As the activity grows in popularity, we’re here to fill you in on the major players and what social TV check ins mean for marketers. Some networks have created their own apps, such as MTV’s Watch With, but we’ve focused on general apps that work across all networks.

GetGlue

One of the first major players on the social TV scene, GetGlue has 2 million users and garned more than 100 million check ins in 2011. The app lets users check in to everything from movies to TV shows to music to books. The check-in process is simple; type in the media you’re using or find it on a list of trending shows, songs, etc. Like Foursquare, checking in earns badges. Some brands have partnered with GetGlue to offer rewards, such as discount coupons, free items, and sweepstake entries.

Once checked in, the app begins to show a stream of comments that others are saying about the show that’s on, making the whole watching experience more communal and interactive. Users can follow other users to find out what they’re into and discover new shows, bands, books, and more.

Viggle

The newest app to make waves in the media world, Viggle launched in mid-January offering more tangible rewards for its users. During its Viggle Bowl event during the Super Bowl, it notched more than 1.4 votes on the halftime show alone. Viggle is specifically a TV check in app. Users can earn high point values for checking in to featured shows, and smaller point values for other shows. The Viggle check in process works like Shazam: tap the check in button on your screen and Viggle will listen to the sound emanating from your TV. Points aren’t rewarded automatically; it verifies that users watch a significant portion of the show.

Because it requires a little more of its users, Viggle’s rewards are pretty sweet — users can earn points toward gift cards to Starbucks, Burger King, Sephora, iTunes, and more, as well as subscriptions to Hulu Plus or free movie tickets. During its Viggle Bowl, users could answer trivia questions, rate the ads they watched, vote on who they thought would win, and more. They could earn thousands of points for their engagement and opinions.

Miso

Miso is another app that has been around for a little while. It’s check in system is similar to that of GetGlue, which allows you type in what you’re watching without verification. Along with connecting users with other fans, it connects them with bonus content. Nope, not video clips, but “SideShows,” that clue users in to the songs used in the show (with a link to Spotify); the fashion that the characters are wearing (with pricing info); quips, quizzes, and quotes to prompt comments; and more. Each slide can also be shared on Facebook and Twitter when users connect their accounts. Both fans and networks can create SideShows.

Miso has partnered with DirecTV, Boxee, and AT&T U-verse so that users of those services can sync its SideShows with the timing of the show instead of having to manually scroll.

What Does It Mean For Marketers?

Social TV can draw viewers into a deeper engagement with the show as they talk about it with other fans, encouraging them to come back regularly — to the show and the app — to “meet” with their friends to watch “together.” And viewers are more than happy to share their opinions, particularly if they know networks and brands are paying attention.

On the other hand, the apps can also serve as distractions if the shows and commercials aren’t enough to hold their attention. With their phone or other devices already in hand, it’s only a click or two to find other, more entertaining content online or via another app.

To contact Jordan or other members of the youth advisory board, email them at youthadvisoryboard @ ypulse.com, or simply leave a note in the comments below.

Super Bowl Ad Roundup: The Winners And Losers Among Millennials

This year, Super Bowl ads reportedly cost companies an average of $3.5 million for a 30-second spot, but was it worth it? As a teenager that only watched “The Big Game” to see the commercials, only a dozen or so ads really appealed to me. Those select few, however, made me laugh out loud. Here are my top picks for Super Bowl commercials, and my thoughts on their ability to reach their target audience.

#7 Doritos “Slingshot”

People were still talking about this ad in school on Monday. It appeals to everyone, from mischievous little boys (who love Doritos) that now have another way to use their slingshot to older viewers who think the smiling baby is adorable.

Ypulse analysis: Doritos once again put its ads in the hands of its fans, and once again, they do not disappoint. Between the slingshot baby ad described above and the ad with the dog getting rid of the family cat and bribing the husband with Doritos, we’re not sure which was funnier. Humor still is the way to Millennials’ hearts (and stomachs?), and Doritos over the top, consumer-generated ads are something viewers look forward to every year.

#6 Skechers “Go Run Mr. Quiggly!”

The cute French bulldog, Mr. Quiggly, makes his debut in the Skechers commercial racing against greyhounds and moonwalking across the finish line, getting bonus style points in his Skechers! I think this commercial was most appealing to younger audiences that wear sneakers on a regular basis.

Ypulse analysis: Skechers are a popular street wear sneaker brand, but this ad reminds fans that they’re for running too, and pulls it off in a funny, clever way. Greyhounds might be known as the sleek speedsters, but Mr. Quiggly proves that he and other Skechers wearers can be fast and stylish at the same time. It’s a good way to position the brand for performance shoes without losing its street cred.

