Advertisers on Windows Live Messenger are discovering the power of casual gaming to deliver extended, high-quality engagement with an audience that actively welcomes advertising messages.
Games on Windows Live Messenger are custom games that can be played over the Messenger platform as part of contacts’ conversations. They can take the form of real-time or turn-by-turn multiplayer games, or single-player games where contestants share their scores through Messenger. The Games on Windows Live Messenger platform allows advertisers to create their own games from scratch, or re-skin existing games, working with Messenger Casual Games or approved vendors.
The casual format allows users to dip instantly in and out of Messenger games, encouraging the impulsive trial of new offerings. Users are able to play with friends in an environment that is seen as social, competitive and safe.
Research* among the Messenger gaming audience demonstrates high levels of engagement with the platform: a third play once a day or more and more than 70 per cent would recommend Messenger gaming to a friend. Users are highly receptive to sponsored content and in-game advertising, recognising this as a channel for providing new, free games.
Key characteristics of the audience*:
- Mix of men and women with a slight female bias
- 78% under the age of 25
- One third playing once a day or more
- Engaging with brands for long periods through games
- Welcome in-game advertiser messages.
