Fans of online and console video games who play less than the hard-core game fanatics, but more than an occasional gamer, are underserved by the video game industry, according to a study released
Tuesday by consumer research firm Parks Associates. According to the study, "social gamers" (those who play mainly with friends), "leisure gamers" (who play mainly on casual titles), and "dormant
gamers" (who report enjoying gaming, but have little time because of family, work or school) account for 53 percent of the Internet gamer population but 56 percent of retail revenue. The study also
found that hard-core gamers prefer product placement in video games, whereas more casual gamers prefer pre-roll ads. The study was conducted via a survey of 2,000 online gamers in the United States.