This could be the future of gaming for women.  

 

The video games industry is targeting the growing female gamer market, more interested in style and fashion than car chases and shootouts.

 

Atari's "Project Runway", based on the reality TV show of the same name, is the latest in a string of titles aimed at the fashion conscious female. 

 

Atari Vice President Jonathan Anastas says the market for women is huge.

 

[Jonathan Anastas, Atari Vice President]:

"The whole idea of a female gamer or a girl gamer, that audience has always been underestimated. It's like 40% of gamers are women. They're probably one of the more growing markets; the sort of classic 18-34 year old male gaming target is somewhat tapped."

 

Nintendo say part of the reason for a growing interest in gaming amongst women is due to their interactive Wii and DS game consoles.

 

"Style Savvy", released late last year for the portable DS console, allows players to manage a virtual clothing boutique. 

 

Pop star Beyonce Knowles endorsed the product, making five designs from her clothing line available to download on the game.

 

[Beyonce Knowles, Entertainment Diva]:

"You kind of get to live your fantasy and make your character, your store, however you would ever imagine and make it look like whatever celebrity you love, or yourself. You get to live out your fantasy right here."

 

Nearly half of U.S. gamers over 13 are female — that's according to Nielsen Media Research.

 

And, with more video games specifically targeted at women, Atari and Nintendo are hoping that figure will rise.