#5 Chevy “Sonic Stunts”

Yes, the car actually bungee-jumps, does a kick-flip, and sky dives. Need I say more? Although everyone at our “Big Game” viewing was awe-inspired, it mainly caught guys’ attention with its over-sized skateboard and rally driving theme.

Ypulse analysis: Chevy has revved up its marketing to Millennials. It is building cars with them in mind, and this commercial shows the company really does get what driving is all about for young people. Rolling down the windows, cranking up some tunes (the ad’s song, “We Are Young” by Fun. climbed to #2 on iTunes following the ad), and just enjoying a bit of freedom. Right up to the commercial’s tagline, “From your first time, to the time of your life, Chevy runs deep,” we were thinking Chevy nailed it with this ad. (On a side note, watching the OK Go music video performed in — by? — the Sonic definitely makes us want to go for a drive.)

#4 Hyundai “Rocky”

The “Rocky” theme song was definitely an attention grabber. Fans of the movie will have a special place in their hearts for this commercial. It kept me humming the theme for longer than the commercial actually aired.

Ypulse analysis: Jordan’s commentary above actually points out a shortcoming of the commercial. While viewers enjoyed the music and workers coming together to inspire one of their own, the commercial could have been for any brand. What’s memorable about it isn’t the brand, but the song. Sometimes music’s effect, particularly on Millennials, can overwhelm brand messaging.

#3 “The Voice” feat. Betty White

The four judges of “The Voice” (Blake Shelton, Christina Aguilera, Cee Lo Green, and Adam Levine) are in a fight over the voice of an amazing mystery voice, who turns out to be Betty White. My friend, who is a cinematography guru, absolutely loved the effects in the video, and I thought it was a great, comical advertisement.

Ypulse analysis: With the number of reality singing competition shows out there, “The Voice” had to do something different to stand out. Showcasing its celebrity judges who fight for the right to train the best contestants is relevant to the show. Pulling it off in with blockbuster movie style and with a Betty White cameo will grab Millennials’ interest every time.

#2 M&Ms “Sexy and I Know It”

This video used a current song and funny characters to propel its way to the top of the Super Bowl ads. It certainly grabbed my attention, as well as the Northwestern University Kellogg School Super Bowl Advertising Review– it won the annual competition. Great ad for all ages.

Ypulse analysis: This is an example of an ad that uses a hit song to great effect. Unlike the Hyundai ad mentioned above, this M&Ms ad uses only a snippet of LMFAO’s hit, so the music doesn’t bury the message. It also helps that its referencing established characters with whom Millennials are well acquainted. Also, we love a hot girl (M&M) in hipster glasses!

#1 VW “The Dog Strikes Back”

The “doggie workout” video is top dog in my list of Super Bowl ads! It was funny, adorable, had a plot line, and an ending that tied it back to VW’s amazing “Star Wars”-themed ad from last year, creating a cultural connection. It has been hailed as the top commercial on many lists, and in my opinion, was endearing to all ages. Now that’s what I call, “Das Auto”!

Ypulse analysis: We knew that VW was going to have a dog theme with its new Super Bowl ad. We’re not sure which was better, the teaser of dogs from the “bark side” or the actual game time ad. One thing is certain, a nod to nostalgia and a throw back to simpler times resonates with Millennials.

Ypulse’s additional hits and misses:

Chevy’s “Mayan Apocalypse”: We actually laughed out loud when we saw this ad. Millennials are looking at the Mayan apocalypse like Gen Xers looked at Y2K — they’re looking forward to the date as an excuse to have a blow out party just in case the world ends. Referencing the event in an ad definitely earns Chevy some bonus points with Millennials. At first we wondered why all the survivors were older guys (hardly appealing to Millennials), but then we caught a glimpse of Chevy’s follow up that would have aired if the game had run longer, which put yet another smile on our faces as a confident young woman cruised by the guys in her yellow Camero.

Go Daddy’s “Body Paint”: It’s time for Go Daddy to try something new. Sure, sex sells, but the same gimmick over and over gets old after a few years. We doubt even teenage boys paid much attention to this ad.

Pepsi With Elton John & Melanie Amaro: What was going on here?! Elton John is his legendary self and “X Factor” winner Melanie Amaro does an amazing job reprising Aretha Franklin, but aside from the celebrity appeal, this commercial does nothing for us. It’s as if Pepsi took a bunch of things that it thinks Millennials enjoy, threw them in a blender, and poured out this ad, tossing in Flava Flav as the cherry on top. Nothing about the self-indulgent king forcing others to sing for their survival is entertaining, aspirational, or enjoyable.

