Women and children: targeting a new demographic for PSP
by Andrew Yoon 
{ Jun 2nd 2008 at 2:02PM }
PSP has resonated very well with the adult male crowd. PSP's multi-functional capabilities and impressive graphical capabilities make it the handheld system of choice for many hardcore players. However, Sony is finally trying to expand to more casual markets, in an attempt to start catching up with Nintendo's ever-popular DS system. Last year, new marketing campaigns were targeted at teens. This year, women and children are going to be Sony's focus."Our audience continues to get younger and younger," said PSP main-man John Koller. "Our research shows that young mothers now have the highest propensity to purchase a PSP over the next year for their children."
How exactly Sony plans on capturing the attention of women and children is unclear. The next ad campaign Sony is working on is for the God of War Entertainment Pack. While an excellent game, we're doubtful that this M-rated PSP exclusive is what these two new demographics are looking for.
Reader Comments (Page 1 of 1)
Alien @ Jun 2nd 2008 2:29PM
Well thats a good plan , but we need more games like LocoRoco to actually be able ...
total.wimp @ Jun 3rd 2008 10:15AM
Yes, yes, yes. Some of the things I like about games like violence and complicated controls are big-time turn offs for kids/parents. LocoRoco has neither and is cute as heck to boot.
BUT, you could make a dozen games as engaging, simple, fun and cute as LocoRoco and there will still be a major problem with parents. When parents look in those big glass cases at Target, they're going to make a quick scan of the available titles and they'll formulate a general impression about the PSP. Even with a major push into kid territory, most of the games they see will have names like "God of War" or "Grand Theft Auto," which they certainly don't want little Billy exposed to. Even though no one is going to force them to buy these, they're still going to have a negative impression.
When they look in the DS case they'll see happy fun land. Happy fun land is a turnoff to me, but parents love it. Who wouldn't want to buy their kid Nintendogs or Hannah Montana? Harmless, light, non-threatening and you can even buy it in pink. The PSP will never be able to compete with that.
strike @ Jun 2nd 2008 2:42PM
I think it's a bit of a long shot, unless they introduced a new add on, like a microphone (For music games) or maybe even a touch screen, if it's possible, not that I would buy one, they fail to impress me. I would get the microphone though, for fun pass time games :)
Also, release calender, personal planners, alarms, etc, in a firmware update. These would attract many people in my opinion.
Jacksons @ Jun 2nd 2008 3:14PM
I don't know how young he's talking, but they have to be old enough to respect property. The PSP and UMDs aren't going to hold up against an angry tyke who throws things that frustrate him.
Christine @ Jun 2nd 2008 5:10PM
I am a girl gamer and I bought my PSP when they came out a few years ago. I think alot of young mothers like them but they are buying them for themselves not for their toddlers and preschoolers! While the games have been for the most part dissapointing (I'm an RPG fan) the PSP is awesome for storing movies, music and pics on the go and they should focus more on these abilities to attract more females. They also need more girl colors. I love the red and white ones but the faces on the backs are a turn off!
Senna @ Jun 2nd 2008 5:34PM
Could this mean cute carrying cases a la the adorable DS "purse"? Could this mean more RPGs? (All the female gamers I know like RPGs -- this includes me, too.) Honestly, though, the way to attract more customers is to release more good games -- at least, that's what'll get me buying. Borrowing the pastel line of colors from Japan wouldn't be a bad idea either -- though I like having a mint-green PSP that is unique in the States, I know a few people who have been disappointed at the lack of color options over here.
strike @ Jun 2nd 2008 5:51PM
Most girls i know hate RPG's.
Anyways, if your gonna import a jap. psp, Senna, the x and O buttons are switched round, for the XMB Menu. Thought I'd tell you, even if it's not too important.
I hope Sony dont release any of those dog games. And the baby games used creepy babies (Shivers in fear).
Ashe @ Jun 2nd 2008 9:07PM
Why do they think women have to have different games then men? I bought GoW the day it was released, had it preordered actually. I thought it was a great game, though short. But I expected it was going to be. My favorite games are RPGs like Crisis Core, Final Fantasy Tactics, Valkyrie Profile, Tales of Eternia, ect. I own more PSP games than DS games. Id like to know where they get their research because they obviously arent doing it right when they think that women want crap like the stupid dog and baby games that the DS has.
Tamyu @ Jun 3rd 2008 6:28AM
They think this because they actually look at what sells. Dog and baby games are selling to females. Most of the PSP offerings are not. It doesn`t matter that there are exceptions. It doesn`t matter that some women play pretty much the same things as men. They`re looking at the market as a whole, and there is a demographic the PSP isn`t reaching but the DS. If you`re a female who has a PSP, loves it, and enjoys what is available... You`re not part of that unreached demographic.
I`m female, have a PSP, and thoroughly enjoy it. But more interest from developers - whether normal, or drawn in by the possibility of hitting that other demographic - never hurts. Like the Japanese fashion arrangement utility software that came out this year. It`s a wonderful utility (not a game at all) that should have sold much more... But there just weren`t that many women with PSPs at the time of release.
Alien @ Jun 3rd 2008 11:54AM
total.wimp : bealive me most parents will look carefully at the value they are purchasing . I dont think that Sony is talking about 4-8 years old , rather then 9-14 years old kids ... and for their parents a couple of games like LocoRoco and Patapon is more then enough to justify their purchase even if the game library is extremly M oriented ...
chez @ Jun 4th 2008 4:46AM
My sister wants a PSP for LocoRoco, my girlfriend doesn't want one but she does like the RPG selection and PS1 emulation.
Surprise surprise - women gamers don't all like the same thing!
I'll be mighty surprised if the PSP can match the DS with the casual sub-library.
Anthony @ Jun 4th 2008 10:49AM
Actually I'm happy to learn of this new improvement.
The PSP is my lest favorite device and I'm 19. The PSP has so many junky rated M games and there are hardly any cute and enjoyable games on it.
The PSP needs more RPG's and it could use some great games like Sonic Chronicles: The Dark Brotherhood, Legend of Zelda: Phantom Hourglass, Etrian Odyssey, Luminous Arc, Wakfu, Animal Crossing, Final Fantasy Crystal Chronicles and ect.
luckybolide @ Jun 4th 2008 11:10AM
It's about time...will be interesting to see whether they can deliver.
As the mom of a teenager, I know I'm not the main target demographic, but there's gotta be more people like me out there. I have a long bus commute, and the PSP makes it painless. I have been wondering why there aren't more games targeted to women -- RPGs that aren't too convoluted, games with female protagonists, and even games with shiny sparkly things. Lately I've been playing mostly Jeanne d'Arc, Patapon, and Jewel Quest, with the occasional flOw thrown in. Where are the rest of the games for women?