Val Morgan Digital’s POPSUGAR Australia has announced the launch of the brand’s new Gaming vertical, a destination designed by women, for women and it’s search for a gaming producer.
Driven to challenge the norms and create multifaceted experiences for women, POPSUGAR Australia recognised a gap in the Australian market for a gaming vertical specifically targeted to women.
Women have been greatly underrepresented in the gaming industry, and the ongoing inclusivity and representation obstacles remain a reality that POPSUGAR Australia aims to shift.
POPSUGAR Australia Gaming will break down barriers and give women a space where they can explore gaming as a form of social escapism and self-care, highlight the realities of gaming felt by women and champion women in gaming.
Female gamers in Australia are on the rise. In 2020, women accounted for 59 per cent of the 1.8 billion hours Australians spent playing video games, according to Nielsen.
In addition, 43 per cent of POPSUGAR Australia readers identify as gamers and 20 per cent identify as ‘hard core’ (defined as spending 2+ hours a day gaming) displaying there is a clear opportunity and demand for a platform and content of this kind.
POPSUGAR Australia’s Gaming vertical will launch in October. Dell, one of the world’s leading computer technology companies has been announced as the launch partner.
The primary focus of the partnership is to bring to life content that inspires, champions and encourages women in the industry.
The content will shine a spotlight on women in gaming, profiling female coaches, developers and players, and showcase advice on how to explore a career in the vibrant world of gaming.
Amanda Bardas, publisher at Val Morgan Digital, said: “POPSUGAR’s mission is to give women a space to explore everything they’re curious about.
“We want to help our engaged audience, and the next generation of gamers feel inspired to transform perceptions and stereotypes around gaming, and encourage even more women to discover and join the ranks of the gaming community.”
Tom Willson, Group client director at MediaCom, said: “Dell is thrilled to partner with POPSUGAR Australia, to support the launch of the brand’s gaming vertical, a global first for POPSUGAR.
“Australian women spent 1 billion hours gaming in 2020, and together, we’re building a much-needed space for women to connect through gaming and content.”
Bardas added: “We’re so excited to partner with Dell to give Australian women a space to further explore gaming.
“Coupled with VMD’s Fandom (targeting gen z and millennial gamers), and The Latch (targeting parents controlling screen time), we’re focused on dominating the gaming space in this market.”
Val Morgan Digital will be launching the POPSUAGR Australia Gaming Vertical with a Gaming Producer – expressions of interest to go to [email protected]
