Apr 302009

Clip above from the earlier Australian version of The Phone in Feb 09 & interview with its producer Chris Berry here

Interesting timing to receive a prod from the publicist of this show as I am in the middle of mentoring groups of AFTRS directing students who are developing ARG/Social Media drama. The tendency is to always over author the story environments and they turn into endless quests through fixed content but in this new hybrid form The Phone, described below, starts to mash-up urban locative quests with high production value TV crime/spy drama – a true development of form & innovation?

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Feb 282009

Unearthly Adelaide and McClaren Vale 21

“so please don’t forget to support artists like myself who have never had a fair chance in the record industry” guess who…

I have talked endlessly of the best ways for corporations or brands to engage with communities inside social media and it is always fascinating to watch the first baby steps of ‘old school’ celebs or real talent (mixing metaphors) dip their first toes in. But there is also an uneasy feeling watching those ‘media enhanced’ celebs of yesteryear showing their human (everyday?) side and here are a few I stumbled across in the last week or so. Good ones, regular and keeping the punters interested with little morsels cast over the side, ugly ones (just why bother!) and bad ones (they don’t quite get it do they?).

One of the best ways for talent to engage with an audience is to carry them along through their normal daily ‘glitzy’ activities. We see this happening more obviously on twitter. Following Stephen Fry as he travels the world getting fit, making films or eating at nice restaurants. Or Richard Branson’s appearances at Virgin terminals around the globe and many more (lots on Laurel Papworth’s post Famous Twits 50 Celebrities-on-Twitter. It is even more profound for fans when they talk back and give the sense that they read ‘some’ of the many thousands of responses expectantly flying into the usual vacuum. I do wonder though whether this entry into social web by celebs is more to do with a sense that their ‘celeb’ status is decreasing – as the attention for eyeballs is democratised and top YouTubers, Flickerers, Tweeters and MySpace/FB stars mean there is much less time spent on ‘them’. So it becomes a little of, lets go down to their level? Perhaps.

One artist I have mentioned before who is trying to engage across many ‘richer’ social media channels is Imogen Heap. She has kept at it as well with a regular vlog about her new studio fit-out and 4th album. She has at least done 500+ updates on twitter, plus music/travel writing blog, social networks and so on. Here is her latest vlog (which incidentally talks about the ridiculous YouTube/Warners fiasco – them taking down fan videos with her songs on) and more positively about her ‘tweeting’ and charity twestival project.

“On a less fun note…what I actually wanted to say re: youtube videos with my music in, is that it’s been a right nightmare trying to sort out why it’s been happening coz it’s NOTHING to do with me! Total cock up, like I said. My camp is (enjoying) slapping wrists as we speak and trying to sort this mess out. I am not guilty on all counts.. so those of you blaming and bad mouthing me (you know who you are) QUIT IT! I’m one of the good guys, OK?”

It is hard for artists and celebs to bring thousands of adoring fans into their world, so like the L Word Fanisode (I wrote about many moons ago) (where the fans helped write episodes of a high quality soapy) Imogen is bringing her muso fans into the mix, literally by allowing them to add ‘music tracks’ to her raw vocals – a sort of remix but affording much more creativity on the part of the co-creative audience. (BTW re: the quotes above and below – nice to see unfettered personality here vs the measured tones of the older school celebs, who still think they are on Letterman or Parky?). Remember this is for the water charity run via Twestival FM.

“Due to legal crap and crossed wires the song never ended up being in the movie. So… rather than it go to waste.. and just sit around, I thought, for a bit of fun some of you might like to throw some music at it so it lives. A bit like that game where you draw the head on the paper, fold it over and give it to the next person to draw the body. So I’ve drawn the head. You’re turn!”

To explain the mix thing simply. Imogen has provided…

  • isolated vocal tracks that together sound like CLICK HERE TO LISTEN. Pretty dry, incomplete and using basic tracking software any style of music can be integrated
  • So a little fun while writing this blog and few minutes later – some apple loop quickies, here is a ‘world music’y’ one CLICK HERE TO LISTEN
  • and one more ‘orchestral’ sounding CLICK HERE TO LISTEN
  • and where would we be without something a little techno CLICK HERE TO LISTEN
  • I will actually do a proper version which involves playing tracks in! and even add some machinima (like the one I did to Speeding Cars at the bottom – but that’s another hat and another blog 🙂

