King.com research

New Insights into Women Gamers at Live Focus Group in Front of the Casual Games Industry:

• online games are now sexy

• competition and charity are key

• looks do matter

• women spend up to 8 hours a day and $300 per month

CASUAL CONNECT, Seattle, July 22, 2009 – Today King.com ( www.king.com), the world’s leading online skill games company, brought together women gamers – ages 24 to 61 - to speak directly to the casual games industry and reveal what it is about gaming that motivates them. King.com organized a live focus group of 6 women to give women gamers their voice, and to help the industry learn more about their motivations for playing games and what makes the best games.

Key questions posed to the gamers included: Have you been playing more games during the recession vs. earlier? What else is competing for your leisure time, i.e. TV, movies, books, newspapers, Facebook, YouTube, Twitter, your partner etc. What do you get out of online games that you don't get from other forms of entertainment or diversion? How many hours a day or how many hours a week do you play? What do you think your choice of games says about you? Do you think you become a different person online than offline when playing games?

Key findings included:

• Women are just as competitive as anybody, competition is really important and they really want to win. Kimberly Carney, 24, of Spanaway, WA, confided: “Anytime a girl can win anything, a girl’s going to want it!”

• Women want games to look good and be visually captivating. Vivid colors and animation are big motivators for women to play with a game. Dull colors and flat graphics are a turn-off.

• Women wanted to be able to play games and donate their prizes, points or cash to charity. They felt that, during the recession, there should be a demonstration of compassion from the gaming community.

• Women felt that playing games online was now sexy, and no longer geeky. Rather than feeling like a “loser,” it was felt that gaming had become mainstream and socially acceptable among their friends.

• Women use games as a form of mental exercise, using their progression through different levels to evaluate their progress and stimulate their brains.

• Women play games to get better at playing games. They actively hunt out games that help them improve their gameplay; even playing games they aren’t attracted to if it helps them master their favorite ones.

• Women like to spend money on online games. Most spent between $30-$50 per month on online games. One panelist, however, spends up to $300 per month regularly.

• Women play up to 8 hours every day, breaking up their gameplay to accommodate their professional and domestic schedules.

“We continue to gain insight into our users through dialog, surveys and ongoing interaction. This panel provides a useful snapshot of new interests and trends within the casual games industry,” said Riccardo Zacconi, CEO, King.com.

About King.com

Launched in 2004, King.com offers more than 150 different skill and social games, with its premier gaming destinations King.com ( www.King.com) and MyGame.com ( www.mygame.com). The site is available in nine languages and promoted in 10 countries.

King.com is the exclusive provider of skill games for leading portals and websites such as Yahoo!, MSN, AOL, Real Networks, Orange, NBC, freenet.de, RTL, Sat 1, Endemol, MTV3, Libero, Web.de and other leading media companies. The company is known for extending the brand of popular TV properties such as “Who Wants To Be A Millionaire” and “The Biggest Loser.”

King.com has offices in London, Hamburg, Stockholm, Rome and Los Angeles.

King.com’s digital press kit, including gamer profiles, photos and screenshots, is available at: http://consortpartners.com/clients/king.php.

Media Enquiries

Dominic Johnson

Consort Partners

king@consortpartners.com

Tel: +1 415 306 2996