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.”
Article Sponsor
More News
Reader Comments.
No comments yet
Leave a Comment
Latest News
- Private Social Network Facebook To Go Web Wide July 24th 2008
- AdMob Launches New iPhone Ads, Shells Out $1M to Developers July 24th 2008
- AdReady Partners With WhitePages.com July 24th 2008
- NeoEdge To Guarantee Ad Performance With Makegoods July 24th 2008
- Hiring Round-Up: Microsoft, interCLICK, Peer 39 July 24th 2008
- Rumor: Comcast to Snap of Daily Candy for $75M July 24th 2008
- AOL Launches AmEx-Sponsored Site for Music Junkies July 24th 2008
- Is Steve Jobs Really “Doing Well” and “Cancer Free”? July 23rd 2008
Features
- Revenge of the Nerds: A Smart(er) Social Strategy July 24th 2008
- The Fatal Flaw of Pay for Performance July 23rd 2008
- The Architecture of Creativity July 23rd 2008
- Google Slaps Affiliate Marketers (Again) July 22nd 2008
- Marketing to Women Is So 2007 July 21st 2008
Spotlight
Goodmail: Video-in-Email the Next GoldmineADOTAS EXCLUSIVE — Email marketing can be both effective and controversial. As a marketer, this is a great opportunity to [...] more...
Reader Favorites
Classifieds
Most Commented
- Google Slaps Affiliate Marketers (Again) (11)
- Google Sucks: Why It Might Be a Good Thing (8)
- Why Top Publishers Bash Ad Networks (7)
- Marketing to Women Is So 2007 (7)
- Serious Software Bugs Reported in iPhones (6)
- No Recession For Online Advertising, Promise (4)
- Raiders Of The Lost ROI (4)
- “Cheaper” iPhone Prompts Deceptive Pricing War (4)

