comScore Gamers and Online Advertising

comScore "The Players" study examines the attitudes of online gamers and the emergence of in-game advertising.

From the press release:

"comScore Media Metrix data show that Game sites reach almost 50% of the Internet universe, representing 76.9 million consumers in April 2006, up from 71.6 million in April 2005.

• The Players research found that 25% of Gamers are Heavy Gamers, playing 16 or more hours per week across any gaming platform, or playing 11 hours or more per week and playing on two or more platforms.
• Light/Medium Gamers - those that play less than 16 hours per week on one platform - represent 75 percent of Gamers.
• Approximately 17 percent of Gamers are in the hard-to-reach age group of 18-24 years old, while another 23% are in the advertising sweet-spot age segment aged 35 to 44 years old.
• One-in-five (20 percent) have an annual income over $75,000 per year, and the typical Gamer has been gaming for about 9 years, has been online for about 8 years.
• Gamers are equally split along gender lines.

Specifically, when asked about their attitudes towards games with advertisements, only 15 percent of Heavy Gamers claimed they would be “unlikely” to play games that included such product placements. In contrast, more than twice as many Heavy Gamers (33 percent), said they would be “likely” to play those games, while fully 52% of Heavy Gamers and 56% of Light/Medium Gamers stated that the inclusion of advertising would have no impact on their likelihood of playing a game.

Familiarity with In-Game Advertising February 13 – 27, 2006 Source: comScore Networks
	Heavy Gamers	Light/ Medium Gamers
Very Familiar	23%	11%
Somewhat Familiar	31%	22%
Vaguely Familiar	24%	37%
Never Heard Of	23%	30%

Importantly, nearly half of heavy Gamers felt that in-game advertising was an inevitable part of the future of their play. When asked if the ads would make them consider buying the product or service, heavy Gamers were actually more receptive (17 percent) than light/medium Gamers (9 percent).

“Advertisers are quickly learning that Gamers are a highly desirable consumer target,” said Erin Hunter, senior vice president of comScore entertainment solutions. “Gamers are networked and vocal about what they like and don’t like, and the results of comScore’s study reveal that the vast majority of Gamers are not bothered by in-game advertising.”