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BizReport : Advertising archives : October 13, 2010

Playfirst: The difference between male and female gamers

In game advertising is a big part of social marketing lately, but targeting the right consumers with the right message has proven to be more challenging. Why? Because while all gamers enjoy playing, the games they play and the time they spend with games are quite different. A recent study from Playfirst and Frank N. Magid Associates sheds light on the difference between two gaming segments: male and female.

by Kristina Knight

playfirst.pngThe study indicates:

• 66% of American adults play games
• 33% of American adults play casual games
• Games now rank higher than movies, music and books on consumers' to do lists
• Only watching TV, surfing the 'Net rank higher than game playing

Where are consumers playing? On all three platforms - mobile, computer/online and in the social sphere. Because consumers are playing across platforms, game publishers and in-game advertisers have a greater chance of engaging these players.

What may be most striking about the findings are the differences between male and female gamers.

First of all, most women (59%) do not consider themselves 'gamers' and most (46%) prefer to play the games of brands they know. Women are also most interested in playing 'entertaining' games. Men, on the other hand, do consider themselves 'gamers' (36%) and are more likely to want state of the art technology as part of their playing experience (58%). Men also want games which will challenge them so that they get that feeling of accomplishment.

Although this study exclude so-called 'hard core' gamers, the researchers included players of console, handheld and mobile games. The study data was collected in June 2010 from men and women over age 18.

Tags: Frank N. Magid Associates, gamer demographic, in game advertising, online games, Playfirst, social games, social marketing

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