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BizReport : Social Marketing : February 16, 2010

Women who play online social games won't pay for the pleasure

A new report from Q Interactive found that online social games are popular with women, but they don't like being labeled "gamers" and don't even think of asking them to pay to play.

by Helen Leggatt

Online social games and apps are quickly becoming part of the everyday fabric of life for many women. Out of 770 women surveyed by Q Interactive, over a third (36%) said they played games on Facebook and over half (54%) played social games, such as Farmville and Mafia Wars, every day.

"This provides a terrific opportunity for brands to serve as a trusted, valued partner to them. By having a presence in the game and app space, brands get the benefit of reaching an influential consumer set," said Ian Johnson, Director, Social Media World Forum. "With the support of brands, advance in games and apps and we're finding also get information from brands they value."

But don't call women "gamers", okay? Less than half (42%) consider themselves a "gamer" (perhaps their idea of a gamer is a spotty teen ensconced in a dingy bedroom clutching a controller) despite 67% of them finding 1 to 5 hours of online game playing per week socially acceptable.

On the whole, social games are free to play. But what would happen if women were asked to pay to play? According to Q Interactive's findings, over three-quarters would stop. Game over.

Tags: online gaming, social games, women

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