With An Eye on Underserved Female Gamers, Rally Marketing Group Acquires PassionFruit Games

Rally Marketing Group is acquiring PassionFruit Games, a developer of casual video games aimed at female gamers. The agency points to importance of female shoppers to its client base as one reason as well as the growing numbers of casual female gamers. Female fans make up 40% of all video game players, according to the Entertainment Software Association, with women over the age of 18 representing a significantly greater portion of the game-playing population (33%) than boys age 17 or younger (20%).