With the increasing numbers of women playing online video games there is a huge opportunity for advertisers to take advantage of the situation.
Women are truly the most powerful consumer demographic on the planet and according to Cloutier, they influence more than 83 percent of all consumer purchasing decisions. Women are more brand- loyal than men are. Women are also more likely to buy based on “soft factors� such as the retail experience, relationships and community. The loyalty of women to a particular online game group or other online social group provides a powerful marketing opportunity for all products such as automobiles, movies, clothing and dining. (Cloutier, 2004:2)
MSN’s popular gaming site MSN.Zone.com uses advertisements that clearly reflect the growing female audience. Household brands such as Chrysler, JC Penny and Weight Watcher are just some examples of the advertisements on MSN. MSN cleverly capitalises on the gaming audience by enticing them to shopping sites. This is achieved through extensive hyperlinks and persuasive strategies. (Cloutier, 2004:2)
Companies such as Chrysler are inventing their own online games. The ‘Chrysler Get Up and Go’ campaign gives website visitors a test to determine their travel personality and discover which of the Chrysler’s vehicles suited their profile. On the game there was a share- with-a-friend button so the player could find out who among her friends was a compatible day- tripper, Thereby including a ‘social aspect’ to the game. A registration form at the end of the game allowed players to request a brochure for the vehicle that suited their personality. The nature of the game successfully stimulated its players and created awareness for the brand Chrysler brand. (Oser, 2004: 56)
The benefit to advertisers using online gaming sites to promote their products is the possibilities of online referrals. It is known in the marketing industry that a personal referral is one of the most effective ways to promote a product. The female demographic demonstrates a high referral performance. (Cloutier, 2004: 56) Therefore, women who play online together will see the advertisements on the gaming site together and comment on whether they have had a good or bad experience with the brand.
The cost of advertising in gaming remains smaller than in traditional broadcast mediums. Advertising in gaming has great potential for reaching a more qualified audience in a setting that is extremely social, interactive and ready to buy. However, as the social pace increases, women are becoming more weary about their online presence and advertising. They become tired of poorly focused advertisements, spam and pop-ups. Therefore, advertisers should remember that a well planned and executed marketing portfolio, that includes online gaming, will win the consumer groups and the new social circle.
Coultier, R.( 2004) ‘Online gaming: the new social circle’, Mass High Tech [online], Vol. 22, Iss. 38. pp16. Available: [Go to Article] [Accessed 16/10/04]
Oser, K.(2004) ‘Moms are unsung players in gaming world’, Advertising Age [online], Vol. 75, Iss.22. pp56-57. Available:[Go To Article] [Accessed 16/10/04]
