• by Jack Loechner , Staff Writer @mp_research, February 29, 2008

Game Ads Support the Free Play Model

Admittedly, survey results from RealGames consumers/customers playing downloadable casual games from the RealGames family of sites, but data nonetheless, that suggests that nearly 90 percent will watch video ads before and during natural breaks in casual games in exchange for free game play. Whatever the source, this represents a prospective, significant advertising niche.

The Yankee Group, notes the report, recently reported that the global in-game advertising market which generated $77.7 million globally in 2006 will grow to $971.3 million by 2011.

Chris Houtzer, senior director of new media, RealGames, said "the survey is a testament to the success of advertising and sponsorship programs in casual games and new business models in the industry. The vast majority of survey respondents fall in the coveted 30 plus female purchaser range. Eighty-one percent were female and 65 percent were in the 35-64 age range which is in line with the core casual games demographic."

Of those 90% of players who will watch in-game streaming video ads for free game play:

• 55 percent of survey respondents said that they would watch any ad regardless of the topic
• 34 percent said they would prefer to watch ads that are relevant to their needs
• 31 percent of game players surveyed say they actually "like" watching the video ads for various reasons, including the relevance of the ads to their needs and the short break from game play that the ads provide
• More than 50 percent of respondents, who were given a choice of product and service types they would prefer to see advertised while playing casual games, chose entertainment activities like movies or music
• 30 percent chose hair and skin care products, while home cleaning products and weight loss products closely followed

For additional information about the study you can visit RealGames here. Admittedly, survey results from consumers/customers playing downloadable casual games from the RealGames family of sites, but data from RealFames nonetheless, that suggests that nearly 90 percent will watch video ads before and during natural breaks in casual games in exchange for free game play. Whatever the source, this represents a prospective, significant advertising niche.

The Yankee Group, notes the report, recently reported that the global in-game advertising market which generated $77.7 million globally in 2006 will grow to $971.3 million by 2011.

Chris Houtzer, senior director of new media, RealGames, said "the survey is a testament to the success of advertising and sponsorship programs in casual games and new business models in the industry. The vast majority of survey respondents fall in the coveted 30 plus female purchaser range. Eighty-one percent were female and 65 percent were in the 35-64 age range which is in line with the core casual games demographic."

Of those 90% of players who will watch in-game streaming video ads for free game play:

• 55 percent of survey respondents said that they would watch any ad regardless of the topic
• 34 percent said they would prefer to watch ads that are relevant to their needs
• 31 percent of game players surveyed say they actually "like" watching the video ads for various reasons, including the relevance of the ads to their needs and the short break from game play that the ads provide
• More than 50 percent of respondents, who were given a choice of product and service types they would prefer to see advertised while playing casual games, chose entertainment activities like movies or music
• 30 percent chose hair and skin care products, while home cleaning products and weight loss products closely followed

For additional information about the study you can visit RealGames here.