Woman, Mobile Gaming and Advertising

• Posted: Wednesday, August 02, 2006
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• Author: pradhana

Sande Chen, the steering committee for Women in Games International write in her article The Rise of the Woman Gamer, that:

“Females particularly enjoy puzzle and arcade games, as indicated by the current Top 10 mobile game sales by revenue share. That's similar to the downloadable casual game market, where it is already noted that female players outnumber male players. While the large casual game portals have recognized and catered to female players, their sports titles regularly go unnoticed by female players more interested in the card, word or puzzle games.”

While, according to the October 2005 IGDA report, "Game Developer Demographics: An Exploration of Workforce Diversity," 10% of game designers are female and overall, females comprise 11.5% of surveyed game developers. The majority of females in the industry are not in production jobs, but fall under the category of operations, information technology, or human resources.

eMarketer finds that mobile gaming is growing not only in the US, but globally, with $2.5 billion in worldwide mobile gaming revenue for 2005. eMarketer also cites recent IDC numbers that show US revenues from mobile games rising to $1.5 billion in 2008, from $600 million in 2005. Mobile gaming is a very potential market and it's no big news. There's a lot of money out there, but what is interesting for us is that advertisers can also take advantage of the situation.

According to eMarketer senior analyst James Belcher the opportunities are mostly connected to location-based and multiplayer games which will allow advertisers to precisely target their prospects. Also, mobile gaming can work for branding, so we can expect mobile advergames to grow. Of course distribution (costs) will be an issue, but hopefully Bluetooth connections will solve every problem allowing user to by-pass carriers in the download flow.

Related story:
Game Developer Demographics: An Exploration of Workforce Diversity
Mobile Advertising Starts to Take Off
Mobile ad models are evolving
EMI and Rhythm NewMedia pioneer mobile video advertising
Mobile Advertising - yes or no?

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