Tweens Drawn to Web Gaming

More than half of tween girls play online games, per study

Marketing to 8-12-year-old girls can be tricky. No brand wants to seem like the creepy guy handing out candy near an elementary school, not to mention all the privacy concerns involved. But Netherlands-based online gaming company Spil Games is hoping to change that. The company, whose games cater to tween girls, is in the middle of a big push to attract U.S. advertisers to its platform and yesterday published a study to shed light on why brands might be interested.

More than half of American tween girls play online games, and those girls more than doubling the amount of time they play those games per month, according to Spil. The average time spent on its site (which reaches 7.6 million unique monthly users) ballooned from 38 minutes per month to 78 minutes per month between 2011 and first quarter of this year.

Spil Games looked at when tween girls are long those minutes on the site and found that Saturday is the most popular day and afternoons between 3:00 p.m. and 7:00 p.m. is the most popular time window. And the kids are keeping busy in that span. According to Spil, more than 88,000 pieces of content such as comments are posted and shared every day by its users. The gaming company sees that content as the biggest opportunity for advertisers.

Brands can run display and preroll video ads on, but Spil Games is looking to integrate advertisers within the actual games, whether that be in-game branded virtual goods or entire branded games. Earlier this year Spil Games launched a dress-up game for Relativity Media’s revamped Snow White film Mirror Mirror and saw roughly 1 million gameplays within the first two weeks, Spil Games CMO Oscar Diele told Adweek