The Rise of the “She Economy”: How Global Developers Can Capture a Trillion-Dollar App Market

In recent years, the global economy has witnessed the rapid rise of the “She Economy” with women's spending power becoming a major driving force for market growth—particularly in the mobile app sector.

Take the anime-inspired female-oriented mobile game Love and Deepspace as an example. Within just two years of launch, the title generated over $750 million (around RMB 5 billion) in global revenue—a remarkable achievement. Even more noteworthy, at the 2025 Gamescom event in Cologne, Love and Deepspace won the Best Mobile Game Award, becoming the first female-oriented game in history to claim the honor.

This milestone highlights not only the immense potential of the female market but also sends a clear signal to developers: women—especially younger women—are emerging as a dominant force in global consumption. From entertainment and social networking to health and education, women are playing an increasingly influential role in purchase decisions. In the following sections, we explore the key verticals of female-oriented apps and how global developers can seize this trillion-dollar growth opportunity.

1. Gaming Apps

In gaming, women players have become an essential audience. According to Newzoo, women account for 39% in Japan, 40% in the U.S., and 39% in Europe. What's more, female players generally spend more time and engage more actively than men. On mobile, women play 25% longer than men on average, with 74% playing at least once daily, and they are more likely to make in-app purchases.

From casual titles to complex role-playing and strategy games, female gamers'demands have become increasingly diverse. Especially in the female-oriented segment, developers have been innovating in content and monetization models, driving massive user adoption.

Otome Games

According to Otome data, the global otome game market is expected to reach $5.69 billion in 2025 and climb to $8.88 billion by 2030, with a CAGR of 9.3%—significantly higher than the overall mobile gaming market. This growth underscores otome's vast potential, drawing in new publishers who once viewed the genre as “niche.”

From a global perspective, Chinese developers are emerging as key players in the otome space. Earlier titles targeted culturally similar markets in Japan, Korea, and Southeast Asia. But today, new-generation games led by Love and Deepspace are making breakthroughs in Western markets—ranking at the top of download charts and generating more revenue than in traditional strongholds. This shift not only reflects the rising global competitiveness of Chinese studios but also demonstrates how otome games are breaking cultural barriers to achieve broad, cross-regional appeal.

Hyper-Casual & Casual Games

Thanks to their simple, accessible, and entertaining nature, hyper-casual and casual games are a daily leisure staple for women. Data shows that women spend an average of 22 minutes per day on casual titles, about three minutes more than men. Genre preferences include bubble shooters (48%), puzzle (35%), word games (35%), board games (32%), and match-3 (32%)—all quick, satisfying formats that fit fragmented playtime.

Recently, developers have been integrating more emotionally resonant narratives into casual games to better engage women. For example, Chinese developer Microfun's Gossip Harbor blends merge gameplay with drama-style storytelling tailored to women. By refining UI design, simplifying progression systems, and strengthening narrative depth, the game enhances both fun and stickiness. This fusion of gameplay and story not only delivers novelty but also meets women's desire for emotional resonance and engaging storylines.

2. Short-Form Drama Apps

Short dramas have exploded globally in recent years. From August 2022 to June 2024, over 100 short-drama apps launched overseas, generating $252 million in IAP revenue and more than 148 million downloads, making it one of the hottest growth tracks.

With lightweight content and rapid consumption, short dramas perfectly suit women's entertainment habits in fragmented time slots. For example, women account for 71.98% of ReelShort users and 58.06% of Dreambox users. Women not only form the core audience but also drive monetization through higher conversion rates. As the She Economy grows, short dramas are becoming a key arena of women's entertainment consumption—offering global developers a new avenue for high growth.

3. Health & Dating Apps

Beyond entertainment, women are also fueling rapid growth in health and relationship apps. According to Straits Research, the global women's health app market was valued at $4.84 billion in 2024, projected to grow from $5.7 billion in 2025 to $20.98 billion in 2033, with a CAGR of 17.7%.

In areas like fitness, nutrition, and mental health, women engage more frequently than men and are more willing to pay for personalized services. For example, Chinese developer Meiyou's app Musa—offering cycle tracking and health management features—reached the #1 spot in Health & Fitness free charts in Spain, Mexico, Chile, and 15 other countries, underscoring the category's global appeal.

Meanwhile, dating apps are increasingly tailored to women. Unlike earlier platforms designed mainly around male behavior, newer services emphasize safety, emotional resonance, and female empowerment. Bumble, for example, allows women to make the first move—an approach that has resonated strongly, driving user growth and monetization. Female engagement not only boosts activity but also fuels the global expansion of dating apps.

4. Conclusion

The rise of the She Economy is reshaping the global mobile app landscape. From otome games and casual entertainment to short dramas, health, and dating platforms, women are not only the core of user growth but also the key drivers of monetization.

For global developers, capturing this market requires more than just gameplay innovation—it demands alignment with women's emotional needs, personalized experiences, and values of safety, empowerment, and cultural resonance. Ultimately, those who best understand and meet women's evolving preferences will gain first-mover advantage in this trillion-dollar market and secure lasting competitiveness.