IPC to Target Growing 'Girl Gamer' Market
IPC media are set to launch a gaming website focused on females in an attempt to tap into the expanding 'girl gamer' market.
Although there is currently no specific UK online gaming data available, Entertainment Software Association's US research suggests that women made up 42% of the online gaming population in 2010.
IPC's Feelgood Games will expand the magazine publishers existing gaming portfolio, in line with its other women's magazines and websites such as Look, Marie Claire and Woman's Own.
The companies Mousebreaker site, which was launched in 2001, is now the UK's largest casual gaming site for young men, attracting 4 million visitors per month.
Visitors to the new site will be able to choose between a variety of casual games, such as Sudoku, Spider Solitaire and Bejewelled alongside casino classics and bingo. Players posting high stores will be in line to win Marks & Spencer vouchers in daily competitions.
The site is currently at beta stage and due for a full launch next month. A TV ad has already been filmed to coincide with the launch, and cross promotional advertising campaigns are planned across the publisher's range of other female focused media.