1. The Hidden Gamer : The Female Audience for Online ‘Casual’ Games Suzie Cardwell 3RD sense

2. Overview About 3RD sense Female ‘Casual’ Games Audience Games Women Play Reasons Women Play Commercialisation of the Opportunity Questions

3. 3RD sense – Specialist Play Agency Specialist ‘Play’ agency Use games and play content as marketing tools The web, iDTV and mobile Also manage www.playaholics.com – the UK’s fastest growing online games websitewww.playaholics.com www.fudfite.com – unique multiplayer mobile fighting gamewww.fudfite.com www.chickstop.com – specialist games site for womenwww.chickstop.com

4. Female Audience for Online Casual Games – A Slice MSNGamestar - iTV YooPlay - iTVPlayjam – iTV Total Players per Month 8.75 million 1 5.6 million 2 800,000 3 900,000 3 Women Players per month 5.4 million 1 (62%) 2.2 million 2 (40%) 450,000 3 (56%) 450,000 3 (50%) 1. @plan, Spring 2004 2.Aggregated BARB data July 2002 3.Estimated from various sources

5. Female Audience – Who are they? Majority aged 25-45 – most sites and services see 60-70% of their audience in this age demographic Office workers, students and stay-at-home Mums At home, in the office, at college Visit 3-4 times per month, av. visit periods 20-40 minutes (depending on medium) Peak periods for play – lunchtime, mid-late evening after kids are in bed

6. Games Women Play Quick distraction Easy to learn, impossible to master Immersive and addictive Genres – puzzle, word, trivia, card, strategy, quiz Games that require colours/shapes to be matched, puzzles to be solved, words to be made etc Features Levels – sense of progression Time Points Controls – easy to use Instructions Colours – bold, bright

7. Commercialisation of the Opportunity Developers Licensing fees Games for advertisers and brands Publishers Advertising on sites Game sales – downloads and pay-to-play Competition entries

8. Contact Suzie Cardwell Ph: 020 7250 4744 suzie@3rdsense.com www.3rdsense.com