Audi’s “Vampire Party”: Okay, so Team Edward may not be big fans of this ad, but we think it still wins over Millennials when their cultural touch points make it mainstream. This ad was probably intended for parents who are tired of their teens’ addiction to Twilight, but there are plenty of young people out there who are tired of the vampire vs. werewolf saga. Anyone want to put a side bet on seeing zombies in a Super Bowl ad next year?

About Jordan

Jordan Orris, 17, is an aspiring political writer, blogger, and analyst. She is a senior in high school, and has been published in The Las Vegas Sun. Jordan’s most significant accomplishment was serving as a United States Senate Page for Senate Majority Leader Harry Reid in the Summer of 2010. She served the State of Nevada as Miss Nevada’s Outstanding Teen in 2009, making state-wide appearances to gubernatorial and mayoral offices, civic organizations, philanthropies, and schools. Her personal platform during her year reign was SERVE: Sacrifice, Empathy, Relationships, Values, and Empowerment, and she has advocated community service programs to members of the Nevada State Legislature. Jordan also founded her school’s first online literary publication, GVoice, which receives hundreds of hits each day, and is a creative outlet for literary expression at her high school.

- Toms has a limited edition pair of shoes that are covered with pink hearts. Nothing says you care like giving a pair to your bf/gf and to a kid in need!

- Our fashion obsession, Of A Kind, just announced a Valentine’s-appropriate edition release: a sweetheart tee that gives a little nod to 80s style. Better get it now before it sells out!

- Etsy is an endless source of gift ideas and DIY inspiration. We swooned over this vintage Valentine’s Day card notebook that made us want to be in third grade again. Worried that it won’t ship in time? This is one crafty idea that would be easy to make at home.

- If our list is any indication, girls seem to rake in more gifts on V-day than guys do. Urban Outfitters has a few items that would work for either a gf or bf gift, but guy-specific gifts are rare. Aside from a few red items — shoes, shirts, and hats — there’s this somewhat NSFW tee from the men’s department that we suppose could be considered a Valentine’s item…

- And if you’re spending the day solo, Time Warner Cable has you covered with a month-long Ryan Gosling marathon! Hey girl, if you’re single you shouldn’t feel left out..

According to stats released last week from Pew Research, tablet ownership more than doubled among Millennials between December 2011 and January 2012. At the same time, e-reader ownership also more than doubled, but tablets are outpacing e-readers. Nearly a quarter of Millennials (24%) have tablets, compared to 18% who have e-readers. We think that divide will continue to grow. The iPad is still the most coveted tech device among Millennials. And what’s more, why buy an e-reader when reasonably priced tablets like the Kindle Fire, Nook Color, and Nook Tablet are just a little more expensive and have far greater capabilities?

With the number of tablet-toting Millennials on the rise, marketers have a new challenge to break through the clutter. Now, when Millennials sit down in front of the TV, for example, they not only have their phones within arm’s reach, many also have a tablet within reach. Tablets, with their robust apps and big screens for surfing the Web and watching video, offer a new distraction for those bored with whatever they’re watching or doing. It’s yet another fracture in an already crowded media environment, making it harder for marketers to secure Millennials’ attention.

On the bright side, tablets, like their smaller smartphone cousins, can also be an advantage to marketers. With the rise of social TV, tablets make it easier for viewers to engage with other fans online while watching a show. During commercials, if a product interests them, they can comfortably look it up online without having to squint at a small phone screen or pull out their laptop. They can also share their thoughts on Twitter and other social nets. (During the Super Bowl, expect just as many tweets about the ads as the game.)

The other benefit is that tablets go where their owners go. They have constant access to a sizeable screen to engage with any media they want. Tablet owners can watch TV shows online, play games online and via apps, listen to music and find out what song is playing wherever they are, and engage with brands whenever the mood strikes them. They are always active, and always just a click away.

Marketers won’t convince Millennials to put down their devices and pay attention when they don’t want to, so it’s time to embrace tablets and find ways to use them to reach out to young consumers.

New Ypulse Report: Holiday Shopping & Winter Fun

During the 2011 holiday season, retailers rejoiced as customers flocked to stores, spending record amounts on Black Friday and Cyber Monday. Students happily did their part in boosting the economy — they went into the holiday season planning to spend more than they did the prior year. Online shopping saw a particular increase. Students not only shopped more online than they have in the past, but they also planned to spend more online. A key takeaway from this report is that technology is becoming ingrained in students’ shopping habits. They also turned to social media to find deals and to get gift ideas. Many used their mobile phones to shop. Not only did the number that researched store locations and product details increase, but the number of students who made purchases on their phones nearly doubled.

The holiday season is also about family. Collegians are especially happy to have time to spend with their parents and siblings — shopping outings, cooking and baking, and even hanging holiday decorations are all excuses to make the most of family time before they head back to school. Cost: $249.

