An exclusive study of the in-game advertising audience debunks many of the outdated myths concerning geeky, introspective gamers. Instead, the findings reveal an audience that is highly sociable, determinedly influential, and which has a strong appetite for premium brands.
The Gamer 360 study consists of two elements of research: the first assesses the interests and attitudes of the in-game advertising audience, and their value to advertisers; the second draws on 16 advertising effectiveness studies conducted by Massive over the last three years.
The members of the in-game advertising audience surveyed in the study (all male Xbox LIVE gamers aged 15-34) have a higher than average income, an appetite for premium brands and (contrary to the myth of the geeky loner) spend more on grooming products than non-gamers. They are highly sociable (72 per cent enjoy playing against others online), competitive (both online and off) and hugely confident in their ability to influence other consumers. Almost half of those surveyed claimed to have posted comments or reviews on product websites in the past six months; 80 per cent believe that they can influence others’ choices of gadgets or mobile phones.
Gamer 360’s advertising effectiveness studies prove that in-game advertising is a hugely positive and effective environment for reaching this key audience. Brands were consistently seen as improving the quality of the games in which they appeared, adding realism and a sense of interactivity. Audience reactions to the in-game ads they encountered were strongly positive with demonstrable uplifts in key brand metrics.
For further information on this research, please contact Simon Falconer, Consumer Insight Lead EMEA
