“It is absolutely a myth that this is a game for boys,” says Dan Bunting, a developer with Treyarch, the Activision studio that developed “Black Ops 3.” What’s more, recent figures on the industry at large estimate that about 44% of game players are women, and developers, even those who have made games long drenched in machismo, are taking notice. “I think Activision is smart to try and appeal to that.” It’s probably 25% now,” says Michael Pachter, an analyst at investment firm Wedbush Securities. “We probably used to have, on hardcore games, an audience maybe 20 years ago that was 5% women. Only recently, however, have mainstream video game publishers begun to diversify their characters. military, where the subject of women on the frontlines remains a national debate. Treyarch developers don’t speculate on the gender split of their games, but “Call of Duty” can be forgiven for following the guidelines of the real-life U.S.
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