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BizReport : Advertising : April 07, 2009


Report: Female gaming habits accelerate

A new survey from MI6, a marketing professionals organization, and E-Poll market Research has found a few new trends in gaming that could make or break your next in-game ad campaign.. One of the most interesting finds is that mobiles, specifically the iPhone, are beginning to push the gaming market.

by Kristina Knight

Researchers found that gamers are increasingly using their mobiles as their preferred gaming platform; gamers are also connecting with other gamers through mobiles, making mobile phones a huge marketing force.

Another interesting find is that women are now gaming more often than men, a girst in the gaming industry. Because women are beginning to game more, it is time for marketers to stop targeting young males and begin marketing efforts that appeal to women, a traditionally light or medium gamer.

"Gaming has continued to flourish as an entertainment option despite the challenging economy," said Gerry Philpott, President & CEO of E-Poll Market Research, "and we are seeing numerous prospects for gaming organizations to benefit from changes now affecting the industry. In particular, the iPhone represents a dramatic opportunity to reach the heaviest and fastest growing groups of gamers."

Researchers sampled more than 1,000 consumers between the ages of 13 and 69 who owned at least one gaming device to come to their conclusions. The full report will be released at the upcoming MI6 conference.

Tags: E-Poll Market Research, in game advertising, in-game ads, MI6, online gaming










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  • To clarify: the report, which was released today at the MI6 Conference, shows that female gamers are *increasing* their use of video games at a faster rate than men, it does not indicate that women are currently gaming more than men.

  • A certain 1989 baseball movie staring Kevin Costner comes to mind, "If you build it, they will come."

    But in all seriousness, this is great data, not only for marketers, but game developers as well. The gaming industry has traditionally been a teenage males' playground, but clearly there are others now interested in the sandbox, and marketers are starting to realize - these new players have $$ to spend.




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