For more information…visit the Ypulse Research page.

Brands That Kids Think Are Good, Better, Best

What brands are capturing kids’ and tweens’ hearts, time, and purchase power in 2012? What are the drivers of their brand success? How do families make decisions in your category? What is the demographic, psychographic, and lifestyle profile of your core target? What are your biggest opportunities for growth? Smarty Pants’ annual Young Love study has the answers to these questions and more. Conducted online with 7,000 kids, tweens, and parents, Young Love has quickly become the gold standard for measuring brand health and guiding brand growth in the kid and family space. The syndicated study includes key metrics and dozens of attribute ratings on more than 250 brands in the entertainment, food and beverage, apparel, technology, toy, game, and retail categories. From Nike and America Eagle to Nickelodeon and Xbox Kinect, Young Love is rich with learning on brand awareness, love, popularity, usage, usage context and frequency, and most importantly, future usage.

Custom analytics provide insight into your brand within a category and cross-category context. You’ll get the big picture of what’s impacting your business, and you’ll find out what really matters for your brand. Young Love identifies specifically what levers to push to make a real difference in the marketplace. And tracking data is available on most brands. Cost: Syndicated prices start at $1,500; custom analytics start at $8,000.

For more information…visit the website.

Tweens And Teens Dish On Dining

Technomic and C3 are proud to present The Dining Habits of Tweens and Teens, a new study providing an in-depth analysis of the key consumer needs and attitudes that drive the foodservice behaviors of today’s youth. In this report, you’ll learn what motivates them and how best to meet their needs: how tweens and teens differ in their foodservice attitudes and behaviors; how friends and family influence eating habits and how these key influences change as youth grow and mature; how tweens and teens connect with restaurants through branding, and social media and other youth marketing initiatives. You’ll also be able to explore the entrée, side dish, dessert, beverage, and food preparation preferences of tweens and teens, ultimately to leverage demographic and social-psychological insights in order to develop marketing messages and foodservice offerings that better meet the needs of today’s youth. Cost: Contact for information.

For more information…visit the website.

Understanding Generational Differences For Marketing To Millennials

The Millennial generation’s massive size and strong purchasing power, estimated to be $170 billion per year, makes them a valuable segment of the population for marketers to target. But given some of the unique characteristics of this generation, having grown up in the digital and information ages, it is critical that marketers have a clear understanding of this group and how to most effectively reach them through advertising. comScore’s report, Next Generation Strategies For Advertising To Millennials, highlights data from more than 40 years of advertising research and compares the results from the 2011 study on Millennials to past generational studies. Learn the most effective strategies brands can undertake to reach Millennial consumers in the present day, and understand both the challenges and opportunities marketers may face in looking to target this segment. Cost: Free.

For more information…visit the website.

So far, from the description above, you’d probably classify Of A Kind as a clothing and accessories shopping site, but it’s so much more — and it’s those extra touches that make it so successful with Millennial fashionistas. Each edition release comes with a full profile of the designer(s), from where they get their inspiration to where they source materials to where they work.

With Gilt Groupe laying off staffers and closing offices, it seemed like flash sale sites might be going the way of the dodo. Gilt fans have been complaining for a while now that they don’t know the designers featured on the site anymore — it used to be Valentino and Missoni, and now it’s Karen Zambos and Miguelina (who?). Of course, they’ve probably never heard of the brands on Of A Kind either, but the site graciously introduces them to the designers and clues them in to what’s hot right now. It feeds Millennials’ need to be in the know about the next big thing so they can be the first to tell their friends.

And to further help Millennials stay in-the-know, the site is also part fashion blog, highlighting “Stuff We Love.” We love that this section keeps us on top of trends and tells us where to score other “it” items. Between the regular editions and style news, this is one powerful fashion resource. What’s more, the items on the site — both for sale and featured products — range widely in price. Some are very affordable, some are splurges for special items, so there’s a little something for everyone.

There’s also the social/global responsibility angle that appeals to young shoppers. Whenever the designers or brands are involved in social issues, the site specifically highlights their efforts. For many designers, that includes paying fair wages to impoverished workers or getting involved the communities where they source their leathers, silks, and other materials, and for other designers it means supporting causes that matter to them, like fighting the sex trade in third world countries. Millennials like to feel their helping others with their purchases and making socially responsible decisions.

We think Of A Kind is a great site to follow both for fashion trends, and also for understanding how to target Millennials. Just don’t buy up all the editions — I still have some shopping to do!

Why does it matter to Millennials? They live their lives online, and file sharing has become a significant part of that — cyber lockers are as much a way for them to give a “mix tape” to a friend who lives overseas as they are a means to share work files with colleagues.

