Gender Balance in Nordic Computer Games

Transcription

1 # Gender Balance in Nordic Computer Games Seminar at Hanaholmen, April 2, 2014 Nordic Gender & Media Forum #

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3 1 (11) SEMINAR April , 13:00 17:00 pm Women And Computer Games: Where Are The Females in the Gaming Industry? Location: Hanasaari, Espoo, Finland. The rapid growth of the computer games market and industry has taken the education sector as well as the labour market by surprise. The gender distribution among students and workers, however, doesn't correspond with that of the population, nor with that of the players. This raises many questions. Confirmed speakers: Maria Edström, Nordicom, Arja Martikainen, Barona IT, KooPee Hiltunen, Neogames, Sigurlína Valgerður Ingvarsdóttir, DICE, Annakaisa Kultima, University of Tampere, Juha Matti Holopainen, Laajasalon opisto, Lisa Lindén, Dorisfilm, Jenny Brusk, University of Skövde, Isabella Billgren, University of Skövde, Mathilda Bjarnehed, University of Skövde. Moderators: Henrik Huldén, Hanasaari, Maria Edström, Nordicom. The seminar will be held in English. Nordic Gender & Media Forum A Nordicom project The Nordic Gender & Media Forum is about creating a platform for discussion of gender equality in the media. The media can hinder or hasten progress towards gender equality. Worldwide, only 24 percent of news subjects are women. In Europe, only one in 10 box office films is directed by a woman, while in advertising and computer games there is an abundance of gender stereotypes. The project can be seen as a regional follow-up to the 1995 Beijing Platform for Action, when all UN member states agreed on the need to increase participation of women in the media and to work against stereotypes. The Nordic Gender & Media Forum is collecting gender-based statistics on the Nordic media industry (film, journalism, advertising and computer games), and will present them for discussion at various seminars during the spring of 2014 and at a conference on good practice in Bergen on May 7. Examples of good practice from Nordic countries will also be brought together in a publication. Target Groups: The Nordic Gender & Media Forum aims to bring together business, researchers, activists and stakeholders within the media sector in the Nordic countries and elsewhere. The Forum is financed by the Nordic Council of Ministers and run by Nordicom at the University of Gothenburg. Nordicom is a knowledge centre for media and communications research, a collaboration between the five countries of the Nordic region Denmark, Finland, Iceland, Norway and Sweden. Nordicom operates under the auspices of the Nordic Council of Ministers. Nordicom s work is focused on three areas: Media and communications research findings in the Nordic countries Trends and developments in the media sectors in the Nordic countries Research on children, youth and the media worldwide

4 2 (11) HANDOUT Tables and figures Table 1. Table 2. Proportion of women and men employed in media sectors in Denmark 2011 (per cent) Proportion of women and men employed in media sectors in Norway Q (per cent) Table 3. Proportion of women and men employed in media sectors in Finland 2011 (per cent) Table 4. Proportion of women and men employed in media sectors in Sweden 2011 (per cent) Table 5. Figure 1. Figure 2. The computer game industry in the Nordic countries Employment in the computer game industry in the Nordic countries 2011/2012 (number, per cent) Share of women and men in university computer game education in Sweden 2011 (per cent) Figure 3. Proportion of women and men in the publishing of computer games and other software industry in Denmark (per cent) Figure 4. Proportion of women and men employed in the computer industry in Sweden (per cent) Figure 5. Table 6. Frequency of gaming among online population years 2012 (per cent) Gaming the past 12 months among online population years by age and gender 2012 (per cent) Figure 6. Frequency of gaming among online population years 2012 (per cent) Figure 7. Daily use of computer games in Sweden, share of population 9 79 years 2007 and 2013 (per cent) Table 7. Top five game genres in the Nordic countries 2012 Table 8. Best selling genre and game in genre in four Nordic countries 2012 (per cent) Table 9. Top ios Apps of 2013, worldwide