Looking at other celebs joining in the social media fray it is worth comparing those with a real passion to communicate and share vs those just pushing product or perpetuating an existing image. Below we see the much more famous (perhaps) Annie Lennox doing what Imogen does but without the trappings of Imogen’s ‘work in progress’ narrative arc and Annie strangely comes across as a  ‘fish-out-of-water’? – nervous, not quite sure how to talk to a broader audience? I must say just sitting and talking straight at camera, regardless of who you are, exposes your human frailties – and perhaps that is what is going on here. Celebrities who were cast up by old school scarcity of distribution now trying to show to the world they are indeed real? Annie brings the music biz ‘implosion”, jokingly (but many a true word said in jest) front and center, quoting from this YouTube…

“My album the Annie Lennox collection is coming out on the 9th March, so please don’t forget to support artists like myself who have never had a fair chance in the record industry, and as its all imploding now I am really begging you to buy my album and keep me in luxury and comfort. Thankyou”

Even Francis Ford Coppola has joined in recently. Here he is, camera attached to one arm, showing us around his house and talking about his new film Tetro. Not sure of the reasoning behind it beyond the likely scenario of a younger relative saying “it would be cool if you did a vlog dad/uncle/grandad etc – it’s what all the trendy celebs are doing”

David Lynch is creating an episodic series on YouTube which is far more engaging than some of his feature films 🙂 The David Lynch Daily Weather Report sees him giving 30 second enthralling insights into the state of the sky and temperature (celcius and farenheit!) in LA. In this excerpt he takes it even further and tells us that it really is him on Twitter…remarkable stuff.

There are lots more examples no doubt (you will tell me in comments of course!) and I really wonder if we are indeed deep inside the transition now from distribution scarcity = celebrity to distribution plenty = 15 days of fame? As more and more ‘normal’ folk (those with talent who wouldn’t have been given the time of day by traditional A&R, TV or film studios) rise up to the surface – we can expect enlightened talent to meet them coming from the other direction. As media form and channels equalise a twitter star may one day be the equivalent of Shakespeare, known for writing 140 character tweets that make millions laugh and cry – in fact I do that, but for very different reasons 🙂

ADDITION: Hattip to Tanja (missglamourpuss) for the link to this video looking at the case of Trent Reznor (Nine Inch Nails) who beyond just dipping his toes in social media decided to seriously burn all bridges with the Music Biz hand that used to feed him (with the morsels they had left!). The speaker here exploring what he did (not rocket science: Connect with Fans, give them a Reason to Buy – sales 101) is Michael Masnick (Editor/President & CEO, Techdirt Blog/Floor64 and more from Wikipedia below.

“In May 2007, Reznor made a post on the official Nine Inch Nails website condemning Universal Music Group—the parent company of the band’s record label, Interscope Records—for their pricing and distribution plans for Nine Inch Nails’ 2007 album Year Zero. He labeled the company’s retail pricing of Year Zero in Australia as “ABSURD”,concluding that “as a reward for being a ‘true fan’ you get ripped off”. Reznor went on to say that as “the climate grows more and more desperate for record labels, their answer to their mostly self-inflicted wounds seems to be to screw the consumer over even more.” Reznor’s post, specifically his criticism of the recording industry at large, elicited considerable media attention. In September 2007, Reznor continued his attack on Universal Music Group at a concert in Australia, urging fans there to “steal” his music online instead of purchasing it legally. Reznor went on to encourage the crowd to “steal and steal and steal some more and give it to all your friends and keep on stealin’.” Wikipedia

Oh and as promised a quick machinima I did to Imogen‘s ‘quaint’ track, Speeding Cars

Feb 012009

What may save TV may also truly grow Social Virtual Worlds. As online audiences continue to ignore TV and vanilla/social virtual worlds suffer from a lack of direction, perhaps the marriage of the two will save both from irrelevancy? A report by Gary Hazlitt in various TV branded virtual world spaces.

twinityspiritThere have been several forays by TV properties (gradually losing their audience and associated ad revenues) into social virtual worlds over the past two years. I don’t just mean branded one-off events but actually setting up shop, building a familiar and representive space for the ‘users’ to play in. These forays range from at one end, simple branded spaces pushing episodes on screens through to actually running variants of the TV format to be played out by participant avatars in a detailed build -with many points in-between. But before the meat of the post (a couple of new entrants) here is a quick list to give you an idea of some of the shows and channels that have tried, had some success or failed. As I have been involved in a few of them and visited all, I have listed ones I think have had most impact (engagement) through to those who didn’t quite get it (reversioning).

