Online gaming sites around the globe attracted almost 217 million unique visitors in May, with Yahoo Games snagging a quarter of them, according to comScore.
comScore's World Metrix
study found that sites providing online or downloadable games (excluding gambling sites) attracted 28% of the total worldwide Internet population. This factor "shows what a global phenomenon gaming
has become," said Bob Ivins, executive vice president, managing director, comScore Europe.
Of the Top 10 global gaming properties, Yahoo Games took the top spot with almost 53 million gamers,
despite a 0.3% drop from last year. MSN Games grew by 16% to take second place with more than 40 million visitors. But the most growth came from WildTangent Network--the 10th seed that surged by 397%
to reach more than 11 million gamers. The network also attracted an average of 12 visits per user, the only double-digit average in all of the Top 10.
According to Ivins, "the potential of the
online gaming arena should be especially appealing for advertisers," as nine of the leading gaming properties offered free, ad-supported games.
Brands like Mazda and Sonic have jumped into game
advertising with Shockwave.com and Addictinggames.com, two new entrants in the Top 10. Together, the Atom Entertainment sites had more than 28 million unique visitors in May. Dave Williams, the
properties' senior vice president and general manager, attributed the stats to the accessibility and impulse-driven nature of their Flash-based games--puzzles, word games, and titles like Diner Dash
that often feature product placement or brand integration.
As advertisers seek to play in games by going beyond display ads or pre-rolls, companies like Atom aim to provide innovative solutions.
"Developers can build games around a specific theme, or even integrate brands into the gameplay," said Williams. "It's really about creating great content."
The comScore report did not forecast
smooth sailing for all the Top 10 properties, however. Despite clinching the 4th and 8th seeds, EA Online and RealArcade sites saw sharp declines in their number of unique visitors--down by 30% and
21% respectively for a combined loss of 12 million users year-over-year.