girls club

Nintendo UK recently launched a YouTube channel entitled “Nintendo Girls Club.” Hosted by Jorgie Porter, the fashionable young blonde sits in an adorable girl’s room decorated with butterflies, flowers, and soft colors, discussing games that may appeal to the female demographic.  The goal is to reach young girls who are casual gamers or may have never played at all.

Some media critics argue that the channel is sexist. They believe featuring New Style Boutique as a must-play, talking about shopping in Animal Crossing: New Leaf, or showing an attractive blonde play Super Mario 3D Land on a pink 3DS submits to gender stereotypes. An article on Yahoo quotes Jenny Hanniver, the founder of the female gaming community Not in the Kitchen Anymore as saying:

“Male gamers are divided into various pockets — role players, shooters, and so on. Female gamers are just seen as women,” she says. “There’s nothing wrong with being a female gamer who enjoys shopping and makeovers — but those things don’t define women.”

There are plenty of girls out there who hate the color pink, love video games and consider shopping to be torture, and there is absolutely nothing wrong with that.  However, that’s not the demographic Nintendo is targeting. Nintendo Girls Club is geared toward elementary to middle school girly girls. The ones who adore princesses and fashion, and typically don’t care for video games except Candy Crush. The reason? It creates an entirely new group of consumers. Leo Sun from The Motley Fool writes:

 “The ad campaign is targeting an untapped audience of young, female non-gamers who are content with playing Candy Crush on their more societally accepted iPhones. The videos on Nintendo Girls Club are not aimed at experienced gamers — they simply showcase the 3DS hardware and casual gaming titles like Animal Crossing: New Leaf.
 
“While critics claim that the statistics show that 45% of gamers are already female, Nintendo is simply asking: why not convert new teenage girls to gaming and bump that percentage up to 70% or more?”

As a passionate gamer who is often described as a total girly girl, I have absolutely no problem with this channel. Nowhere does it tell the girls to go back to the kitchen where they belong. Girls are encouraged to do what they love, whether it’s creating new outfits or going on an adventure with Mario. Nintendo Girls Club simply introduces young girls to the joys of gaming, and activity that can be enjoyed by everyone, regardless of gender.

Source: Youtube, Yahoo, The Motley Fool

 

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  • Ryan Haney

    That is smart marketing and totally NOT sexist.

  • Daniel Thompson

    It’s all well and fine to target a group but they aren’t labeling it the Nintendo Girly Girls Video Gaming Club. It’s just Nintendo Girls Club, and their verbage generalizes it to sound like they are talking for all girls. Playing up stereotypes and generalizing isn’t helping them much either. I don’t think it’s entirely sexist but I think it’s treading a thin line as it is now.

  • Jason Steiner

    If it’s for ‘girly girls’ then why not call it the ‘Girly Girl’s Club’? Calling it the ‘Nintendo Girls Club’ suggests that they believe this is what all girls are into, and only reinforces stereotypical gender roles.

    • Pedro Vasconcelos

      I think that it’s because many “girly girls” would think that calling them “girly” is depreciative, or because “girl’s club” is already commonly associated with something very girly. When you see a “girl’s club” you don’t expect it to be filled with punk rock or geeky or whatever, do you? It’s usually the pink cute (or stylish depending on what age they’re focusing on) stuff.

  • zeldafreak07

    As a hardcore female gamer, I feel like there is no need to have this or Gamer Chix. It’s a call out for attention for the girly girls to say they are gamers. I wear men’s video game t-shirts, I don’t announce online that I’m a girl, I don’t buy pink accessorizes for my DS or Wii, I do what you’re supposed to do as a true gamer, PLAY IT. The guys don’t have a club, I’m pretty sure if they do, everyone will make a big stink out of it. This just calls out for attention. I already earned respect from my fellow guy gamers by being myself. I don’t need this ridiculous propaganda to say “HEY I”M A GIRL GAMER! GIVE ME ATTENTION!”

    • Pedro Vasconcelos

      Miss, this thing is not for people like you nor for those attention-seeking girls (I’ve actually never seen one of those), it’s purpose is solely to bring those 12-year old girls that aren’t into gaming (except for popular and simple mobile games) at all. Nintendo’s always looking to bring more people into gaming and this is a nice way to try and reach that kind of young “girly girl”.

      • zeldafreak07

        You don’t see them? I see a lot of people making comics about girl gamers and “girly girl gamers” It’s funny you say it’s not for girly girls yet the article describes the room as one and they talk about shopping. Animal crossing insn’t just about shopping , it’s taking care if a town. Why didn’t they mention that? Ift the girls aren’t into gameing now what makes you think an Oprah show of video games would do? They would be interested for a while and that $200 system the parents bought will collect dust. It’s just a way for nintendo to boost sales. It’s not the nintendo I knew when I was young.
        I’m all for females to getting into gaming but this makering isn’t the way to go. What nintendo should do is make demos of their games on the phone or have trailers of their upcoming games. That would make more sense than this.

        • Parker

          I agree. Appealing to girls with girly video games won’t do much to get them to open up to a wide selection of games. I see that their intention is to open up to all types of people, but this is unnecessary, I think. I’m a gamer who happens to be a girl, and I know plenty of other girl gamers, and we didn’t become interested in Nintendo by playing games made specifically for girls. If that was the case, a girl wouldn’t be any more interested in the lot of games available for Nintendo’s systems that are for everyone. So, I don’t think it’s intended to be sexist, but it’s unnecessary.

        • Danie Allison

          Agreed!

    • Danie Allison

      Yes, I agree. I have male friends and have earned their respect. Initially I was the same way, thinking that gamer girl social communities were sexist. Right now I feel really lonely being the only girl in my world. I am a tom boy and love my male friends. They don’t have periods or care about virtual pets(WoW, Pokemon) as much as I do, ect. I love gory gaming and zombies, like any male or female gamer, that doesn’t mean a male review and female review of a game are the same. Scientifically our chemistry is different, there is nothing wrong with seeking gaming females, who I would have a lot more in common with, than non-gaming females.

  • Trinosaur

    There are so many things I can say about this, I don’t even know where to begin. But that Jenny Hanniver quote is entirely appropriate. ugh…

  • Elienkae

    Meh, I’m a girl who hates pink and I’m not bothered by it. I don’t think it’s sexist (personally, I think this label is grossly over-used). Obviously, they are trying to appeal to the girly-types who are not into games yet. If you don’t like the channel, don’t watch it.

  • asdfg

    This will only create more of those annoying “gamer gurlz” ugh

  • Sanguiluna

    Does ANYONE actually enjoy those shopping and cooking sim games, male OR female?

    The way I see it, if you want to attract ANYONE to get your products, logic says you show off your best games, like the Marios and the Zeldas and the Pokemons. Quality sells, not gimmicks or pretty colors; why does Nintendo have such a hard time understanding this?

    • Guest

      i enjoy them and im a guy so yea..

  • zigzagoon

    I don’t think the division for marketing should be aimed between boys and girls, rather it should be for gaming experience.