Women Give Pay-To-Play Game Model Thumbs Down

by Laurie Sullivan, Feb 22, 2010, 7:30 AM

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Most women enjoy shopping and spending money. Some even consider it mindless entertainment to walk through malls or scan favorite retail Web sites before opening their wallets to purchase special items. Not so for those who frequently play games on social media sites, such as Facebook and MySpace, according to a recent study.

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.

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0 comments on "Women Give Pay-To-Play Game Model Thumbs Down".

1. Pam Piccola-fales from Digitas LLC
   

   commented on: February 22, 2010 at 10:27 a.m.

   "Most women enjoy shopping and spending money."

   Really? This is the sort of deathless commentary we're getting from MediaPost? Wonder what will come out of the stereotype grabbag tomorrow...

2. Adam Day
   

   commented on: February 22, 2010 at 12:27 p.m.

   Pam, simply put women are smarter and better shoppers, just ask my wife. Any guy that has a family and thinks they are the decision maker is sadly mistaken. Women have huge influence over the house hold and discretionary budget.
   Give consumers a free game or free app and then sell the sponsorship advertising by driving consumer traffic and monetizing the network audience. Oh yea, U.S. Patent # 6,749,511. Demonstrating technology and licensing in the retail businesses segment. www.retailporomotions.com
   

3. Marilyn Smith from 811media
   

   commented on: February 22, 2010 at 1:13 p.m.

   "About 24% of women admit that the games are additive..."

4. Katy Kelley
   

   commented on: February 23, 2010 at 3:45 p.m.

   Perhaps women aren't looking to pay for gaming on Social Media sites (like Facebook and Myspace) because the user-experience is so poor. I am a level 62 dwarf in World of Warcraft, a program that has revolutionized online interactive gameplay. As a woman, I understand being the minority in the space...but as all things in life, you get what you pay for. There is a premium for high-end gaming, unlike the dull and uneducated "gaming" elements built into Facebook. The rich media graphics just aren't there yet. Perhaps in the future, but for now I feel rich gaming has to be in it's own space.

5. Lazaro Fuentes from Hip Venture Company, Inc.
   

   commented on: February 23, 2010 at 4:01 p.m.

   This should read... Study Finds That Women's Affinity to Pay-to-Play Game Models In Line with Industry Standards.

   These are not negative statistics.

   Most would kill for the 3% (mentioned) that are spending more than $20 a month.

   Frankly, most would kill for the 3% to spend $1.00 per month.

6. Lazaro Fuentes from Hip Venture Company, Inc.
   

   commented on: February 23, 2010 at 4:13 p.m.

   Following up on my last post, let me give you an idea of what 3% paying $20 would look like at the most recent DAU [Daily Active Users] on Farmville:

   $600,000 a day

   $219,000,000 [that's 219 + six zeros after it] Annualized

   ...Not a bad thing. A great thing!
   

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