Say what you will about Ubisoft's Imagine line of games (targeted at girls aged 6 to 14), they're generally pretty original. There are precious few game makers trying to tap into the figure skating, fashion designing, and animal healing segments of the burgeoning DS game market. Unfortunately, the same can't really be said for Ubisoft's latest Imagine game announcement, Imagine Rock Star.

Not to focus on the negative, but when Imagine Rock Star comes out in June, it will bump up against a veritable cornucopia of competing DS rhythm games, including a couple that have a very similar premise of multiplayer, "join a band" action. We don't want to sell it short before we see it, but we find it hard to "imagine" (ha!) that this game will bring something new to a genre that's already getting a bit overcrowded. Especially when the "ability to customize the look of each band mate in order to become the most stylish rockers" is a major selling point. Then again, we aren't girls aged 6 to 14, so what do we know?

Developers and executives that are struggling to develop games that appeal to women now have a new excuse to fall back on if and when they fail. According to a study by Stanford University's Alan Reiss, men are hard wired to feel more "rewarded" playing games than women.

The study, which looked at 11 men and 11 women, asked participants to play a simple territorial point-and-click game while hooked up to an fMRI machine. The men in the study showed much great activity in the brain's "mesocorticolimbic center," which is associated with reward and addiction.

Interestingly, the amount of activity for men went up as they did better at the game, while the amount of activity for women stayed roughly constant, regardless of achievement. "The females 'got' the game... they appeared motivated to succeed at the game," Reiss said. "The males were just a lot more motivated to succeed." Yeah, yeah ... tell it to the Frag Dolls.

Continuing in her series on women working in the games industry (it began with her interview with Morgan Webb), MTV's Tracey John talks to Game Girl Advance creator Jane Pinckard and Assassin's Creed developer Elspeth Tory on their experiences, as well as addressing the controversy surrounding AC designer Jade Raymond. Their verdict on the industry is that it still has a lot of maturation to do, especially when it comes to the working environment. Both Pinckard and Tory share their own anecdotes that would be amusing if not a discouraging testament to how male-dominated the industry continues to be.

In discussing Raymond, a designer whose intelligence and skills have been largely questioned because of her looks (we've read many comments that accuse her of merely being a "pretty figurehead" for the game), both decreed the issue frustrating. "She is genetically, accidentally blessed with a combination of smarts and ambition and looks that our culture happens to find attractive, and that's not her fault," said Pinckard.

Read - Game Girl Advance's Jane Pinckard Talks Lara Croft, Male vs. Female Gamers
Read - 'Assassin's Creed''s Elspeth Tory on Jade Raymond and Entering the Boys' Club

As the start of a week-long series on women in the game industry, MTV Multiplayer has a revealing Q&A with Morgan Webb, the curvier half of the hosting duo behind G4's X-Play. While the interview covers a lot of topics, perhaps the most persistent running theme is Webb's ambivalence about her status as a successful, visible female game journalist.

On the one hand, Webb says, "it used to really bother me that men ... would assume that I don't really know what I'm talking about or would know less than a man on the topic." On the other hand, though, Webb acknowledges "I wouldn't be where I am if I were a man, to be honest. I wouldn't be on the show. I wouldn't be writing columns for FHM. I wouldn't be considered just like a rare and interesting... specimen or whatever, if I weren't a woman. So I am where I am because I'm a woman and that's just the way it is."

While Webb is a big booster for the game industry, she says she doesn't necessarily see herself as a spokesperson for 'girl gaming.' "I don't think the world will necessarily be a better place if I get lots of young woman to play video games," she said. "If a woman wants to play video games, more power to her ... but I have a lot of girlfriends who couldn't care less about video games ... and I don't think their lives are missing anything for that."

The lengthy full interview is packed with more of Webb's thoughts on forum trolls, posing for Maxim and the effects of being both one of gaming's most prominent women and a minor TV celebrity. Take a few minutes and give it a read.

AskMen, IGN's online magazine for the XY chromosomatic, recently compiled a list of the ten most alluring tech-savvy ladies. Unsurprisingly, six of the ten women are current or former employees of G4TV, including Cheat's Kristen Holt (pictured above) and X-Play's Morgan Webb. PSP-licker-turned-journalist Jessica Chobot also ranks at number three.

