Gamers Next Frontier For Political Ads

girls playing video gameVideo games could be the next frontier in political advertising, according to new data from a Pew Internet & American Life Project study. The research, which surveyed over 1,100 youths ages 12-17, found some distinct correlations between their game play and civic activities. It shattered some of the myths about gamers being social misfits.

Nearly all (97%) of American teens play some kind of video game. The five most popular games among teens--"Guitar Hero," "Halo 3," "Madden NFL," "Solitaire" and "Dance Dance Revolution"--span widely varying genres.

In fact, just over half of gamers said they played games that made them think about moral and ethical issues, and 43% said they played games in which they helped make decisions about how a community, city or nation should be run.

Teen gamers are also increasingly politically savvy, as almost two-thirds have gone online to get info about politics or current events, 61% have given money to or raised money for a charity, and 56% say they are interested in politics. It is these kinds of stats that the study's authors say make games a likely target for political candidates and civil organizations in the future.

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"We're seeing more emphasis on digital media in general from politicians, so I think it's a real possibility," said Joseph Kahne, co-author of the report and director of the Civil Engagement Research Group at Mills College. "Games are digital media--and they're where kids are. And it's not just politicians. Even civic and advocacy groups could likely use games just as easily as they've used email to get people to volunteer, or donate, or march in support of a particular issue. On some levels, it's inevitable."

According to Amanda Lenhart, senior research specialist at the Pew Internet Project and co-author of the report, advertisers may need to change both the images they use and the messages they convey when trying to reach gamers.

"First, it's about understanding that the stereotypes of gamers aren't true," Lenhart said. "The representations they use of teens and games should include images of boys and girls, groups of kids, and in some cases, even parents playing with their kids, because that's the reality."

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