New York (CNN Business) Google wants to break into the hyper-competitive gaming industry in part by targeting an audience sometimes overlooked by rivals: women.

Google GOOGL On Tuesday,will launch Stadia , a way to stream and play console-quality games from a web browser or a smartphone. But one of the most innovative elements — however subtle — of the new gaming service is the design of the Stadia controller.

Microsoft MSFT Traditionally, gamer gear has been manly.'s Xbox controller comes in colors like electric blue or firetruck red. Sony's controllers are available in black as well as various shades of neon and camo. And Nvidia's angular, black controller looks a little too much like Darth Vader's mask.

Stadia is taking a more gender-neutral approach. Google is selling controllers that come in white, black or Wasabi green. (Nintendo, which made the Switch Lite in bright colors like turquoise and yellow, is another outlier in designing for a gaming audience that includes women as well as men.)

"Some of our historical competitors in the console space have been a bit more masculine and a bit more mechanical in their approach," Phil Harrison, Google VP and head of Stadia, said in an interview with CNN Business.

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