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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The Newsfeed

Quote of the Day: “When deciding what products to buy, what’s most valuable to me is reviews from users regardless of whether or not I know them.”—Female, 32, MA

Adidas is continuing to take customization to the next level, with a new pop-up store that creates custom clothes in a majorly futuristic way. Knit For You, located in Berlin uses a laser body scanner to determine exact measurements for their personalized merino wool sweaters. To select their design, shoppers go into a dark room where patterns that can be adjusted with hand gestures are projected on their chests. The final chosen product is then knitted, washed, and dried in-store to be picked up in hours, for the price of $215. (Business Insider

BuzzFeed’s wildly popular food platform Tasty is expanding into the coffee business. In a partnership with NBCUniversal, Tasty has begun selling Brooklyn Roasting Company coffee beans, and of course, they’re “offer[ing] a quiz to help with decision making.” Quiz-takers will be asked about their favorite fruit, how they feel about caffeine, what their ideal morning is like, and more, to which they can answer with emojis. Once the coffee choice is made, consumers can make it even more personal by creating their own labels. (Grub Street)  

Chinese Millennials are using digital devices for “connection, discovery and actualization,” more often than their American counterparts. A recent global survey from Labbrand found that 85% of Chinese Millennials are using their phones to make in-store payments on a weekly basis, compared to 44% of U.S. Millennials. They’re also more likely to broadcast their behavior online: Over seven in ten Chinese Millennials are posting movie, restaurant, travel, and other activity-related reviews weekly and over half say they share everything they do online, compared to 44% and 28% of U.S. Millennials respectively. (ReadITQuik

What cities are Millennial homebuyers flocking to? According to an analysis by LendingTree, the top three are Pittsburgh, Washington, D.C., and Des Moines, Iowa—based on mortgage requests by those 35 and under. The online loan company says that on average 36.1% of all their mortgage requests came from the age group, a slight increase from the year before, which they say is “thanks to a stronger jobs market and overall economy.” They expect to see more young buyers looking for homes as financial situations keep improving. (Yahoo FinanceCredit.com

YouTube is being criticized for filtering LGBTQ content. Recently, YouTube creators have discovered that some content featuring LGBTQ titles and themes are being filtered when users enable “Restricted Mode” to screen out “potentially objectionable content.” YouTuber Neon Fiona pointed to her own page as evidence, citing that videos with “girlfriend” in the title were filtered under the mode, but videos with “boyfriend” in the title were not. Not all LGBTQ content is filtered and one YouTuber observes, “This is something that no one’s really sure how it’s working.” (Tubefilter

Quote of the Day: “When I was watching the Super Bowl, I switched the channel or left the room when it was a commercial break.”—Male, 27, MN

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