What Kids Think: Kids' Take on Board Games Offers Insight Into Wide Range of Likes, Dislikes

Selling to Kids, Feb 17, 1999

Even with the advent of digital media and video games, kids still are attracted to traditional board games, according to Saatchi & Saatchi's Roving Reporters, an online panel of 300 kids ages 8-15.

According to the panel, board games are fun, challenging, educational and provide great peer and family bonding opportunities.

These qualities are being tapped by Hasbro, which has had so much success with its "Family Game Night" promotion that it is launching "First Games" this year to promote board games, such as Chutes and Ladders to a younger audience and to their parents.

Here, Roving Reporters explain what they do and don't like about games, what people can learn from playing them, and how a few hi-tech modifications and licensing partnerships can make board games even more enjoyable and relevant for the youth market.

Most Roving Reporters believe interactive elements like sounds, lights and 3-D features could make board games even more fun.

Bradley, 12, feels "they should make games in 3-D so you could go up or in rooms instead of just moving around a board." And Cameron, also 12, suggests using pop-outs to make games "more colorful and interactive." "Sound effects" are the way to go, according to Allison, 13, citing 'Mall Madness' in which "you use your credit card and (the game) says 'we're all sold out' or 'the price is raised $15.'" Other suggestions include "Make the colors brighter" (Logan, 11) and "Play with real money" (Joey, 9).

Licensing Opportunities

Great games could also develop from licensing partnerships with TV shows, say most Roving Reporters. They have many suggestions on how a wide range of shows - including cartoons, sitcoms and dramas - can extend to a game board.

In 13-year-old Samantha's "X-Files" game, the pieces would be "different aliens from the show. To win you'd have to solve (a case)."

Emily, 14, envisions a "Clueless" game in which the cast-shaped pieces "walk around the board to get to the mall." Eight-year-old Dylan's "Rugrats Adventure" would feature "Tommy, Phil, Lil, Angelica and Chuckie going around the board to get cookies." Dennis, 15, has a more hi-tech vision. His game, "Guess the Music Video," would have "a little radio" and "pieces shaped like rappers."

Ten-year-old Tali has the most unique concept of all. In her "Full House"-based game, the object would be to "get through the board without fighting with your sister."

When asked what they like about playing board games, most Roving Reporters remarked that games are fun and foster socializing among families and peers.

Amy, 12, explains: "They're fun because they involve the whole family and everyone can play." Andrea, 14, shares her appreciation. "They're great for when you have to entertain someone you don't know well or don't exactly like a whole lot."

For 10-year-old Paul, suspense is key. "Sometimes you win or lose and you take a chance." Winston, 8, agrees. "I like games when there's a race in them - like in 'Sorry!'" And Kayli, 13, has the inside scoop on game playing. "I've known kids who'll play games while the TV is on so they can say they're playing a game and not watching TV!"

A Word of Caution

A handful of Roving Reporters think games are too long, boring or difficult to understand. However, that doesn't stop some from saving them as a "last resort," slightly regressive activity. "If it's a really boring day, they're nice to do since they don't involve much action," explains Luke, 15.

And Michaela, 11, says she dislikes "when the games are very long and confusing." "Some have too many rules," adds Rachel, 9. Eight- year-old Dom doesn't like "that the pieces can get messed up," and Gina, 10, has no tolerance for "when other people cheat."

About half of the Roving Reporters say they've played CD-ROM versions of their favorite board games, including "Monopoly," "Life" and "Checkers." They appreciate the digital versions for their exciting graphics, built-in guidance and easy clean-up. They also like having an ever-present opponent!

"It's easier," explains Bruce, 12. "You don't need anyone to play with and keep track of everything." Darryl, 14, explains, "The graphics are better because it's 3-D."

Nina,12, agrees. "In 'Monopoly,' there are really good graphics and cute music." And Parker, 12, says she likes that "the game will tell you if you're doing something wrong." Other benefits to CD-ROM versions of board games include their ability to save games to play later and to adjust difficulty levels.

The Downside of Computers

Kids do recognize that playing board games on a computer has its disadvantages: the programs can take a long time to load and react, and they make less exciting opponents than friends or family.

Explains Courtney, 15: "Sometimes you have to (wait while) your little piece jumps from one square to another." Georgia, 13, dislikes the individual nature of CD-ROM games because "it's not always as fun with one person."

Eleven-year-old Chet hates when "you press a button by mistake and you lose things." Besides, on a computer, explains Dante, 12, "there are less chances to cheat and steal money."