Many games are said to be designed for a female audience, but do we really understand what this target audience is all about? Do we understand what they are looking for, what they enjoy and why they play games in the first place? Tamalaki has published more than 50 Android titles that are mainly popular among women 30+. We have listened carefully to what our audience has to say, and believe me, they are quite vocal. We'd like to share some of our experience and stories.

1. The "Playing-5h-a-day Non-gamer”
(Women Gamers)
Martine Spaans
FGL.com

2. Things to cover
Things to Cover
• History: Why were games for boys?
• Profile of the “Non-gamer”
• Non-gaming behavior
• Popular content
• What do Non-gamers like?
• How to reach Non-gamers?

3. Quick Intro
• 8 Years Online Game Industry experience
• Licensing Manager @ Spil Games
• Online Marketing @ Ubisoft
• Owner @ Tamalaki Publishing
• Business Development @ FGL
• Marketing Advisor at CFE

4. Worth the Attention
http://www.flurry.com/blog/flurry-insights/mobile-gaming-females-beat-males-money-
time-and-loyalty#.U_jKv16nKaA

5. A Brief History…
70’s 80’s

6. A Brief History…
• Result: From Famicom to GameBoy

7. Games for Women? Nothing New
• 1990: Monkey Island
• 1993: Myst
• 2000: The Sims
• 2006: Wii Console
• Online Game Boom: Bejeweled, Book Worm,
Mahjong, etc..

8. Profile
Profile
• Yes, the “Housewives” profile is correct
• Don’t identify with “Gamers”
• “Laggers” (will resist to new technology at
first)
• Don’t talk openly about their games

9. This is silly….I’m probably the only
one…right?

10. Non-Gamer behavior
Non-gamer Behavior
• Play on phones, tablets and e-readers
– PC games too (But no Steam)
• Scattered gaming
– 2-5 Games at the same time
– Short game cycle, but long game sessions (average
of nearly 5 minutes!)
• Motivation:
– Connecting with friends (social)
– Self Improvement

11. Popular content
Popular Content
• Hidden Object
• Match-3
• Word Games
• Brain Training
• Time Management
• Nothing too experimental, fast of abstract

12. Respect Your Audience
• Don’t “Shrink it and Pink it!”

13. Non-gaming Likes
Non-gamers like…
• Low permission requirements
• Honest in-game purchases
• Good customer support
• Special deals

14. Non-game Marketing
Non-gamer Marketing
• Mailing List
• Cross Promotion

15. Non-game Marketing
Non-gamer Marketing
• Notifications
• Loyal if treated right. And they will tell you what they
like if you ask.

16. Stats
Loyalty Stats
• 46% Retention Rate across all games
• Home Makeover 2:
– Day 1: 40%
– Day 7: 15%
– Day 30: 2%
• Blackstone Mysteries:
– Day 1: 40%
– Day 7: 25%
– Day 30: 10%
– 19% plays more than 10 sessions!
• Both games have mainly US audience.

17. Non-game Marketing
Resources
• No Girls Allowed – Tracy Lien
http://www.polygon.com/features/2013/12/2/5143856/no-girls-allowed
• Flurry Insights Blog
http://www.flurry.com/blog/flurry-insights/mobile-gaming-females-beat-males-
money-time-and-loyalty#.U_iWcfmwJCg

18. Thank You!
• https://www.fgl.com/mobile-platform/ for more
info.
• Go to https://www.fgl.com/blog/ to read the
article about this presentation!
Martine Spaans
Business Development Europe
martine@fgl.com