IPC taps into ‘girl gamer’ market

Magazine publisher IPC Media is launching a female-focused games website to tap into the growing ’girl gamer’ market.

/x/v/i/girlgamer160.jpg

Feelgood Games will expand IPC’s existing gaming proposition to complement its women’s magazines and website brands such as Marie Claire, Look and Woman’s Own.

No UK-specific online gaming data is available, but US research from the Entertainment Software Association claims women represented 42% of the online game-playing population in 2010.

IPC’s Mousebreaker website, launched in 2001, attracts 4 million unique users per month and is the largest UK-based casual games site for young men, the company says.

The launch of Feelgood Games will pit IPC against other UK female-focused gaming websites such as King.com and Spil Games’ Games.co.uk.

Feelgood Games will house an array of casual games such as Sudoku, Spider Solitaire and Bejewelled as well as casino classics and bingo.

Members also stand to win Marks & Spencer vouchers in a daily competition if they post high scores.

The site is in beta mode but is due for full launch next month. IPC has filmed a TV ad to coincide with the launch, although spots have not yet been confirmed. The site will also be cross-promoted on the publisher’s other female-focused digital properties.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here