May 16, 2007

Gamers more than geeks (research)

Long tagged the pursuit of choice for teenage males, the profile of today’s gamer casts a broad demographic net, reports Ad Age. Today, teenagers account for only 17 percent.

The popularity of online gaming comprises the source of the shift, according to an NPD study entitled Online Gaming 2007: The Virtual Landscape.

Advertising in games is a $200 million industry, with multiplayer online games accounting for just 19 percent of gamers. Casual gaming, or card, puzzle and arcade games, accounts for 44 percent of all gamers. This category has been especially savory for advertisers.

Seventeen percent of gamers keep online casinos afloat, while at the other end of the spectrum, 20 percent of gamers include kids aged 6 to 12. Fifty-four percent of gamers are console owners, while 41 percent are on a handheld system, like the Nintendo DS and Sony PSP.

Surprisingly, women represent 42 percent of gamers and typically play casual, single-person games online. And finally, 80 percent of online gamers hail from middle class backgrounds, pulling in between $35,000 to $75,000 per year.

Source: Marketing Vox