  1. NBC’s Gossip Girl
  2. MTV’s – Laguna Beach on There.com (also Hills, PimpMyRide etc)
  3. Big Brother – PersonalizeMedia detailed report & at launch
  4. Showtimes The L Word
  5. CBS -  CSI:New York and from TechCrunch
  6. Weather Channel – Info, simulations and Extreme Sports area
  7. Australia’s ABC TV Island – Channel & some programmes (eg: Librarians)
  8. NBC Universal Media Island – Channel & concerts & events
  9. London Live – the first music show to appear on the cyberchannel: Virtual Life.TV
  10. SkyNews Island – News Set role play
  11. The Money Programme BBC screening
  12. Channel 4 – Radio Station
  13. Sundance Channel – Virtual screening room
  14. Inhabited TV 1997! – BBC, BT, Illuminations and others
  15. many more…0ver to you and comments!

twinityspirit01There is a rule of thumb regarding TV execs and virtual worlds or serious games initiatives – do not let the TV folk take control as they have too much ingrained baggage around non-participatory media and the resultant compromise is often of no use to anyone – get people who understand game play (and be aware that often excludes traditional game developers) and social media involved or face the consequences. The ones above that really worked allowed the participant audience to really ‘live’ in the shoes of the characters either by having activities similar to the protagonists, meeting the ‘fictional characters’, a social space that resonated with the shows aesthetic or a great set with game-like elements. I have talked a lot about Mixed Reality Entertainment in the past and how one of the most innovative uses of virtual space is to extend the TV or Film property into a 24/7, participatory environment. The main reason for doing this is to drive traffic to the TV but also to keep existing followers loyal to the branded property. As an example there is more detail about the reasoning on my post on Big Brother (good and bad) in Second Life (Witnessing the Birth of an Entertainment Form) as well as posts nearby on CSI in Second Life and many of MTVs properties in There.com (TV Property Branded Virtual Worlds – The Beginning). There are moves around the world including BBC and many European broadcasters who are creating worlds alongside and in some cases in front of the TV episodics and this is the important point. Promoting films with games or virtual world spaces has a very limited life span, forging a strong link between virtual world events and TV episodics is to me a virtuous circle – especially considering the 200 plus worlds populated by the youth audience who are typically turning off TV – teens and tweens. Earlier there were many experiments of TV/World hybrids and I was involved, as mentioned before, in the Mirror. Here is John Wyver (then Illuminations) talking about that (remember this is circa 1997!).

The other key element that contributed to the success of The Mirror, much as in real life, was the provision of regular “hosts” for the space. These needed to be frequent visitors who spent a significant amount of their time in the world, and whom users could have some reasonable expectation of encountering when they logged on. These hosts would greet new entrants, introduce people to each other, point out activities and generally help people around. More than this, however, over time they became the core of the community of the world, encouraging people to return and beginning to develop the particular language and culture of The Mirror. Needless to say, they were the saddest to see it turned off after seven weeks – although a number of relationships begun virtually have continued in the real world – including at least one marriage and one recently born child.

Recent company start-ups or collaborations also suggest that there are moves afoot. Icarus studios are squarely aiming at the TV/VirtualWorld hybrid and about 18 months ago Endemol & EA teamed up to create Virtual World TV formats (VirtualMe) based on Deal or No Deal and Big Brother. Also there have been a plethora of immersive film launches (play-in-the-set-type builds) across the metaverse and I Legend, Digital Hollywood, Iron Man, Quantum of Solace and Transformers spring to mind as I write – but as I said this post is more to do with a continuous, what happens on TV resonantes into the virtual world and what happens there is reflected into the TV episodics. (I regularly consult on this specific area so won’t go into any more detail!)…


So, it is interesting to see this trend continuing as new world Twinity starts to do more experiential ‘film’ property marketing and even more ‘demographically focussed’ the current series of Heroes being extended into Habbo

The agreement was brokered by the William Morris Agency and marks the first time ‘Heroes’ has partnered with a virtual world.

..but not in the usual way. As reported by LA Times “‘Heroes’ hops on to Habbo’s virtual world” they will be introducing a virtual-only character Syn Anders who will act as a bridge or guide to the TV series. NBC themselves give more detail here.

