Social gaming's demographic is 55% women, averaging 48 years old, PopCap Games says. Because that is the same demographic that controls the family pocketbook, that makes the space more attractive to cause-marketers who are following pioneering games like FarmVille, CityVille and Mafia Wars, Pincus and Hartman with a charity button such as Reebok's "Darfur is Dying" with integrations in games from Zynga on Facebook. The idea is to turn play into real live action. When people play, they’re not only having fun, they’re being creative, experimenting, exploring new ideas and pushing back against established rule sets. Study after study shows that people retain information better when it’s imbedded in a game and that they are engaged with their subject matter on a far deeper level when they’re playing than when they’re simply reading or watching a screen. They also are madly motivated to pursue the goals set forth in the game.
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