ComScore: Half of Asia-Pacific surfers play games

In-game advertising could be a good way to convert more Asia-Pacific online users according to new research from comScore. Their latest numbers show that more than 50% of Asia-Pacific Internet surfers visiting online gaming sites in August 2008. On average, users visited sites 11.5 times during the month and spent more than 80 minutes on-site.

by Kristina Knight

China has the highest penetration numbers for online gamers, however, South Korean gamers spend more time on gaming sites themselves. In China, nearly 55% of users (nearly 90 million)visited online gaming websites in August; Singapore had the second highest penetration numbers with 50% penetration. Australia reached 45% penetration. South Korean users spent the most time on gaming sites, averaging more than three hours per person. These consumers visited gaming hubs 13 times each.

"Online gaming is one of the largest and most engaging site categories in the region, which represents an attractive opportunity for advertisers," said Will Hodgman, Executive Vice President for International, comScore. "This audience defines digital 'active engagement' - a combination of frequency and duration - that yields a rip environment for advertisers.

The most visited gaming hubs - therefore a great potential for advertisers return on investment - were QQ.com games (199 million users) and Yahoo Games (44 million users). 4399.com ranked third (20 million unique), followed by Nexon Corporation (18 million users) and 17173.com (16 million unique users).