Despite the gender gap shifting slowly, women are much more likely to have control and responsibility for the household shopping – inventory, stocking, buying food and cooking. This also goes for deciding where to shop and what to buy. 70% of the primary shoppers for family households are women. (Hartman Group)


Why is mobile gamification a good way of reaching this key audience? The traditional stereotype of a gamer is a geeky teenage boy hunkered down in his bedroom playing big-budget games on his console. This is so out of date.


With over two billion people in the world playing games, there are now many different types of gamers. The types of games available are diverse and games can be played on more devices than ever with mobile gaming making up 47% of the global gaming market (Newzoo games forecast November 2018). Watching other people game is a rapidly growing sector – just see the growth in live gaming streams on Twitch and gaming videos on YouTube for example. So, the way that people are interacting with gaming is also now much more complex. Gaming is no longer a niche, and it is very much at the heart of popular culture.


One vastly underestimated fact about the gaming enthusiasts in the world is that 46% of them are women. So here are 3 good reasons why grocery retailers should consider mobile gamification if they want to target female shoppers:

  1. 40% of female gamers are aged 18-35 years (Statista Age of U.S. video game players in 2019). Millennial shoppers (age 22-36) spend $44 more a day than the average American who spends about $164 (Accenture)
  2. Women make up 63% of mobile gamers (men 37%) (Mediakix)
  3. 60% of female mobile gamers play every day (47% of men play daily) (Mediakix)

Newzoo has recently conducted research across 30 different markets to get further insights into the ways that different people enjoy games. They have defined gamers by 8 different personas. The most striking gender bias was in the persona called ‘Time Fillers’. This persona is defined as people who play games, typically on mobile, to pass the time’. Almost two-thirds of Time Fillers are women. Gaming on a smartphone can be easily slotted into the day to satisfy different needs:


‘Mobile games serve as a source of quick, boredom-beating entertainment, a bit of stress relief and a distraction from real-life worries, and simply as a restful moment (such as gaming in one’s downtime). Moreover, 60% of women say that gaming makes them feel good, and since mobile gaming is quick and easy – the game is always on their person – it’s easy to play while on the go.’ (Game Analytics).


The move to mobile gaming is thought by many to be key to the rise in female gamers and the widespread take up of smartphones has helped fast track this. Women typically prefer to play on smartphones and this is seen throughout all age groups:


(Android Headlines)


Therefore, if grocery retailers are looking for new ways of doing digital marketing that will appeal to women and influence where they shop and how often, there is a strong argument for using gamification and for delivering it via smartphones. Gamification takes the cues and psychological triggers of gaming. It offers shoppers a free, fast and intuitive gamified experience to slot into people’s busy days and rewards them for their engagement. In return, they may interact more with a retailer’s brand, visit stores to claim their prizes, purchase deals and try out new products and services. In a market where customer acquisition is more expensive than ever, this is a fun and effective way to connect emotionally with your target shoppers.


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