Why advertisers are focusing on moms in the gaming world
Melinda L. Spence, head of global advertising insights, Activision Blizzard Media
Historically, the narrative around gaming has omitted women, particularly moms. Generally, when including women in the gaming conversation, the focus has been predominantly on mobile gaming, which has led to stereotyping these women as casual participants.
However, Activision Blizzard Media’s most recent research, ‘Mom’s Got Game,’ paints a different picture. It shows that 87% of moms are engaged in gaming across mobile, tablet, console and PC platforms. The mom demographic is not just part of the broader gaming community — they’re at the heart of it.
In response, advertisers are increasingly focusing on gamer moms, a consumer segment proving a force to be reckoned with.
Gamer moms represent a large, influential audience with purchasing power
Gamer moms are not just dabbling in games — they are a diverse group and represent the majority of moms and a significant portion of the gaming audience. While mobile is the most popular, 80% play games on multiple platforms.
This group’s significance lies not only in its numbers but also in its influence. Gamer moms are not just players; they are consumers. They are more central to their household’s decision-making than non-gamer moms and are heavily involved during prime shopping seasons.
More importantly, compared to non-gamer moms, gamer moms are the primary household decision-makers across all shopping categories. They are receptive to advertising that exposes them to new products, and 56% prefer online shopping, creating a ripe opportunity for brands to connect with them.
At the center of the household, gamer moms are making decisions for the family and discovering new entertainment together — they are an audience brands cannot afford to overlook.
Gaming is a lifestyle for moms, helping deepen family bonds
Gaming is more than just a hobby for gamer moms; it’s a connective tissue in their relationships with their children. Compared to non-gamer moms, 65% of gamer moms report having a close bond with their children.
Gaming fosters a sense of togetherness, with half of gamer moms choosing to play with their children when choosing to play with others. They believe that entertainment technology, including gaming, brings people closer together.
With 87% of moms identifying as gamers, it’s clear that gaming is not just a sporadic activity for these women; it’s a lifestyle. Gamer moms are seasoned players, with 57% having played games for over ten years. But just as there is no typical gamer, there is no typical gamer mom.
The gamer mom audience is diverse, and they play for a multitude of reasons, including combating boredom (63%), relaxing (57%), when they can’t sleep (50%) and when they have a few moments to themselves (50%), all according to the ‘Mom’s Got Game’ report.
This diversity is reflected not just in their motivations for gaming but also in their preferences for different types of games — puzzle games being the most popular among 60% of gamer moms. Gamer moms are part of a more significant trend as gaming continues to grow in popularity among diverse demographic groups, further cementing gaming as a mainstream form of entertainment.
The stereotype that women, especially moms, don’t enjoy playing video games is rapidly fading. The gaming industry is starting to recognize this shift and is designing games with women in mind and representing them in advertising.
Brands are also starting to notice the gamer-mom audience’s value. While brands have long recognized the purchasing power of moms, gaming represents a unique opportunity to tap into these key household decision-makers when they are highly engaged, receptive to advertising, and have a positive mindset. The future of gaming is here, and it’s female.
Sponsored by Activision Blizzard
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