Gaming is increasing in popularity within the older generation, with a new study from Peter D.Hart Research Associates showing that 35% of US parents play computer or video games.
Although one-fifth of parents surveyed were found to play games on consoles, computer gaming was found to be more prevalent, with 34% of the 35% gaming on PCs and 44% of the 35% using both computers and consoles.
Parents were found to prefer simpler games, such as card, puzzle, board and “game show” games. Sports games were also shown to be popular, with action and strategy games found to be the least popular among older gamers.
The study shows that gaming has become an acceptable activity for 30-somethings. The games industry as a whole is expected to enjoy strong growth over the coming years, with Kagen Research forecasting US game sales to increase to $16 billion by 2007, up from $10 billion in 2004, a rise of 16% (see Gaming Revenues To Rise 5.3% In 2005).
The rise of gaming, and indeed the increasing adoption of the media from older users, opens up another channel for advertisers to reach their audience.
One way advertisers can cash in on this expanding market is by investing in ‘Advergaming,’ where games are designed around a product to promote it. Elsewhere in-game advertising, can place products in games in the background, in the hands of characters, or elsewhere (see Global Games Industry To Reach $58.4 Billion In 2007).
The in-game advertising market looks set to increase in popularity, with research from the Yankee group projecting the channel to total $562.5 million by 2009, up from $34 million in ad revenues in 2009, compared to $83.6 million in 2004.
Despite this form of advertising being relatively new, it is proving popular with advertisers, with computer games featuring the technology enjoying a 60% increase in awareness of products, according to a joint study by Nielsen Interactive Services and Double Fusion (see In-Game Advertising Increases Product Awareness By 60%).
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