The Girl Gamer

Kristin Bell

Statistics show that women like to play video games, but there is a lack of research that takes us inside the minds of girl gamers. As part of their attempt to better understand women, the Lifetime cable network has conducted a yearlong study into women’s gaming habits. Their findings were enlightening:

• 76% of women play electronic games. In fact, women are more likely than men to play during the weekday, and tend to weave games in and out of their lives, playing for shorter time periods, but with more frequency.
• The favorite platform for women to play games is online, while men rank the Xbox 360 in the top spot. The most popular console among women is the Nintendo Wii.
• Women tend to perceive video game marketing as being directed at men. A note for those interested in marketing to women: 89% of women value their alone time, but gaming is not among the first things that come to mind when they are considering “me time” activities.
• Women are all over the charts when it comes to gaming style. Their investment in gaming, and the extent to which they want to socially interact, varies wildly, but they can be categorized into five different types:
  • Competitors play for self-challenge or to compete with others. They derive a sense of satisfaction from games that involve strategy and are difficult to master. They are likely to use games as a social outlet to meet new people, and they appreciate quality graphics.
  • Immersives like role playing and avatar games that put them in control. This type of gamer is usually introverted and creatively inclined, and plays to release stress.
  • Minders want to be challenged mentally through games. They want to be able to get in and out easily and do not care much about graphics. They don’t like mindless games, and do consider games to be a “me time” activity
  • Bonders like to play games that allow for physical activity, and like to play with others. These gamers are not likely to play alone, and tend to enjoy games they can play with their families.
  • Dabblers prefer card and puzzle games, and do not see gaming as a social activity. They play games when there is nothing better to do, and want to get in and out easily.

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