• by Danielle Oster , October 20, 2024

 

Women have been playing video games for as long as they’ve existed. And early developers like Dona Bailey -- co-creator of 1981 arcade smash “Centipede” -- have been instrumental in gaming history.

But it’s not easy being a girl in what has historically been -- and what many still view as –--a boy’s club. Nearly half of those who play video games are women -- 45%, according to a 2024 “Global Gamer Survey” by games data platform Newzoo. Yet gaming culture is still often toxic for women: According to a 2023 Statista survey, 48% of women gamers reported experiencing gender-based harassment while playing online games.

Recognizing the issue, Samsung Galaxy entered into a roughly year-long partnership agreement (through August, 2025)  with gaming and lifestyle brand XSet, which was founded in 2020 with a mission of creating a more inclusive gaming organization. The collaboration will spotlight women gamers like the XSET Queens, encouraging broader representation in gaming, and attempt to “inspire the next wave of diverse gaming enthusiasts,” according to an announcement of the partnership.

“Together, we're not just advancing technological innovation; we're redefining what it means to be a gamer in today's world. The XSet Queens embody the spirit of innovation and diversity that both our brands champion,” XSet Chief Revenue Officer Bryanna Goecke said in a statement.

To promote the partnership, the two brands turned to one of gaming’s big moments: Comic Con. Samsung and XSet sponsored a a series activations at New York Comic Con Oct. 17-20, which included offering hands-on experience with some of Samsung’s latest game-forward devices. Among the events were a meet and greet with the XSet Queens, with a special appearance by XSet artist and cosplayer Aliyah Will; and a “PubG Mobile Battle Royale” elimination competition event showcasing Samsung’s Galaxy Z Fold6 device introduced this past summer.

One upcoming activation will feature XSet Queens in a series of unboxing videos showcasing the Galaxy Z Fold6’s performance for gaming, thanks to features like immersive display and long-lasting battery,

“Partnering with XSet affords us the opportunity to bring our innovations to the next generation of female content creators, including gamers, athletes, musicians, and many others,” Samsung Electronics America vice president, mobile experience marketing Olga Suvorova said in a statement