Val Morgan Digital’s (VMG) Popsugar has launched its global-first gaming vertical, Popsugar Australia Gaming, in partnership with technology company Dell.
The new platform aims to provide women a space to explore gaming as a form of social escapism and self-care. The gaming industry has experienced a boom globally over recent years, accelerated by the pandemic.
“POPSUGAR’s mission is to give women a space to explore everything they’re curious about,” says VMD publisher Amanda Bardas.
“We want to help our engaged audience, and the next generation of gamers feel inspired to transform perceptions and stereotypes around gaming, and encourage even more women to discover and join the ranks of the gaming community.”
Popsugar Australia Gaming will launch in October this year. VMD says the platform is a response to a gap in the market for a gaming vertical specifically targeted to women.
In Australia, women accounted for 59% of the 1.8 billion hours spent playing video games last year, according to Nielsen. In addition, 43% of Popsugar Australia readers identify as gamers and 20% identify as ‘hard core’, defined as spending more than two hours a day gaming.
Dell has come onboard as a launch partner and will produce content which focuses on women in gaming, such as coaches, developers, and players.
“Dell is thrilled to partner with POPSUGAR Australia, to support the launch of the brand’s gaming vertical — a global first for POPSUGAR,” says MediaCom group client director Tom Willson.
“Australian women spent one billion hours gaming in 2020 and, together, we’re building a much-needed space for women to connect through gaming and content.”
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