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BizReport : Social Marketing : March 10, 2010

Social gamers will interact with brands in return for virtual currency

The vast majority of social gamers would be willing to undertake a marketing action in return for virtual currency, according to new research soon to be released by comScore.

by Helen Leggatt

Sponsored by Offerpal, the study, which is yet to be released but which has been reviewed over at TechCrunch, analyzed responses from nearly 800 social gamers. Over half of respondents play social games at least daily with all playing at least once per month.

The upshot is that while 35% of social gamers are already engaging in marketing actions, such as filling in a survey or watching a video, over half (53%) would be willing to consider doing so.

The age group most likely to take up the offer is 25-34 year olds, with almost three-quarters (73%) saying they would be "very likely" to do so.

Not all social gamers have the ability to pay for items online with a credit card - be it due to age or situation. In fact, comScore's study found 30% fell into this group so the opportunity to engage in a marketing activity would greatly appeal to this segment.

Women, in particular, are open to interacting with a branded offer in return for virtual currency, according to Q Interactive. Their recent study found that an astonishing 97% of women prefer to earn virtual currency through either winning more or accepting a branded offer - versus paying for it with "real" money.

Additional findings from Q Interactive include:

- While they game regularly, only one in ten women have actually used "real" money to purchase virtual currency; of that, 85% have spent under $100 in their gaming and aping activities - ever

- Of women who have signed up for branded offers to get more virtual currency, 67% found the offer useful

- 37% of those women chose the branded offers based on "content"; 17% went for offers with free products or services.

Tags: research, social gaming, social marketing

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