"Women are just underserved in being targeted as gamers, generally, from an advertising lens,"
"When brands are getting into gaming, I think there's still a lot of this bias around, oh, we're trying to reach, like, Gen Alpha and Gen Z men in this category."
"However, because there are so many large casual gaming companies interacting with brands like Zynga and King, the people who are buying and planning media for that category are actually probably more advanced than some other categories at knowing that their audience is playing games."
"Courtney Cox and Lisa Kudrow are in a really cute, funny ad for 'Royal Kingdom.' More and more, we're definitely seeing celebs involved with these games, and the celeb that they're choosing to be in the game is definitely that celeb"
Cozy and casual gaming growth has led to more titles and products specifically targeting women, and gaming companies increasingly recognize female gamers across genres. Advertisers and media buyers, however, still often view the gaming audience through a male-centric lens, under-serving women as a targeted consumer segment. Zynga reports that many female gamers watch cable channels such as Hallmark, Bravo and Lifetime, with 59% watching in the past week and 61% favoring Bravo. Casual gaming publishers partnering with brands may be more advanced in audience awareness. Celebrity-driven mobile game ads are rising, with stars appearing in campaigns to reach broader demographics.
Read at Variety
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