Mobile-Gaming Moms
by Jennifer Thayer
Whether it’s driving the kids to soccer games and being their biggest fans in the stands or keeping the house together, cooking family dinners every night and working to make ends meet, moms are often the ones who run the world. And this world they tend to rule, is expanding into the mobile technology arena and the gaming that goes on within it. In fact, mothers have recently become the single largest demographic in mobile gaming which is shaping digital marketing strategy for advertisers along with the general gaming industry.
Some Statistics and Reasons Why
Rapid smartphone and tablet emergence in the tech field has helped push progressive digital graphics technology, giving way to widespread adoption of mobile games by demographics formerly untapped. According to the Entertainment Software Association, women 18 years and older are now the biggest group of video gamers in the nation and more specifically, moms account for the majority of it. A recent study by game publisher WildTangent found 80% of moms, new ones and experienced veterans, play games at least once a week via mobile device.
Many reasons could be pointed to this shift and expansion of the formerly exclusive “no girls allowed” club the gaming universe has been known to be. Graphic processing chips within mobile devices have enabled all types of games and applications to come to market. Technology such as Snapdragon’s quad-core processor not only runs crystal clear images for car-racing games that typically attract male audiences, but also allows for seamless social media-sharing integration featured in modern gaming – games in these categories often appeal to social friendly female users. And because smartphones and tablets have become an integral method for people and especially moms to manage daily life, the accessibility to games on a Samsung Galaxy or iPad has congruently increased.
The Influence on Mobile Marketing
The female head of the household is in charge of approximately 85% of purchasing decisions made. Furthermore, women shell out 31% more for in-app purchases and invest about 35% more time in game applications than their male counterparts, based on a study conducted by Flurry from Yahoo! Advertisers favor these statistics and embrace mobile technology as their go-to platform that gets their name in front of this fruitful, spend-happy audience. The extension in audience target for gaming is a meaningful one and has convinced and rallied brands to pour marketing dollars into mobile marketing strategies. With such a highly engaged viewership now being held in mobile game applications, companies are moving with the turn and promoting on these crucial digital outlets.
Gaming Industry to Game On!
The gaming industry will continue to grow exponentially with the continuing rise of mobile device availability and advancement. Currently, games are the top-grossing purchases in mobile app marketplaces and it is estimated that mobile games will become a $40.9 billion economy by 2017. The mobile component of gaming has fueled the industry to develop games in every category and not just traditional “shooter,” “sports” and “battle” formatted entertainment. With this promising revenue growth for the gaming market, it’s safe to say game publishers will work to invent even more games that appeal to all types of people, particularly mothers who offer a great potential for investment, be it time or in the ad sponsors that pop up within a game.
It makes sense that those who run their lives on mobile devices would also maximize their time on them, playing games that entertain, educate and guide fitness goals. Gaming companies have caught on to the trend and are happy to keep up to demand by providing apps catered to mom. Marketers are also on board with the prominent new demographic. After all, moms know best and it’s in the best interest to agree with the boss.
About the Author: Jennifer Thayer is a technology writer from Southern California. She is passionate about exploring new ways technology can be used to make day-to-day tasks easier. Follow her on Twitter
Photo Credit: © Can Stock Photo