While following directions from a mysterious virtual messenger, the new character will take the audience on an adventure as she discovers the history of ‘Heroes’ through a journey that travels back and forth between Habbo.com and the ‘Heroes’ Evolutions site. “We’re excited to work with Habbo to introduce a new character that will extend the enormously popular and Emmy® Award winning ‘Heroes’ interactive story beyond the official Web site on NBC.com,” said Stephen Andrade, senior vice president, Digital Development and General Manager, NBC.com. On Habbo.com, fans of the show will be able to interact with the new virtual hero through a variety of in-game activities. Habbos participating in a weeklong quest will discover their own special powers and will be recruited as new heroes. Those who successfully complete the mission will be awarded various virtual prizes. On the ‘Heroes’ Evolutions site, the new virtual hero will be woven into several of the in-universe, interactive extensions of the on-air show, including a character profile, the Primatech Paper Assignment Tracker and new chapters of the ‘Heroes’ graphic novels.

One of the more obvious links between TV and film of course is simply to broadcast a seed back story as a series, animated makes most sense to keep a strong visual link and then run a MMOG alongside it. This extends, involves the audience more in the narrative and allows them to personalize the experience. We are seeing this about to play out (in Asia at least) with Fusion Fall on the Cartoon network.

This is a great use of virtual worlds and it also shows that you don’t need richly rendered environments to be able to engage with participants in these spaces. Also in terms of the ‘linking’ paradigm, it is close to ‘my’ level 3 wikipedia cross-media definition

Excerpt “Cross-media 3.0“ Bridges. – The truest form of cross-media where the story or service structure is specifically authored to drive the audience using strong Call-To-Actions, across media devices to continue the journey. The content placed on the other platform is critical to staying in touch with the experience and the narrative bridges tease you towards investigating or moving to another media form/platform. Obvious examples include a TV show that ends suddenly and gives you a URL to explore more. It may be an SMS that teases and points you towards a live concert in a city square which then leads you to a TV show, then to a podcast then to subscription emails. The trigger, or bridge, is the critical component of this in motivating the cross-media action.”

twinityspirit02Onto Twinity and the images here and above are me playing around in the pre-build set of the recently released and not universally praised film The Spirit. Although it grossed $10 million in the first 4 days it was pulled up for being unemotional and 2D. Well part of the problem generally with many big features now is that audiences have changed and want something more experiential – especially with ‘comic-noir’ films – why not let them ‘live’ in the story environment (my wikipedia item)? Twinity though have teamed up with Will Eisner studios to do this event (not in any way my ideal episodic but potentially a way for the Twinity user base to ‘create episodic, comic-noir’ machinima on-going?

CineStar Spirits you Away to Another World – CineStar’s CUBIX cinema in virtual Berlin is the premiere address for all movie-related events in Twinity. The cinema is currently showing the trailer and other exciting movie material from the upcoming premiere of The Spirit, a movie based on Will Eisner’s cult 1940s comic book series, which will be coming to a cinema screen near you from 5 February.  Fans of the movie can get their hands on exclusive Spirit merchandising: including posters, standees, and an incredible Spirit mask that lets you see special visual effects inworld. Find more information here. Save the date and come to the opening party!
Date: Monday, 2 February
Time: 17:00 Berlin, 11am NYC, 00:00 Singapore
Where: CineStar CUBIX

twinityspirit03Twinity (by Metaversum, the German created virtual world) are a long ways from a mature stable platform, hence being in beta for the past 12 months or so, but are already exhibiting the best ‘world-led’ event-based, user activation. This in my mind is high on the list of reasons for likely success over many of the areas that over-hyped Second Life suffered from in the early days. OK the world is quite big and empty and many ‘social’ tools are not yet available inworld but the kind of activity quoted below (calling for videos, images, stories etc: attached to some well know brands) is great first step community building and more importantly getting a growing community to market for you. Even I had a go at one a few months ago – video embedded below 🙂 BTW Metaversum you really need to improve the video tools (detached camera please!).

