Facts about Advertising Using Games

Last night we held an interactive showcase for advertising using games platforms like consoles, mobiles, iPads and online social games. Plus exclusive hands on time with Sony’s 3D gaming and Move motion control.

It was to launch the formation of our Games Steering Group (DoubleFusion, IGA Worldwide, IGN.com, EA, Microsoft, Sony PlayStation) and I created a short factsheet of some available gaming stats to handout. The contents of which are below. Hopefully they will be of use to a few BrandRepublic readers…

  • – To date across Europe, there have been sales of 15.49m Microsoft XBox 360, 15.79m Sony PlayStation 3 consoles and 24.24m Sony PlayStation Portable consoles (VGChartz)
  • 6.9% of time spent online in the UK is spent playing games, surpassed only by social networking and email. An increase of 15% since 2007 (UKOM, 2010)

If all April 2010 UK Internet Time was condensed into one hour,
how many minutes would be spent on most heavily used sectors

  • – Game console usage was up 21% in June 2009 over the previous year with gamers spending an average of 12.8 hours playing games in the month (Nielsen)
  • – The global in-game advertising market is estimated to reach £698.6 million by 2014 (Screen Digest, 2009)
  • 72% of gamers recall seeing ads for brands in-game. In 2009 there was a 20% increase in average ad recall from the year before and the average brand recommendation lift scores were 29% ahead (Microsoft, 2009)
  • – Percentage of females that have ever
    played games:

    • 96% of 8- to 12-year-olds
    • 86% of 13- to 19-year-olds
    • 76% of 20- to 34-year-olds
    • 67% of 35- to 49-year-olds
    • 43% of 50-plus females
      (TNS UK National Gamers Survey, 2009)

  • – Percentage of males that have ever
    played games:

    • 100% of 8- to 12-year-olds
    • 97% of 13- to 19-year-olds
    • 83% of 20- to 34-year-olds
    • 77% of 35- to 49-year-olds
    • 41% of 50-plus males
      (TNS UK National Gamers Survey, 2009)

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