Fathers, children and video games

A couple days before Fathers Day, we share some info on family gaming.

Just before several of our region’s countries celebrate Fathers Day, we take the chance to talk about one specific behavior in gaming: playing as a family.

All of this applies to mothers as well, of course, but let’s go ahead and use this as an excuse to give fathers some love.

It just so happens that, evidently, little girls and boys don’t usually have their own devices, and don’t download and use video games on their own.

Since this means app stores cater to a double audience, of children and adults, each with their own interests, Google Play’s UX team studied their behavior. They classified parents in three big groups, according to the age of their kids.

The Drivers

Ages 0 to 8

Cut the Rope, by Zeptolab, is a popular game for this age group.

· They control home devices, both personal or shared.

· With younger children, they choose and download games. As they grow older children begin discovering apps on their own, but they need permission to download them.

· They supervise the content, to make sure it’s age appropriate and good quality.

· They want it to be educational –in a broad sense– although once kids start school parents become a bit laxer.

· They value characters they know and TV franchises.

The Gatekeepers

Ages 9 to 13

This age group enjoys games like Plants vs. Zombies.

· Children take control of app selection, but adults have veto power. They make sure they don’t spend money, don’t access violent or inappropriate content, and don’t spend too much time playing.

· Video games are a way to spend time together as a family, and also socialize.

The Enablers

Ages 13 and up

Clash Royale could be a good game for this age.

· Teenagers start having their own devices and complete control over their downloads.

· They usually still don’t have permission to make purchases.

· Many already have data plans, and use their devices for entertainment and communication.

What useful insights can we take from this?

For developers, it’s good to refine the target as much as possible, since children’s behavior and interests change quickly as they age. They should also make sure to provide parents with all the necessary information in app stores.

For marketers, it’s important to remember that through apps they communicate not just with parents or children, but with families as a whole. That’s why it’s a great opportunity to advertise products and activities that are shared in the same way.

At Flame Ads, we create disruptive ad experiences in mobile games to entertain your audience. If you want to lead your brand to new horizons, email us atinfo@flameads.co or subscribe to our newsletter and get our latest news right in your mailbox.