We want to re-create classic console games for tablets, mobiles and laptops.
This would simply not work for women – unappealing. Can you imagine a women in this ad? Console games no longer relevant to women as they grow up, money prioritised on other things – women will no longer spend money on purchasing a console – multi use devices only.
Very male orientated website. Immediately excludes women
I got woken up to the annoying sound of my alarm at 7am! I stayed up all night finishing my assignment, it’s still not done, I’m stressing!
Young women feel nostalgia when reminiscing abut games from their
Oneevaluation of beliefs is that gaming is expensive. We are going to change this belief by showing mobile gaming is a one off small cost.
Flatmates are the biggest influence, possibly because the women are students and want to make a good impression for their new friends
EA Female Gaming presentation
Analyse EA’s target markets To carry out primary research into the female gaming market To gain insight on the female gamers segment to enable EA to target them more efficiently Provide advertising and marketing strategies suited to targeting this segment To strengthen the belief that mobile gaming for women is convenient and a good use of time.
EA is a major developer, marketer and publisher No.1 publisher in western markets with 16% segment share The only console game that EA offers that women think could target them is The Sims Second-largest social games company on Facebookhttp://www.youtube.com/watch?v=vJ7xkDAqklw
Arnould, Price and Zinkhan (2004) Profile of the target audience- demographic/psyschographic Day in the life to reflect this
Women Age 18 – 25 Busy student life, with little time and money Sociable Live away from home
Woke up to alarm at 7am Snooze, snooze, snooze Oh no! It’s 8am, 20 minutes to get ready! Shower, put face on, print off essay Hair got priority over breakfast! Just made the bus, had to stand up. Sore legs, frizzy hair, empty tummy!
Five hours of boring lectures zzzzzzzz! Travel back on bus, check Facebook and play a quick game of Angry Birds! Back at the flat at 5pm and make some food Now it’s time to relax!
Csikszentmihalyi & Rochberg-Halton, 1981 An insight into consumers by analysing the possessions that have high emotional value to them People invest emotional value into objects, which often relates to memories or values which are specific to the individual
Favourite room- bedroom Atmosphere- cosy and warm Objects- teddy, photos, food, phone Memories, people, comfort, security Focus on themselves and the present
Ernest Dichter Research to understand the underlining meanings behind behavior and product use. This enables us to structure our marketing, tailored for the specific target segment. Questionnaire regarding the female gamers.
Memories- Spyro, Mario, Sonic, Crash Bandicoot, Rayman Play games for enjoyment Multiple use devices-phones and laptops
Zaltman Metaphor Elicitation Technique Gerald Zaltman & Joseph C. Wilson To develop creative strategic solutions to marketing problems managers need guided by effective models and theories Includes using visual images gathered by consumers to create metaphors which represent consumers’ feelings and emotions towards a subject
Theory of Reasoned Action Martin Fishbein and Icek Ajzen Predictions of behaviors and intentions Suggests that a persons behavioural intention depends on their attitude about the behaviour and subjective norms Measures a persons relative strength of intention to perform a behaviour
Salient Beliefs Belief strength (bi) Evaluation score Product (biei)Play video games (ei)…is expensive 6 4 24is a sociable 5 6 30activityis competitive 5 5 25helps me feel a 4 6 24sense ofachievementprovides an 5 5 25escape from dailylifeis a good use of 2 6 12timeon the go is useful 5 6 30
Data- students are lazy, stressed and have low disposable income Theme- want games as escapism but won’t buy a console Insight- games are a cheap way to escape from daily stresses
Elaboration likelihood model Model of how attitudes are formed and changed The ELM distinguishes between two routes to persuasion: the "central route” and the "peripheral route"
Strong messages:Poster: Woman trying to fit an x-box into handbag and failing, sees another woman putting her phone into her bag. Smart phones are just as powerful as computers nowadays.TV advert: Its been scientifically proven that gaming helps de-stress, help remove the memory of trauma and increase brain power (expert from oxford university research study). Less stress = Less wrinkles.Billboard: Gender role reversal. Man with face pack and woman really into a game. Fact- 38% of all game players are women
53% of all mobile gamers are now women Don’t get left behind…
Weak messagesTV adverts: Montage of Rihanna during her busy day, playing on her phone at any chance she can get. Young woman gets home from uni and starts playing on her phone in the living room, walls collapse and room turns into a tropical paradiseMagazine advert: The cheaper way to escape- shows prices of holidays and then price of game app laid out like a holiday ad
Mobile entertainment industry was worth $33 billion in 2010. By 2015, this industry is expected to be worth $54 billion! 53% of mobile gamers are now female 84% of tablet owners play games – 68% of these play at least one hour a day 58% of most popular developers are making multiple platform apps. A new survey shows a third of all mobile phone users in the UK and USA have played a game in the past month. sourced by: www.redmondpie.com
We want to strengthen the belief that gaming can be used as escapism, rather than out of boredom or to be social EA needs to increase games for phones and laptops, along with marketing Create new replicas of old games to play on phones and laptops to create nostalgia