[casual_games] Gender and casual games research

[Ben Lewis]

Ulrich,

 

Which academic discipline are you approaching this research from
(psychology, mass communication, sociology)? If it's mass comm, you could
consider adoption of innovation or perceived interactivity as a theoretical
basis. I'm nearly done with my Master's thesis on measuring effects of
in-game advertising, and the theory bit was definitely a pain.

 

Try these sources for more general stats on modern gamer demographics:

 

 

Castronova, E. (2005). Synthetic worlds: The business and culture of online
games. Chicago: University of Chicago Press.

 

Fattah, H., & Paul, P. (2002, May 1). Gaming gets serious. American
Demographics, 24, 38-43.

 

Nelson, M. R. (2002). Recall of brand placements in computer/video games.
Journal of Advertising Research, 42(2), 80-93.

 

Reynolds, C. (2004). Game over. American Demographics, 26(1), 34-38.

 

Sennott, S. (2005, January 31). Gaming the ad. Newsweek, 145(5), E2.

 

Takahashi, D. (2000, December 18). Games get serious. Red Herring.
http://www.redherring.com/Article.aspx?a=2405
<http://www.redherring.com/Article.aspx?a=2405> 

 

Wegert, T. (2005, September 22). Gaming 101. ClickZ Network.
http://www.clickz.com/experts/media/media_buy/article.php/3550216
<http://www.clickz.com/experts/media/media_buy/article.php/3550216> 

 

 

Hope this helps.

 

 

Ben Lewis

Yatec Games

Marketing and Sales

(225)274-1550

 <mailto:blewis at yatecgames.com> blewis at yatecgames.com
 <http://www.yatecgamescom> www.yatecgamescom

 

  _____  

From: Ulrich Tausend [mailto:ut at neodelight.com] 
Sent: Sunday, July 16, 2006 4:55 PM
To: casual_games at igda.org
Subject: [casual_games] Gender and casual games research

 

A week ago I asked on this list for research material about casual games.
Thank you for everybody who helped me!
Now I narrowed down my field of interest to the topic of:

"Gender and casual games"

Basically I want to give an answer on why women between 35 and 50 seem to be
the most important market for casual games.
"Why do more women play casual games than men, while in total way more men
play computer and videogames than women?" 

I have some ideas why that may be the case, the problem is I would need
theoretical backing for my speculations.

- Probably women just like to play differently: they seem to prefer
nonviolent, non-aggressive, more "positive" games in "realistic" settings?
Probably they don't want to challenge themselves when playing (as many men
do)  but just search a quick relaxing experience? 
- Probably women don't want to be gamers (something which is generally
attributed to (young) males). That is not a problem with casual games
because casual gamers often don't see themselves as gamers?
- Probably the dog bites its tail: Casual games are produced with women in
mind and so women buy them (and hardcore games are produced with men in
mind)? 
- Probably it is not gender but how experienced you are with computers and
computer interfaces? 

I could also need more statistical information about how many men and women
play computer and videogames and how many men and women play casual games.

I don't know yet if gender is really that important for our market. But I
would like to look at casual games from a gender perspective. 

-- 
Ulrich Tausend

Neodelight/Neokolor GbR
Berlin - Munich

Phone - Mobile: +49-179-2951979
Phone - Skype In: +1 (347) 223-5845
Fax: +49 (30) 69088434
Skype: uli1000

ut at neodelight.com <mailto:ut at neodelight.com> 
www.neodelight.com <http://www.neodelight.com>  [games division]
www.neodelight.com/about/neodelight
<http://www.neodelight.com/about/neodelight>  [corporate] 

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