• by June 8, 2011

Games played over social networks or via mobile apps are geared to move into the work environment, according to research conducted by Ipsos OTX MediaCT for Saatchi & Saatchi S, the Publicis Groupe unit that focuses on corporate sustainability.

"Well-designed games have the potential to create dynamic, rich and deeply enjoyable experiences that can foster innovation, reinforce positive behavior and increase engagement," Judah Schiller, chief executive officer and co-founder of Saatchi & Saatchi S,, explained in releasing the study, which also looked at social gaming in relation to brands and loyalty.

More than half -- 55% -- of employed survey respondents said they would be interested in working for companies offering games "as a way to increase productivity." Those most interested included 81% of heavy app spenders (defined as those who spent $20 or more on apps over the past year), 74% of heavy social gamers (those who spend 10 or more hours a week playing social games), and 68% of males 18-34 (68%).

Saatchi & Saatchi S focused on what it termed "game-based challenges that you play on your smart device while in a public place." These "social challenges" include multiplayer games of all types and trivia games -- survey respondents expressed the most familiarity with both -- as well as guessing/probability scenarios and scavenger hunts.

Topping the list of reasons why people said they want to win such challenges: to get "a discount on a product or service." This was followed by social actions (benefiting children, the environment or the local community) and then points toward loyalty programs.

While discounts and loyalty programs were strong incentives, only 27% of those interested in social challenges said they would opt in to such games sponsored by large corporate brands. Two-thirds said they would prefer friends and family as sponsors.

Males and tablet owners were found more likely to view social challenges as ways to connect with the local community and to make new friends. Those "friends' may just be social network ones, since more than a quarter -- 27% -- of tablet owners said they would rather interact with the community on their smart device than in person.

Overall, Saatchi & Saatchi S found that about 50% of 18- to-44-year-olds play social games on a regular basis. And they're creeping into the work environment, even without employer involvement, with 47% of employed respondents saying they play social games at work during a typical day -- 28% of them for at least 30 minutes.

Males are more likely to play at work than females (53% vs. 39%), and tablet owners are more likely than smartphone owners (68% vs. 54%). These numbers correlate to general social gaming frequency, as pictured above: 54% to 46% male vs. female, and 66% to 53% tablet vs. smartphone.

Other study results included:

·More than a third -- 37% -- of respondents said they would like to hear about a new product through some kind of online game experience, trailing 44% who preferred email. Only 3% wanted to be told about new products by TV or radio advertising. Exactly three-quarters -- 75% -- of smartphone owners said they would be interested in playing a clues-based challenge -- and 85% of that group said they would play for at least 30 minutes if they had a chance of winning a $100 cash prize.

The IPSOS/Saatchi & Saatch S survey was conducted last month among 2,004 adults ages 18 to 44.