Brit award-winning singer-songwriter and musical powerhouse Raye has teamed up with Nintendo to star in a new TV advert, alongside her real-life sisters. An avid gamer herself, the new advert features Raye playing Animal Crossing: New Horizons to unwind after a concert, before reuniting with her sisters, Abby, Lauren, and Katelyn, for a fun session of Mario Kart 8 Deluxe.
The campaign emphasises the joy of gaming, both individually and as a way for family members to connect and spend quality time together. This collaboration highlights the growing presence of women in gaming, a trend reinforced by recent data showing a significant rise in female Nintendo Switch players in the UK.
New data from GameTrack by Ipsos UK, ran on behalf of Video Games EU, reveals a significant shift in the UK gaming landscape. Almost half (47%) of all Nintendo Switch players in the UK are now women. This growth highlights the increasing appeal of gaming to a broader and more diverse audience.
According to the findings, the number of female Nintendo Switch players in the UK has nearly doubled over the past five years, highlighting the growing presence of women in the gaming community.
The data also sheds light on the age range of female Nintendo Switch players:
- 16% 6-10 yrs
- 19% 11-14 yrs
- 26% 15-24 yrs
- 17% 25-34 yrs
- 15% 35-44 yrs
- 8% 45-64 yrs
The largest segment of this player base falls within the 15-24 age bracket, accounting for 26% of female players. 35% of female players are aged between 6-14 years old, showcasing the Nintendo Switch’s popularity among girls. Notably, 23% of female Nintendo Switch players are over the age of 35.
This growing diversity in the gaming community signals a broader cultural shift, with women increasingly embracing gaming as a form of entertainment across all ages.
Reflecting on her role in the new Nintendo ad, Raye shared her excitement: “I am an absolutely dedicated and passionate Nintendo fan, especially when it comes to anything Super Mario. My Nintendo Switch travels with me everywhere. You’ll always find me equipped with my dock for the telly and four controllers, just in case anyone wants to play Mario Kart together! Nintendo is my escape after a stressful, tiring day, so working on this campaign feels like an absolute dream come true.”