We’re not naïve though. Most Millennials are Internet pirates and use such sites to obtain music without paying. (For the purpose of this post, we’ll focus only on the music industry — movies and TV have their own separate issues.) Ypulse and other researchers have confirmed that most young adults have indeed pilfered music from the Web… But this isn’t a fight against intellectual property and copyright; in fact, more are paying for music than stealing it. So if they’re willing to pay, why are they stealing? In short, it’s in their DNA.

Aside from the fact that students are perpetually broke, Millennials want to try before they buy, whether that means listening to music before buying the album, getting their hands on a tech device before they make the investment, trying out power tools in store before bringing them home, or using a trial membership before signing a contract with a gym. They want to know, beyond a doubt, that they’re going to like what they’re getting. Particularly since the recession, they know that every dollar they spend is one less they’ll have for paying bills and buying groceries, so they need to know it’s not being wasted.

For a while, Spotify and Pandora seemed like the perfect answers to trying out music. But Pandora doesn’t let users listen to whole albums or create playlists to share. Spotify is limiting its free service to just 10 hours a month and has recently lost several artists over arguments they aren’t getting paid enough for allowing streaming of their music. What’s a Millennial music fan to do? If they can’t find the media services they want at a price they feel is fair, they’ll turn to illegal actions like file sharing. And when one file sharing site gets shut down, they’ll migrate to another. The way to put an end to the cycle is for record companies to work with fans to give them what they want rather than forcing them to buy what they wish to sell (ie, albums).

On the other end of the spectrum, we don’t need to ask why students are sharing — their lives are posted online; it’s how they keep in touch with friends. The fact is few are uploading scores of torrent files to P2P sites — they’re afraid to because they know it’s against the law. What they are doing is sharing an album or playlist with a friend, the same as they would in person, except now they’re doing so via sites like Dropbox. Rather than railing against such sharing, music companies could be taking advantage of it. As with mix tapes in the past, a shared playlist incites further investigation in to the artists it includes. Connecting that to social media can be a powerful tool — suddenly a fan can share a few songs with a friend, who can check out the profiles of the bands they like, become fans of that band themselves, and further share the music with other friends, building a base of passionate fans. And passionate fans support the artists they love. With money and  sharing.

(For the girl gamer perspective, check out Marketing Messages Miss The Target, from Youth Advisory Board member Julia.)

The Industry Perspective: Reaching The Female Gamer By Ignoring Stereotypes

There is a revolution waiting to happen in the gaming industry. The big-budget game studios are ignoring an entire segment of the population and the first one to reach it is likely to set off a seismic tremor felt throughout the industry. I speak, of course, of the mysterious female world where myths and stereotypes collide at warp speed. The facts are that in the $25 billion gaming industry, female gamers represent 42% of consumers.

Think of girl gamers and images of Goth-clad introverts mixing it up with boys come to mind. Think of a game specifically designed for girls, and images of princesses dressed in pink and gold might float to the surface. Goth or girlie, it doesn’t matter; both images are wrong. Any product designed with only them in mind would most likely be doomed to failure. To be successful, studios have to identify who today’s female gamer is. The way to do that is to first abandon old stereotypes, and second to recognize that the single most important factor in designing for female gamers is an understanding of how they play the game. Many developers focus on the theme of the game, not game play, leading games to be pigeonholed as either “girl games” or “boy games,” because the theme is focused on a stereotype: princesses for girls, explosions for boys. Focus on how games are played, and theme becomes a less prominent issue. For example, male-brained gamers like play that provides set rules with a constant renegotiation of terms leading to a decisive end, while female-brained gamers are much more interested in the diversity of the game journey along the way to the final quest.

Getting To Know The Female Gamer

For a female gamer, there is as much play enjoyment in the journey, as there is in the eventual goal. For example, young girls will delight in writing a script and making costumes for a puppet show and have as much fun in the preparation as from the show itself. In creating game-play experiences that appeal to the female gamer, developers need to keep this in mind. Because the journey is as much a part of the enjoyment as the final result, two things can help developers appeal to the psyche of the female gamer. One, make the quests intricate and diverse in how to solve problems or meet objectives; less “which weapon for which dragon” and more “how do I outsmart the dragon.” Create variety in play by introducing more interactive puzzles, more control over and collaboration with other players or characters, more individual choice over the outcome. Female gamers want control over their journey, not just to be along for the ride. They want diversity in play, making each sub-quest unique in it’s approach and resolution. Give female gamers the opportunity to demonstrate mastery in game play.

