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Women experience guilt, shame and exclusion in gaming culture, study finds

Published

3 weeks ago

August 29, 2025

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Reading Time: 3 minutes

A new study has found that women experience guilt and shame around playing games, and that this is related to feeling excluded from the traditionally male pastime.

The study surveyed 1,000 women of all ages across the UK who play mobile games – the most popular way for women to play – on how they felt about gaming.

The research was led by Dr Steph Rennick, Lecturer in Interactive Media at the University of Stirling, and Dr Seán Roberts, Lecturer in Communication at Cardiff University, in partnership with Swedish gaming studio Undone Games.

There is a growing number of women gamers, with 51% of women now gaming in some capacity compared to 53% of men, however women are still underrepresented in many game genres and in the content of games.

In the survey, 41% of women agreed that playing games is one of the things they most look forward to each day, but almost 60% felt that they do not play enough games to consider themselves a gamer, and more than 30% agreed that they would be embarrassed to call themselves one.

Dr Rennick said: “The study shows many women feel excluded from video game culture, with significant numbers of women feeling guilty about playing video games and worrying about what others think of them taking time to play games.

“Interestingly, feeling guilty or keeping secrets about gaming did not correlate with how much time women spent playing games. We expected a significant proportion of women to report feelings of guilt around playing video games and taking leisure time more generally. But while we thought feelings of guilt or shame would have a negative impact on the amount of time women spent playing games, we didn’t find such a connection. Those who feel guilty or keep secrets don’t play less, but they feel worse.”

Using machine learning techniques to identify connections in the data, the experts found some striking patterns. For example, younger players were more likely to feel guilty about playing video games, with those aged 16-24 being three times more likely to strongly agree that they feel guilty about taking time to play than those aged 55+.

Guilt also seemed to be related to whether women felt they fit into gaming culture, with 60% of women surveyed saying that they do not play enough games to consider themselves a gamer.

Women were twice as likely to feel guilty if they thought that gaming was mainly a male pastime (46% vs 23%) or if they said they would be embarrassed to call themselves a gamer (55% vs. 35%). In contrast, women who felt that occasionally playing any game made you a gamer were 42% less likely to feel guilty.

The survey also found that 75% of respondents classified themselves as casual gamers, but a quarter of these were also spending more than an hour per day playing video games on a PC or console.

Strikingly, even amongst women who spent more than five hours a day playing games on mobile, console or PC, only one in six identified as a hardcore gamer.

Dr Seán Roberts, who researches gaming at Cardiff University, said: “When I ask people if they play video games, women often say no. But if you ask about playing games on a mobile, many of them will suddenly say yes. It’s like they have an idea of what a real gamer is in their heads, and they feel like they don’t meet that ideal.”

There appears to be a link between shame and worrying what others think of you, with 16% keeping gaming a secret from friends and family for fear of judgement.

Women who reported feeling anxious or depressed when scrolling social media were twice as likely to keep gaming a secret compared to women who were not (31% vs 12%).

Furthermore, feeling and expressing pride in gaming as a woman is a difficult balancing act: women who felt very proud of their achievements in games were slightly more likely to keep it a secret than those who did not feel as proud (22% vs. 14%). In contrast, women who were motivated to play games to challenge themselves were half as likely to keep it a secret (11% vs 20%).

Dr Roberts added: “Women tend to spend less time playing if they feel they don’t fit into gaming culture – for example if they believe that gaming is a male pastime, or that they don’t play enough games to be a gamer, are embarrassed to call themselves a gamer, or think video games are too violent. In contrast, women spend more time playing if they are proud of their gaming achievements.

“This suggests that guilt and shame are just symptoms. While these are clearly negatively impacting women gamers, they may not be the root of the problem. Instead, removing barriers to play for women may require deeper changes such as reducing leisure inequality between men and women.”

The post Women experience guilt, shame and exclusion in gaming culture, study finds appeared first on European Gaming Industry News.

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AI-Powered Gamification Arrives on Vegangster Platform via Smartico

Published

3 hours ago

September 18, 2025

Adrienn Sarkany

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iGaming operators can now access CRM automation, hyper-personalisation, and engagement tools to maximise player lifetime value. Platform provider Vegangster has partnered with Smartico, a multi-channel engagement marketing platform, to integrate AI-powered gamification and CRM technology across its ecosystem.

The partnership equips Vegangster’s operator clients with a complete suite of retention tools, including missions, leaderboards, loyalty funnels and mini-games. Powered by AI-driven automation and segmentation, these tools enable operators to deliver personalised campaigns in real-time and build stronger player loyalty across casino and sportsbook brands.

