ASUS USA CMO Wants to Make Gaming More Inclusive for Women

February 8, 2019

By Chloe Aiello

About half of U.S. gamers are women, but you wouldn't necessarily know it by looking at hardware design.

"Color as representation ー that's not something that people talk about. But when it comes to hardware design, it used to be very monochromatic and monotone and just with one audience, you know, the guy, in mind. Now you have different choices," Vivian Lien, chief marketing officer at ASUS North America, told Cheddar Friday.

But gaming hardware maker ASUS USA wants to change that by including more female voices in all stages of product design, and by creating more inclusive workplaces.

"We are always looking for ways to make gaming entertaining, and also as a safe place for women, and so we are looking at everywhere from the actual product design in terms of the hardware, the PC hardware, as well as the games, so that as a female gamer you feel you are [included in] the community," Lien said.

Lien said she's had plenty of experience being one of few female voices in the room, but she's also seen a lot of progress toward more gender diversity in the industry over the past few years. It starts with companies, like ASUS ー and then game publishers start to take notes and action.

"Then it comes to the actual games, the software. I think the software makers, the game makers, they are also putting a lot of thoughts into, you know, 'when I have both males and females interacting in the game, how do I bring that experience in a holistic way?'" Lien said.

For women looking to carve out a career in gaming, Lien has some advice: Be confident and be bold. If an opportunity presents itself, take it on, and take it on with ambition.

For full interview click here.