Cheerleaders/booth babes/Halohoes: pro-gaming, gender and jobs for the boys

In recent years, a ‘professional’ digital gaming industry has emerged in North America: this interconnected series of organisations and leagues host competitive gaming tournaments (often televised) in which young, mostly male participants compete for increasingly lucrative prize money and sponsorship contracts. Taking up Jo Bryce and Jason Rutter's (2005) challenge to confront the ways girl gamers are rendered ‘invisible’ by gamers, researchers and designers, this paper maps the various ways women participate in a set of practices around the organisation, promotion and performance of competitive gaming, framed as the exclusive domain of (young, straight, middle class) male bodies. Mothers flying their sons' teams to events all over North America, female players participating in tournaments or promotional models operating sponsorship booths, the women who participate in competitive gaming tournaments negotiate different expectations and carry out different kinds of embodied work. Each of these ‘roles’, however, is tenuously maintained within a community that most commonly reads female participation in sexualised terms: mothers at events describe themselves as ‘cheerleaders’, female players risk being labelled as ‘halo hoes’ and promotional models become ‘booth babes’.