“We build our platform to give operators the sharpest tools to launch quickly and scale with confidence. Partnering with Smartico takes that further, as our clients can now set a new standard for retention with AI-powered automation and gamification,” said Michael Oziransky, Chief Product Officer at Vegangster.

Smartico’s integration with Vegangster enables operators to run engagement campaigns seamlessly. Predictive analytics, personalised messaging, and gamified features provide direct control of the player journey and deliver measurable impact on lifetime value.

European Gaming Congress 2024 (Warsaw, Poland)

“Vegangster’s forward-looking approach makes them an ideal partner,” said Yuval Mechoullam, Co-Founder at Smartico. “Together, we’re equipping operators with solutions that elevate engagement and translate it into lasting business growth.”

About Vegangster

Vegangster provides a full-stack iGaming platform engineered for speed, scalability, and operator control. Its turnkey, white-label, and sweepstakes solutions integrate casino and sportsbook content, payments, CRM, compliance, and social features into a single mobile-first system. With Vegangster, operators can launch quickly and scale with confidence.

About Smartico

Smartico is a multi-channel engagement marketing solution redefining CRM automation and gamification for iGaming operators. By combining real-time automation, gamified mechanics, and AI-driven insights, it enables brands to personalise every stage of the player journey. With a global client base and dedicated team of experts, Smartico helps operators boost engagement, improve retention, and drive sustainable growth.

The post AI-Powered Gamification Arrives on Vegangster Platform via Smartico appeared first on European Gaming Industry News.

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1spin4win unveils Beersburg Fest Hold and Win slot inspired by Oktoberfest

Published

3 hours ago

September 18, 2025

Adrienn Sarkany

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Reading Time: < 1 minute

Beersburg Fest Hold and Win recreates the joyful energy of Europe’s most iconic beer festival with bright symbols, playful animations, and upbeat music. From smiling waitresses with frothy mugs to sizzling bratwurst and vibrant Bavarian decoration, every detail adds to the immersion.

On the gameplay side, the online slot features a 3×3 grid with 27 paylines, optimized for smooth play on any device. Beer mugs act as Wilds, while lining up nine identical symbols instantly doubles the payout. Landing three or more Coins triggers the Hold and Win round with three respins and a chance to collect jackpots — the x100 Mini and the x1,000 Mega.

As with all 1spin4win releases, the game is built around fair balance, fine-tuned volatility, and user-focused design. The clean interface, subtle sound, and carefully calibrated RTP create an irritation-free experience for players and strong retention potential for operators.

Olga Bogdanova, the Art Director at 1spin4win, commented, “Festivals have a special kind of spirit. They bring people together and celebrate tradition. We designed Beersburg Fest Hold and Win to capture that feeling, letting players step into the Oktoberfest festival, enjoy its sights and sounds, and experience the joy of the Bonus round.”

About 1spin4win

1spin4win is a fast-growing game provider founded in May 2021 by ambitious developers with over 15 years of experience in the gambling industry. Since its inception, the company has expanded its portfolio to include over 150 classic online slots, all characterized by quality mathematics, transparent mechanics, and well-balanced gameplay — key factors that drive strong player retention. The studio aims to release an average of four new games each month in 2025 and offers effective promotional tools for casino operators to help them enhance player loyalty.

The post 1spin4win unveils Beersburg Fest Hold and Win slot inspired by Oktoberfest appeared first on European Gaming Industry News.

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Mancala Gaming Revolutionizes iGaming with Diego’s Spicy Truck

Published

4 hours ago

September 18, 2025

Adrienn Sarkany

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Reading Time: < 1 minute

Mancala Gaming proudly announces the launch of Diego’s Spicy Truck, a bold new game with innovative features. It’s designed to captivate both players and operators, pushing boundaries in interactive gaming.

In a recent interview with Jekaterina Dubnicka – Head of Marketing and Communications at Slotsjudge, Pantelis Spyrou – Head of Game Studio at Mancala Gaming revealed how Diego’s Spicy Truck redefines engagement. Players run a food truck business, collecting spicy rewards while navigating a fast-paced environment. The game’s dynamic rewards and quirky storyline keep players engaged. Operators will see strong performance with a multi-layered gameplay experience that appeals to both seasoned and casual gamers.

Diego’s Spicy Truck is set to be a key player in the iGaming world. Mancala Gaming invites operators to explore its potential and take part in this exciting journey.

The post Mancala Gaming Revolutionizes iGaming with Diego’s Spicy Truck appeared first on European Gaming Industry News.

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