Jordan Mauriello, CEO of MoreYellow, talks about the evolving landscape of female gamers and why brands see Influencers as more valuable than their male counterparts. 

Opening Bell

Female Influence in the Gaming Industry

here to talk more about this Jordan's more yellow ceo of more yellow, Thanks so much for joining us. Can you talk to us about the landscape of female gamers and how influencers are reshaping the stereotype for girl gamers right now. Yeah, thank you, thank you for having me. Good morning. Um yeah, the the landscape is really different than, than it once was, you know, the stereotype of, of guys in their bedrooms, wearing their their headsets and drinking Red bull has really changed over the last, You know, 5 to 10 years. As you were saying, 45% of gamers are now women. Uh, and then actually uh women are the largest segment in mobile gaming. Um, and uh, but there's a major disparity between the actual youtube and instagrammers that are on Doing the actual streaming services. So only 3% of twitches, top earners are female, While 55% of the viewership are are women. So um it's it's a time where there's a big transition, there's a disparity in in the landscape and so we've got more yellow, been working very hard to sign more women talent and get them in front of the different audiences. Yes. Something that sticks out to me from what you mentioned, particularly on a platform, like switches, that 3% number with, I believe you mentioned female content creators on those platforms and of course I'm sure that impacts the audience. What do you think is the biggest hurdle and the reason behind that lack of representation there. I think I think it's it's actually stems from a number of different, a number of different places uh right now is really the time where we're starting to transition the viewpoint on who the actual gamers are and who the audience is, but it really stems from the history of the industry. Um the industry at one time was very much very male focused and male dominated. And you see that even in the organizations and the industries that the company's all, most of the companies would house, um you know, primarily were men. And then also most of the programs, the campaigns were mostly driven by men. Um and then they were mostly selling to men. And so with the rise of mobile gaming and the rise of, with the rise of influencers And the expansion of the industry, uh too many different types of games, the variety games platforms, uh mobile games, puzzle Games, we've brought in a lot of different audiences over the last 5 to 10 years. So with the new audiences coming in, we have um, you know, all of a sudden this disparity between male and women gamers. And, and so really it's the time right now to recognize it and we're trying to uh fix that by having more women gamers participate or more more women influencers participate in the actual campaigns that that we're building. Yeah, Jordan, just about 30 seconds left with you, we all know about the culture around gaming and how pervasive that can be and how it trickles down onto some of these platforms. What do you think the industry and industry leaders need to be doing to be more inclusive of women creators and gamers at this time? Um You know, it really just starts in the planning. I think it's it's it's understood that everybody wants to diversify and to change. Um but I think it just comes down to the planning. How are we actually going to approach each program that we work on? I think one of the key things that most marketers can do is asked for more diversified programs uh when they're actually building their plans, um they know that they actually need to talk to other women demographic and they need to transition to um a more diversified outlook on on who they want to be talking to Jordan. More yellow ceo of more yellow. Thank you so much for joining us.