laia says the number only increases outside of the u.s. and she estimates that only 3% to 5% have leadership roles like her. >> it is important for women to be out there , making the cultural impact. >> while only a third of developers are women, laia says they make up half of the people playing video games. >> it is important that women are well represented and that they look and talk like real women. >> she is also the president of the uruguay game developers association and works to get more women in the industry throughout latin america. >> we used to have very little representation. sometimes we were over sexualized or made to be in the male gaze instead of something that represents us. >> as a woman running a videogame studio, laia can have a direct impact on the characters we see in games and how we play them, including this one she helped create. >> we don't ask you what your gender is. you can just choose how you want to be perceived. for example, the girl in that tutorial is not in address. it is something new. it is these little

laia says that number only increases outside of the u.s. and she estimates that only about 3% to 5% have leadership roles like her. >> it's really important for women to feel they're making video games to create a cultural impact for other women. >> reporter: but while only a third of developers are women, laia says they make up about half of the people playing video games. >> it's important that women are well represented and they actually look and talk like real women. >> reporter: she's also president of the uruguay game developers association and works to get more women in the industry throughout latin america. >> we used to have like very little representation. and sometimes it was oversexualized so it was -- made like to be in the male gaze instead of something that actually represents us. >> reporter: and as a woman running a video game studio, laia can have a direct impact on the characters we see in games. and how we play them, including this one she helped create. >> we don't ask you what your gender is. you can just choose how th

. >> reporter: laia bee loves video games. and made a career out of it. she is attending the game conference this weekend to highlight the work done by women just like her in the industry all over the world. >> it was not until i was a teenager that actually realized that it was seen as something male-dominated or when i went to the first videogame store of my neighborhood , i was the only girl. >> reporter: today she is the cofounder and ceo of an independent videogame studio in the roadway. and even in 2024, there are not many women like her in this industry. survey of developers this year shows that more than two thirds on men. she said the number only increases outside of the u.s. , and she estimates that only about 3% to 5% have leadership roles like her. >> it is important for women to be out there making video games to create a cultural impact for other women. >> reporter: while only one third of developers are women, she said they make up about half of the people playing video games. >> it is important that women are well represented and they actu