comScore: Majority of Gamers Embrace In-Game Advertising
According to comScore Media Metrix data, gaming web sites reached a full 50% of the online audience in April 2006, which translates into 76.9 million sets of eyeballs. That vast market, according to comScore’s ongoing “The Players” study, is something that online advertisers crave. “The Players” is a cross-platform look at the attitude that gamers have towards in-game advertising.
According to the study, 1/4th of all gamers are “heavy” or “hardcore” gamers, who play more than 16 hours per week across multiple game platforms (PC’s, consoles, etc.). The other 75% are light and medium gamers, who play less and stick to one platform. About 17% are in the coveted 18-24 age range and another 23% are in the valuable 35-44 bracket.
“Advertisers are quickly learning that Gamers are a highly desirable consumer target,” said comScore SVP Erin Hunter in a statement, “Gamers are networked and vocal about what they like and don’t like, and the results of comScore’s study reveal that the vast majority of Gamers are not bothered by in-game advertising.”
More than half of heavy gamers are at least familiar with in-game advertising. And while a few gamers said they were unlikely to play a game supported by in-game advertising, most were entirely neutral. 35% of gamers surveyed said that well-done ads didn’t diminish the quality of a game. Almost half said that in-game advertising was inevitable.
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