There was a time when the term ‘gamer’ held a certain negative connotation to it. Past studies have shown that this once held preconception is vastly different today. With the advent and popularity surrounding casual gaming, the gaming landscape has changed dramatically. Just how dramatically? A new report released by Q Interactive and Social Media World Forum has found that female gamers are highly engaged with brands and virtual currency consumption.

While the sample size is still relatively small, approximately 2000, the results are enough to make any marketer or developer of casual games jump for joy. The study found that female gamers are passionate and competitive about Green Patches and Happy Aquariums, and often stock up on virtual currency. The study also found that women are highly engaged in branded virtual goods, and are much more likely to acquire virtual currencies through winning more, or accepting a branded offer, as opposed to paying for it with “real world” money.

“As brands seek relevant and natural ways to shake hands with women via social media, the gaming and application marketplace holds tremendous potential to integrate in a consumer-friendly, meaningful way,” said Matt Wise, President, Q Interactive. “Women seek a partner to support their entertainment, which is exceptionally important given their busy lives.”

A closer look at female gamers

• 85 percent of those surveyed use five or less games and/or apps regularly, indicating an inclination to be loyal to a handful of favorites; approximately 15 percent regularly invest in six or more games/apps at a time
• More than half (57 percent) are earning/spending virtual currency daily
• Introduction to new games and apps rest heavily on word-of-mouth: Nearly three-quarters (74 percent) got involved in a game or app due to “a recommendation” by family or friend or because they “noticed a friend or family member’s score”
• 95 percent utilize virtual currency primarily to “gift” and/or advance games
• In interacting with games and apps, 57 percent feel virtual gifting – for example, giving a bag of virtual makeup from Sephora – is as meaningful as real life gifting

How Brands and female gamers interact

• All but six percent (97 percent) of women prefer to earn virtual currency through either winning more or accepting a branded offer – versus paying for it with “real” money
• While they game and app quite regularly, only one in ten women have actually used “real” money to purchase virtual currency; of that, 85 percent have spent under $100 in their gaming and aping activities – ever
• Of women who have signed up for branded offers to get more virtual currency, 67 percent found the offer useful
• 37 percent of those women chose the branded offers based on “content”; 17 percent went for offers with free products or services

“Applications and games are quickly becoming part of everyone’s daily lives,” said Ian Johnson, Director, Social Media World Forum. “This provides a terrific opportunity for brands to serve as a trusted, valued partner to them. By having a presence in the game and app space, brands get the benefit of reaching an influential consumer set. With the support of brands, advance in games and apps and we’re finding also get information from brands they value.”