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: “My aspiration is to retire early and travel!” –Male, 27, CA

They’re putting off marriage and they’re moving back in with mom and dad—and we’re not just talking about Millennials. While younger consumers are becoming “boomerang kids” at higher rates, more Gen Xers and adults at all age levels are living at home than they did 30 years ago. The share of adults who have never been married, while highest for Millennials, has also “swelled” for almost all age groups. (CityLab)

Burger King’s Peace Day partnership offer to McDonald’s was brusquely dismissed, but plenty of other burger chains are willing to play. The pop-up Peace Day shop to raise money for UNICEF will now be created with smaller brands like Denny’s, Wayback Burgers, Krystal, and Giraffas, all of whom reached out to Burger King on social media to announce their eagerness to collaborate. We think young consumers like when brandsPlay Nice with one another, so despite criticism, the campaign is hardly a failure. (AdAge)

Would you ever book a flight if you didn’t know the destination? While your answer might be a strong “NO,” several airlines are using “blind bookings” to “generate some excitement and capitalize on the spontaneity and sense of adventure among younger travelers.” The surprise destination tickets are cheaper, and some brands allow participating customers to pick their dates and interests (partying, culture, shopping, cities, etc.) before choosing their endpoint for them. (WSJ)

The 2015 SAT must have been a doozy of a test. Scores were down seven points from the previous year, their lowest since 2005 when the test was last reworked. The number of students who are considered “prepared” for college is down 16% among black students and 23% among Hispanic students. One factor in the drops is the fact that more students are taking the test than ever before, but high school math and reading skills may be an issue. (The Daily Beast)

While more brands amp up their digital efforts, experiential marketing may be more important than ever to appeal to young consumers, who are looking for unique activities they can talk about on social. Adult Swim’s pop-up drive-in theatre is certainly giving them a sharable moment. The brand is touring the country to give fans 18 and older outdoor screenings of unaired episodes, along with free food truck treats, trivia, and prizes. (Adweek)

Quote of the Day: “A major life milestone that happened this year was that I met my idol, Taylor Swift.” –Female, 22, CA

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