Tween Girls: The New Face of Gaming
Newzoo has revealed statistics showing that the tween-girl gaming market is significant and growing rapidly. In the US, UK, and France, tween girls list gaming as their 3rd favorite pastime, just behind browsing the Internet and watching TV. Over a fourth of all time tween girls are online is spent gaming in those countries.
The Newzoo data correlates closely with the behavior Spil Games sees on GirlsgoGames, one of the most popular online gaming platforms in the world for tween girls according to comScore.
Spil Games‘ tween-girl gaming communities are growing exponentially, both in sheer volume of visitors and in time spent on the GirlsgoGames platform:
- The number of total French tween girls playing games per month grew 67%, from 1.2 million to 2 million monthly active users (MAUs) over the last year. Average time on site per user increased 63%, from 30 to 49 minutes per month. As a result, total time on site has more than doubled in the last year.
- In the UK, total MAUs increased 56% over the last year, from 1.6 million to 2.5 million. Average time on site increased 31%, from 35 minutes to 46 minutes per month. As in France total time on site has more than doubled in the last year.
- The number of total American tween girls jumped 22% since April 2012, from 7.6 million to 9.3 million.
- Tween girls are primarily interested in quizzes/tests, cooking games, and makeover/dress-up games. Preferences vary depending on their location; girls in the US prefer cooking games, while girls in the UK flock to makeover and dress-up games.
- You’ll find the most tween girls online on a Saturday at 5 p.m.
- Expressing and sharing their creativity is a key driver for tween girls in gaming. This highly engaged gaming demographic posts over 300,000 pieces of user-generated content every day on GirlsgoGames.
- While they create less content overall than their American counterparts, French users share the most with each other every day.
Peter Warman, CEO of Newzoo says, “The global tween gaming market has been underestimated for a long time. Despite this, gaming has become a favorite form of entertainment for these girls, and they’re responding strongly to gaming content that reflects their interests.”
Oscar Diele, Chief Marketing Officer from Spil Games says, “It’s great to read more and more fact-based evidence of the importance of gaming to the tween girl demographic. I think the lack of recognition in the past has a lot to do with the fact that tween-focused platforms like GirlsgoGames are really specific to the age-group—if you’re not a tween girl, you probably haven’t heard of them.”