Advergames find a new target: Clean(-ing) Women

Vero @ Ubi

After first appearing to be absolutely male oriented (and at least in one case not even letting females “in”!), advergame-makers have finally noticed that around 50% of the population are female, that these 50% are a lucrative market segment and are starting to tap into that audience.

With around 105 million regular players (in 2005) staring at your brand for around 25 minutes each, one can easily see why the market for advergames is growing fast: From “just” US$ 83.6 million in 2004 to around US$312.2 in just two years time (see Wikipedia on this). At the same time traditional advertising has it harder and harder to reach anyone out there – as both males and females have learned to blissfully ignore the 5 minute break between the parts of their favourite television show. And while so far it was seemingly easy to get the blokes hooked on firing rockets, shooting aliens and doing other blokey things online (and, not only grown up blokes!).
If, however, some recent press releases are correct, then the times of guys sitting in front of glittering advergames while the female part of the population got no attention from advertisers at all are limited: Thanks to amazing sites like Siemen’s stainart.com and Reach’s reachmystery.ca women can now join in – almost – the same fun. However, if these games are to be believed, women find it rather more amusing to paint funny patterns on a t-shirt (and wash it afterwards!) or hunt for secrets, romance and even adventure using dental products. I guess some stereotypes are hard to die after all…

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