Demographics:
| Gender |
|
| Male: |
76% |
| Female: |
24% |
|
|
| Male Age breakdown |
|
|
|
| Male 10-14: |
16% |
| Male 15-24: |
35% |
| Male 25-34: |
17% |
| Male 35-45: |
9% |
| Total: |
76% |
Source: GameVision Navigator Autumn 2007; GameVision Massive Network Profiling Spring 2008
Reach the Elusive Demographic
With young men increasingly exhibiting highly fragmented media consumption habits, gaming is one the few highly engaged entertainment environments where advertisers have an opportunity to target them. Across Europe there are more than 90 million active gamers, 60% of whom are male. Microsoft’s Massive offers an even more highly targeted audience of PC and Xbox 360 gamers where men comprise 76% of the audience and 52% are aged 15-34.
European male gamers aged 15-34 spend an average 8.5 hrs per week gaming. For Massive’s audience this is as high as 12 hrs per week.
The broader Entertainment interests of gamers
Gaming is clearly one Massive’s audience’s main indulgences, but their entertainment interests go far broader and deeper. Socialising is always key for a young male audience – even more so for a gamer of Massive’s titles who spends an average 26% more each month on socialising compared to the average gamer.
In addition they also outspend the typical gamer on items such as DVD purchases and rental, books/magazines, cinema/concert tickets and multi-channel TV subscriptions.
Source: GameVision Navigator Autumn 2007; GameVision Massive Network Profiling Spring 2008