Imagine a young girl playing with a puzzle. She puts the pieces together and delights in her accomplishment. But, she won’t want to put another puzzle together right away, unless a new element of play is introduced. She will want to do another one, if, for example, she must complete the puzzle with an additional obstacle such as a time limit or missing pieces or if she is tasked to complete the outside edge first; the task becomes challenging and different enough to pique her interest.

The female video gamer wants a diverse set of quests that require looking at the game from different perspectives to keep her engaged in game play. If in order to defeat the dragon, she just has to figure out the correct weapon for each particular battle, she will lose interest. But, if choosing the correct weapon is related to decoding a set of hieroglyphics in the dragon’s lair, she’s in. Make each mini-quest creative and unique in its approach, and you’ve got a game that truly speaks to girl gamers.

Getting To Know The Guy Gamer

The video game industry clearly understands the way male gamers play. They have created games with established rules, situations for repeated negotiations through game play, and ample opportunity for play through competitive engagement, complete with accessories.

To get the picture of male gaming, imagine two boys playing in the yard with their homemade swords and shields.  They create the basic setting and quest:

Boy #1: “I’ve just crash-landed on Mars and I’ve got to find the missing piece of my spaceship. You’re an alien who wants to stop me.”

The rules are created as they go along, creating a constant renegotiation of game terms:

Boy #2 “This is my lightening sword. It shoots lightening bolts!”

Boy #1 “Well, my shield is made of rocks from Neptune and it stops lightening bolts.”

Then they battle for a bit until new terms are introduced:

Boy #2 “I’ve cracked your shield! Now I can get you with my lightening sword.”

Boy #1 “But I’ve built a force field around this tree so if I’m touching it, you can’t get me.”

And the battle continues creating opportunities for mini-battles/quests along the way to the culminating obstacle at end of the game.

These same elements are seen in video games that are marketed towards male gamers. You want the golden key? Well, you’d better figure out what weapon you’ll need to defeat the fire breathing dragon who guards it. In the end, once the mini-puzzles are solved and the main quest is finished, the game ends and the gamer is triumphant.

Finding The Middle Ground

There are games that are making inroads by appealing to both male and female gamers. Bethesda’s “Skyrim,” for example, allows you to create your own male or female character in the game (and the female isn’t a caricature of what Barbie would look like after committing to P90X workouts, an element that often turns off female gamers). Skyrim creates a world of infinite random intricate quests that appeal to the female gamer’s need for more variation in game play, however, Skyrim was still only marketed to reach male gamers, with no hint at female characters or diverse game play in its marketing efforts. The “Skyrim” trailer, with its montage of battles, dragons in flames, and hairy-armed lead character, screams “battle, battle, battle!” But, that’s not all Skyrim is about. Bethesda missed a huge segment of the market by not selling to women as well.

I often hear from industry insiders that they are concerned that marketing to female gamers will decrease the interest of their male gamer customers. Meanwhile, advocates insist they are not talking about trying to market the softer side of “Call of Duty MW3″ to fifth grade girls, but instead are talking about showing more than just guy-game “skill kills” and explosions to appeal to the multi-dimensional interests of mature female gamers.

It will take a single game to prove to the industry the power of the female gamer. One game with “Skyrim”-quality graphics, a dynamic, adventurous plot, opportunities for character development with a female character who exudes power and control, and challenging quests that require both skill and complex puzzle solving. This game will be marketed to male gamers as well as female gamers without speaking to the misconstrued stereotypes that permeate the industry.

The Princess Problem

Look around. Chances are the women and girls you know in your world don’t fit pre-established gamer stereotypes, not even when they’re in the midst of playing a game. Stereotypes won’t drive the industry; understanding how gamers play will. Game designers must also realize that though there is tremendous variation in the thematic interests of female gamers at different ages, there are some constants over time that help identify the preferences in game play of both male and female gamers.

Witness the uproar over Lego’s new line for girls, with its pink and pastels. Some people like it and some people find it condescending to say that a toy appeals to girls simply because of its color scheme. The game play is the same, building structures. But, by focusing on pastel colors, the theme is limited. Which brings us to the whole “princess” theme dilemma, which many women find offensive. While it may not be one’s preference, it is important to recognize the appeal of the princess to a little girl. The theme is less about promoting a patriarchal, dynasty-driven, repressive female stereotype than it is about a little girl feeling special, important, and powerful. She is not paying any attention to the fact that, in a real-life princess scenario, she would have to marry to enter into this life, or that she is participating in an antiquated monarchial society. Quite frankly, she doesn’t care. The theme may be pink gowns and tiaras, but the play is about power. I have yet to meet a girl who rejects the notion of being a princess because of its misogynistic structure; rather, she enjoys it because being a princess (or rock-star, or whatever the power-position of the decade is) is all about being powerful, important, and in control.

