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BizReport : Trends & Ideas : July 24, 2007
Lifetime rolls out casual games
MMOGs may be garnering more headlines, but the Lifetime Network is betting that casual games will become even more mainstream in the coming months. The online portal is rolling out a series of casual games for their target market - middle-aged women - complete with advertising inserts.
The Lifetime games have ads embedded which are targeted to their online base of women. Promos for the television network are also included. With casual game sites taking over with portals like MSN and Yahoo, it is almost a sure bet that the Lifetime portal will also become a must-visit site.
Yahoo! Games is the most popular casual gaming site, with 53 million unique visitors in May. Each of these users returned to the site 4 times within the month. MSN Games ranks second with 40 million uniques who returned 2.5 times throughout the month and MiniClip.com is the third most popular site. MiniClip.com saw 30 million uniques who returned almost 4 times throughout the month of May.
"Advertising is now an increasing revenue option and trials are a must in marketing to casual gamers," said Michael Buccheim, executive vice president and general manager of the distribution and commerce business unit at Macrovision.
In a recent survey from Macrovision, 83% of gamers said they would gladly watch ads in exchange for free games. Advertising revenue from online gaming is expected to skyrocket in the next few years. In-game advertising is expected to grow more than 1,000% through 2011.
Tags: in-game advertising, online gaming
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