[casual_games] surprising stats about casual gaming

[David Wessman]

I don't recall anyone bringing this up here, (but then I don't always have
time to read every single post, so forgive me if it has.)  This article
suggests that a lot of what people think is true about the casual games
market is very wrong.  There are serious implications for anyone developing
or marketing casual games.  Here's the article:

http://www.gamesindustry.biz/content_page.php?aid=18017

New survey shatters misconceptions, offers insight to
advertisers<http://www.gamesindustry.biz/content_page.php?aid=18017#>

Macrovision has revealed the results of a new worldwide survey of the casual
games market, highlighting numerous misconceptions about its audience and
their consumption habits.

Perhaps the biggest surprise of the survey, which polled 789 consumers who
play casual PC games through Macrovision's Trymedia network, is that 37 per
cent of participants stated that they play nine or more game sessions per
week.

The length of the gameplay sessions further challenged the preconceived idea
of 'casual' gaming, with 66 per cent playing for at least an hour each time
and 31 per cent spending more than two hours in each gameplay session.

Loren Hillberg, Macrovision's EVP and general manager of commerce,
commented: "Our survey has determined that mainstream audiences dedicate a
substantial amount of time to gameplay - not just in 15-minute increments as
previously thought."

Further insight into gaming habits reveals that 73 per cent play at night,
rather than "quick break" sessions during the working day. 55 per cent play
at weekends and 48 per cent play when they have the house to themselves.

In terms of the demographic for casual games, Macrovision reveals that the
market is dominated by women, with a 71 per cent female audience. 37 per
cent are aged 35-49, and 28 per cent are aged 50-60, with almost 60 per cent
confirming that they have no children under 18 years of age living at home.

Providing insight for advertisers and marketers, the survey revealed that
the most popular genre is puzzle games (67 per cent), followed by card games
(44 per cent), strategy (35 per cent) and action (34 per cent).

When not indulging in a mammoth casual games session, participants revealed
their favourite hobbies were: pets, travel, arts and crafts,
shopping<http://www.gamesindustry.biz/content_page.php?aid=18017#>and
gardening - something
advertising <http://www.gamesindustry.biz/content_page.php?aid=18017#>agencies
and publishers alike may wish to take note of.

"Whether advertisers are reaching out to casual or core audiences, we want
them, through the results of our survey, to realize who gamers are, how they
operate and what they like," added Hillberg.

"The survey findings will certainly help them to adjust their advertising
strategies accordingly to ensure maximum penetration to the appropriate
audiences."

The survey also revealed a positive reception to the try-before-you-buy
model, 30 per cent confirming more than 21 game
downloads<http://www.gamesindustry.biz/content_page.php?aid=18017#>in
the past year and an astonishing 70 per cent stating that they have
purchased a game after playing it free of charge on the Internet.
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