Females are radically shifting the future of gaming, and one San
Francisco-based mobile gaming company is on the front lines making it
happen.
Consider this: 65% of U.S. women ages 10-65 play mobile
games, but the majority of gaming companies don’t target them. Instead,
they choose to make competitive games that don’t appeal to the female
demographic, which widely values collaboration over competition.
Just 10% of gaming companies have female executives, but women make up
half of all mobile game players. Fort Mason Games Founder and CEO Kate
Gorman is one of the few female executives flipping the script and
tackling the male-dominated mobile gaming industry head on.
Fort Mason designs mobile games to help women relax and de-stress. With
females making up 75% of Fort Mason's employee base, its female-centric
approach is unlocking an audience that few other companies are tapping,
and setting a high bar for reaching this important group.
According to Gorman, gaming studios that aren’t catering to women are leaving billions of dollars on the line.
As a Silicon Valley native, you could say innovation is in the young
entrepreneur’s DNA. Gorman has been blazing trails since her early 20s
when she led Zynga's casino slots game division from inception to $300
million in revenue.
At just 26 years old, she decided it was
time to follow her passion for games and seize the opportunity to
approach customers in a fresh, new way by targeting the underrepresented
female demographic. As an avid casual mobile game player, Gorman wanted
to build virtual atmospheres that were fun, immersive, and positive.
"I was ready for a new growth phase. Building mobile games that appeal
to everyone with a focus on women opens up an immense market that other
companies have long failed to cater to and capitalize on," says Gorman.
Gorman chose the name Fort Mason Games because she spent a lot of time
in San Francisco’s Fort Mason Park when she was thinking about the type
of gaming company she wanted to create and build.
The hardest
part of building her own business from the ground up? Taking the first
leap, according to Gorman. "Once you have your team and the mission
established, executing and driving towards the first milestones are much
easier. We were able to take our first game to market in a year."
To find out what women wanted in their mobile games, Fort Mason Games
surveyed 3,000 women and 93% of respondents said they play slot games on
their phones and tablets to relieve stress. The survey findings also
revealed that women tend to be highly social when it comes to mobile
gaming. These findings were used as key guiding principles in the design
of Fort Mason’s premier game, Confetti Casino.
Confetti Casino
features an assortment of slot themes and an in-game social network,
allowing players to bring the excitement of Vegas with them wherever
they go. Boasting dazzling graphics and a festive vibe, it’s the only
slot app that allows players to play in portrait or landscape, and
includes a variety of fun slot themes for players to escape into.
"The idea for Confetti Casino was to create a virtual party where
people can meet up to play slot machines together, make friends, and
have fun," says Gorman.
The game was met with overwhelming
success and has since completely changed how people play and interact on
mobile casino style games.
Fort Mason’s newest release, Lucky
Scratch, provides a free-to-play mobile game alternative to lottery
scratch-offs that lets players win real cash and prizes without having
to spend a dime.
"We realized that slot machines and
scratch-off lottery cards are very similar in nature and both give
players those anticipation moments they love, so it was a natural
adjacent space to explore," says Gorman, a 2019 Forbes 30 Under 30
honoree.
Players of the new Lucky Scratch game have tested their
luck more than 12 million times in the game’s first weeks since its
launch, helping it climb the charts to the #1 New Lifestyle App on the
GooglePlay store.
Mobile gaming and entertainment are an
integral part of daily life today. According to research, mobile gaming
will continue to be the largest segment following 10 years of
double-digit growth since the first iPhone was launched in 2007.
Millennials and Gen X-ers grew up playing games on their mobile
devices. And with the exponential rise of smartphones, it makes sense
that a fun childhood hobby will continue into adulthood. This is all
good news for Fort Mason Games and CEO Kate Gorman.
"As more
devices automate our tasks and we carry more powerful devices with us,
the growth of gaming will be phenomenal," says Gorman. "Children today
are using games on mobile devices to learn, and as they age, they will
have grown up with gamification throughout their life. Entertainment
will become mobile, real time, and interactive."
Fort Mason Games innovative mobile gaming apps can be downloaded for free on iOS and Android devices.
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