Moms who play games online

Today’s gamers are not the typical male teens or overweight males, living in their parent’s basement, surviving on junk food. Industry research, such as one conducted by Entertainment Software Association (ESA*), revealed some interesting demographic facts about Women and Mom gamers:

  • Forty-two percent of all players are women, and women over 18 years of age are one of the industry’s fastest growing demographics.
  • Adult women represent a greater portion of the game-playing population (37 percent) than boys age 17 or younger (13 percent).
  • Ninety-one percent of the time parents are present at the time games are purchased or rented.
  • Parents also see several benefits of entertainment software. Sixty-eight percent of parents believe that game play provides mental stimulation or education, 57 percent believe games encourage their family to spend time together, and 54 percent believe that game play helps their children connect with their friends.

Online gaming is an integral part of a mom’s day. Today’s overbooked moms are engaging in online games to relax, unwind and escape from their busy lives. Moms also play alongside their kids or supervise them as a fun family activity. These moms look for game sites that provide a safe, age-appropriate environment—while still delivering enjoyable, high-quality games. With many online gaming options available, a safe and appropriate environment is a key factor. Moms are careful to approve only those sites that meet their key requirements, including:

  1. Is this site safe and appropriate for my child’s age?
  2. Is it a high quality experience worth my child’s time—and my time?

Implications for Marketers:

  • Moms play online games to enjoy time with their kids or to unwind and escape on their own. They typically go online in the evening when they have the time to relax and enjoy the experience. Marketers need to have a positive, receptive mindset (e.g. not reaching moms when they are paying bills, looking for parenting advice, checking emails, etc.).
  • Moms are not all the same – they have different profiles (values, motivations, and online behaviours). Marketers should look to connect/engage these key segments in a unique and targeted approach in line with their user experience (i.e. co-play VS solo play moms) – to create or integrate a brand’s message within an authentic and engaging gaming experience.
  • Create positive brand association and longer lasting brand value by building a branded family entertainment experience where kids and/or moms can engage and play together (i-e.. multi player games, branded games and awards they can compete for, leagues, creative animations).
  • Enable moms to engage in a branded gaming experience across platforms (i.e. iPhone, iPad, Facebook). Motivate them to spread the brand message and positive gaming experience through networks of family and friends (i.e. Facebook social plug-ins).
  • Make sure the advertiser’s brand message is within a high quality, age appropriate gaming experience in an environment moms’ trust.

*The ESA is the U.S. association dedicated to serving the business and public affairs needs of companies publishing interactive games for video game consoles, handheld devices, personal computers, and the Internet.

Interested in learning more about women behaviours and interests? Download our recent study “A Glimpse into the Online Behaviours of Women“.

Image: David Castillo Dominici