FarmVille and other social, browser-based games are more commonly associated with female players, but they may actually be opening a wider world of gaming up to women.
That?s according to Jeannette Weinstein, the CEO of iQU, an advertising platform that specializes in tracking gamer?s behavior. Her passion is also focusing on how women are changing the gaming industry, both as executives and consumers.
Weinstein says female gamers in their 30s to 50s, especially those who haven?t been playing very long, are often drawn into gaming through two factors: social games on platforms like Facebook, and advertising campaigns with gamification elements. Particularly appealing are ways for women to track their behavior and then be rewarded for it, such as campaigns offering check-in bonuses or leaderboards against their friends.
Weinsein says browser-based games are responsible for opening the door to more older female gamers. ?We really have Zynga to thank for this,? she says.
?I think for women who aren?t currently gamers, they get their feet wet a little in the social market. FarmVille is a little more complicated, and once they get involved and pair their game with someone else?s, they want a new challenge. They start dabbling in less-hardcore MMOs or console games,? Weinstein says.
The most common of those MMOs is World of Warcraft, the gargantuan massively multiplayer online game that has more than 10 million monthly subscribers and has been putting out new content since the game?s release in 2004. Weinstein says WoW serves some of this group of women?s gaming needs.
?They are attracted to something that isn?t all shooting or battle. Women generally tend to react better to a skill-based level up. They ask, ?Instead of killing, can we earn skill points in other ways?? They are also attracted to games featuring community building,? Weinstein explains. She also mentioned Final Fantasy is another series of games that appeals to this audience.
If game makers want to capture this growing marketplace, Weinstein advises them not to underestimate their players.
?The biggest mistake people are making is putting pink shiny characters in something. It?s just kind of inappropriate,? she says. ?Women are more value driven than men as well, and aren?t going to deal with technical flaws in a product for as long as other players might.?
Most importantly, she says don?t assume any audience, male or female, is the same, and there isn?t a ?silver bullet? to reach any of them.
To female consumers, Weinstein says to be proactive with their purchasing decisions so they can see more games that cater to them. ?If you aren?t getting something you like, go somewhere else.?
Do you think that social and browser-based games get more women involved in gaming? Please share your thoughts in the comments.
Source: http://mashable.com/2012/10/18/farmville-gateway-to-female-gaming/
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