Online Game Producers Competing for More Ad Money

It’s no secret that consumers are spending a lot more time engaging with digital media these days. They’re also gamergirlturning to gaming devices and these digital screens present a solid marketing channel for advertisers.  With the audience and ad market growing in the game environment, advertisers are also hungry for metrics according to a new State of Online Gaming report published by Spil Games.

Spil Games analysts estimate that about 17% of consumers globally are gamers. Within the online population, the number is much higher —  44% and in the U.S. it’s actually 50% of the online population.

Gaming has always been a big draw for young males between the ages of 15 and 24. However, by age 35, more women than men play online games. The online game industry remains a young person’s work, though. For example, only 37% of online men play games after age 45.

While younger girls generally prefer role-​playing games and check out titles that encourage creativity, older women enjoy matching games, puzzles and word challenges.  For males, the traditional interest in racing, sports and action seems intact.

Advertising who want to reach gamers should be encouraged by the fact that 83% of these audience members are open to receiving messages while they play. Marketers have long used display ads in video games and that format results in a 0.2% click-​through rate. While that's not exactly a stellar statistic, the news is much better for in-​game video ads. Players are rewarding advertisers with a 1.5% CTR in that format.

The in-​game ad market has been slow to take off, with analysts estimating that less than 1% of all digital spending goes to the format. Games producers will likely be working hard to show marketers the benefits of advertising in this format in order to capture more ad money. One benefit of  gaming is that some players remain engaged for a long period of time and they are often giving their full attention to the activity.

To learn more about Online Game Players, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.