Casual games see traffic, ads follow
ADOTAS — Free online gaming sites are booming, creating opportunities for advertisers.
The sites racked up 27 percent more unique visits and 42 percent more total playing time in December 2008 than in December 2007, according to comScore. Overall Internet traffic grew only 4 percent over the same period, the research company said.
“comScore’s measurements highlight the ongoing shift from high-cost, console-based gaming toward free, browser-based alternatives,” said Paul Verna, eMarketer senior analyst. “This trend has been underway for some time, but the economic crisis has accelerated it. Given current economic and consumer behavior patterns, we expect to see ad-supported, casual games continue on an upward trajectory in 2009.”
In 2008, MTV Networks surveyed free online gamers regarding the types of advertising they were willing to accept in exchange for playing such games. Banner ads and advertiser-sponsored games got the highest responses.
comScore also found that the total number of display ad views in the online gaming category grew 29 percent from November 2007 to November 2008, to 8.6 billion. This increase is attributed primarily to the growing number of advertising-exposed unique visitors to the category, which were up 30 percent over the same period.
The average consumer’s exposure remained relatively constant at 127 ad views in November 2008. The survey also found the number of display ads per page viewed declined 17 percent.
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