Posts Tags Categories

Girl''s Game Design: Purple Moon

By Emily | Published on  
Purple Moon: revolutionizing games for young girls.

Back in 1992, I was just coming out of a failed virtual reality business and supporting myself by being on the speaking circuit and writing books. It was then that I started working for a company called Interval Research. It was being founded by David Lidell and Paul Allen as a for-profit research enterprise in Silicon Valley.

David and I met to discuss what I might do in his company, and during our conversation, we realized that we shared a common question that we really wanted the answer to. “Why hasn’t anybody built any computer games for little girls?” We wanted to figure out what it would take to get a little girl to put her hands on a computer and achieve the level of comfort and ease with the technology that little boys have because they play video games.

We spent two and a half years conducting research and another year and a half in advanced development. During the research phase of the project, we partnered with Cheskin Research, and they changed my mind entirely about what market research was and what it could be. They taught me how to look and see, and they did not do the incredibly stupid thing of saying to a child, “Of all the things we already make you, which do you like best?” which gives you zero reusable answers.

We did four things in the first two and a half years of our research. First, we did an extensive review of the literature in related fields, like cognitive psychology, spatial cognition, gender studies, play theory, sociology, and primatology. We then interviewed adult experts in academia and did focus groups with people who were on the ground with kids every day. We talked to them, confirmed some hypotheses and identified some serious questions about gender differences and play. Then we interviewed 1,100 children, boys, and girls, ages seven to 12, all over the United States.

At the end of those remarkable conversations with kids and their best friends across the United States, after two years, we pulled together some survey data from another 10,000 children, drew up a set of what we thought were the key findings of our research, and spent another year transforming them into design heuristics for designing computer-based products for little girls, ages eight to 12. We spent that time designing interactive prototypes for computer software and testing them with little girls.

In 1996, we formed the company Purple Moon, which was a spinoff of Interval Research, and our chief investors were Interval Research, Vulcan Northwest, Institutional Venture Partners, and Allen and Company. We launched a website on September 2nd that has now served 25 million pages and has 42,000 registered young girl users. They visit an average of one and a half times a day, spend an average of 35 minutes a visit, and look at 50 pages a visit.

Through this effort, we’ve given girls a sense of validation, a sense of being seen, and the choices that are available in their lives. We love them and are happy about who they are.

When conducting research, it’s easy to get caught up in the technicalities of the process. However, it’s essential to remember the importance of humanism in research. This means considering the people who will be affected by the research and the potential impact it will have on their lives.

Humanism in research is about empathy, respect, and dignity for individuals and communities affected by research. It means thinking beyond the numbers and statistics and acknowledging the real-world impact of our work.

It’s important to ask ourselves questions like: Who will be affected by this research? How can we ensure that our research is conducted ethically and with integrity? How can we make sure our findings are accessible and understandable to everyone, not just other researchers?

Humanism in research isn’t just about being ethical; it’s also about being effective. By taking a human-centered approach to research, we can design studies that are more relevant and meaningful to the people who will use them. This approach can also help researchers identify potential biases and assumptions that might otherwise go unnoticed.

In conclusion, humanism in research is vital. It reminds us to think beyond the numbers and to consider the human impact of our work. By incorporating humanism into our research practices, we can create more meaningful and impactful research that benefits everyone.

When it comes to studying gender differences in play, it’s important to approach the topic with an open mind and an understanding of the complexities involved. As a researcher in this area, I’ve learned that there’s no one-size-fits-all answer to the question of how gender affects play.

One of the key challenges in conducting research on gender differences and play is defining what we mean by “play.” Play can take many different forms, from structured games to imaginative play to rough-and-tumble play. It’s important to consider all of these different types of play when designing research studies and interpreting the results.

Another challenge is that gender is a complex social construct that is shaped by many different factors, including culture, family dynamics, and individual experiences. It’s important to take these factors into account when studying gender differences in play and to avoid making assumptions about what boys or girls “should” enjoy or be good at.

In my own research, I’ve found that while there are some general trends in the types of play that boys and girls tend to prefer, there’s also a lot of variation within each gender. For example, some girls might love playing with dolls, while others might prefer building with blocks or playing sports. Similarly, some boys might enjoy rough-and-tumble play, while others might prefer quiet, imaginative play.

Ultimately, I believe that conducting research on gender differences and play is an important endeavor, but it’s important to approach the topic with sensitivity and an open mind. By understanding the complexities involved and being mindful of our own biases and assumptions, we can gain a deeper understanding of how gender shapes children’s play experiences.

Conducting research involving children is a delicate matter, especially when the aim is to explore sensitive issues like gender, sexuality, or violence. As researchers, we have a responsibility to ensure the well-being of children and obtain accurate data without causing harm. Interviewing children for research purposes is a common method that researchers use to collect data. However, interviewing children can be challenging, and it requires a specific set of skills and ethical considerations.

Firstly, it is crucial to create a safe and comfortable environment for the child, where they can feel at ease and free to express themselves. It is essential to use age-appropriate language and avoid jargon or technical terms. Children may have limited vocabulary or struggle to express their thoughts, so the researcher needs to be patient and use open-ended questions that allow the child to elaborate on their answers.

Secondly, obtaining informed consent from the child and their parents or guardians is essential. Children may not fully understand the research’s purpose or the implications of their participation, so it is the researcher’s responsibility to explain the research’s goals and assure the child that their participation is voluntary and confidential.

