The Girl Gamer Perspective: Marketing Messages Miss The Target

Julia is our gaming expert on the Youth Advisory Board, and as a girl gamer, she’s frustrated that so many of the video games she enjoys are rarely presented as being female-friendly. She may never have picked up Skyrim, which quickly became one of her favorites, if she hadn’t heard from other girl gamers that it had some great features because the game was only marketed to guys. She explains below…

(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

Intense Girl GamerGamers 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…

 
 

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Millennial News Feed

Quote of the Day: “Pandora is my favorite app because I LOVE music and creating stations that introduce me to new songs I didn't know about.” –Female, 31, GA

Snapchat, one of Millennial and teens’ top ten favorite apps, has major plans to be the future of media, and make a lot of ad dollars in the meantime. But they’re also trying to turn a profit another way: good old-fashioned merchandise. Snapchat towels are on sale on Amazon, and fans of the platform can also buy official Snapchat plushies. (And no, neither will disappear three seconds after purchasing like the reviews say.) (Digiday)

Speaking of Snapchat…Yahoo’s new Livetext video messaging app is rolling out in countries around the world and trying to appeal to “the Snapchat generation.” Livetext adds video—without sound—to one-on-one texting conversations so that users can see the people they are talking to. Threads disappear after a session is over, but Yahoo says the app isn’t a Snapchat competitor. (Engadget)

Millennials are going to miss Jon Stewart. According to a new poll, one in ten 18-29-year-olds say they trust The Daily Show or now defunct Colbert Report the most to tell them what’s going on in the world. While CNN ranks higher than other traditional channels on the list so “could reap some of these young abandoned viewers,” we think it’s more likely that they’ll continue to use social media and other alternative programs as their news sources. (Washington Post)

Calvin Klein has a long-standing tradition of sex-appeal marketing, and their latest campaign is inspired by sexting and so called hook-up culture. The ads include text screenshots and messages “inspired by real matches, texts + encounters.” The effort is clearly targeting Millennials, who are often believed to live in a casual encounter culture, but we should point out that for many brands these days sex doesn’t sell like it used to. (Business Insider)

Unemployment is reportedly down among young consumers, but that doesn’t mean that more Millennials are moving out of mom and dads. According to Pew analysis, 18-34-year-olds are less likely to be living independently of their families than they were “in the depths of the Great Depression.” In fact, the number heading up their own households has actually decreased during the past few years of supposed economic recovery: in 2015, 67% of Millennials over 18-years-old are living independently, compared to 69% in 2010. (Pew Research)

Quote of the Day: “Google Maps is my GPS and I would be lost without it.” –Female, 22, DE

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