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Video Game Makers Target Another New Market

Techstination feature for Wednesday, August 6, 2008

Video game makers target another new market....girls. Bloomberg Boot Camp, a report on today's technology. While the video game industry has for years considered young males as its core audience....some companies have been reaping rewards from creating games for girls. THQ CEO Brian Farrell...

"We can talk about a couple of examples. I don't know if you've seen one of our new games for the Wii out there called All Star Cheer. It's targeted at girls. It uses the Wii Fit balance board which is a hot new peripheral. So it's a very highly targeted property for girls which have not traditionally been a big source of gaming revenue."

THQ isn't alone. Ubisoft is expanding its line of Imagine games for girls....and creating another new line. North America President Laurent Detoc..

"We just introduced a new line of product called Energy, which is the first line of sports for girls. And again, we are not trying to bring them football. We're trying to bring them sports that they would like to play. Research has told us that this is what they wanted to play. And like we went with the nurturing aspect when we were launching the Pets brand and the Pets products. Then we went in the aspirational aspect with the Imagine brand. Now we're going into the girl power aspect with the Energy brand."

A category that was largely ignored by big game suddenly becoming competitive. Bloomberg Boot Camp, I'm Fred Fishkin