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Female Gaming on the Rise

Online games appeal to young girls, older women

Marketers interested in targeting teen girls and leading-edge baby boomers may want to look at online gaming sites.

The total female online gaming site audience was up 27% in August 2008 over August 2007, to nearly 43 million visitors. Growth was even faster among female gamers ages 12 to 24 and 55 to 64, according to comScore Media Metrix.

"With the increased interest in online gaming among the highly lucrative teenage girl and older female demographic segments, marketers who have been hesitant to transfer some of their ad spend to the gaming space may now be taking a second look," said Edward Hunter, director of gaming at comScore, in a statement.

Gaming has become nearly universal among all teens.

comScore said that fashion and dress-up sites and virtual worlds such as Neopets and Gaia Online helped the category grow in popularity among younger girls. More older women visited gaming sites because of partnerships between women's content portals and casual game sites, such as iVillage's partnership with Pogo.com games.

Read more - eMarketer

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