2007年VOA标准英语-Game Developers Targeting Women

By Mil Arcega
Washington
18 July 2007
 

The traditional face of video gaming is changing.  In a bid to attract more players, some of the major game developers are adding new content, new colors and a new attitude in a bid to attract a new generation of female gamers.  VOA's Mil Arcega reports.

The appetite for high-octane action and eye-popping moves will always be there, but game developers say the testosterone crowd is not the only game in town. Driven by the success of new game platforms, the 30 billion dollar a year industry is turning its attention to the fairer sex.

Nintendo's latest advertising¹ campaign features Hollywood star Nicole Kidman playing the company's new "Brain Training Game".  Experts say such games appeal to women who prefer more socially engaging themes. 

Electronic Arts' online business manager Sharon Knight² says, "I think that women are potentially more interested in community, and chat, and relationship-based games a bit more than first person shooters for example."

The nature of the games, and even the colors of them, are designed for a female audience

The shift towards "casual games" as they are called, is evident in store shelves.  Popular titles include Nintendogs, which require game players to care for a virtual pet. Also popular are devices such as Wii's balance board, which allows owners to play fitness games.

With women already making the majority of retail³ purchases for the home, "Game" retail spokesman Simon Sofe says it was only a matter of time before marketers caught up. "In the last couple of years, far more games have come out that have appealed more to women.  And that has moved on because they've focused more on music, focused more on dance.  Whereas, traditionally, they would have focused more on sport, action, driving, or shooting, or more adventure type games."

There's also been a strong emphasis on the color pink.

For software developers -- the gaming world keeps getting bigger. "I think it's a fantastic time in the industry right now, the next generation consoles, and particularly the Nintendo Wii are very much helping⁴ to widen the demographic for gaming,” says Knight. “I think it's attracting more women, more families.  Encouraging more people to engage in more social play.  I think it's an excellent time to foster new content."

Women are the largest buyers of the new content, which experts says is now the fastest growing segment in the video gaming industry.

1 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

2 knight   

n.骑士，武士；爵士

参考例句：

• He was made an honourary knight.他被授予荣誉爵士称号。
• A knight rode on his richly caparisoned steed.一个骑士骑在装饰华丽的马上。

3 retail   

v./n.零售；adv.以零售价格

参考例句：

• In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
• These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。

4 helping   

n.食物的一份&adj.帮助人的，辅助的

参考例句：

• The poor children regularly pony up for a second helping of my hamburger. 那些可怜的孩子们总是要求我把我的汉堡包再给他们一份。
• By doing this, they may at times be helping to restore competition. 这样一来, 他在某些时候,有助于竞争的加强。