The document discusses research conducted to understand female gamers in order to help EA better target and market to this segment. It outlines researching the female gaming market, conducting a profile of typical target audiences which are busy female students aged 18-25, and reviewing various consumer behavior theories that could provide insights such as how possessions hold emotional value or how metaphors represent feelings. The goal is to strengthen the belief that mobile gaming provides an escape and is a good use of time for women. Strategies discussed include creating new mobile versions of nostalgic games and increasing mobile game offerings and marketing.

2.  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.

3.  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
Facebook
http://www.youtube.com/watch?v=vJ7xkDAqklw

5.  Arnould, Price and Zinkhan (2004)
 Profile of the target audience-
demographic/psyschographic
 Day in the life to reflect this

6.  Women
 Age 18 – 25
 Busy student life, with little time and
money
 Sociable
 Live away from home

7.  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!

8.  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!

9.  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

10.  Favourite room- bedroom
 Atmosphere- cosy and warm
 Objects- teddy, photos, food, phone
 Memories, people, comfort, security
 Focus on themselves and the present

11.  Ernest Dichter
 Research to understand the underlining
meanings behind behavior and product
use
 Scientific research alone is not
enough, meanings behind what
motivates someone to buy/do
something is more effective, through a
questionnaire about the subject

12.  Memories- Spyro, Mario, Sonic, Crash
Bandicoot, Rayman
 Multiple use devices-phones and laptops
 Play games for enjoyment

13.  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

15.  Theory of Reasoned Action
 Martin Fishbein and Icek Ajzen
 Predictions of behaviors and intentions
 Suggests that a person's behavioural
intention depends on their attitude
about the behaviour and subjective
norms
 Measures a person's relative strength of
intention to perform a behaviour

16. Salient Beliefs Belief strength (bi) Evaluation score Product (biei)
Play video games (ei)
…
is expensive 6 4 24
is a sociable 5 6 30
activity
is competitive 5 5 25
helps me feel a 4 6 24
sense of
achievement
provides an 5 5 25
escape from daily
life
is a good use of 2 6 12
time
on the go is useful 5 6 30

17. Salient Referents Belief strength (bi) Motivation to Product (bimi)
comply (mi)
Boyfriend 4 3 12
Mother 4 3 12
Father 4 3 12
Brother 4 1 4
Sister 3 2 6
Friends 4 3 12
Flatmates 5 3 15

18.  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

19.  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"

20. 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 ad – 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 for gender role reversal. Man with face
pack and woman really into a game. Fact- 38% of all
game players are women

21. 53% of all mobile gamers are now women
Don’t get left behind…

22. Weak messages- TV adverts:
 Montage of Rihanna during her
day, playing on her phone at any chance
she can get
 Young woman gets home from uni, starts
playing on her phone, walls collapse and
room turns into a tropical paradise
 Magazine ad- The cheaper way to escape-
shows prices of holidays and then price of
game app laid out like a holiday ad

23. 7 day trip to the
Caribbean?
£1,500

24. Spa day?
£150

25. An escape to a virtual world?
£1.99

26.  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

27.  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