Marshall, A. & Foran, J. (2008). Australian Female Gamers Video Game Preferences. Marketing: Shifting the Focus from Mainstream to Offbeat,Professor Richard Fletcher, David Low. 1-8. Sydney, Australia: ANZMAC 2008.
In this research, the research problem addressed was “What video games appeal the most to women?” which aimed at providing an insight into what types and aspects of video games are most salient to women. The findings are expected to benefit both new and existing video game companies by allowing them to reach an otherwise untapped yet eager market. A total of 250 female gamers were interviewed for the research. On analysis of the data collected through the questionnaire it was found that the formulated hypotheses, based on the literature reviewed, were essentially accurate. Female gamers were clearly averse to games involving violence while preferring games that involved creativity and mental stimulation.
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