Beyoncé to Promote Nintendo's "Style Savvy" Game

In the latest development of what appears to be the gaming industry's attempt to lure in more female gamers (as creepy as that sounds), Nintendo has paid top dollars to Beyoncé to be the new spokeswoman for "Style Savvy." "Style Savvy" is a fashion-focused game that lets players build and run their own fashion boutiques; an opportunity that, according to Beyoncé, is not only fun and stimulating for young minds, but also educational.

My initial impression upon reading this will blip was "well, it seems Nintendo did a bit better than Playstation." I'd take a crack at Style Savvy for shits and giggles, although I'm not sure Beyoncé would be my motivating factor. On the other hand, you would have to strap me into a chair and staple my eyes open and FORCE me to play Hanna Montana. But I digress; clearly I am not the aim of these ad campaigns. The way I see it, the target are young girls interested in fashion, or women interested (or in) fashion that will use the game as a time killer during commutes.

So what are these women saying about the game? Well, the few comments on the article weren't exactly rousing. One commenter pointed out the (fatal?) issue of initial investment in a DS, which run $129. I certainly wouldn't invest in one for the sake of a casual game or two (although, people do pay $299 for Kindles for the exact same commuting purpose...). On top of that, you're competing with investments in actual fashion (i.e. the pair of shoes the same commentor pointed out she would rather purchase). So... maybe the game isn't such a slam dunk for "adults." But what about kids?

The game reviewed well for tweens/teens interested in fashion, and noted the entrepreneurial value of building a virtual store and helping a variety of customers with different needs. Also, given it's over 10,000 lockable garments, the game could provide a depth that both casual and more loyal gamers can appreciate.

Overall, I'd say hiring Beyoncé was a good move for Nintendo, as long as expectations are realistic and Nintendo is looking to recruit female (casual) gamers for the long-tail. Will this add send women out in droves to buy a DS just for this game? Probably not. But, it may motivate young women that already HAVE a DS. Likewise, if this campaign continues on a Nintendo or industry-wide scale, the industry will likely garner a larger portion of female gamers over time. If that is the aim - which is likely given the magnitude of female-focused games out there now - this crazy plan may work.