Video games are big business, but can they be much bigger businesses? To do so requires the retention of existing players and the expansion of the player population beyond its historically core constituency of young men. Getting other demographics to engage the console experience may require modifying the product to fit the needs, interests, and issues of non-traditional players. The success of the Wii is an indicator of this shift away from technical superiority to more inclusive play experience. In this talk I will review our research conducted in the homes of a number of video playing households. These visits highlighted several important aspects about the use and conflicts that emerge around the console. Complementary research drawn from data generated by an online game discussion board offers additional insight into the challenges non-traditional gamers (such as women) face when engaging with male-centric content.

1. A closer look at the ‘non-traditional’ gamer Tracy Kennedy Microsoft Research - Community & Technologies Group Redmond, Washington

6. Gaming Households

7. Parental perceptions of gaming

9. How to appeal to different ages?

15. XGX Manifesto

21. “Hey Ladies! I hope you can help me on this one. I'm being harassed by two guys that used to be on my friends list. They keep sending me friend requests over and over even after I decline them. They're even doing it with their alternate accounts. Is there any way at all for me to block them from sending me friend requests??? I've searched all over and I can't find a way to block them. This is day 3 of all this and it's getting quite annoying. I can't believe how childish some people are. =

22. “ Well me and my friend were playing split screen on <gamertag> on GOW. A guy joins the room and I boot him since I was just about to invite my friend. The guy keeps coming back – about 3 times, and he sent me messages saying curse words and more. I message him and tell him - I’m not scared of you so leave me alone - He sends me a pic message with him holdin the xbox controller in one hand and a gun that’s real and its pointing to the camera, i immediately blocked communication with him, what should i do about this person?????????”

23. Barrier to social gaming

34. “ I feel GamerchiX has encouraged us ladies to become more vocal and active on Xbox LIVE without having to worry about being hit on, cussed out or kicked out of a game just because we are girls.” “ GamerchiX has really given me an opportunity to meet some wonderful ladies. I've been online so much more than I was before and have become much more vocal when I game because I'm not afraid of getting talked down to.” “Girls of all ages and from all backgrounds have a safe environment to chat and play without fear of negative comments and remarks.” Community Matters!