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Women Spend More Time Gaming Than Men! - Tiffany Lawson

Girls in Tech Conference(GIT) attendee looking surprised. Maybe they were learning about making money with online gaming? [photography: femmefotographie.com]

One of the hot topics of the GIT Conference was gaming. In the early gaming days, the majority of the players were male but that was because the developers were/are male. However, today women spend more hours per month gaming than men. In fact, the vast majority of this is due to online gaming (like Facebook and Yahoo Games). This online gaming industry is mainly women between the ages of 35 - 45 and the console players are not far behind with 40% being women with the average age being 32 (see chart below). This is a big change over the past 10 years. There is a lot of growth in this area for women because men do not know what women want or what peaks their interest.

While the popular male games are “shoot em’ up” types, CEO Mari Baker from Play First pointed out that content is more important for women. She went further to say that women look for something that teaches a lesson underneath the game, like in Dinner Dash or Wedding Dash.

Erin Turner, the Founder & CEO, FunLabs, who spoke about the Gamification of the Web, stressed the importance of making things more interactive and suggested a fun way to do that is to incentivize games for the users. She made a point on how feedback is quick and this fast turnaround in user testing allows designers to respond with and make changes to the products quicker and easier.

The question of “Why would women want to get into the gaming industry?” arose in conversation and the response was simply because games are FUN! The biggest game right now is Farmville, there are 75 million people currently playing Farmville, of which 80% are women. Ms. Turner pointed out that gaming business model has changed, people used to spend a lot of money to get a gaming console, where now the big money is made via micro-transactions via the web. People pay 99 cents for a game or game attribute. For example, a new outfit on Facebook’s Sorority Life times millions of gamers is a lot of dough and this is where the money is made today.

Speakers: Elisa Camahort Page COO, BlogHer; Donna Novitsky; CEO, BigTent; Aaron Lee; Co-Founder, RedBeacon; Mari Baker; CEO, PlayFirst, Inc.; Erin Turner; Founder & CEO, FunLabs 

 

Consol Game Statistics: 

Videogame Statistics
Source: Online Education

Comments

Really interesting. Thank you for the behind the marketing information.

Alison Lewis

Sunday, January 31, 2010 - 22:20


Actually, us digital marketers have known this for a while, which is why we add them into so many promotions. I remember the first time we launched [what we thought at the would be a totally male focused] arcade style game for a deodorant brand. We were shocked to see the average game per player time at about 20-60 minutes, but the sample requests were mostly women.

Then I went over to a meeting, and saw it up on all the admins' screens... That was back in '97.

Advergames are often a part of online marketing recommendations to this segment for just that reason. The message is usually lost when brands want to make the game "Find the Detergent in the Store" or "Get the stain out" instead of a less literal and much more playable product.

Omega13

Saturday, January 30, 2010 - 11:56