Who plays video games? Go back twenty years, and the answer was obvious: it was mainly children or teenagers whose parents had bought them the latest games console.
Fast forward a couple of decades and the landscape is entirely different. Now practically every segment of society is getting in on the act.
We’ve been living with a false stereotype of who the average gamer is, and it’s actually fooling the gaming industry itself. There’s a view out there that the target market is almost exclusively young men. But when you consider the data, you find that mums are content-consuming machines, rattling through games at a similar to pace to the major demographics.
The issue is so great that many of the world’s greatest gaming companies are conducting their own research into this market. Their findings reveal that mummy gamers aren’t as vocal as their teenage counterparts – and they don’t kick up as much of a fuss when a game doesn’t work out how they like. But they do have money, and they do consume a tremendous amount of content.
What Mums Want From Gaming
When you delve into the data, you find that mums want different things from gaming than their kids. Activision, for instance, found that mums liked games connected to social media that they could share with their friends more than practically any other group. What’s more, they were much more likely to subscribe to gaming content than any other age group, perhaps because they are following the example of Netflix or Amazon Prime.
Mums also like story-driven games – ones with plenty of video streaming. Hack and slash types of games are much less popular than RPGs with plenty of text and cut-scenes.
Gaming Is A Positive Hobby
Why mums are gaming is another interesting question too. For years, people saw it as a hobby. It was something to do in the quiet hours of the afternoon before collecting the kids from school. But that’s not what researchers are finding. Instead, they’re discovering that mums like to play games for emotional and creative reasons.
For many, it’s the excitement. The prospect of winning Wonga games is enough to motivate many mums to stick with the habit. But then there are also games that help with relaxation, taking your focus off the external world and direct you towards something contrived yet wholly distracting.
What’s more, many mums are gaming because they want a better connection with each other. They see it as a way of getting to know friends and forming relationships. They might not have all the physicality of the real thing, but they’re a heck of a lot more convenient, especially in the age of COVID.
Mum Gamers Love Fresh Content
Finally, research points to the fact that mum gamers love content. They appear to consume more unique entertainment than any other group. Instead of seeing games as a project, they ask what enjoyment they can extract from them. If they can’t progress, they move onto the next thing.