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BizReport : Advertising : February 08, 2008
Survey: Gamers will watch video ads for free games
Chalk up another advertising resource for online video: this time from the gaming section. Recently RealNetwork's RealGames division surveyed 1500 casual gamers and found that 90% were willing to watch a video ad in exchange for free game playing.
The gamers said they would watch the ads prior to play and during "natural" game breaks. More than 30% of those surveyed said they would likely click-through a video ad to learn more about the product advertised.
Chris Houtzer, senior director of new media, RealGames said, "The right mix of advertising in our games gives us greater flexibility in providing advanced game-play options for our customers, sharing in incremental revenue with game developers, and delivering a competitive ROI for advertisers."
More half of the respondents said the topic of the ad didn't matter; that they would watch any ad. 34% said they would prefer to see ads targeted to their interests or that were relevant to their needs.
Who are these gamers who are willing to watch ads for free game play? By and large, they are women. 81% of those surveyed were female and 65% of those were in the 35-64 age range, a coveted demographic.
In-game advertising revenue reached more than $77 million in 2006 and is expected to rise to more than $971 million, globally, in 2011.
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