Women Give Pay-To-Play Game Model Thumbs Down
Although women enjoy playing games on social media sites such as Facebook and MySpace, most put restriction on themselves if required to open their wallets, according to more than 700 women who shared their insight on social media gaming.
The study, conducted by Q Interactive and Engage Expo, reveals that 42% of women call themselves gamers -- of which 7% would consider themselves obsessed, compared with 45% who say they have an obsessed friend who like to play. About 24% of women admit that the games are additive, 21% believe it makes you neglect other areas in your life, 17% believe it's a waste of time, 7% call it a competitive indulgence, and 4% think it's childish. Ironically, only 16% "do" or "sometimes do" hide their gaming habit.
Sixty-seven percent who participate in the Q Interactive study think it's acceptable to play social games between one and five hours per week, and some believe it's okay to play much more.
Despite the love these women have for playing games, they don't want to pay to play. When asked whether they would play their favorite game if they were charged, only 11% said yes and 17% maybe.
More than half -- 55% -- of women remain fearful that companies will charge in the future, Marj Calinog, vice president of business development at Q Interactive, believes there are other ways to reach women aside from charging them to play the games. Game developers could work with brands, such as Pampers, to pay for leads, and give consumers the points to play the game, she says.
Companies that insert their brand in the game without asking consumers to pay have a much better chance of earning their trust and loyalty.
And while 77% of moms allow their kids under age 18 to play daily or weekly, 83% say spending on games remains off limits. Of moms who do let them spend, only 3% spend more than $20 a month.