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BizReport : Blogs & Content archives : February 28, 2011

Games: Not just for the boys anymore

Since video games first came on the scene, researchers have found that the male demographic is more game focused than females. Changes to how we game, however, is changing that according to mobile appvertising and analytics hub Flurry. Their research shows that women are now more likely to play games than men in some instances.

by Kristina Knight

flurry.jpgAccording to Flurry's research, in the social and mobile setting, women are more likely to play games than men (53% to 47%). Still, in traditional gaming, men are the bigger demographic (60% play vs 40% of women). Another change? NPD Group found that console game system sales were down 5% in 2010 - meaning that not men not only aren't playing mobilly but they may have reduced interest in consoles as well.

Other interesting findings include:

• American mobile-social gamers make up 64% of the mobile-social pie
• European gamers make up 30%
• Mobile-social gamers are most likely to be between the ages of 18-49
• Women and men are near equal in playing between ages 13 and 25
• Between ages 26 and 44, women out-play men in the mobile-social category

The Electronic Software Association reports that the 18-34 year old, male demographic is expected to push $24 billion in revenue from gaming. Meanwhile, Double Fusion, a leader in in-game advertising, has seen a rebound in console and PC gaming made the decision to relocate their headquarters from San Francisco to Los Angeles in March in an effort to push more entertainment and media industries into the gaming center.

"We have seen momentum in both the video games and advertising communities in Los Angeles, and are excited to continue to build our presence there with high caliber local talent," said Alex Sood, Double Fusion CEO. Double Fusion's offering targets only men. The move is a signal that the growth of gaming and in-game advertising isn't slowing.

Although it seems to make sense for brands and game developers to offer more segmented targeting options so that men and women are included, it will be interesting to watch the gaming category grow and change throughout 2011.

Tags: advertising, Double Fusion, Flurry, game advertising, gamer demographics, in-game ads

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  • If they only make an effort into concocting games targetted for girls as well, it would be an even playing field. Personally, I'm quite interested in games like yoga, tennis, or anything that's interactive and refreshing.



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