with Soul Slayer, a gripping slot experience where every spin becomes a battle for survival. Set in a world consumed by demonic forces, Soul Slayer challenges players to embrace their inner warrior and strike back with precision, fury, and Wild-filled rewards.

Red Rake Gaming presents Get the Coins!, a slot that combines gold coins with Major, Minor, and Grand prizes in a dynamic, fast-paced experience. This release offers rapid gameplay and an exclusive Mini-Game that delivers unique reward opportunities in every session. With its 3×3 reel format, each spin can generate coins and trigger the “Get the Coins!” Mini-Game with collectible coins whenever at least one coin appears on each reel.

Spinmatic announced the launch of Elemental Fusion, a revolutionary title that fuses the mechanics of Video Slots with the engaging features of Plinko games. This innovative product release highlights Spinmatic’s commitment to developing unique and compelling gaming experiences for the igaming market.

Amusnet has released 20 Golden Coins: Reel Fishing, a next-generation video slot that combines the charm of the game classics with the thrill of modernity. This 5-reel, 20-payline release brings the joy of fishing to life with vibrant visuals, engaging features and a soundtrack that fully immerses players in a sunny day by the water.

Evoplay has launched Sky Sentinels, a new slot that lets players decide their fate under the Egyptian sky. Every spin offers a choice between the Sun and the Moon. The radiant Sun guides wins from right to left, while the mysterious Moon moves them from left to right, each creating a unique way to play and win.

Million Games has announced the launch of Gatsby Gold, a 5×3, 243-ways video slot that combines the elegance of 1920s art deco with dynamic modern gameplay. The game offers 243 ways to win, a 96.3% RTP, and a maximum payout of 8,100x the bet, making it as rewarding as it is stylish.

 

SlotMatrix has launched Tiki Baka Boom Boom, a tropical explosion of fun and fiery rewards where the Tiki gods rule the reels. Set on a volcanic island paradise, Tiki Baka Boom Boom delivers a blazing blend of visuals, high-energy mechanics, and big win potential, offering prizes up to 10,000x a player’s bet.

Evoplay has launched Young Deer Song, a festive high-volatility slot that takes players deep into a mystical forest where nature’s creatures lead the way to great rewards. As the moon rises over the treetops, the reels come alive in this Christmas themed title with the fox, owl, raccoon, and wolf, each carrying their own charm and fortune.

Take to the skies and soar like an eagle, then swoop in and grab big wins by spinning the reels of Thunder Eagle Hold and Win Extreme from Booming Games. This action-packed, feature-filled slot is a wild adventure with a chance to win up to 10,000x. Thunder Eagle Hold and Win Extreme is a 5×3, 25-fixed payline slot.

Squid Gold X2 by 18Peaches invites players to dive deep into a world of mystery, magic and forgotten riches. Set within a sacred castle filled with ancient relics and hidden chambers, every spin feels like a step deeper into the unknown. The legendary golden squid is said to guard untold fortunes, and only the bravest adventurers will uncover its secrets.

With Swintt having already opened the way to a world of wonder in the original Lucky Fortune Door, this month the award-winning software provider is back in action again with Lucky Fortune Door Wild – an exciting reboot that gives players even more ways to win! Like its SwinttPremium predecessor, Lucky Fortune Door Wild is a five-reel slot that can be played with either five or ten paylines.

 

The post Week 45/2025 slot games releases appeared first on European Gaming Industry News.

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Quantum continues expansion streak with two director-level new hires

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One of betting and gaming’s best-known customer acquisition and comparison businesses, Quantum, has announced the next steps in its ambitious growth plan by welcoming two new director-level appointees.

Joining the business are Dimitris Papamichael as commercial director and Luke Watkin as marketing director – both in newly created roles. They come in alongside a full C-suite and a full team of new tech hires that continues a recruitment drive which began in 2023 – and reflects Quantum’s rapid and consistent growth throughout the last five years.

Papamichael will be responsible for all revenue-generating activities across the business in a pivotal leadership role. He’ll shape Quantum’s commercial strategy as the company diversifies into new verticals while maintaining its strong position in the iGaming sector. He’ll also lead an expanding team of commercial and sales managers.

Watkin will lead the development and execution of the marketing strategy across all business verticals. As marketing director, he’ll be instrumental in shaping Quantum’s marketing vision, building scalable systems, and delivering commercial impact as it expands into new markets. Watkin will build and mentor a high-performing marketing team and is also tasked with driving further recruitment.

Speaking of the appointments and new strategic direction, CMO James McCarthy said: “It’s a pleasure to welcome Dimitris and Luke to Quantum during what is undoubtedly a really fascinating time in our growth. From cementing our relationship with some of iGaming’s biggest names to helping us expand into exciting new sectors, both of our new Directors will be integral to the continued success of the business.”

Papamichael said: “I’m thrilled to be joining Quantum at such an exciting stage of its incredible growth journey. The company has already achieved so much, and there’s huge potential ahead as we expand into new markets and sectors. I can’t wait to work with the exceptionally talented team here to seize the many opportunities ahead and drive the next phase of growth.”

Watkin said: “I am delighted to join a business with such a proven track record of excellence in its core markets, as well as highly ambitious plans for strategic expansion into new markets and territories. I am looking forward to contributing towards building on the exceptional progress the team has made to date, and accelerating that growth in the years ahead.”

This people news comes hot on the heels of the company’s exciting rebrand news of last week, moving toward the “quantum” in QiH Group” as well as redefining the business’ purpose and strategic direction.

The post Quantum continues expansion streak with two director-level new hires appeared first on European Gaming Industry News.

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