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BizReport : Trends & Ideas archives : July 22, 2008

Enter the gaming grandmothers

American gamers are getting older and more women are participating, skewing the stereotypical teen image. New data from the Entertainment Software Association found that even your grandmother may be enjoying a second life.

by Helen Leggatt

esa%20logo.gifThe Entertainment Software Association’s (ESA) annual report found that women are almost as geeky as men when it comes to gaming. Forty-four percent of all gamers were found to be women over the age of 18, up from 38% last year.

And before you hark back to the stereotypical image of a teen lurking in a dark bedroom, think again. A staggering 26% of all gamers were over the age of 50 and the average age of gamers has risen from 33 to 35 in the last year.

"This new data underscores the fundamental principle that computer and video games are a mainstream entertainment form, which captures the imagination of every segment of our society," said Michael D. Gallagher, CEO of the ESA, the U.S. association representing computer and video game publishers.

"With deeper market penetration and the broadening of our audience base, video games have incorporated themselves into America's cultural and social fabric."

Earlier this year, analysis of Dynamic Logic’s MarketNorm database revealed that, compared with younger women, those aged 45 and over were more likely to be respond to consumer product ads featured on gaming sites.

So, don’t be tempted to rule out in-game advertising if you are after a mature audience, because that Amazonian warrioress with a body to die for could be just the over-50 target you are after.

Tags: gaming, in-game advertising, online advertising

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