TimmyH"Sporty" Girls play computer games, not sport
July 18th 2008 04:44
Computer games have long been considered the domain of guys. Well, more specifically, of “computer geeks” who we generally stereotype as males. But Ubisoft, a French games publisher has begun a “Games for girls” branding strategy.
Tony Key, Ubisoft’s senior vice president of sales and marketing says that the “tween” market for Girls games has grown by over 60 percent, with 6 of the top 10 Nintendo games currently aimed at this demographic.
“Imagine,” by Ubisoft is the most popular third party title at the moment on the DS. The game allows girls to pretend to be animal doctors, fashion designers, chefs and other professionals. The game has sold more than 4 million units worldwide in the past year and is still at the top of the best-sellers list.
“You definitely cannot call them casual,” Key said of young girl gamers. “They’re playing and buying a lot of games.” With that in mind, Ubisoft is set to expand its “Girl Brand” in October to include titles like “Teacher,” “Interior Designer,” Movie Star” and “Wedding Designer.”
The venture is based on extensive focus-group studies by the company into the aspirations of girls in the work place.
One of the favourite games in the bunch is “Party Babyz.” Girls control characters which can appear as babysitters and entertain the little tykes by having them race, dance and have soap bubble contests.
“Ener-G” is the new brand of game producer which taps into what they believe is young Girl’s excitement and interest in sports. They call it “the first sports brand dedicated to girls.” Key has suggested that the interest in sports is at an all-time high among young girls, with one in two girls playing sports in 2008 and 50 percent of all high school athletes being female.
Interesting concept given that they are avoiding physical activity by staying indoors to play video games isn’t it?
Tony Key, Ubisoft’s senior vice president of sales and marketing says that the “tween” market for Girls games has grown by over 60 percent, with 6 of the top 10 Nintendo games currently aimed at this demographic.
“Imagine,” by Ubisoft is the most popular third party title at the moment on the DS. The game allows girls to pretend to be animal doctors, fashion designers, chefs and other professionals. The game has sold more than 4 million units worldwide in the past year and is still at the top of the best-sellers list.
“You definitely cannot call them casual,” Key said of young girl gamers. “They’re playing and buying a lot of games.” With that in mind, Ubisoft is set to expand its “Girl Brand” in October to include titles like “Teacher,” “Interior Designer,” Movie Star” and “Wedding Designer.”
The venture is based on extensive focus-group studies by the company into the aspirations of girls in the work place.
One of the favourite games in the bunch is “Party Babyz.” Girls control characters which can appear as babysitters and entertain the little tykes by having them race, dance and have soap bubble contests.
“Ener-G” is the new brand of game producer which taps into what they believe is young Girl’s excitement and interest in sports. They call it “the first sports brand dedicated to girls.” Key has suggested that the interest in sports is at an all-time high among young girls, with one in two girls playing sports in 2008 and 50 percent of all high school athletes being female.
Interesting concept given that they are avoiding physical activity by staying indoors to play video games isn’t it?
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