Abstract
ABSTRACT Although women account for about half of the users in the digital games market, people still consider the gaming world predominantly male. In the literature, we found studies that report on game features that are relevant for this audience; however, we did not identify works that relate game aspects to values that are relevant for women. This paper presents values considered relevant to them and attributes (features of a game) that allow women to achieve these values. To do this, we conducted 20 semi-structured interviews with women between 18 and 35 through the laddering technique. We used Means-End Theory and found and discussed nine main routes. The chains identified represent possible paths between a given attribute and a given value. The two values that mostly stand out were ‘Achievement’ and ‘Happiness’. The results reflect the participants’ experience and can be used to develop games with adaptations to the female audience.
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