Advocates for increasing the number of female gamers stress the problems attending disenfranchisement of women from one of the fastest-growing cultural realms as well as the largely untapped nature of the female gamer market. Efforts to include greater female participation in the medium have addressed the problems of gendered advertising, social stereotyping, and the lack of female video game creators (coders, developers, producers, etc.). The terms "girl gamer" or "gamer girl" have been used as a reappropriated term for female players to describe themselves, but it has also been criticized as counterproductive or offensive.
