Heavy Gamers More Receptive to In-Game Advertising than Light/Medium Gamers
RESTON, VA, September 27, 2006 – Comscore MMX, the leader in digital media measurement, today released the second quarter results of Game Metrix, a quarterly syndicated study analyzing gamers’ cross-platform behaviors and attitudes. The study combines the passive observation of online behavior, including visitation to online gaming and gaming information sites, with the results of a survey of 800 respondents who provided their attitudes regarding gaming and other usage information.
Contrary to popular belief that gamers are primarily teenage boys, results of the study indicate that video games have much broader appeal. On average, gamers are 41 years of age with an average annual income of $55,000. Further, females account for 52 percent of the gaming audience. The average gamer has been online for nine years and 84 percent have broadband access at home.
Experience and Word-of-Mouth are Top Drivers in Game Purchase Behavior
When asked about their primary reason for purchasing their last game, the two most prevalent responses among gamers centered on previous gaming experiences, regardless of gaming device used. More then one-quarter of those using each type of device stated that they purchased their last game because they had played it before and enjoyed the experience. Game sequels also drove gamers to purchase their last game. The next most popular responses included “I heard good things about it” and “A friend recommended it,” indicating the importance of word-of-mouth recommendations in influencing purchase behavior.
Top Motivations for Gamers to Buy GamesSource: Game Metrix
Reasons for Purchasing Last Game
Gaming Device
Console
PC (CD/DVD)
Mobile
I played it before and liked it
24%
27%
29%
It's a sequel to a game that I like
16%
13%
8%
I heard good things about it
11%
15%
A friend recommended it
9%
12%
Price
Got good reviews from critics/reviewers
7%
3%
6%
I saw/ heard an advertisement for the game
4%
I wanted to demo the game
5%
Someone gave it to me, but I did not ask for it
“The most popular drivers for purchasing games seem to fall into two basic categories – game experience and word-of-mouth,” commented Erin Hunter, executive vice president of Comscore’s Media and Entertainment Group. “These findings underscore the importance of marketing to, and listening to, experienced gamers. Familiarity with a particular game can influence both the gamers’ direct purchase behavior, as well others’ purchase behavior through positive word-of-mouth.”
Heavy Online Gamers More Likely to Embrace Certain Forms of In-Game Advertising
As part of the study, Comscore surveyed both the heavy and light/ medium gamer segments regarding their attitudes about in-game advertising. Heavy gamers were defined as those who played games at least 16 hours per week or played games on two or more devices for at least 11 hours per week. Light/ medium gamers played video games for less than 11 hours per week. One quarter of respondents qualified as heavy gamers, while the remaining 75 percent fell into the light/medium gamer segment.
The survey results indicated that heavy gamers were more likely to accept and embrace in-game advertising than light/medium gamers. In fact nearly four out of ten heavy games (37 percent) agreed that featuring actual products or companies in games make the games feel more realistic, while 27 percent of light/ medium gamers agreed. Moreover, half of heavy gamers believe that advergaming “is inevitable and will be in all or most games in the future,” compared to 42 percent of light/medium gamers.
“From the advertiser’s standpoint, gaming is a potentially powerful medium for reaching consumers who may not be reachable via more traditional means. Previously, little was understood about attitudes toward advergaming among the gamer segments,” continued Ms. Hunter. “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.”
For more information about Comscore Game Metrix, please e-mail EntertainmentSolutions@comscore.com or call (650) 244.5408.
About Comscore MMX
Comscore MMX, a division of Comscore Networks, provides industry-leading Internet audience measurement services that report – with unmatched accuracy – details of online media usage, visitor demographics and online buying power for the home, work and university audiences across local U.S. markets and across the globe. Comscore MMX continues the tradition of quality and innovation established by its MMX syndicated Internet ratings – long recognized as the currency in online media measurement among financial analysts, advertising agencies, publishers and marketers – while drawing upon Comscore's advanced technologies to address important new industry requirements. All Comscore MMX syndicated ratings are based on industry-sanctioned sampling methodologies.
About Comscore Networks
Comscore Networks is a global leader in measuring the digital age. This capability is based on a massive, global cross-section of more than 2 million consumers who have given Comscore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. Comscore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, Comscore measures what matters across a broad spectrum of behavior and attitudes. Comscore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. Comscore services are used by global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestlé, MBNA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit www.comscore.com.
PressBill DaddiDaddi Brand Communications646-370-1341press@comscore.com