5 3 (11) Table 1. Proportion of women and men employed in media sectors in Denmark 2011 (per cent) Publishing Publishing of computer games/other software Motion picture/tv programme prod., and sound recording Radio/tv broadcasting Advertising/market research Information technology service Information service Women (%) Men (%) Category Women (%) Men (%) Total (%) Total number Publishing Publishing of computer games and other software Motion picture and television programme production, and sound recording activities Radio and television broadcasting Advertising and market research Information technology service activities Information service activities Note: Data for Denmark are on a more aggregated level than for Finland and Sweden. Therefore not media related industries might be included in the data. For more information ras-statistics-.aspx Source: Statistics Denmark, Statbank: Employment statistics. (2014) Table 2. Proportion of women and men employed in media sectors in Norway Q (per cent) Publishing activities Women (%) Men (%) Motion picture/tv prgrm prod., and sound recording Radio/tv broadcasting and programming Computer programming, consultancy Information service Advertising/market research Category Women (%) Men (%) Total (%) Total number Publishing activities Motion picture and television programme production, and sound recording activities Radio and television broadcasting, programming Computer programming, consultancy Information service activities Advertising and market research Note: Data for Norway are on a more aggregated level than for Finland and Sweden. Therefore not media related industries might be included in the data. For more information Source: Statistics Norway, Employment, register-based. (2014)

6 4 (11) Table 3. Proportion of women and men employed in media sectors in Finland 2011 (per cent) Women (%) Men (%) Book publishing Publishing of newspapers Publishing of journals Publishing of computer games Production activities Post-prod. activities Distribution activities Radio broadcasting TV programming/broadcasting News agency activities Advertising agencies Media representation Category Women (%) Men (%) Total (%) Total number Book publishing Publishing of newspapers Publishing of journals and periodicals Publishing of computer games* * Production activities (motion picture, video, tv prgrm) Post-prod. activities (motion picture, video, television prgrm) Distribution activities (motion picture, video, tv prgrm) Radio broadcasting TV programming and broadcasting activities News agency activities Advertising agencies Media representation * The encoding of companies can be misleading, if a company is registered with several activities. In the employment statistics a company can only be coded into one category. This might be the explanation of the number of employed in the publishing of computer games. The number presented in this figure is very low compared to the number presented by the industry itself approximately in Industry figures for 2010 showed that the share of women then was 16%. For more information on the data from Statistics Finland Source: Statistics Finland, employment statistics, Neogames Finland.

7 5 (11) Table 4. Proportion of women and men employed in media sectors in Sweden 2011 (per cent) Book publishing Publishing of newspapers Publishing of journals Publishing of computer games Production activities Post-prod. Activities Distribution activities Radio broadcasting TV programming/broadcasting News agency activities Advertising agencies Media representation Women (%) Men (%) Category Women (%) Men (%) Total (%) Total number Book publishing Publishing of newspapers Publishing of journals and periodicals Publishing of computer games Production activities (motion picture, video, tv prgrm) Post-prod. activities (motion picture, video, television prgrm) Distribution activities (motion picture, video, tv prgrm) Radio broadcasting TV programming and broadcasting activities News agency activities Advertising agencies Media representation For more information on the data Source: Statistics Sweden, employment statistics (RAMS2011).

8 6 (11) Table 5. The computer game industry in the Nordic countries Denmark (2011) Finland (2012) Iceland (2011) Norway (2012) Sweden (2012) Total Number of companies Turnover (Euro millions) Number of employees An additional number of 248 employees work outside of Norway. Note: Year of reference in brackets. Sources: Game Developer Index 2012, Dataspelsbranschen.se [The Swedish Game Industry] (2013), Jørgensen, Kristine Den norske spillundersøkelse, v.2.0, 2013 (on behalf of Norske film- og tv-produsenters forening/the Norwegian Film- and Television Producers' Association). Figure 1. Employment in the computer game industry in the Nordic countries 2011/2012 (number, per cent) * % women 1500 Number of emloyees % men Denmark (2011) Finland (2012) Iceland (2011) Norway (2012) Sweden (2012) * In 2010, computer game industry data showed that 16% of employees were women, 84% men. Note: Year of reference in brackets. Sources: Game Developer Index 2012, Dataspelsbranschen.se [The Swedish Game Industry] (2013), Jørgensen, Kristine Den norske spillundersøkelse, v.2.0 (2013) (on behalf of Norske film- og tv-produsenters forening/norwegian Film- and Television Producers' Association), Neogames Finland. Figure 2. Share of women and men in university computer game education in Sweden 2011 (per cent) Women 12% Men 88% Source: Spelutbildarindex 2011, University of Skövde.

