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Sunday, November 8, 2009


Even when the economy took the fall, the popularity of online gaming continues to increase. Property online games continue to see positive growth as Americans switched to an ad-supported games as a form of affordable escape.

Nearly 86-million Americans visited online gaming sites in December 2008, an increase of 27 percent over the previous year, reports comScore, Inc., a leader in measuring the digital world. While these numbers are remarkable on their own, comScore also reported that the total time spent on playing online games increased by 42 percent.

This means more people who play online games and they play much longer time. In fact, a survey conducted by Slingo Inc., a thought-leader in the casual gaming industry, revealed that nearly half of all visitors to the portal Slingo.com casual gaming, seven days per week.

What does this mean for advertisers? Apart from the recession, online gaming site is one of the inherent entertainment sites on the Web. By pressing into this highly engaged audience, advertisers can connect with consumers more easily than in other ad platforms in which the message is often tuned out.

Affordable, Fun escapist

So why are online games more exciting than ever before during the economic downturn? In part, it's because many people enjoy online gaming as an escape from the pressures they may experience at work or at home.

'By concentrating and focusing on the game, someone can take a' mental break 'from whatever cause at a time of stress in her life, "said Dr. Carl Arinoldo, stress and relaxation psychologist, in an interview with the Long Island Exchange. "And, considering the quality of this game fun, concentration and focus is fairly easy to reach and stay in!" Although the entry of bad economic news, online gaming continues to serve as a digital stress busters.

In addition, as people feel the financial crisis and is to tighten their wallets, the entertainment budget is one of the first things to go. "It's not just consumers turned to outlets like the game to take their minds of the economy, but when they restrict them in connection with their purchases of discretionary game switch to free alternatives," said Edward Hunter, director of comScore gaming solution, the use of free online games site . Since most ad-supported online games free to play, people can have fun guilt in the comfort of their own homes.

Economic Bright-Spot

While for most of the economic picture murky industry to 2009, prospects are bright for the online gaming industry continues benefit from growth in display advertising business model. More than 8.6-billion display ads placed in online gaming portal in November 2008, reports comScore, with 29 percent increase from the previous year. Combined with the increase in the number of people visiting online gaming sites and increased the time spent playing online games, this has resulted in 30 per cent increase in the number of unique display ad exposure.

While the average frequency of exposure to display ads remain constant, the number of ad views per page views fell by 17 percent compared with the previous year. This means that visitors online gaming sites affected approximately the same number of ads as before, but there is less confusion ads so that each message has a greater impact.

In addition, the model combines a video ad content with casual game content promises to increase the real value of casual games: user involvement. People are more willing to watch video ads that run before the game starts or in between the level of the game, as opposed to video ads that appear in front of other video content. With online games, the result is large enough audience that's willing to wait and, more importantly, to watch. In fact, according to a leading online video advertising network SpotXchange, in February 2008, more than 90% of video ads served InGame they are watching with great. This level of involvement means that the effectiveness of video ads in through the roof.

As a greater number of people flocking to their favorite ad-supported online games for a budget-friendly entertainment, more advertisers looking for opportunities to reach a highly engaged audience. Increased revenue from display ads and enables online video game advertising portals to reduce the chaos, providing a better experience and advertisers to offer visitors a greater ROI. In the end, it's a win-win-win situation for advertisers, game players, and gaming portals.


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