The long and the short of it is… because they do. Let’s explore that thought a bit with some actual research, hm?
The argument I most often hear regarding those CSA figures is that they’re for the entire audience and not for a specific game or type of game. It’s true. The percentage may be less for some types of games and more for others. That does, however, still mean half the entire current gaming audience consists of women who are playing a game of some kind.
The leap from being someone who plays a videogame to someone who plays a hardcore videogame (such as the kind BioWare makes, let’s face it) is far shorter than the leap from non-gamer to the same.
So the question, if one looks at it from a purely business perspective, and particularly for an industry where costs are rising dramatically and the number of units of a AAA game required to ship just to stay afloat increases every year, shouldn’t be “how do we better fight for a larger share of our traditional audience?” but rather “how do we better entice a larger portion of the entire gamer audience to play our game?”
That’s the question with which the whole industry (and, yes, that includes us at BioWare) is struggling. Also note the pertinent part of the question is how to do it better. Simply making a good game is not in and of itself enough. Oh sure, that’s part of it—if you make a crap game, you’re not going to get an audience no matter who you pitch it to—but there are already good and bad games out there for every genre and type of videogame. What you have to ask yourself, if the suggestion is “women don’t even buy those games,” is, “why not?”
Hint: the answer may require more self-examination than you are, strictly speaking, comfortable with.