Brand Map: 14% of Mass Effect players are female

The profile of female Mass Effect players is weak in comparison to the average game – with only 14 per cent of all players female.

The final instalment of the successful Mass Effect trilogy – Mass Effect 3 – is out next week (Friday, March 9th). This week we’re going to look at the Mass Effect brand using the GameVision Brand Map.

GameVision asked 6,819 gamers about Mass Effect, of whom 496 had played it in the last six months. Of these, 238 users told us more about the game in detail: who plays, how long, on what systems, what they most enjoy about the franchise and what other gaming activities they tend to be involved with.

The brand is popular throughout Europe. Germany has the highest play rate (seven per cent) with the UK and Spain tied for the next highest play rates (six per cent).

Almost a quarter of players are teenage boys between the ages of 15 and 19 (24 per cent). In total, 86 per cent of Mass Effect players are male. 14 per cent of all players are female.Mass Effect is most played on PC (38 per cent), although the Xbox 360 and PlayStation 3 are still popular formats – 28 per cent and 22 per cent respectively.

Mass Effect gamers highlight ‘involvement in a story’ and ‘being a hero’ as the most popular reasons for playing.

To understand more about the Mass Effect brand, please visit the MCV Reports section of the website to purchase the Mass Effect brand map.

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