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: “Master of None represents my generation because it takes the little things (going to a taco place) and expands on how the choices are debilitating.”—Female, 33, MN

We know how many Millennials planned to watch last night’s debates, but how many knew they could watch in virtual reality? VR social network AltspaceVR has created an experience that allows participants to watch live debates virtually, in a VR re-creation of NBC News Democracy Plaza at New York’s Rockefeller Center. At the launch party, attendees, including Al Roker, were represented as avatars and instead of applause, emojis were used to express reactions. AltspaceVR has been working to build a virtual community over the past year and hopes to bring people together during “a bitterly divided campaign” with the new experience. (The Verge

The latest smart toys are getting kids away from screens. Global sales of smart toys are expected to increase from $2.8 billion in 2015 to $11.3 billion by 2020, and according to one expert, synching a toy to a phone or tablet will soon be as common as putting in batteries. To appease parents concerned with screen time, these toys are increasingly about physically interacting with the toy itself, putting apps in the background. One example of the trend is Smarty: an internet-connected personal assistant for kids that answers questions, reminds them to do their homework, streams music and books, and more. (The Guardian

What’s holding back the Millennials from creating more startups? Money. A new study found that 72% of 18-34-year-olds see entrepreneurship as being "essential for new innovation and jobs in our economy," and almost eight in ten see working for a startup “a signal of success”—but only 22% say they would start one of their own. Lack of capital is holding four in ten back from taking the risk—for women and minorities that number is even higher. (Business Insider

Toy brands are constantly competing for kids’ attention, and now that industry drama is coming to the small screen. Amazon is introducing Toy Wars, a drama series based on the rivalry between toy giants Hasbro and Mattel. The show is based on the non-fiction book Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the Companies that Make Them, which follows a “free spirit” Hasbro executive who was forced to take over the company when his “marketing genius” brother passed away from AIDS. The series will be co-written by Book Of Mormon star Josh Gad and The O.C. creator Josh Schwartz, whose father helped turned Hasbro into a top toy company. (Deadline

Communal housing is a growing Millennial trend, but it also dates back to the Middle Ages. Co-housing groups have been catching on as young people and families look to share household responsibilities, cut costs, and have a deeper sense of community with others. While it might seem strange in modern times, the instinct is ancient: According to A World of Their Own Making: Myth, Ritual, and the Quest for Family Values, medieval Europe homes were “essentially gathering places for small groups of revolving residents,” where people lived with friends and extended communities. (The Atlantic

Quote of the Day: “Adventure Time is the show that best represents my generation because we like the nostalgic aspect of watching cartoons but we also like off-the-wall plots.” –Male, 21, MI 

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