As a number of comments on the article have pointed out, there's a few noteworthy names missing from the list. Where is Jade Raymond, Assassin's Creed's delightful producer; or Layla Kayleigh, G4's pint-sized British news correspondent? Oooh, what about Old Grandma Hardcore, that saucy, foul-mouthed minx? We'd like to see just how "hardcore" she really is, if you know what we mean.

A Reuters report yesterday took an interesting angle on the conclusions of the Casual Games Association's recently released 2007 study. While others commented on the casual space's size and growth, Reuters decided to focus on how men are lying, stealing bastards when it comes to casual games.

According to the CGA report, while men are just as likely as women to play casual games, the fairer sex is much more likely to pay for these games (women make up 74% of paying players). What accounts for the difference? According to Retuers, men are "more determined to find a free version or try to thwart anti-piracy protections on games." Or, y'know, they could be playing the copies their wives bought. We hope that's it, because finding a crack for a $20 game of Peggle is just sad.

But that's not all -- the Reuters report also reveals that men are more likely to hide their secret casual gaming shame. "The hardcore gamer who is playing 'Halo' with his buddies isn't going to brag that he just beat the next level of 'Zuma'." CGA Managing Director Jessica Tams told Reuters. And if they won't cop to playing Zuma, what are the chances they'll admit to an undying love for Flower Shop: Big City Break? Not large.

Well it's time for the healing to begin. Men, use the comment thread below to come out of the casual gaming closet and announce to the world your proclivity for matching gems and dashing between diners. We won't judge you ... much.

Research done at the University of Toronto found women who played video games reduced the inherent difference between the sexes when it comes to spatial skills. Spacial skills are things like reading a map, driving a car and putting stuff together. Researcher Jing Feng says their original experiment showed that "women do not do as well on spatial tasks"; however, their second experiment found that video games improved both sexes when it came to spatial skills, and that women caught up to men in tests -- five months later the experiments yielded the same result.

There's no real explanation why there would be such a dramatic change after only 10 hours of video game playing or why it would last for months. One could complain about how it's ridiculous that this research is done and yada, yada, yada. But, if having the important women in our life play some video games hardwires them to read a map better, we'll take it -- we hate pulling over and asking for directions.

[Via GamePolitics]

The picture above is about to get NSFW in one frame ... in just one frame it goes from normal marketing cosplay to borderline furry pron. GameTrailers put together a Girls Gone Wild-esque segment of all the Leipzig booth babe fit for video (which we have placed after the break). We joke, the video is very tastefully done, as tasteful as one can get editing together flesh shots meant to titillate. On some level it's great culture context, for our puritan American eyes, public displays of boobies burns us they do.

Leipzig obviously takes a different approach to displays of the female form than E3. Although it was a moot point this year, the last "real" E3 had a ban on booth babes. We re-emphasize that the video after the break is not safe for work, don't come crying to us if your boss catches you -- although, for all we know, he might be into furries.

There are moments you just couldn't make up the story if you tried -- this is one of those times. Lifetime network, television for women, and RealNetworks (yup, they're still around) are joining up to make downloadable games for women. The first game will be Sally's Salon and releases July 25. The game has players "direct Sally through a virtual beauty salon by performing and customizing beauty services and hiring employees." Kind of sounds like Diner Dash and Cake Mania, but minus the entrepreneurial feminist ideals.

The game will be promoted online and on Lifetime's television network between reruns of Unsolved Mysteries and Golden Girls (oh Rose, you still bring a smile to our face). Apparently Lifetime and RealNetworks have been collaborating since 2004 and the games section of Lifetime's website is its most popular with million of games played on topics such as "makeovers, prom dresses and cleaning." Ah yes, Lifetime casual games, doing its part to show women their place in the 21st century.

Casual game studio nDreams announced today that another announcement is on its way July 5 to reveal its new game, Venus Redemption. The casual adventure game aimed at women will have episodic content authored by Kate Pullinger to create "powerful storylines, deep characters, emotion-based interactive conversations and exciting adventure gameplay."

With the increase of female gamers in the casual games field, it's no surprise developers are attempting to tap the new market. But is gender targeting necessary? A good game is a good game and will be enjoyed by men and women alike. Hopefully nDreams won't drench this game in "female themes" and alienate countless potential players.