Submit Your Artwork and Win! – Take part in The Spirit Screenshot and Machinima Contest and win an exclusive film poster signed by cult film director Frank Miller or The Spirit action figures.
Things Are Looking A Little Different Around Hereos
Wear the mask and see Twinity through the eyes of the Spirit! – Use Twinity’s screenshot and recording tools to create incredible Spirit- inspired images! To be eligible to win the contest, screenshots must be created while wearing the Spirit Mask and its visual effects must be demonstrated in your machinima. Screenshots may be submitted in jpg, png or gif formats.
Sensational Prizes – You have the chance to win sensational The Spirit prizes! Three prizes will be given out to the lucky winners of the Screenshot and Machinima Contest:
* 1st prize: The Spirit action figure and film poster signed by Frank Miller
* 2nd prize: The Spirit film poster signed by Frank Miller
* 3rd prize: The Spirit action figure
To take part in the contest, all you have to do is:

  • Submit your screenshots together with your Twinity name to quest@twinity.com or
  • Upload your movie to a video sharing website, for example “YouTube”, then submit the link to your uploaded video together with your Twinity name to quest@twinity.com
  • Competition deadline: 28 February 2009

We’ll celebrate the winning entries with a Winner’s Gallery party in the CineStar Event Hall! Artwork will be displayed in the CUBIX cinema during The Spirit promotion. Keep an eye on Twinity’s Event Calendar for further details!

Of course I would encourage all TV producers to think about their current audience and whether they want to reach them this way. More importantly you need to think of the appropriateness of creating inworld characters or environments for them to exist in – serious games (from documentaries) and childrens episodics are hot ones at the moment . The real effort is more about having great characters that are persistant in the space but beware of bots or NPC’s (non player characters) pretending to be real, this can have a strong counter productive effect. More later.

Jan 272009

Seem to be in list/research mode at the moment and was looking for one place on the web that had a list of stats about the mix of male and females across the ‘game/virtual world’ space. I have actually found it useful to highlight many of the type of stats to clients who still believe console games, online ‘quest’ based games and virtual worlds are still the domain of twenty something, slightly overweight, couch potato, anti-social males. Nothing could be further from the truth. Read on, and in no particular order!

note: Cross-posted on MUVEDesign (my virtual world build site).

PDF report by Pew Internet. “Adults and Video Games”

  • More than half – 53% – of all American adults play video games of some kind
  • Independent of all other factors, younger adults are still more likely to play games.
  • Among older adults 65+ who play video games, nearly a third play games everyday, a significantly larger percentage than all younger players, of whom about 20% play everyday.
  • Gaming consoles are the most popular for young adults: 75% of 18-29 year old gamers play on consoles, compared with 68% who use computers
  • Computers are the most popular among the total adult gaming population, with 73% of adult gamers using computers to play games, compared with 53% console users, 35% who using cell phones, and 25% using portable gaming devices.

“Games Women Play” Sep 08 from the Edge

  • Online casual games bring in 150 million women every month– roughly half the population of the United States.
  • Nearly two-thirds of women casual players online are over 35.
  • Women play casual games 5 to 10 hours per day – significantly greater than the 7.4 hours per week by a survey by the Casual Gaming Association.
  • Competition, rather than simple relaxation or escapism, motivates them to play.
  • Female players who are 18 and older represent one third of the game-playing population while male players who are 17 or younger represent only 18 percent of casual gamers
  • Playing casual games is often the first thing women do after waking. They check their ranking and play for on average of 2 ½ hours every morning.
  • Women engage in trivia games with the family members but play action games alone.
  • Most women players are married or in a relationship and have children.

Online Gaming Popularity Grows Among Youngest and Oldest Female Segments in the U.S. ComScore report.

  • Significant user growth among teenage girls between the ages of 12 and 17 and women between the ages of 55 and 64.
  • Growth in the 12 – 17 age range was 55% compared to the total female online gaming audience rate of 27%
  • The over-55 age range grew 43%.

BBC 23 December 2008 “Battle of the Sexes”

  • It found that the most hard-core players are female, that gamers are healthier than average, and that game playing is an increasingly social activity.
  • Despite gaming being seen as a male activity, female players now make up about 40% of the gaming population.
  • The study (detailed link here from Wiley interscience) looked at gender differences in more than 2,400 gamers playing EverQuest II.

Industry Facts from Entertainment Software Association ESA

  • The average game player is 35 years old and has been playing games for 13 years.
  • The average age of the most frequent game purchaser is 40 years old.
  • Forty percent of all game players are women. In fact, women over the age of 18 represent a significantly greater portion of the game-playing population (33 percent) than boys age 17 or younger (18 percent).
  • In 2008, 26 percent of Americans over the age of 50 played video games, an increase from nine percent in 1999
  • Sixty-three percent of parents believe games are a positive part of their children’s lives.

