Gamers Get Emotional with Online Casual Games
Online casual gaming holds an
exclusive place in the lives of gamers of nearly all ages because it’s
both emotionally and physically engaging. This is revealed by MTV
Networks' new study: "An Exploration of Online Casual Gaming." And most
prefer advertising on gaming sites to paying a fee for games.
As part of the
study, 3,520 interviews were conducted among gamers from ages 8 to 60 in
five different demographic groups: Kids and Tweens; Teens; Young Adults;
Adults; and Boomers.
While all of the
groups were actively involved with gaming, they had different reasons for
being strongly connected to online casual games. Younger gamers
participated to do things they can't do in real life. Among adults, moms
used games as "my time" to relax and escape, while dads used games to
recharge themselves and compete. Boomers said they felt physically
transformed after playing online because the games kept their minds sharp
and refreshed.
In the entire
study, seven in 10 surveyed were frequent visitors to casual gaming sites,
visiting at least once a week. The field spent an average of 12 days per
month on the sites and 92 minutes per visit. Gamers treat casual gaming
sites in a far from casual way, as three in four surveyed spent at least a
half hour on each visit to gaming sites. Adults and Boomers were the most
likely to visit casual gaming sites every day, as nearly half of the group
visited regularly, according to the study.
MTVN's casual
gaming study found different segments of casual gamers: Time Fillers;
Rechargers; Virtual Me; Gaming Enthusiasts; Guilty Pleasurists; and
Average Joe Wannabees.
Of those
surveyed, 90% preferred having advertising on gaming sites to paying a fee
for games and many were open to branded games. Surprisingly, dads were the
group most willing to pay for games, which was echoed by the fact that
overall, males were more likely to pay for games than females.
Dads also had the
best reaction to branded games, as 34% of them held a better impression of
a product or brand after playing a sponsored game.
Overall, the
study concluded that consumers react positively to branded games in which
the product and message are integrated and game is fun.
MTV Networks, a
unit of Viacom, offers content across all media platforms with over 150
channels worldwide.
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