The recent success enjoyed by the video game industry has brought a wide range of new players into the fold. A new survey suggests that marketers may want to get to know new and experienced gamers alike.
The survey, conducted for IGN Entertainment by Ipsos MediaCT, examined the audience for console games, handheld games and games for the PC or Mac. What they found was that gamers are likely to influence others when it comes to media and technology—beyond games.
When asked if friends and family rely on them for current technology, 39% of gamers agreed or strongly agreed, compared with 21% of nongamers. Likewise, 37% of gamers reported that they are a source of news about movies, TV and entertainment, while 22% of nongamers felt the same way.
Breaking down the gamers into distinct user types, the survey found that “traditional core” gamers—tech-savvy single males—are the most likely be influencers. Forty-six percent of such gamers said that people go to them for entertainment news, and just over one-half are conduits for the latest technology.
The gamers who are least likely to be influencers are “online puzzlers,” a predominantly female group that plays puzzle and other casual games online.
For marketers looking to reach these influential gamers, IGN points to their online habits as a potential bridge. Gamers are more likely than nongamers to have engaged in key online activities within the past week. The difference is particularly steep
when considering streaming and downloading video.
Of course, video games themselves are emerging as a viable advertising channel. eMarketer estimates that in-game advertising spending in the US will reach $650 million in 2012, more than doubling the amount spent in 2007.
Agencies and brands from all verticals rely on eMarketer Total Access for analysis and data. Daily articles are just the tip of the iceberg. Find out what you are missing. Learn more about Total Access today.