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The Hidden Gamer : The Female Audience for Online ‘Casual’ Games

The Hidden Gamer : The Female Audience for Online ‘Casual’ Games. Suzie Cardwell 3RD sense. Overview. About 3RD sense Female ‘Casual’ Games Audience Games Women Play Reasons Women Play Commercialisation of the Opportunity Questions. Specialist ‘Play’ agency

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The Hidden Gamer : The Female Audience for Online ‘Casual’ Games

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  1. The Hidden Gamer : The Female Audience for Online ‘Casual’ Games Suzie Cardwell 3RD sense

  2. Overview • About 3RD sense • Female ‘Casual’ Games Audience • Games Women Play • Reasons Women Play • Commercialisation of the Opportunity • Questions

  3. Specialist ‘Play’ agency Use games and play content as marketing tools The web, iDTV and mobile Also manage www.playaholics.com – the UK’s fastest growing online games website www.fudfite.com – unique multiplayer mobile fighting game www.chickstop.com – specialist games site for women 3RD sense – Specialist Play Agency

  4. Female Audience for Online Casual Games – A Slice • 1. @plan, Spring 2004 • Aggregated BARB data July 2002 • Estimated from various sources

  5. Female Audience – Who are they? • Majority aged 25-45 – most sites and services see 60-70% of their audience in this age demographic • Office workers, students and stay-at-home Mums • At home, in the office, at college • Visit 3-4 times per month, av. visit periods 20-40 minutes (depending on medium) • Peak periods for play – lunchtime, mid-late evening after kids are in bed

  6. Games Women Play • Quick distraction • Easy to learn, impossible to master • Immersive and addictive • Genres – puzzle, word, trivia, card, strategy, quiz • Games that require colours/shapes to be matched, puzzles to be solved, words to be made etc • Features • Levels – sense of progression • Time • Points • Controls – easy to use • Instructions • Colours – bold, bright

  7. Commercialisation of the Opportunity • Developers • Licensing fees • Games for advertisers and brands • Publishers • Advertising on sites • Game sales – downloads and pay-to-play • Competition entries

  8. Contact Suzie Cardwell Ph: 020 7250 4744 suzie@3rdsense.com www.3rdsense.com

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