The Game Factory is targeting women with its new range of casual games, and feels the industry should follow suit.
Zenses Ocean and Zenses Rainforest is scheduled for release this year, and the publisher is targeting 25-34 year-old women in terms of marketing and gameplay.

“The male-dominated core gamers market is pretty saturated,” said Game Factory’s European marketing manager Lucinda Digweed.

“Casual Games Association figures show that 74 per cent of paying casual gamers are women, so creating casual games which appeal to women should be of utmost importance to the industry.

“The already-burgeoning growth in this direction is currently driven by the DS, but so far there has been little or no product coming into the DS market designed for adult women,” she added.

In support of the two Zenses titles, The Game Factory has appointed a PR agency experienced in the leisure and women’s market, and is also preparing a dedicated marketing campaign to drive sales and awareness among female gamers.