As girls grow up and become teenagers and adult game players, the theme of princess may fade, but play that allows positions of power, importance, and control only grows. I challenge the game industry to look beyond color-schemes and old stereotypical game themes for girls and to approach gaming for female gamers in a new way. Forget themes of pink, princesses, and puppies. Instead, concentrate on how the game is played. Game play that speaks to the way female gamers play will make the princess debate dilemma irrelevant. With no pun or insult to the Bard intended, when it comes to designing for female gamers, the play is indeed the thing.

About Jennifer Shanley

Jennifer Shanley, CEO of Zwirlz, Inc., an entertainment software company with an eponymous video game for young girls, has a background in video game marketing and design and the psychology of play. She lives in upstate New York with her husband and two children. She can frequently be found at the International Center for the History of Electronic Games with a pocket full of quarters.

(For the industry perspective, check out Reaching The Female Gamer By Ignoring Stereotypes from Jen Shanley, industry veteran and CEO of Zwirlz.)

To contact Julia or other members of the Youth Advisory Board, send an email to youthadvisoryboard @ ypulse.com or simply leave a note in the comments…

The Girl Gamer Perspective: Marketing Messages Miss The Target

Gamers are usually portrayed as members of a few different categories: socially awkward oddballs, nerdy teenage boys, or chubby immature adults living in their parents’ basements. However, there is one stereotype that applies to all gamers: “real gamers” are always male. Marketers seem to have adopted these stereotypes, believing that that women don’t play games very much, and even those who do aren’t “hardcore” gamers. In their opinions, women are only interested in games that involve fashion, pop songs, puppies, or, of course, weight loss.

However, women actually constitute 42% of American gamers. Although many in the marketing world assume that these women are only interested in casual games (like “Bejeweled,” “Mariokart,” and “The Sims”) or games that specifically target a female audience (like Barbie games for little girls or exercise games for grown women), in reality 44% of female gamers prefer genres other than casual, exercise, or music.

Many girls, myself included, love games like “Final Fantasy” that revolve around character development and a great plot instead of just focusing on combat. Such games allow the player to alter the character’s personality and direct the plot through the decisions they make. I find these elements particularly appealing. Some other games that fall into this category are “Fallout 3,” “Dragon Age,” the “Fable” games, and the “Elder Scrolls” series. As part of the deep character customization system built into these games, players can choose nearly every aspect of their character, from looks to attitude to gender.

Unfortunately, other than “Fable 3,” which wins some points for depicting a female lead on the website (though absent from the cover art for the game itself), most games never feature the female version of the protagonist online, in commercials, or on billboards. When I looked at the website for the “Elder Scrolls V: Skyrim,” I couldn’t find one picture that featured a protagonist other than the burly male warrior who appears in every single piece of marketing for the game. Yet, “Skyrim” is one of the most engrossing and entertaining games I’ve ever played. When I first saw a billboard for the game, I never would have guessed that it would appeal to me. A similar game series called “Dragon Age” definitely appeals to women; it even lets you date the handsome male NPCs, and feels almost like an interactive novel. However, the marketing for “Dragon Age” is similar to that for “Skyrim” — you wouldn’t guess that you can select your character’s gender.

Advertising that only focuses on combat, and always features an intimidating warrior who looks like a medieval version of The Hulk doesn’t make “Skyrim,” or any other game, appealing to women. When I first played “Skyrim,” I was immediately struck by how realistic the world is, and I’m still hooked on it. Players can meet many different characters, engage in a variety of activities aside from slaying dragons, and affect the outcome of the game through their actions. It probably goes without saying that I think many girls who don’t have previous gaming experience would enjoy this title if they gave it a chance.

Plenty of women play these types of games and others that game makers and marketers tend to believe are “boys only” territory — “Left for Dead” is yet another good example — but marketers and the media don’t seem to acknowledge this. Furthermore, even in the gaming world, there are many negative stereotypes about female gamers, that they’re weak and incapable of beating men. This doesn’t really happen much outside of multi-player, but it’s not rare in online shooters. I’ve had boys ask me if I’m really a girl and other rude questions. I also think that many girls don’t feel comfortable telling others that they like playing video games because it’s perceived as nerdy or weird. Other students in my classes probably wouldn’t guess that gaming is one of my hobbies, and while some girl gamers talk about what games they like, I know plenty who prefer to keep their hobby a secret.

I think this is partially because marketers are still convinced that girls only like games that are pretty and pink or casual games, which are easier to pick up. Unfortunately, the game industry is currently dominated by executives who don’t see a need to develop games for or market to women — except, of course, to create products that fit into their preconceived notions of the types of games women should be playing. The game industry is blatantly disregarding a huge segment of the market that they clearly should acknowledge. I hope that eventually the game industry will get over its prejudice towards female gamers, because it will help combat negative stereotypes and perhaps help girls feel more confident about pursuing their own interests, even if they’re geeky, and inspire others to try video games for the first time.

