Be Distinct or Extinct.

June 13, 2012

Tonya Constant, The President of the Ant FirmShe’s a she in the penultimate Boy’s Club, gaming. I met the beautiful and articulate Tonya Constant today. Here’s what I learned that can help you.

Constant’s Ant Firm is the only company in the world where women are leading testing on games. Most testers are men but 47% of game users are women. ICM in the UK reports 2 out of 3 Facebook  gamers are women (Feb 2012). This is a lucrative industry. PricewaterhouseCoopers says that US video game companies posted almost $25 billion in revenue in 2011. The gaming sector had seven times more growth than other sectors (2005 to 2009) and continues growing at 5% per year.

If you were a gaming company would you want only men doing your testing? “It’s like men testing birth control” says Constant laughing as she explains. ” It doesn’t make sense.”  Or cents.

Here is what I want you to remember. Every brand, at some point, has a choice to blend in or break out. My friends at Plunkett Fowles decided to craft a wine for game meat.  Wildly successful the “Ladies who Shoot their Lunch” Shiraz was brave enough to be unique. The team at the Ant Firm, might be momentarily uncomfortable playing their gender card but they have to. Their market place “point of difference”  helps them stand out and their clients prosper.

Stay brave. Embrace being one of a kind. Forget being one of many.



Are you or your business reaching the fullest potential?

If it is not your genius it is not your job.
Louise B. Karch