Social Games in the UK mostly played by women


Although I find the term ‘social games’ not really appropriate, since all multiplayer games have a social function, I decided to copy the term anyway. Social media is another term I don’t really like, but it’s a quite common expression for social networks and digital community media like Youtube. I would rather speak of community-based games and digital communities as such.

Source: Lightspeed research UK

London, (March 19th 2010) – The rising popularity of games played on social networking sites is well documented, but findings from the Global Web Index, a collaboration between online market research provider Lightspeed Research and Trendstream, have identified the most addicted players. The stereotype of ‘geeky’ teenage boys obsessed with computer games certainly doesn’t fit social gaming which appeals to people with large families, women and divorcees- all embracing the new ‘geek chic’. By engaging with a more diverse and larger audience, social gaming is revolutionising the gaming market and having a big impact on the types of games produced. This new way of playing games promises to deliver mass market appeal, as well as fresh opportunities for brands to engage with consumers.

Women take the lead

The large majority of UK respondents (54%) claim that playing games is one of the main reasons they use the internet. Online games are competing head-on with PC games: 28% of users play online games and 24% of respondents play short/casual games on a social network.

The survey shows that at 27%, women are more likely to play online games and social games than their male counterparts (22%). Tom Smith, Managing Director of Trendstream who led the research says “Women are particularly attracted to short, casual games involving an active community like Farmville, Cafe Wars or Pet Society. Women also spend more time on social networks in general. Social games are accessible, free and they don’t take up much time. Plus they are distributed through the network, which is a key factor driving their take up.”

Read the full article on Lightspeed research

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