The gaming industry, however, is well aware of this gender disparity. At this year's South by Southwest festival, a panel discussion was held entitled "Gaming as a Gateway Drug: Getting Girls Interested in Technology," in which different factors contributing to the gender-gap were explored. Sheri Graner Ray, a renowned game developer and author of Gender Inclusive Game Design: Expanding The Market, discussed how girls' approach to gaming is quite different from that of boys. "Think about what happens when you give a 14-year-old boy a token and send him into an arcade ... he walks up to the very first machine he sees and throws the token in and goes 'how does this work,'" she said. "And what does his 14-year-old sister do? She stands behind him and watches him. Then she moves to the next machine and watches that. Then she moves to the next machine and watches that. And so on."