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BizReport : Research : July 18, 2007

Gamers will view ads for games

Macrovision’s annual global casual gaming survey has revealed that many gamers are receptive to viewing ads in return for free games.

by Helen Leggatt

macrovision%20logo.jpgMacrovision surveyed 400 gamers earlier this year and discovered that 83 percent would gladly watch a 30-second ad in exchange for playing a game for free.

Trial versions of games encouraged 53 percent of respondents to go on to purchase the game and 34 percent relied on promotional emails to stay informed of new titles.

Gamers also relied heavily on online reviews to find new games, said the report, with 81 percent influenced to try a new game after reading a review and 65 percent influenced to purchase a game.

"This year's survey highlights that advertising is now an increasing revenue option and trials are a must in marketing to casual gamers," said Micheal Buccheim, Macrovision’s Executive Vice-President. "Gamers are now turning to advertising and promotional materials to help them make their decisions on which games to play and purchase. The fact revealed in this year's survey will help the industry to better understand and influence casual gaming purchasing habits."

Tags: advertising, pre-roll advertising, video games

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