EA CEO: Video Games Have Failed Women

According to Electronic Arts -- the biggest game developer in the world -- just 40% of teenage girls are involved in gaming, a number that is much lower than the 90% of teenage boys who confirmed that they played games. Although the BBC does not thoroughly explain EA's study, it adds that most girls lose interest in games within a year.

Gardner believes the answer might lie with the film industry. Certainly, movies are not only made for men, and many of the year's Oscar nominations (although often not box-office successes) are "chick flicks." If the video game industry wants the attention of women, Gardner assures, they will simply have to make more games that build on the storylines and issues women are interested in.

An example? Although many gamers might point out a long line of "Mary-Kate and Ashley" and "Barbie" titles, the most successful game in attracting the female audience has been "The Sims". Created by gaming genius Sid Meier, "The Sims" places the gamer in control of one or more human beings, developing their love connections and careers. According to Gardner, this is exactly what women desire in games. "They want relationships, [and] they want to be able to chat," EA's CEO assures. (Source: bbc.co.uk)

Reaction from the gaming public is already skeptical. One editor for [H] Console has suggested that women "put down the Sims and Zoo Tycoon and play some first person shooters!" (Source: hardocp.com)

It will take some time -- perhaps even gaming generations -- for this latest ambition to show fruition. With that said, EA and Gardner are probably the people who can make it happen.