Female Target Audience
While discussing different kinds of sports today with friends following observation was shared: the male athletes tried to beat their own score each time they engaged in their chosen sport, while the female athletes focused on the physical activity itself and did not care to beat their own scores or set their goals higher. Even though this is a rather simplified and generalized theory it made me think of games and why certain games are not played by a bigger female audience.
As I have stated before, I do not believe in an inherent difference in gender behavior but strongly believe that our behavior as it is today is primarily formed by observation and education. Society’s way of teaching gender specific behavior has created women that look for something else in a game than high scores and competition. Or so it seems (even though this cannot be generalized that easily).
In order to interest a female target audience into playing a game, the goals need to be different. Instead of competition as the incentive a certain gain or benefit has to come from playing the game. By playing the game some kind of improvement has to be rewarded to the player, that is not solely based in competitive grounds.
Or, at least, this is what went through my mind a millisecond after I have heard the theory on the female approach to gaming.
I am not sure, though, that this is really the case, since most games reward the player with some sort of improvement. Educational games improve the mind, while FPS train motor skills and reaction time. Adventures taught me how to think out of the box and come up with rather creative solutions to the problems presented to me in the game. I cannot think of a game genre that does not, in one way or another, improve some area for the player without having to cater to the urge to compete with others.
I wonder if the lack if information and knowledge about this keeps some women from gaming or if there is another component that is less attractive for a female target audience.
Filed under: game, Game Related, Gamer Girls, target audience | 4 Comments
Tags: female, Gamer Girls, gamers, games, genre, target audience