Q: In general, what does HerInteractive's research show about how girls play, and what girls want in computer games? How do HerInteractive's products address these play patterns and interests?
A: We have learned from our own research that there are both subtle and blatant similarities and differences between boys and girls play patterns and preferences. In general, we found that girls enjoy a strong story line, character interaction, problem solving, humor and adventure. Below are a few examples of how we incorporated specific findings into our Nancy Drew mystery series:
Mission statement: One feature we incorporated is the mission statement or goal at the beginning of gameplay. We found through our research that girls like to know their objective before they begin playing an interactive game.
Second Chance: If the player made a fatal error, the usability groups thought it was silly that they had to start over the game from the beginning after they had invested hours already. Therefore, we incorporated a second chance button, which allows the player to be placed at the point in the game right before they made the fatal error. This feature is an improvement in existing games, as boys appreciate this improvement as well.
Humor: Our focus groups responded positively to the character of Nancy Drew. However, asked what would they change about her if they could, they said they thought she was too perfect. We relied heavily on humor to make the character of Nancy Drew more human and identifiable with our audience.
Q: Why do you believe it is necessary to create and market games just for girls? How do you respond to critics who argue that separate games for girls, regardless of their content, reinforce limiting gender stereotypes and polarized play patterns?
A: Critics neglect to mention that some software games developed for boys are also similarly geared to boys' stereotypical interests. Girl preferences had been ignored in the design of computer games until recently. Designing games with girl preferences in mind has been a necessary step in the evolution of computer games. There are as many girls' interests as there are girls, and we need to provide as many types of entertainment to satisfy those preferences. Same is true for boys. It's very exciting to see companies like EA and Mattel validate this trend by creating divisions specifically focused on girls entertainment.
Q: Your first two titles, McKenzie and Co. and The Vampire Diaries, have been described by some as games-come-soap operas that include stereotypically feminine interests such as popularity and romance. How do you explain the choice to focus on such interests in your games?
A: We are very proud of these games. Romance and popularity are entertaining themes for many of us and as such, these elements were woven into the game. As the industry takes more serious notice of games targeted at girls, companies are now offering a greater variety of interactive products for them to choose from.
With our Nancy Drew series, we are now focusing on mystery games and give the player the opportunity to role-play a famous detective. Nancy Drew represents all the positive characteristics that we all aspire to: intelligent, assertive, witty, resourceful, gutsy and as such, we have made the choice to not focus on the typically female stereotypes. As the detective Nancy Drew, players establish and build relationships, explore and gather facts, and resolve tough problems on the way to solving the mystery. Her adventurous character and dynamic skills are just as valuable to girls today as they were 70 years ago. The mystery genre enables us to apply our expertise and creativity to creating a compelling story, through clues and puzzles, characters, environments, music, and witty conversation, etc.
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