ComScore Study Reveals Wide Appeal of Games, In-Game Ads
ComScore Media Metrix has been performing a quarterly syndicated study that analyzes gamers’ cross-platform behaviors and attitudes. The second quarter results of the study, called Game Metrix, have been released, revealing that video games have a much broader appeal than previously thought. On average, gamers are forty-one years old and have an average income of $55,000. Females account for more than half of the gaming audience, and most gamers have been online for at least nine years.
Game Metrix data combines passive observation of online behavior with the results of a survey of eight hundred respondents who provide their attitudes on gaming. Within the survey, the two most prevalent responses among gamers for reason of game purchases centered on previous gaming experience and word-of-mouth.
The survey also included attitudes about in-game advertising and showed that heavy gamers, those who played at least 16 hours of games per week, were more likely to accept and embrace in-game advertising than light/medium gamers who played video games for less than 11 hours per week. More than half of heavy gamers also believed that advergaming is “is inevitable and will be in all or most games in the future.”
“From the advertiser’s standpoint, gaming is a potentially powerful medium for reaching consumers who may not be reachable via more traditional means,” said Erin Hunter, Executive VP of comScore’s Media and Entertainment Group. “Previously, little was understood about attitudes toward advergaming among the gamer segments. The Game Metrix study indicates that heavy gamers are fairly receptive to in-game advertising, provided that the messages appear organically within the context of the game. And a sizable portion of this consumer segment seems to agree that product placement in video games may in fact enhance the game to more closely resemble reality.”
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