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The Hidden Gamer : The Female Audience for Online ‘Casual’ Games Suzie Cardwell 3RD sense
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Overview About 3RD sense Female ‘Casual’ Games Audience Games Women Play Reasons Women Play Commercialisation of the Opportunity Questions
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3RD sense – Specialist Play Agency 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 websitewww.playaholics.com www.fudfite.com – unique multiplayer mobile fighting gamewww.fudfite.com www.chickstop.com – specialist games site for womenwww.chickstop.com
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Female Audience for Online Casual Games – A Slice MSNGamestar - iTV YooPlay - iTVPlayjam – iTV Total Players per Month 8.75 million 1 5.6 million 2 800,000 3 900,000 3 Women Players per month 5.4 million 1 (62%) 2.2 million 2 (40%) 450,000 3 (56%) 450,000 3 (50%) 1. @plan, Spring 2004 2.Aggregated BARB data July 2002 3.Estimated from various sources
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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
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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
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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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Contact Suzie Cardwell Ph: 020 7250 4744 suzie@3rdsense.com www.3rdsense.com
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