How female gamers’ habits affect ad buying

The landscape of media consumption is undergoing a significant transformation, particularly among female audiences. Traditionally, advertisers aiming to reach women have focused on specific television channels known for their female-skewing content. However, a closer look reveals a powerful, often overlooked, overlap: the “female casual gamer” is not only engaging with mobile games but also maintaining strong viewing habits on networks like Hallmark, Bravo, and Lifetime. For ad buyers, understanding this intricate crossover presents a unique opportunity to refine targeting strategies and maximize campaign effectiveness.

The Evolving Profile of the Female Gamer

The gaming industry has made considerable strides in recognizing and catering to its diverse audience, including a significant segment of female players. The rise of “cozy gaming” and a broader acceptance of various game genres have encouraged more women to engage with interactive entertainment. Despite this growing recognition within the gaming sector, advertising strategies have often lagged, frequently perpetuating stereotypes by primarily targeting younger male demographics for gaming-related campaigns. Gabrielle Heyman, Vice President of Global Brand Sales and Partnerships at mobile game giant Zynga, notes that women are generally “underserved in being targeted as gamers” from an advertising perspective.

However, the reality is that the casual gaming space, dominated by mobile titles, sees a substantial female presence. This audience is not homogenous, with interests spanning from intense strategy games to popular word puzzles and adventure titles. The “sweet spot” for the casual gamer often falls within the Millennial and Gen X female demographic, with Baby Boomers also emerging as one of the fastest-growing segments of gamers.

A Clear Crossover: TV Channels and Mobile Gaming

Recent research underscores a compelling connection between women’s mobile gaming habits and their television viewing preferences. A March 2024 study by Zynga and YouGov revealed that 59% of female gamers had watched cable channels such as Hallmark, Bravo, and Lifetime in the past week. Furthermore, 61% of these women were more likely to identify Bravo as their favorite channel. This data points to a clear, actionable insight for ad buyers: the audience frequenting these popular female-oriented TV networks is highly likely to also be engaged in mobile gaming.

This insight is already influencing marketing approaches within the mobile gaming industry. For instance, Zynga’s “Words With Friends” launched an ad campaign featuring “The Real Housewives” alums Dorinda Medley and Dorit Kemsley, which aired on Bravo. Similarly, actors like Courteney Cox and Lisa Kudrow have appeared in advertisements for games such as “Royal Kingdom.” These celebrity partnerships are strategically chosen to resonate with the Millennial and Gen X women who constitute a significant portion of casual gamers.

Demographics and Purchasing Power of the Female Gamer

The female casual gamer is a demographic with considerable influence and purchasing power, often defying outdated stereotypes. Zynga’s research indicates that these gamers are frequently the head of their households (75%), mothers (65%), and the primary grocery shoppers (72%). Beyond household management, their online spending habits are substantial; many reported spending between $5,000 and $10,000 shopping online in the preceding six months. A significant portion of these purchases, 62%, were mobile in-app transactions with retailers, representing a 43% higher rate than the average.

This profile—ambitious, career-focused, and style-conscious—highlights a missed opportunity for advertisers who solely focus on traditional channels to reach these women. The purchasing patterns and lifestyle choices of female gamers demonstrate their active engagement in the consumer market, making them a highly desirable target audience.

Strategic Opportunities for Ad Buyers

The convergence of mobile gaming and television viewing habits presents a dual opportunity for ad buyers. On one hand, gaming companies can broaden their user acquisition strategies by advertising their titles on women-oriented television channels like Bravo, Lifetime, and Hallmark, rather than exclusively within other games. This taps into a known audience during their passive viewing time, which often coincides with their active mobile device usage.

On the other hand, brands seeking to reach female consumers with products and services should look beyond connected TV ad buys and actively integrate in-game advertising into their media plans. The “primetime” for mobile gaming, often evening hours, aligns directly with television primetime, suggesting that consumers are frequently multitasking by engaging with their phones while watching TV. This concurrent media consumption means that an ad shown during a commercial break on Bravo could be complemented by an in-game ad reaching the same individual simultaneously, amplifying reach and message penetration.

Beyond Stereotypes: Focusing on the Gamer

One inherent advantage of the mobile gaming industry’s approach is its tendency to bypass traditional demographic buckets like “woman/male” or “female/male.” According to Heyman, the primary psychographic that matters to game companies is simply “that you’re a gamer and that you want to play games.” This perspective encourages a more inclusive and effective targeting strategy, focusing on behavior and interest rather than broad demographic assumptions. Ad buyers can learn from this approach by considering the shared behaviors and interests of their target audience across different media platforms, rather than segmenting them too narrowly.

Conclusion

The modern female consumer is a dynamic media multi-tasker, seamlessly navigating between mobile gaming and television viewing. For ad buyers, the clear crossover between viewership of channels like Hallmark, Bravo, and Lifetime and engagement with casual mobile games represents an untapped avenue for targeted advertising. By recognizing the significant purchasing power and diverse interests of female casual gamers, and by strategically placing ads across both television and mobile gaming platforms, brands can connect with this valuable audience more effectively and comprehensively. Ignoring this intertwined media consumption pattern means missing a substantial opportunity to reach influential consumers during their daily routines.