Thirdly, researchers need to be aware of the power dynamic that exists between adults and children and avoid imposing their views or biases on the child. It is essential to adopt an open-minded and non-judgmental attitude and let the child speak freely.

Finally, ethical considerations must be taken into account when interviewing children. Researchers need to ensure the child’s anonymity and confidentiality and avoid exposing the child to harm or distress.

In conclusion, interviewing children for research purposes requires specific skills and ethical considerations. Researchers need to create a safe and comfortable environment, obtain informed consent, avoid imposing their views, and ensure ethical standards. By following these guidelines, researchers can obtain accurate data while ensuring the well-being of children.

In the late 1990s, a group of women, including Brenda Laurel, decided to launch Purple Moon, a spinoff company of Interval Research, with the goal of creating interactive media products for young girls. The idea was to produce games that would enable girls by offering them strong female characters and stories that would appeal to them. The company was named after a book by Alice Walker, which talked about the idea that women need to hug their power and be proud of their femininity.

The company’s first product, called Rockett’s New School, was released in 1997 and received a lot of attention from the media. The game followed the story of Rockett Movado, a 12-year-old girl who starts a new school and tries to make friends. The game was a big success, and the company went on to produce more games, such as Secret Paths in the Forest and Treasure in the Royal Tower.

What made Purple Moon unique was its approach to game development. The company’s research showed that young girls were interested in playing games that involved relationships, emotions, and problem-solving. As a result, the games created by Purple Moon were designed to be non-violent and to focus on building social skills and emotional intelligence.

Unfortunately, Purple Moon was not able to sustain its success and closed down in 1999. However, its legacy lives on as an inspiration for future game developers to create interactive media products that enable young girls and promote diversity and inclusion.

As a pioneer in the field of creating computer games for girls, the company Purple Moon faced its fair share of criticism. Some male gamers criticized the company’s decision to target girls, claiming that it was a waste of resources and that girls weren’t interested in playing games. Meanwhile, certain feminists accused Purple Moon of perpetuating gender stereotypes and limiting girls’ potential.

Negative reviews and criticism can be difficult to navigate, especially in a male-dominated industry like gaming. However, it’s important to remember that not all criticism is created equal. Some feedback can be valuable and help a company improve, while other criticism may be rooted in biases or misinformation.

At Purple Moon, we listened to all feedback and used it to inform our decisions moving forward. We were committed to creating games that were both fun and enabling for girls, and we knew that our target audience was often overlooked in the gaming industry. While we were aware of the negative reviews and criticism, we didn’t let them deter us from our mission.

Ultimately, the success of Purple Moon proved that there was a demand for games targeted at girls. By listening to our audience and creating games that met their needs, we were able to carve out a niche in the industry and help pave the way for more diverse representation in gaming.

As a game designer, creating games that touch with players is a top priority. And for me, that meant incorporating issues that matter to girls in my game designs.

Growing up, I noticed that many games were marketed towards boys, and often featured male protagonists. As a result, many girls didn’t feel represented in the games they played. This was a problem that needed to be addressed.

When designing games for girls, I made sure to incorporate themes and issues that mattered to them. For example, in one of my games, the main character is a young girl who sets out on a quest to save her village from an environmental disaster caused by a nearby factory.

By tackling real-world issues, I aimed to create games that not only entertained but also educated and enabled young girls. However, it wasn’t always easy. Some critics believed that incorporating such issues was “preachy” and that games should simply be for entertainment purposes.

But I disagreed. I believe that games have the power to inspire change and that by incorporating issues that matter, we can create a better and more inclusive gaming industry.

In conclusion, as a game designer, it’s important to consider the needs and interests of your audience. By incorporating themes and issues that matter to girls, we can create games that not only entertain but also inspire and enable them.

Game design is an art form that has long been dominated by men. Despite that, there are many women who are interested in gaming and want to make their own games. Unfortunately, many girls feel that they don’t have a place in the gaming world. This is where game design can come in to give them a sense of validation.

When girls are involved in game design, they get to see themselves reflected in the games they create. They can create characters that look like them and have the same interests and abilities. This is a powerful form of validation that can help girls feel seen and heard.

Additionally, when girls are given the tools to create their own games, they are enabled to explore their own interests and ideas. This can lead to greater creativity and innovation in the industry as a whole.

It’s important to remember that giving girls a sense of validation through game design isn’t just about creating games for girls. It’s about creating an inclusive environment where everyone is welcome to participate and share their unique perspectives. By encouraging girls to get involved in game design, we can create a more diverse and inclusive industry for everyone.

In conclusion, the story of Purple Moon serves as an important reminder of the need for diversity and inclusivity in the world of game design. The company’s efforts to create games that appealed to girls and incorporated their unique perspectives and experiences were groundbreaking at the time and remain relevant today.

The challenges faced by the company, from negative reviews to financial struggles, highlight the need for continued efforts to break down gender stereotypes and create games that reflect the diverse interests and experiences of all players. It is important to remember that the power of gaming lies not only in its entertainment value but also in its potential to shape attitudes and perceptions.

By incorporating issues that matter to girls in game design, giving them a sense of validation, and conducting research that recognizes gender differences in play, we can create games that are more inclusive and enabling for all. As we move forward, let us continue to push the boundaries of game design, hug diversity, and challenge ourselves to create games that truly reflect the experiences and perspectives of all players.