Commentary
The Growing Popularity Of Online Games
- by Neal Sinno , April 30, 2009
What does this potentially mean for marketers interested in deploying games to help drive brand engagement? How can games help increase brand awareness and customer loyalty? Below are some key statistics and insights regarding consumer online game play habits that can help marketers use online gaming to their advantage.
Relaxation and Stimulation are Key Reasons for Playing Free Online Games
Not surprising, people are playing games to relax and also stimulate their minds. More than 60% of respondents play online games daily and spend more than 11 hours a week playing. In addition, the top three reasons for playing free online games include taking a break or relaxing, stimulating the brain and relieving stress. If an advertiser uses games to communicate a brand message, keep game play simple and easy to understand. Difficult games that require a lot of instruction can be confusing and drive people away. Not surprisingly, the research showed that puzzle, word and card games, which are some of the easiest games to play, are preferred.
Evening Time is Fun Time for Game Players
The research also revealed that the most popular time of day for game play is in the evening after dinner. Beginning at about 6 p.m., users start playing games, with play typically dropping off around midnight. This is true for weekdays and weekends as well. Marketers can usually expect their peak game play during this time and any bonus promotions or special messaging might reach the largest audience then.
Online Gamers Find Free Online Gaming More Stimulating Than Watching TV
The Internet has solidified itself as a key part of the overall media mix. 49% of respondents stated that they get more satisfaction out of playing free online games than out of watching TV and 59% stated that playing free online games is their favorite online activity.
Gamers Have Accepted Advertising As Part Of The Gaming Experience
More than 50% of people felt that being able to play games online for free in exchange for watching some advertising is a great deal. Site visitors recognize that free online content is often supported by advertisers and see this as an acceptable practice. Pre or post roll banner ads and/or interstitials are accepted practices in the online world. Custom advergames that integrate an advertiser's message into game play are also a great way to communicate your message while appealing to a player's need for relaxation, stress relief and stimulation.
The casual online gaming market continues to grow. Some of the best casual games are advergames. Their quality and performance rivals paid for games yet they are completely free. Advergames promote a brand or message and are sponsored by companies and organizations. Most advergames are casual in nature and easy to play. If you want to check out "Only the very best Advergames" go to www.advergames.com and check out all the fun.
One wonders how the 1,500 respondents were recruited. Given the usage of the conjunctive network sites listed and that it was an online survey, one has to suspect that it was self-selected. That is, the sample is in effect a sample of the universe of opt-in online gamers (most likely the hard-core online gamers as they bothered to opt-in).
And of these, 49% stated that they get more satisfaction out of playing free online games than watching TV, and the headline is "Online Gamers Find Free Online Gaming More Stimulating Than Watching TV" ?!?!?
Surely this means that a narrow MAJORITY get MORE satisfaction out of watching TV than playing free online games. Given the nature of the sample, isn't this a particularly poor result? And how does that befit the strapline that insinuates preference over TV?
Have I missed something? Please explain!