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Touchy Ground This is very subjective. There is no ONE 43-yr-old woman. Most female game developers would disagreewith me. I speak for myself, not for Zynga.
We’ve experienced a sea change re: whose mindshare we have access to
Ten Years Ago… HARDCORE GAMERS GAMERS CASUAL GAMERS Passionate about games Opportunistic play of traditional games, consoles FIND games they enjoy on the web And break-outs were very exceptional We made games for people who were… INTO games!
Suddenly, we’re under the noses of EVERYONE “a friend of yours played a game…”
HARDCORE GAMERS GAMERS CASUAL GAMERS “ACCIDENTAL” GAMERS Don’t seek out games but will play them when they come to them. And we’re finding all kinds of people who didn’t know they were into games.
We’re spoiled. We are used to making games for a captive audience.
Understanding (and Respecting) the Accidental Gamer
(But those are people with leisure time.) Let’s talk about moms.
In the game of raising kids… Energy Brain Power Composure these are your resources.
Kids have Al states behavior breakdown distress cease fire cuddly With a gravity well at the bottom
You WANT to spend resource on progressionMore often spending it on disaster avoidance and basic maintenance. Energy Brain Power Composure Resource are frequently TAPPED OUT.
Non-linear day WAHHHHHHHHHH!!!!! MOM!! Where’s a changing table? Shit. DIAPER GROSS-OUT! Shit, why is she getting so pissy? Look up this rash on the web. Need more diaper cream! Need to pack pad in the bag!!! Clean up that spaghetti on the wall. Doc says try rice milk…
Repair Remember Regroup Restrategize This is when it makes sense for me to game. Naptime is special
When I game, I don’t want to be: Bothered Hassled Challenged I’m already good for all that stuff, thx.
A game for moms would be wise to… Pour her a proverbial glass of wine Expect little Be charming …be easy to love.
Creative outlet Keep connected “ Good for others more than 80 percent of social gamers [report] that playing social games strengthens their relationship with friends, family and colleagues. Information Services Group / Popcap Study, 2010 Good for me Relaxes me Brain Age, Nintendo Wii Fit, Nintendo