Toy Companies Encouraged to “Play Like A Girl!” in
Males and teens are not the only
ones uttering desperate pleas of “aw, come on, five more minutes
please – I’m almost to the next level!” Research shows
that females are more avid game players than males.
According to Forbes.com, Games Girls Play, “While casual games
appeal to everyone from pre-teens to older men, women are the most
likely to pay for them…75% of those who pay for casual games are
women and 72% are over 35 years old.
Women tend to play games online to provide stress relief, for mental
exercise and also for convenience. There are a wide variety of
games available: from role playing video games to online versions
of favorite classics such as Sudoku, card games, and from simulation
games (e.g., The Sims series) to social gaming within a social network
setting (e.g., Farmville on Facebook). Regardless of what kind of
game is chosen, females are spending a significant amount of time online
playing games by themselves or competitively against other players.
How does this affect the toy industry
According to research (Nielsen @Plan Profile Report Rel 1 2010),
females that frequent ad-supported gaming websites were often moms and
homemakers who ranked high against the following online behaviors:
- Purchased children’s clothes and/or shoes online in the last
- Purchased toys/non-computer games online/offline in the last six
- Researched parenting/family information online in the last 30
Additionally, studies show that Moms ages 25-54 spend an average of
75 minutes, three times per week playing games online.
According to Debbie Ibarra, Digital Supervisor at Blue Plate Media
Services, “Advertising within the casual, female targeted online
gaming space provides an effective way to reach and connect with your
female/mom target audience during her leisure time. It’s not
about pushing your message. It’s about aligning and
integrating your message in a contextual manner.”
Online games can be found both at dedicated gaming sites such as miniclip.com and shockwave.com,
and can also be found as a major section on large, female centric sites
such as mylifetime.com, USA (TV) network’s site (aka
USA Character Arcade), etc.
A variety of advertising options on these sites are available for toy
companies that are interested in reaching moms and other females in an
engaging environment where they will be exposed over a long period of
time to the product and brand.
Custom games, product integration, sponsorships, and high impact
units such as site takeovers and/or fixed positions that feature several
products are just some online branding units/tactics that can
effectively align a product or brand with an online mom audience.
For as little as $25K, toy companies can build an online campaign
– including banners, sponsorships, advergames, skins, pre-roll,
mid-roll, post-roll, game overs, etc. – that not only drives game
play but also drives brand awareness and product sales.
For additional information and a free consultation on online or
other smart, efficient, integrated media solutions that reach and engage
with your kids- and mom-focused consumer, contact Blue Plate Media
Services (908-918-0202; firstname.lastname@example.org
Blue Plate Media is a strategic media partner with the Toy
Industry Association and a media advocate for