Casual games like puzzle, card, and board games continue to grow in popularity, even among a little-acknowledged demographic segment: middle-aged women, according to the results of a survey released Monday.

Whether on mobile phones, PCs, or even consoles, this rapidly growing genre manages to reach a diverse group of players including adults, women, and young males.

Game companies continue to learn more about why players enjoy the games so much. The results of the study are surprising industry officials and making them rethink the way they market games.

On Monday, casual game developer, publisher, and distributor RealNetworks released the results of a survey conducted in partnership with Harris Interactive. In a poll of more than 1,000 adults, the firm discovered that the majority of those buying—and playing—casual games from the company’s web site are women aged 40 and older.

According to Michael Schutzler, senior vice president of Real’s gaming division, the news was surprising. The company knew women were big purchasers of casual games, but assumed that in the majority of cases, they were doing so for their kids or perhaps another member of the family.

“We were completely wrong,” he said. “Women are buying these games for themselves.”

Results from the Harris research reveal that 67 percent of the women over 40 who play games do so at least four times per week. Nearly half play every day.

Some 60 percent say they would rather play a casual game than talk on the phone or do projects around the home, while nearly 50 percent said they would rather play a casual game than go to a movie.

Rejuvenating through Games

“Women are self-prescribing them as ways to rejuvenate,” said Jennifer Louden, an author, life coach, and women’s lifestyle expert who is working with Real to interpret the results of their survey.

According to Ms. Louden, different types of games help players—especially women—meet different needs. Puzzle games can help prepare players for real-life problem solving. Others play fast-paced arcade games as a way to unwind after a hectic day.

Different types of games are being used like targeted therapy. “They talked about gaming almost like it was meditation,” Ms. Louden said of female game players.

Real plans to use the results of the survey to further enhance its casual game offerings. Mr. Schutzler said the company wants to create an online environment where players can interact with each other around their favorite games. Community features like points, game ratings, rewards, and the ability to create player identities are just a few examples.

Changing Perceptions

The RealNetworks study isn’t the first to discover surprising information about fans of casual games. A June survey of visitors to the web site of casual gaming specialist Trymedia revealed that, among other findings, the term “casual” is a bit of a misnomer (see Casual Gamers Anything But).

Some participants in the Trymedia survey reported spending as many as 20 hours each week playing their favorite games. More than 70 percent said they play at night, and 58 percent have no children living at home.

The genre has already attracted scores of investment money and interest from big companies. In June, financiers and game industry executives gathered in San Francisco to discuss the future of the rapidly expanding market.

According to Chris Early, product unit manager for Microsoft Casual Games, his company is seeing more than 100 million people play casual games across their many platforms each month (see Game Execs: Casual Is King).

“As a company, we’re very excited about it,” said Mr. Schutzler of the casual games market. He said the genre has become a serious driver of growth for RealNetworks. Started as an experiment five years ago, the company currently offers about 700 different casual games that collectively bring in 25 percent of the company’s revenue.

Contact the writer: ROlson@RedHerring.com