There are now more women who play games online than men. There are games that are made to be female-centric but women’s willingness to play games that do not fit in this category is growing. Over the past two years console game playing by women has significantly increased. A new study — studying console gaming and browser based games but not social games — by comScore Media Metrix has some interesting results for the digital agency.
The good news for the digital agency is that women do tend to have different gaming characteristics than men. Women prefer to play less competitive and more story-driven and character-driven games. The other important data to come out of the new study is that once the gamer hits the 35-year-old mark, then women are more likely to continue playing games than men.
It is no secret that people appreciate games and rewards. Some of the more effective ads involve an aspect of gaming and the digital agency can use the demographic data to help craft gaming-like ads to appeal to customers. As women become more amenable to online gaming then the ads targeting them can too.