9 7 (11) Figure 3. Proportion of women and men in the publishing of computer games and other software industry in Denmark (per cent) % % 77% 78% 77% 77% 50 Men Women 22% 23% 22% 23% 23% Total number of employees Source: Statistics Denmark, Statbank: Employment statistics. (2014) Figure 4. Proportion of women and men employed in the computer industry in Sweden (per cent) % % 90% 90% 90% 90% 90% 85% 50 Men Women 15% 10% 10% 10% 10% 10% 15% Total number of employees Source: Game Developer Index 2012 (2013), Dataspelsbranschen.se [The Swedish Game Industry]. (processed)

10 8 (11) Figure 5. Frequency of gaming among online population years 2012 (per cent) % 100 Weekly Past 12 months % 60% 53% 62% 48% 40 34% 26% 25% 25% 25% 20 0 Denmark Finland Norway Sweden Europe* average Denmark Finland Norway Sweden Europe* average Weekly Montly Less frequently Any gaming * Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Great Britain, Italy, Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland. Source: Videogames in Europe: Consumer study. European Summary Report (Nov 2012). Ipsos Media CT on behalf of Interactive Software Federation of Europe (ISFE), Belgium. Table 6 Gaming the past 12 months among online population years by age and gender 2012 (per cent) Denmark Finland Women Men Women Men Total Norway Sweden Europe* average Women Men Women Men Women Men Total * 16 countries: Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Great Britain, Italy, Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland. Source: Videogames in Europe: Consumer study. European Summary Report (Nov 2012). Ipsos Media CT on behalf of Interactive Software Federation of Europe (ISFE), Belgium.

11 9 (11) Figure 6. Daily use of computer games in Norway, share of population 9 79 years 2007 and 2013 (per cent) % % 20 17% 17% 10 8% 0 Women Men Source: Norsk Mediebarometer 2007 and 2013, Statistics Norway. Figure 7. Daily use of computer games in Sweden, share of population 9 79 years 2007 and 2013 (per cent) % % 32% 20 18% 10 10% 0 Women Men Source: Nordicom-Sveriges Mediebarometer 2007 and 2013, Nordicom-Sweden. Table 7. Top five game genres in the Nordic countries 2012 Genre Share (%) Three best selling titles Action 16,2 Assassin's Creed III, Lego Batman 2: DC Super Heroes, Lego Lord of the Rings Sports 13,6 Fifa 13, Fifa 12, NHL 13 Shooter 10,4 Call of Duty: Black Ops II, Battlefield 3, Call of Duty: Modern Warfare 3 Adventure 9,3 Skylanders: Giants, Skylanders Spyro's Adventure, Tintin: Secret of the Unicorn Simulations 8,9 The Sims 3, The Sims 3: Pets, The Sims 3: Supernatural Other 41,7 Note: Refer to top five of paid for games on PC, PS3, Xbox 360, Wii, Wii U, DS, 3DS, PS Vita. Sources: Nordic Games Sales Retail (2013), Dataspelsbranschen.se [The Swedish Game Industry].

