Trina Schwimmer, founder of GamingAngels

Upset with gaming magazines’ token female editors — if there were any women at all — and the sneers with which the gaming press seemed to regard female gamers, Schwimmer started GamingAngels in 2003.

Trina Schwimmer


The Gamers

The Gamers

Trina Schwimmer


GamingAngels, the brainchild of self-professed geek Trina Schwimmer, seeks to provide a gender-neutral oasis in the hypermasculine field of gaming. Upset with gaming magazines’ token female editors — if there were any women at all — and the sneers with which the gaming press seemed to regard female gamers, Schwimmer started GamingAngels in 2003. Originally a cosplay site, it quickly blossomed into a place where women could discuss all things geek, from gaming to gadgets to comics. Trina talked with us about her thoughts on gender in gaming and where she sees GamingAngels going. –Dan Nosowitz

Fast Company: Why start GamingAngels?

Trina Schwimmer: I wanted to start
GamingAngels 10 years ago, after graduating college, when I found I was
spending all my free time gaming because it was cheap, but didn’t have
very many females to play with. Then about six years ago, I went to an
event held by Best Buy where a popular gaming magazine held a panel on
getting into game journalism. I asked why there weren’t more
females writing about games and the all-male panel seriously voiced the
opinion that girls only play The Sims. At that panel, I announced GamingAngels and about 10 women came up to me and joined that day. They are all still GA members!

Change is starting to happen and
there are many more women writing about games, but still very few given the headlines. The game industry, and particularly marketing
companies, need to hear from us as an audience. So much marketing is still aimed
at the stereotypical male audience because the industry
knows how to market to young men. But as a community we need to
challenge them to change. Some of those ads are offensive and
will turn off women from the company, if not the game.

FC: How do you decide what to cover?

TS: On we cover “all things geek.” Because we feel that a
hobby in games can lead to other interests that have traditionally been
thought of as male dominated—comics, books, Japanese manga/anime, iPhone games, video
games, technology, and tabletop and CCG gaming—we cover them as well. We also provide
convention and event coverage. We generally decide to cover something
if we have the bandwidth and volunteer staff that is passionate about
the subject. We write opinion pieces, news, and reviews. Sometimes we request items to review and sometimes a company offers us product to
review. We always let our readers know when we
have received a review copy. We are fortunate that we
have staff across the U.S., the U.K., and in Australia, so we can
attend a wide variety of events.


FC: How does your coverage
differ from traditional — or, more accurately — male—gaming
coverage? Does it need to differ?

don’t believe the coverage needs to differ solely because we are
female. We make it a point to interview women who work in the
industry. At times we may have a heated
opinion piece about something that is offensive. There may be
differences in interpretation or coverage, but that can happen with either gender.
I do believe, though, that visitors on GamingAngels tend to allow for more debate than
men do on sites aimed specifically at males. People on GamingAngels can respect each other because
of the environment we built to foster conversation and debate.

FC: Do you think games
themselves are tilted male, or is it mostly just gaming journalism
that’s the problem?

TS: It’s
a combination of the industry, journalism, and marketing.
Even with more women writing about games, all too often
I see many of the male-dominated sites turning to Pr0n articles for the
easy hits, which could offend any female readers they have. I’ve heard
other gaming journalists tell me and other women that we aren’t
expected to know how to play the game, we are just supposed to stand
there and look pretty for the camera.

The larger problem we face is the gaming industry and marketers not
wanting to embrace a gender-neutral approach. Female gamers don’t want
games made just for them; we want good games, the way any gamer does. I
don’t want to be offended by a marketing approach anymore.
One company did reach out to us for our opinion before they launched a
marketing effort, and I encourage more companies to do so! There is a
way to send out a cool message about your awesome game without
offending part of your potential audience.

FC: What are your eventual goals for
the site?


TS: Currently,
we have 14 wonderful volunteers on My goals
for this year are to grow the site and improve our
social networking and marketing efforts. This year has been our greatest to date, and we are continuing to
grow using viral marketing and Adwords.

In the near future, I would love GamingAngels to get
grab investor attention. I have heard many times that our news/reviews
are on par with those on any professional site. We enjoy being indie, but
ultimately volunteers should get paid. The bigger issue is that we
sometimes can’t attend events because we can’t afford it. As the largest female gaming
community, we stand out enough to warrant the attention.

In the end, we are carrying out our overall goals, which include encouraging
more women to go into the game industry or tech careers. We
sponsor and IGDA Women in Games. We
also volunteer to talk to teens about the importance of tech in their
lives. I do believe we are slowly making some changes in the
gaming industry.

FC: Would you take a job for one of the major
historically male-centered gaming publications, or do you consider
GamingAngels more important?

is my baby. I live and breathe it and so do my wonderful volunteers. So
while I’d love to do a guest column, I definitely would not be me
without working on One solution would be for a
male-centered gaming publication to fund us and bring GA into its
network.! ^_^

FC: It seems there’s a schism emerging between hardcore (Xbox 360, PS3) and casual (Wii, iPhone, DS) approaches. That’s also seen as a gap between male and female. Do you agree?


TS: The
percentage of women gamers on consoles is growing; it’s almost half on PCs. This has nothing to do with the type of game — whether it’s violent or simple — and more to do with what is fun for
that person. MMOs and casual game portals have made it easy and fun to
pick up and play and become part of a community. Consoles still have a
long way to go in that area. I don’t play multiplayer online much
outside of our community game nights because of the negativity and bad
experiences I have had on both Xbox Live and Playstation Home. I’ve
been gaming since I was 6. This isn’t to say that every female has had
bad experiences or cares. Our professional female gaming team,
GamerBeauties, loves to get out there and play no matter who is on the
other end. I do feel that the more Microsoft and Sony reach out to us and our audience, the better the experience will be on
the console for female gamers.

This is THE gamer debate of all gamer debates, right? The
hardcore v. casual, and the need to categorize gamers. The funny
thing is, the women on, for example, play eight hours a day, but
don’t call themselves gamers. The word itself is almost alienating.
Either you love to be called a gamer or you don’t. But in
the end, whatever we call ourselves, we all have fun playing a game.
That is what is important to remember: Games are about having fun.


About the author

Dan Nosowitz is a freelance writer and editor who has written for Popular Science, The Awl, Gizmodo, Fast Company, BuzzFeed, and elsewhere. He holds an undergraduate degree from McGill University and currently lives in Brooklyn, because he has a beard and glasses and that's the law