The face of mobile gaming has always been a much more diverse one than traditional console or PC gaming, with women making up a significant part of the mobile device audience from the start. As smartphones and tablets have proliferated, women are fully represented in the market for games — and as this new study from Flurry shows, women are beating male gamers in key statistics that are of crucial interest to developers and publishers.
An example of that change comes from Kim Kardashian: Hollywood, a game that focuses on the actress by enabling the player to decide day-to-day activities in terms of a celebrity life. That game has managed to generate $700,000 per day in the United States, a very impressive revenue run-rate. That’s quite a challenge to more casual games like Candy Crush Saga and Clash of Clans — and an indication that the female audience could very well be taking over.
A new study conducted through Flurry indicates that females spend more time and money on mobile games, and are also more loyal to certain titles, like Kardashian, than the male audience. This is based on a number of successful games that reach a total of over one million devices through the Flurry platform, with women making 31 percent more in-app purchases than men. In addition, women tend to spend 35 percent more time playing said apps than men.
When it comes to loyalty, women have a higher retention rate, to the tune of 42 percent over a seven-day retention period, on average when compared to males. And these numbers aren’t just based in the U.S., as they appear to be measured worldwide.
As far as the genres women enjoy playing the most, Flurry reports that management and simulation titles, a category where Kardashian easily fits, leads the way with over 130 minutes spent weekly from a female audience, while Solitaire follows closely behind with just over 120 minutes weekly. Meanwhile, the male audience falls a little behind in the third place slot, with card/battle games. From there, it waivers a bit, but the neutral games, in which there’s an equal amount of male and female players, sits closer to the bottom with arcade, platformer, racing and physics/puzzle titles.
Indeed, women are taking over, especially as savvy developers notice how appealing to women will make them more money.