![]() It ended up with studios creating games for a stereotype: a fictitious and overly simplistic view of what might interest women, with very little understanding of the nuances the chosen demographic actually wanted. Worst still, not all too many developers successfully went much deeper than that, believing that focusing a title on cute animals with big eyes was how you made a games ‘female friendly’.Ĭrowdstar challenged that assumption with the creation of the Covet Fashion and Design Home games, and it paid off. In practice, what this translated to was - at least initially - a series of “cute” style games taking care of sweet animals, managing a farm packed full of farm animals with massive eyes, or dressing up games with way too much glitter and pink everywhere. Since Facebook fully embraced free-to-play, many developers have strove to get to grips with what’s perhaps rather crudely been referred to as “female first” gaming - to make their name as a company that truly understands and delivers on an underserved demographic in the market. But I feel we have a long way to go.This post is by Adam Telfer and Michail Katkoff cross-posted from Adam's consultancy's blog “The opportunity is there, and no one has claimed it.” “This is a blue ocean, with so many smartphones and tablets out there in the hands of women,” he said. But many of those are considered casual, which is less engaging than “core games,” Tseng said. Lots of casual games have taken off with women, such as social-casino games, city-building games, and farm games such as Zynga’s FarmVille. “We are driven by the understanding of the audience at a much deeper level,” Tseng said. CrowdStar is trying to create themes, art styles, and games that can result in deeper, more mature experiences for women, Tseng said. But that game has a cartoon-oriented art style. Other titles, like Kim Kardashian: Hollywood, are aimed at women and are proving extremely popular. If that means pushing the boundary of what a game is, then that’s OK, Ethington said. Women are interested in new experiences, and CrowdStar is trying to figure out original entertainment products for women. And half of the players say that Covet Fashion is more influential than friends or family in fashion purchases.Īround 5 percent of the players are men, even though there aren’t any clothes for men yet.īut CrowdStar isn’t working on just one game. “We did a necklace promo, and that drove 40 percent of one brand’s e-commerce sales in the holidays.”Ībout 80 percent of users say that Covet Fashion made them aware of a brand, Tseng said. “This is about driving value for the brands, which give our users exclusive discounts,” she said. ![]() Covet Fashion drives traffic to real fashion vendors since players can purchase real clothes from within the app. Rather, it creates co-marketing opportunities. ![]() Ethington said that the company doesn’t charge brands to put their clothes in the game. One of the opportunities is working more closely with brands. ![]() “We think we can still get four or five times better revenue and much better engagement,” Tseng said. Every time the company does an update, engagement and revenue improve. Soon, CrowdStar will introduce fashion houses for players, who can gather together like clans in the Clash of Clans mobile game and compete against other player-run fashion houses. ![]()
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