'The industry is failing women'

How is it that the US can take advantage of online casual gamers, but the UK and Europe struggles. We need to get out of the 'hardcore = rich' mentality!!

The European market is too bothered trying to draw women to the Wii and DS to see the bare facts: women are playing PCs online in droves.

Sounds to me like the 'core' games market is only focused on its own backyard. When someone other than EA (remember, it bought Pogo so doesn't count) manages to launch its own female friendly (but not female only, of cours) portal online for PC casual games, then we'll know that publishers have woken up to the possibilities out there.

Step One: Have Women Executives running casual game companies.

This is why we have done so well on the iPhone in this demographic. Our President/Founder is one Sherri Cuono, who is spearheading these casual game titles.

You make an interesting point William - appointing female executives has been a key part of the core business' move into casual as well. EA, Ubisoft, Eidos - all appointed games-savvy women to lead their casual push.

And of course PopCap and other developers have talked of allowing 'the mum factor' (Nintendo's Miyamoto and his colleauges talk of 'the wife test') to influence their recent design practices and ideas.