Why Tweens Aren't Playing Your Games

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More than half of tween girls in the U.S. are playing online games. So, why aren't they playing yours? Developers need to take the time understand this lucrative demographic, what makes them tick and …

More than half of tween girls in the U.S. are playing online games. So, why aren't they playing yours? Developers need to take the time understand this lucrative demographic, what makes them tick and the unique set of challenges they face online (hello age restrictions, content that simply isn’t designed for them and parental monitoring!). The stakes - and the payoff - are high, and in this session Spil Games’ Game Development Director, Peter Hofstede, will expose the secret world of tween girl gaming. He'll explore best practices and share insights on:
Do’s and dont's for girl game designers
Assessing popular gameplay genres and mechanics, pulling from real examples from platforms and developers that have successfully reached the tween girl demographic
Looking to the future, understanding the necessary steps to reach the next level in this market.

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  • 1. Why Tweens Aren’t Playing Your GamesPeter Hofstede, Game Development Director
  • 2. About Spil Games @Hofstede 15 languages Close to 200 Platforms for million active Girls, Teens unique users and Families each month Partnership with leading Girls 11 billion developers www.girlsgogames.com game plays in like Bigpoint Ages 8 – 12 2011 and Digital 7.6M MAUs in the US Chocolate Variety of games
  • 3. Evolution of games @Hofstede 80’s 90’s Golden Age Consoles, start of online ? Sources: ABC News, Wikipedia, Entertainment Software Association
  • 4. @Hofstede 12% Female players 47% Female players Tween Girl2000 - Casual Gaming Online Gaming Games - Today
  • 5. Tweens market: Generation “C” @Hofstede 68% broadband access 2 of those hours on mobile devices $50B spending power More than 50% own smartphones 7.5 hours of media each day Amount of time with Very fragmented television is decreasing Sources: ZDNet, Bloomberg Businessweek, CNET, NYTimes
  • 6. Gameplay behaviour @Hofstede Sources: Harvard Business Review
  • 7. Age groups @Hofstede 4 – 6 discovery 7 – 8 follow 8 – 12 diverge Sources: Harvard Business Review
  • 8. Media consumption @Hofstede Sources: Harvard Business Review
  • 9. @Hofstede
  • 10. @HofstedeTween Girl Top Genres
  • 11. 1 Fashion, makeover, beauty @Hofstede
  • 12. 2 Roleplay @Hofstede
  • 13. Animals, Pets, caring3 @Hofstede
  • 14. Personality tests and self expression4 @Hofstede ME! ME! ME! 80,000 pieces of content added daily
  • 15. 5 adventure @Hofstede
  • 16. @Hofstede
  • 17. @HofstedeTop design tips
  • 18. Don’t: Ignore parents @Hofstede Trust your intuition Be too wordy Overcomplicate it Make it look like Homework
  • 19. Do: @Hofstede Get to know what tweens want Mine the real world for Love your game inspiration Keep it simple Focus on the visuals
  • 20. @Hofstede
  • 21. Discussion @Hofstede Peter Hofstede, Game Development Director Peter.Hofstede@spilgames.com @hofstede