why tweens aren't playing your games

Why Tweens Aren’t Playing Your Games

Peter Hofstede, Game Development Director

@Hofstede

15 languages

Close to 200 million active unique users each month

11 billion game plays in

2011

Partnership with leading developers

like Bigpoint and Digital Chocolate

Platforms for Girls, Teens and Families

Girls www.girlsgogames.com Ages 8 – 12 7.6M MAUs in the US Variety of games

About Spil Games

@Hofstede

Sources: ABC News, Wikipedia,

Entertainment Software Association

Evolution of games

80’s Golden Age

90’s Consoles, start of online

?

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2000 - Casual Gaming Online Gaming Tween Girl

Games - Today

12% Female players 47% Female players

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Sources: ZDNet, Bloomberg Businessweek, CNET, NYTimes

Tweens market: Generation “C”

68% broadband access

$50B spending power

Very fragmented

7.5 hours of media each day

2 of those hours on mobile devices

More than 50% own smartphones

Amount of time with television is decreasing

@Hofstede

Sources: Harvard Business Review

Gameplay behaviour

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Sources: Harvard Business Review

4 – 6 discovery 7 – 8 follow 8 – 12 diverge

@Hofstede Media consumption

Sources: Harvard Business Review

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@Hofstede

Tween Girl Top Genres

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1 Fashion, makeover, beauty

@Hofstede Roleplay 2

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3 Animals, Pets, caring

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ME! ME! ME!

80,000 pieces

of content

added daily

4 Personality tests and self expression

@Hofstede adventure 5

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@Hofstede

Top design tips

@Hofstede

Be too wordy

Make it look like Homework

Overcomplicate it

Ignore parents Don’t:

Trust your intuition

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Get to know what tweens want

Focus on the visuals

Mine the real world for inspiration

Do:

Keep it simple

Love your game

@Hofstede

@Hofstede Discussion

Peter Hofstede, Game Development Director

Peter.Hofstede@spilgames.com @hofstede