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

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

Female Audience for Online Casual Games – A Slice MSNGamestar - iTV YooPlay - iTVPlayjam – iTV Total Players per Month 8.75 million million 2 800, ,000 3 Women Players per month 5.4 million 1 (62%) 2.2 million 2 (40%) 450,000 3 (56%) 450,000 3 (50%) Spring Aggregated BARB data July Estimated from various sources

Female Audience – Who are they? Majority aged – 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 minutes (depending on medium) Peak periods for play – lunchtime, mid-late evening after kids are in bed

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

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

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