Millions Made Off Female-Focused Games

By Ben Hamill - March 05 2021

Millions Made Off Female-Focused Games

Japanese twin sisters Anna and Mizuki Nakajima have created a multi-million dollar fortune out of floating their female-focused mobile games company on the local stock market. Their stake in Coly, the company joint-founded by them, was valued around 15.2 billion yen ($141.5 million) when it launched late last week.

Coly creates anime-based games particularly aimed at female players, and specialise in a Japanese genre called otome, which is Japanese for maiden. What’s more, the company employs almost 200 employees, of which nearly three-quarters are women.

The games created by Coly are free to play and include popular titles like Promise of Wizard and Stand My Heroes. While the games are all free to download and play, players can opt to pay to gain access to additional story lines not available as part of the free-to-play option.

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Exponential Growth

According to a report released by Coly, the Japanese gaming market targeting specifically female players grew form an incredible 70 billion yen to an even more impressive 80 million yen between 2019 and 2020 alone.

According to Japanese gaming consultancy analyst Serkan Toto, part of Coly’s success can be ascribed to the tendency among followers to be “fanatically dedicated” to Otome games – so much so that they tend to stick with titles for a very long time.

Toto added that what makes Coly’s success only that much more of a special achievement is that fewer than 5 per cent of software companies based in Japan are led by women. The industry is largely considered to be something of a boy’s club, explained Toto during an interview with the BBC.

Focus On Anime Content

But anime itself has grown exponentially over recent years, and especially so across the US, South Korea and China.

According to a report released by U.S. consultancy firm Grand View Research, the anime market is currently valued at a phenomenal $20.5 billion annually, and is expected to grow by at least 9 per cent a year until 2025.

Netflix estimates that more than 100 million households watched at least one anime production on its streaming platform between October 2019 and September 2020, which was an increase of more than 50 per cent. This has led to the streaming giant nearly doubling its deals with anime producers for the delivery of content.

Sony, too, has been reaping the rewards of delving into the world of anime. The tech and entertainment giant became a huge supporter of the genre after its annual profits received a major boost from the enormous success of Demon Slayer.

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