Getting in the (Video) Game

Once the domain of the hardcore gamer – men in their 20s and 30s–multiplayer online gaming has a new target audience: children and their parents. According to yesterday’s Wall Street Journal, the new games, from companies such as Sony and Gazillion Entertainment, are the industry’s most recent effort to expand the audience for online videogames, which permit thousands of people to play at the same time over the Internet. The goal is to more than double the currently $5.4 billion market over the next five years.  Moms as a target – once a startling concept for videogame makers – today is not such a surprise: Women make up 40% of gamers, according to a 2008 study by the Entertainment Software Association. There are even websites such as  Gamermomsclub.ning.com. “Girls who perfected their aim on Ataris have grown up to begamer moms,” says Canada’s Globe & Mail.  “The majority of moms who play video games say they took up gaming to connect with their husbands and kids.”

Yet many moms and dads alike remain skeptical about their children’s safety when it comes to online games that let players talk with each other. The WSJ article notes that game developers are taking precautions to protect children by limiting chat sessions to predetermined phrases and other steps.

Videogame marketers, what are you doing to pursue the family audience? Moms, how do you feel about your children playing these games? Do you play videogames as well? Why?