Long regarded as fringe participants, women now represent a significant part of the gaming community, making up around half of players in the US and UK. With a whole new generation of girls ready to ‘press start’, how can this stereotypically male-focused industry be more female-friendly?

There’s nothing inherently feminine about mobile games, but women now make up 62% of mobile gamers. While options on mobile are becoming more diverse, giving options to everyone, PC and console games are becoming increasingly niche – primarily catering to core gamers.

Whether they're catching Pokemon or shooting zombies, a growing number of Britons are playing video games, with the industry set to be worth £5.2 billion by 2021. And research from TV channel Dave has found that, for many people, gaming isn't just a hobby, it's a way of coping with stress.

While nearly half of women say they prefer to buy from companies that challenge gender stereotypes, branded feminism in the form of pink-washed products and #girlpower hashtags is often seen as insensitive and unimpressive. So, how can marketers empower women in an authentic way?