12 10 (11) Table 8. Best selling genre and game in genre in four Nordic countries 2012 (per cent) DENMARK FINLAND Genre Share (%) Best selling game Genre Share (%) Best selling game Action 16 Assassin's Creed III Action 18 Assassin's Creed III Shooter 10 Call of Duty: Black Ops II Shooter 13 Call of Duty: Black Ops II Adventure 9 Skylanders: Giants Platform 10 New Super Mario Bros 2 Simulations 9 The Sims 3 Racing 9 Gran Turismo 5 Platform 7 New Super Mario Bros 2 Adventure 7 Skylanders: Giants Other 48 Other 44 NORWAY SWEDEN Genre Share (%) Best selling game Genre Share (%) Best selling game Action 18 Assassin's Creed III Action 17 Assassin's Creed III Sports 14 Fifa 13 Sports 12 Fifa 13 Shooter 12 Call of Duty: Black Ops II Shooter 11 Call of Duty: Black Ops II Platform 9 New Super Mario Bros 2 Online 9 World of Warcraft: Mists of Pandaria Adventure 8 Skylanders: Giants RPG 8 Diablo III Other 38 Other 43 Note: Refer to paid for games on PC, PS3, Xbox 360, Wii, Wii U, DS, 3DS, PS Vita. Sources: Nordic Games Sales Retail (2013), Dataspelsbranschen.se [The Swedish Game Industry]. Table 9. Top ios Apps of 2013, worldwide IPHONE IPAD Title Developer (headquarter) Title Developer (headquarter) Top 10 Grossing Apps Top 10 Grossing Apps Candy Crush Saga King (GB) Candy Crush Saga King (GB) Clash of Clans Supercell (Finland) Clash of Clans Supercell (Finland) Pandora Radio Hay Day Supercell (Finland) MARVEL War of Heroes Capcom (Japan) DoubleDown Casino Double Down Interactive (USA) Hay Day Supercell (Finland) Big Fish Casino Big Fish Games (USA) Big Fish Casino Big Fish Games (USA) Modern War Funzio Inc (USA) The Simpsons: Tapped Out EA Mobile (USA) Bingo Bash HD - Free Bingo Casino BitRhymes (USA) Modern War Funzio Inc (USA) The Simpsons: Tapped Out EA Mobile (USA) Kingdoms of Camelot: Battle for the North Kabam (USA) Slotomania HD - FREE Slots Playtika The Hobbit: Kingdoms of Middle-earth Kabam (USA) GSN Casino Game Show Network (USA) Top 5 Free Apps Top 5 Free Apps Candy Crush Saga King (GB) Candy Crush Saga King (GB) YouTube YouTube Temple Run 2 Imangi Studios (USA) Temple Run 2 Imangi Studios (USA) Vine Calculator for ipad Free Google Maps Skype for ipad Top 10 Paid Apps Top 10 Paid Apps Minecraft - Pocket Edition Mojang (Sweden) Minecraft - Pocket Edition Mojang (Sweden) Heads Up! Impending (USA) Pages Temple Run: Oz Imangi Studios (USA) Temple Run: Oz Imangi Studios (USA) Angry Birds Star Wars Rovio Entertainment (Finland) Plants vs. Zombies HD PopCap Games (USA) Plague Inc. Ndemic Creations (GB) Angry Birds Star Wars HD Rovio Entertainment (Finland) Afterlight Notability Free Music Download Pro Angry Birds Star Wars II Rovio Entertainment (Finland) Bloons TD 5 Ninja Kiwi (New Zealand) imovie Sleep Cycle alarm clock The Room Fireproof Games (GB) Plants vs. Zombies PopCap Games (USA) Bad Piggies HD Rovio Entertainment (Finland) Note: Developer and headquarter only indicated for game apps, Nordic domicile in green. Sources: mashable.com/2013/12/17/top-iphone-apps-2013/, App Store, ( )

