• by Laurie Sullivan  @lauriesullivan, January 12, 2009

Major League Gaming is releasing findings today that debunk the myth that gamers are computer potatoes with no interests other than to rack up the points. Results suggest that MLG gamers are physically active and leaders in social groups who are obsessive about specific brands, adopt products and services early and focus on the world beyond gaming.

Although rarely reflected in stereotypes of video gamers, the study reveals that MLG players share characteristics with competitive communities such as academics, business and sports. These tech-savvy young people focus on achievements, like to learn, and want to share opinions. They are highly dynamic, active people with diverse interests.

The study, conducted by Sponsorship Research International (SRi), Menlo Park, Calif. on Oct. 17-26, looked at products gamers use, media consumption, gaming habits, lifestyle/leisure interests, and sponsor empathy. About 1,000 online participants were asked 60 questions. The answers provide insight into the aspirations, activities and interests, and social awareness of the MLG community.

Indeed, 66% of respondents report that they belong to a social club, group, or sports team; 85% said they see movies in the first two weeks of theatrical release; and 82% find it easy to make friends. In the past month, 88% of respondents ate at a restaurant, exercised or worked out, or played sports.

"I won't be surprised if people who are very active in playing sports games are more active than non-gamers when playing sports in the real world," said Paul Verna, senior analyst at eMarketer, who had not seen the results of the survey.

Gaming prompts competition. Competitive video gaming is not an activity that people do in isolation. They play with and against others, rather than by themselves or the machine. In fact, 80% said they play video games connected to others through the Internet, and 61% play video games connected to others through the Internet and with other people in the room.

Gaming can become an addition, according to Budget Video Games President Steve Grossberg, an eight-year veteran selling console games on eBay and now Amazon.com, who generates revenue of about $4 million annually. "These guys are competitive," he said. "But if you or I tried to enter a multiplayer game room, because we are up against tough competition, it won't be as fun for us."

Not surprisingly, gamers are passionate about the game. The study reveals that 46% of respondents spent 4 hours the day prior playing video games, compared with 9% watching TV, and 25% online. About 55% said they play video games several times a day, and 79% said they would give up TV before video games.

About 85% of respondents from the New York-based company's survey agreed with the statement "sponsorship of Major League Gaming is a good way of promoting products." Many players mentioned specific ads and sponsorships in the survey without being prompted. Brands such as Dr. Pepper and Strides came up often.

"It's more about how the ads are implemented or inserted in the game," Verna said. "If you play a car racing or sports game, it doesn't seem real if you don't see ads because if you go to a real event they are plastered all over the walls. It's just part of the experience. But if you're playing an action game and your character is in danger of being killed, you're not thinking about someone showing you a billboard for a Pepsi bottle, so the ad would make a negative impression."