With over 7.2 million UK women regularly playing games online, many of whom pay-to-play, gaming is the fastest-growing leisure activity for mass market women, a core demographic for IPC Media.
Launched by IPC Connect, which reaches 12.5 million mass market women in the UK, Feelgood games targets 25-44 mass market mums, providing them with a collection of the very best free and pay-to-play-games of chance and skill, where all players are offered real rewards and, in the near future, the ability to share those rewards with their families and friends.
Extensive insight from IPC's award-winning Origin Panel found that while women love gaming, many don't feel there is a gaming site out there for them. They said it wasn't all about winning; it was also about feeling satisfied, having a sense of belonging; of community, a sense of achievement and, above all, having fun!
Digital director Kevin Heery, who is leading the site development, says: “Up to now, UK women haven’t had a quality destination that combines the best online games, in full, for free, with pay-to-play versions to win cash prizes. Feelgood games provides that destination while also rewarding players’ loyalty with real gifts, whether they win or not - for example, a magazine subscription offer or shopping vouchers or even bonus money to play bingo or a cash tournament game. Viral gifts will also be an integral feature and players will be able to pass on gifts to their friends and family.”
Feelgood games was developed by a cross-IPC team of gaming experts from Mousebreaker – their casual gaming site targeting young men – and pay-to-play marketing experts from IPC Connect. The team also drew on IPC's new product development framework, used for successful print launches including Look. Insight and user group feedback informed development at every stage, ensuring Feelgood games remained fun, inviting, warm, simple, intuitive and appealing to gamers and non-gamers.
Feelgood games publisher Simon Denny adds: “The playing environment has been carefully built around the needs of our 25-44 year-old UK mums who are looking for a few moments of fun, the opportunity to socialise, stimulate the brain, relax and play games. We will continue to evolve our service around the changing needs of our active audience.”
As well as publishing games from IPC’s own games studio, Feelgood games has partnered with other leading casual games development studios, such as PopCap Games, recognised as the world’s leading casual games studio, to offer a selection of the web’s best games including Bejeweled, Zuma’s Revenge and Chuzzle.
Working with CRM specialist Brain Media and the UK's leading online instant win and bingo entertainment brand Jackpotjoy, Feelgood games claims to offer a complete gaming experience for all types of players, whether playing purely for fun, or playing to win.
IPC Connect managing director Fiona Dent says: “IPC Connect understands exactly what makes UK mass market women tick, and we are in constant dialogue with this important audience through our award-winning Origin Panel. Our magazine and web brands are at the heart of helping mass market women enjoy their precious “me-time” and our experience of offering our audience the chance to play bingo has also told us they love to play games. Feelgood games is the ideal complement to our trusted brands, and our reach of 12.5m women gives us the perfect opportunity to take advantage of the exciting and fast-growing games sector.”