About Julia

Julia is a freshman in high school in Claremont California. A self proclaimed Otaku (anime obsessive person) she strives to complete her immersion into the world of Japanese pop culture. In between school and homework she watches the latest Japanese anime on the internet, reads manga, plays video games, and practices Japanese. Though she is not a fabulous writer by nature, Julia does enjoy writing fan fiction related to said interests and occasionally immersing herself in online role-play sessions. In addition, she loves mashing up anime and game clips into anime music videos which she posts on YouTube, participating in her school’s debate team in novice LD, and of course reading. Julia is incredibly excited to be on the Youth Advisory Board, and able to express her opinions, which she has plenty of.

To contact Jerica or for more information about The Mash, email themash @ tribune.com.

Zombie Land: Move Over Vampires, There’s A New (Undead) Sheriff In Town

From the magical “Harry Potter” series and the extremely sparkly “Twilight Saga,” the supernatural have dominated teen pop culture. Now, how about a horde of decaying creatures just begging for some human company? It might be a while before we have a zombie romance — rotting corpses are unattractive and unfortunately don’t have rock-hard abs — but zombies are becoming very popular lately. Feed your craving with these zombie-themed favorites.

Books

“Pride And Prejudice And Zombies”
Author Seth Grahame-Smith puts his own nightmarish spin on a classic romance novel. Readers get most of Jane Austen’s original story, but also illustrations of Elizabeth Bennet determined to wipe out the zombie menace. What man wouldn’t fall for a woman who kills zombies?

“The Zombie Survival Guide”
This is your go-to guide for surviving the impending apocalypse. Author Max Brooks gives in-depth and illustrated descriptions of the undead enemy and how to fight them.

“World War Z”
Another by Max Brooks, this novel tells the devastating experiences of survivors from the worldwide zombie war, following the battle from beginning to end as society faced near destruction. Bonus: Brad Pitt stars in the movie adaptation set for December 12.

“Zombies vs. Unicorns”
A group of authors take sides to prove which mythical creature is better: Team Zombie, led by Justine Larbalestier, or Team Unicorn, led by Holly Black. Read unique short stories and author commentary about zombies and unicorns.

Movies

“Dawn Of The Dead”
This is probably the best zombie flick of all time. A band of people hide out from the apocalypse in an empty shopping mall, making it their home as they fight off zombies and a gang of bikers.

“Shaun Of The Dead”
Shaun just can’t catch a break: He’s not taken seriously at work, he loses his girlfriend, and the world gets taken over by zombies. But he’s determined to prove his worth as a hero instead of a loser, and win back his girlfriend.

“Zombieland”
A downplayed “Scott Pilgrim”-esque storyline thrown into a brutal apocalyptic world, unlikely hero Columbus teams up with tough Tallahassee to find zombie-free territory while crossing paths with two sneaky girls trying to survive by any means necessary.

TV

“High School Of The Dead”
This anime features a group of high schoolers and their school nurse in the middle of the outbreak. They set off on a journey to survive the virus plaguing the world and survive the fall of humanity as they know it.

“The Walking Dead”
Officer Rick Grimes and his family join a team of survivors as they search for a safe haven from the horde of “walkers.” Relationships are formed and broken, and their humanity is at stake. Based on the graphic novel by Robert Kirkman.

Fashion

“Every Night I Have The Same Dream, Issue 2, Volume 1″ T-Shirt
From threadless.com, this nightmarish shirt features graphic zombie-versus-human battle scenes in the style of a comic book on the front and back of the shirt.

“I Wouldn’t Be Caught Dead In A Zombie Apocalypse” T-shirt
If you’re the type to keep your closet fully stocked with supplies and know exactly how to maneuver your way around the undead, then this shirt from Hot Topic is for you.

Iron Fist “Dead Broke” Wallet
Earn some odd stares from cashiers with this soft vegan vinyl wallet by Iron Fist. For $20, who better to guard your cash than a zombie?

Iron Fist “Zombie Stomper” Platform Shoes
Iron Fist has the perfect shoes to match your Iron Fist wallet!

“Keep Calm And Kill Zombies” Zip Hoodie
Inspired by the “Keep Calm and Carry On” poster, this hoodie from Hot Topic will help you keep your cool while you’re fighting off zombies.

Music

If that’s still not enough zombie action for you, check out the Zombie Lover’s Playlist on The Mash!

About Jerica
Jerica Griffin is a student reporter for The Mash, a weekly teen-focused publication in Chicago, where this article originally appeared.