13 11 (11) Information on the data and reports Data from national statistical bureaus in Finland and Sweden have data on employment in different media sectors. The data cover grown up, working population, and comes from tax registers. The data from Denmark and Norway are from similar registers, although on a more aggregated level of the industry, than for Finland and Sweden. This means that for Denmark and Norway, employees working for companies not media related are problably included. Whereas for Finland and Sweden, the encoding into one category, while companies often are registred with several business areas, might lead to relevant companies not being included in a particular category. For instance computer game publishers hypothetically can be coded as other software publishers if they have registered the company with both industry codes. Links to information on the employment data is published next to the data in this handout. Dataspelsbranschen is the Swedish Game Industry organization. In its annual report Game Development Index also some data on the other Nordic countries are published. Dataspelsbranschen also publishes a report on the Nordic Game Sales and a report, not used in this compilation, on Game Development, Education & Incubation in Denmark, Norway and Sweden. ISFE, Interactive Software Federation of Europe, has published a report on Videogames in Europe: Consumer study. It is a 16 country survey run by Ipsos MediaCT in partnership with ISFE. The study used a combination of online self-completion survey and offline interviews among repondents 16 to 64 years. A gamer was defined as anyone who has played a game on any of the devices and formats (paid and free games on console, portable, mobile, tablet, computer, online, app, packaged) in the past 12 months. The study was conducted in October 2012 with respondents. Neogames Finland is a member-based non-profit game industry organization. Its mission is to accelerate, coordinate and support the development of the Finnish game cluster. Publishes an annual report on the gaming industry in Finland, available in English. Norsk mediebarometer is an annual telephone survey, running throughout a year, based on a random sample of the Norwegian population 7 to 79 years. The scope of the survey is the access and use of various media. In persons were interviewed. Nordicom-Sveriges Mediebarometer is an annual telephone survey, running throughout a year, based on a random sample of the Swedish population 7 to 79 years. The scope of the survey is the access and use of various media. In persons were interviewed. Den norske spillundersøkelsen, v.2.0, is a report written by Kristine Jørgensen on behalf of Norske film- og tvprodusenters forening (the Norwegian Film- and Television Producers Association). Based on a survey to Norwegian gaming companies the report describes the gaming industry in Norway in 2013, and gives data on for example number of companies, turnover, employement, development etc. Published in Norwegian. Spelutbildarindex 2011 is a report published by University of Skövde. The data is based on applications for Swedish university programmes for the gaming industry in

14 Join the discussion Nordic Gender & Media Forum The media can hinder or hasten the development towards gender equality. Worldwide, only 24 percent of the news subjects are women. In Europe, only one in every ten box office films is directed by a woman, in advertisement and computer games there is an abundance of gender stereotypes. Is there a Nordic way to deal with these issues? Where are the good strategies and the best practices to be found? These are some issues that will be discussed during a number of seminars and a conference during Welcome to join the discussion, across genres and countries! Nordic Gender & Media Forum is financed by the Nordic Council of Ministers and run by Nordicom, a knowledge centre for the area of media and communication research at the University of Gothenburg. The project will result in an anthology including gender based statistics for the Nordic media industry (film, journalism, advertisement and computer games). Events/Calendar: January 29, 2014: Film seminar at Göteborg International Film Festival, Sweden. March 6, 2014: Journalism seminar at MEG, Media Days Gothenburg, Sweden. April 2, 2014: Computer games seminar, Hanaholmen, Finland April 24, 2014: Advertising seminar with Kvinfo, Copenhagen, Denmark. May 7, 2014: The Conference Nordic Gender & Media Forum, held as a preconference to the Nordic Media Festival in Bergen, Norway. In collaboration with NIKK, Nordic Information on Gender. December, 2014: Book launch in Vilnius, Lithuania in collaboration with EIGE and the Nordic Council of Minister s office in Lithuania. Target groups Nordic Gender & Media Forum is aiming to gather business, researcher, activists and stakeholders within the media sector in the Nordic countries and elsewhere. For further information please contact: Maria Edström, project leader maria.edstrom@nordicom.gu.se Ulrika Facht, analyst ulrika.facht@nordicom.gu.se Nordic Gender & Media Forum #