[Via GameDaily]

Solid information is starting to trickle in about what actually comprises the gamer demographic. Companies are starting to ask who is actually playing their games instead of just assuming it's 16-year-old Timmy Smith living in some square state with his mom and dad, sibling, dog and house with a white picket fence -- and yes, that's who marketing companies still think they're pandering to. According to the ESA 70 percent of gamers are over 18 and 62 percent are male; however, a study commissioned by PopCap Games found that 76 percent of casual gamers are female.

The demographics have been shifting dramatically as the Atari generation, who grew up with video games, has children and begins raising a more gaming friendly generation. The console market continues to be 58 percent male, but all things considered, that isn't too large of a gap. Most cross demographic hits like The Sims and World of Warcraft are found on the PC and many people casually game when they're at work anyway. Maybe the answer is as simple as when the husband and wife are at home, wife doesn't want to sit and watch husband play Gears of War so she goes to the PC and games whether that be a casual game or, um, non casual. The demographic information is still nebulous at the moment, but at least we're starting to get a real picture of demographics in the industry.

Several different girl gaming networks and groups have pulled together a mass of games from different sites, forums, and other networks devoted to female gamers, and have put together this list of the final nominees. While they encourage female gamers to log in and vote, it doesn't look like they'll be screening for X or Y chromosomes at login.

We've recently been talking about developing and marketing games for females, and this is a great example of how to do that -- find out what they're playing, not tell them what they should be playing. However, in all honesty ... this looks like a list of games that could have been pulled together from sites populated by only male gamers. Further proving that the line between girl gamers and guy gamers is something created by PR and marketing, not the people who play the games.

Our advice? Open up the voting to everyone, but have them identify which sex they are (Austin Powers: "Yes, please!) from the outset. Once the awards are done, give us the winners, and show us how the demographics break down by sex, age, toothbrush color, favorite type of pizza, etc. That way the marketers will see we're all just playing games.

Boyfriends aren't the only ones facing dilemmas. Publishers and developers have been struggling to develop games that appeal to women, because they represent a huge demographic who haven't traditionally been associated with the video game market, and that translates to lost dollars. But how do you begin to approach making a game for girls, or is it even a mistake to set out to do that from the beginning, rather than just making a game that's fun?

The panel first asked the question, "What constitutes a female gamer?" Jame Pinckard said, "Women aren't just this monolithic block of 'gamers', they all want different types of games. Just because a Barbie video is made for a 12 year old girl, doesn't mean a 26 year woman has to play it." Sheri Graner Ray took it a step further, adding "There is no definition of a female gamer, and trying to tack a label to them does a disservice. The female gamer is simply a female who plays games. She's just a diverse as any other market out there."

Today game developer and pro-girl consultant Sheri Graner Ray encountered something she'd never seen before in all her years at GDC: a line in a women's bathroom. Ray says when she first started coming to the conference, women only made up 3% of attendants. Now there are enough of us skirt-lovers to fill at least a dozen bathroom stalls.

Her potty experiences aside, Ray was part of today's panel on the future of women in the games industry. Unsurprisingly, panelist predicted more female gamers, more female industry members, and more all around gender-y goodness in times to come. And for the first time since Monday, I was actually in a room with more than five other girls. Now let's just hope we don't all run for the bathroom.

Speaking from years of experience, we know how hard it can be to get your girlfriend interested in playing video games. Granted, it might be impossible to drag her into play-til-dawn Halo 2 sessions online, but dropping into casual gaming with a Wario Ware: Smooth Moves round or two is entirely doable. Need some tips? Wikihow has an entry up on how to get your girlfriend to play video games, which offers up some gender stereotypes like this:

• "Don't get games that involve things like strippers, prostitutes, and sex. Unless she has a really good sense of humor about such things, she probably won't like it."

Well, where's the fun in that? Oh, we keed, we keed. True, most of the article is common sense, and it might actually be helpful to some of you out there who have had a hard time getting your significant others interested in jumping into the game with you. However, some of it is just plain whacked, like explaining to your girlfriend how to stretch and uncramp her hands. If your girlfriend doesn't know how to do this already, then you've got more serious problems.

For those of you who need a girlfriend in order to find this article useful, check out Wikihow's hilarious "How to get a girlfriend if you're a nerd" entry. We're not sure whether to laugh or cry. For all of you female gamers out there, let us know how they could improve this entry, and don't worry about being gentle ... blast away.

[Thanks, WebPimp]