Moms Who Play Games Online | The Results People

Today?s gamers are not the typ?i?cal male teens or over?weight males, liv?ing in their parent?s base?ment, sur?viv?ing on junk food. Indus?try research, such as one con?ducted by Enter?tain?ment Soft?ware Asso?ci?a?tion (ESA*), revealed some inter?est?ing demo?graphic?facts about Women and Mom?gamers:

• Forty-two per?cent of all play?ers are women, and women over 18 years of age are one of the industry?s fastest grow?ing?demographics.
• Adult women rep?re?sent a greater por?tion of the game-playing pop?u?la?tion (37 per?cent) than boys age 17 or younger (13?percent).
• Ninety-one per?cent of the time par?ents are present at the time games are pur?chased or?rented.
• Par?ents also see sev?eral ben?e?fits of enter?tain?ment soft?ware. Sixty-eight per?cent of par?ents believe that game play pro?vides men?tal stim?u?la?tion or edu?ca?tion, 57 per?cent believe games encour?age their fam?ily to spend time together, and 54 per?cent believe that game play helps their chil?dren con?nect with their?friends.

Online gam?ing is an inte?gral part of a mom?s day. Today?s over?booked moms are engag?ing in online games to relax, unwind and escape from their busy lives. Moms also play along?side their kids or super?vise them as a fun fam?ily activ?ity. These moms look for game sites that pro?vide a safe, age-appropriate environment?while still deliv?er?ing enjoy?able, high-quality games. With many online gam?ing options avail?able, a safe and appro?pri?ate envi?ron?ment is a key fac?tor. Moms are care?ful to approve only those sites that meet their key require?ments, including:

1. Is this site safe and appro?pri?ate for my child?s age?
2. Is it a high qual?ity expe?ri?ence worth my child?s time?and my?time?

Impli?ca?tions for?Marketers:

• Moms play online games to enjoy time with their kids or to unwind and escape on their own.? They typ?i?cally go online in the evening when they have the time to relax and enjoy the expe?ri?ence. Mar?keters need to have a pos?i?tive, recep?tive mind?set (e.g. not reach?ing moms when they are pay?ing bills, look?ing for par?ent?ing advice, check?ing emails, etc.).
• Moms are not all the same ? they have dif?fer?ent pro?files (val?ues, moti?va?tions, and online behav?iours). Mar?keters should look to connect/engage these key seg?ments in a unique and tar?geted approach in line with their user expe?ri?ence (i.e. co-play VS solo play moms) ? to cre?ate or inte?grate a brand?s mes?sage within an authen?tic and engag?ing gam?ing?experience.
• Cre?ate pos?i?tive brand asso?ci?a?tion and longer last?ing brand value by build?ing a branded fam?ily enter?tain?ment expe?ri?ence where kids and/or moms can engage and play together (i-e.. multi player games, branded games and awards they can com?pete for, leagues, cre?ative?animations).
• Enable moms to engage in a branded gam?ing expe?ri?ence across plat?forms (i.e. iPhone, iPad, Face?book). Moti?vate them to spread the brand mes?sage and pos?i?tive gam?ing expe?ri?ence through net?works of fam?ily and friends (i.e. Face?book social plug-ins).
• Make sure the advertiser?s brand mes?sage is within a high qual?ity, age appro?pri?ate gam?ing expe?ri?ence in an envi?ron?ment moms? trust.

*The ESA is the U.S. asso?ci?a?tion ded?i?cated to serv?ing the busi?ness and pub?lic affairs needs of com?pa?nies pub?lish?ing inter?ac?tive games for video game con?soles, hand?held devices, per?sonal com?put?ers, and the?Internet.

Inter?ested in learn?ing more about women behav?iours and inter?ests? Down?load our recent study ?A Glimpse into the Online Behav?iours of Women?.

Image: David Castillo Dominici

Tags: Entertainment, games, Mediative, moms, online campaign, online games, Pattriana Rao

Source: http://theresultspeople.com/2012/02/13/moms-play-games-online/

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