ActionMegaPower : att inkludera tjejer i marknadsföring av actionspel

by Nylander, Johanna

Abstract (Summary)
This bachelor thesis has two parts to generate a method on how to market video games to a target group of girls ages 16 through 18. The reflecting text provides a theoretical ground for the method, and the second part a marketing plan for a fictional action game, exemplifies the method.In order to entice more girls to play games, the marketing needs to address the target group. Two important aspects in succeeding with marketing to girls are to include video games in the norm surrounding the female gender, like telling that action games are games you play with friends, and to advertise with avatars the target group can identify with.If the girls begin or continue to play when they statistically should stop, there exists a potential to widen the target group for more video game genres. The industry gets more people to sell games to, and more young women can take part of the positive effect of playing video games.
Bibliographical Information:


School:Högskolan i Skövde

School Location:Sweden

Source Type:Master's Thesis

Keywords:video games action marketing gender studies


Date of Publication:05/28/2008

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