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Study: Online Gaming Gains Popularity with Women

Image From a Women's Gaming PortalA survey released by comScore finds that online gaming is increasingly attracting women, specifically those part of younger and older demographics. This is most likely the result of the emergence of gaming content, portals and Web sites specifically targeting this audience.

Compared to last year, the study found significant market growth among teenage girls between the ages of 12 and 17 and women between the ages of 55 and 64. The total female online gaming audience increased by 27 percent in August 2008 to nearly 43 million visitors. However, the number of female gamers in the 12-24 grew by 55 per cent, while the segment of women ages 55-64 inflated by 43 per cent. Read More...

The appearance of many new online gaming website appealing to women is largely responsible for this increase. Notably fashion and dress-up sites, such as Stardoll.com, DressUpGames.com, and I-Dressup.com, and virtual worlds such as Neopets and Gaiaonline.com attract a younger female audience. On the other hand, newly developed partnerships between women's content portals and casual game sites, such as iVillage.com's partnership with Pogo.com games contribute to the increase in mature female online gaming.

"Many advertisers and their ad agencies have long understood the appeal of online gaming among teenage boys, and they have now found creative ways to effectively reach these female audiences with targeted ad campaigns," said Edward Hunter, Director of Gaming Solutions at comScore.

"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," Hunter added.