Boy Gamer by Gary Hayes

Women Embrace Casual Games from RedHerring “Casual Gamers Anything But”

  • Spend as much as 20 hours each week playing their favorite games.
  • More than 70 percent said they play at night, and 58 percent have no children living at home.
  • Results from the Harris research reveal that 67 percent of the women over 40 who play games do so at least four times per week. Nearly half play every day.
  • Some 60 percent say they would rather play a casual game than talk on the phone or do projects around the home, while nearly 50 percent said they would rather play a casual game than go to a movie.

BBC 17 Sep 2008 “Online gamers are not unhealthy

  • The “couch potato” image of computer gamers is unfounded, with many in better than average shape, claim US researchers.
  • More than 7,000 players of the online game EverQuest II were quizzed about their health by scientists.
  • They found gamers’ body mass index (BMI) tended to be lower than the US average – with many taking “proper” exercise more than once a week.

Driving Force in Video Gaming: Women and Baby Boomers. Reported on PC World Aug 2008. IBISWorld claims that:

  • 38 percent of US gamers are women
  • The average player is 35 years old
  • 24 percent are over 50.
  • The percentage of female video gamers climbed from 33 to 38 percent in five years bolstered in part by Nintendo’s Wii, but also “interactive group games” such as Singstar, Rock Band, and Lips, as well as The Sims, The Movies, Nintendogs and NeoPets.

Demographics of the top 3 games on Facebook – from Bret on Social Games

  • Scramble which is the only game among the top three developers dominated by women(63%).
  • The age of Zynga players is spread more evenly among the three age segments, but with ~50% in the 22-25 age bracket.
  • Blake Commagere’s Monsters games also have ~50% of their users in the 22-25 age bracket.
  • They also have a fairly even male-female ratio.

Second Life demographics and usage – reported by Lost in Bananaverse

  • 83.79% of the population is 25 years and older, and the older users spend far more time in Second Life than younger users
  • Females spent nearly twice as long online in Second Life as males. Females make up 45.5% of the Second Life population.
  • Total user hours for April totaled 29,069,684 hours
  • Those 45 and older continuing to be the heaviest users on average.
    • 45 and older: 70.17 hours per user per month
    • 35-44: 66.06 hours per user per user per month
    • 25-34: 55.55 hours per user per user per month
    • 18-24: 37.84 hours per user per user per month
    • Teen grid: 24.67 hours per user per user per month

The demographics of World of Warcraft (useful but old 2005 data from Nick Yee)

  • The average age of the WoW player is 28.3
  • 84% of players are male
  • 16% are female. Female players are significantly older (32.5) than male players (28.0)
  • On average, they spend 22.7 hours per week playing WoW.
  • There are no gender differences in hours played per week.


  • 13 is the average number of years adult gamers have been playing computer or video games. Among most frequent gamers, adult males average 15 years for game playing, females for 12 years.
  • 59% of gamers play games with other gamers in person. This is a rise from 56% in 2007 and from 51% in 2006.
  • The average age of the most frequent game purchaser is: 40
  • 56% of online game players are male 44% are female.
  • What is the One Type of Online Game Played Most Often?
    • 12% Other
    • 47% Puzzle/Board/Game Show/Trivia/Card
    • 16% Action/Sports/ Strategy/Role-Play
    • 14% Downloadable Games Such as Bejeweled and Diner Dash
    • 11% Persistent Multi-Player Universe

Women are hardcore gamers from bNet in 2006

  • Electronic Arts’ casual game site Pogo.com draws 11 million unique users per month. Fifty-five percent of those are women.
  • On the subscription side, 75 percent of the more than 1 million subscribers are women over the age of 35.

Study: Women Gamers Outnumber Men in 25-34 Age Group – from GameDaily 2006

  • Consumer Electronics Association study found that 65 percent of women in the 25-34 age bracket play video games, while only 35 percent of men in that group said that they play video games. The key factor involved with these findings is the increasing popularity of casual games, especially among women. (These casual titles are typically found on web portals like Yahoo!, AOL Games, PopCap Games, EA’s Pogo.com and elsewhere.)
  • Women were found to be slightly less likely than men in the 25-34 bracket to play traditional console games on systems like PlayStation or Xbox.

Old (2000) but interesting item on ‘gender bending’ in games from womengamers.com

  • 6% of subjects play female characters for 25% or less of their gaming time
  • 24% play females for 26-50% of their gaming time
  • 15% play females for 51-75% of their gaming time
  • 42% play females for 76-100% of their gaming time
  • 12% did not answer this question