| Date | September 2, 2009 | |
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| Location |
The Prince Park Tower Tokyo Tokyo Japan |
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| Speaker | Hidemaru Sato, Senior Vice President Japan, comScore, Inc. | |
| Session Time | 4:00 p.m. - 4:45 p.m. |
| Description |
Advergaming: Brand Placement and Effectiveness Today, nearly 15 million Internet users in Japan visit an online gaming site in a given month. These highly engaging sites now reach more than 20 percent of the total Internet audience in Japan and continue to show signs of growth. In this rapidly evolving space, knowing your audience is key to not only the game’s success, but also to the effectiveness of in-game advertising. The online gaming landscape represents a unique view of Japanese Internet usage. Online gaming users currently average 80 minutes on gaming sites a month, but interestingly users age 55 and older average nearly double this and currently make up 20 percent of the online gaming population. Understanding demographics and user behaviors such as these are critically important for both advertisers and game publishers to reach their target audiences effectively. From this track session, attendees will possess an understanding of how the online gamer world looks from a demographic perspective, where the greatest changes are occurring and what to possibly expect in 2009 and coming 2010. Key messages include:
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