The Women In Games conference is well underway in Wales with EA's Sharon Knight, European VP of Online, kicking off the event with her keynote. While most gamers will probalby equate "games for girls" efforts with pink PlayStation 2s and Love & Berry, Knight says EA is seriously targeting that market with a host of new efforts, not just focusing on "pink games."

Alice, once-a-month Kotaku poster and Wonderland blog queen sat in on her talk, showing off her incredible transcribing skills. Knight talks about the fiscal importance of pursuing the other half.

It is business bad practice to overlook an audience this big and this compelling. Star Wars was the biggest movie of all time... until Titanic came along. The reason? Women saw Titanic in droves - and they saw it more than once. We need to be sure that we're making content that is appealing to women. EA is the most successful developer of games for women, but we have a long way to go.

She points to games like the upcoming Rock Band and Boogie, as well as Bizarre's Boom Boom Rocket as examples of the company reaching out to the still largely untapped market. Read on to see how the world's biggest publisher is going to get your girlfriend, wife and mom hooked on gaming. Michael McWhertor

Women In Games 2007: Opening keynote, Sharon Knight, EA [Wonderland]

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