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BizReport : Research : June 03, 2010


Are games making consumers smarter?

Yes. That is the take-away from a recent East Carolina University study; the results were presented at the 2010 Games for Health Conference in Boston. Researchers with ECU's Psychophysiology Lab found that people who play online games improved their cognitive function.

by Kristina Knight

The research centered around six casual, online games such as Bejeweled and Peggle.

Researchers found that the EEG (electroencephalography) brain waves of those who play casual games consistently improved their brain function when playing games compared to control groups who did not play the games. Those who played games were found to have make faster and more accurate decisions that those who didn't play. From the study researchers are now considering that casual video games may have similar effects as playing number or letter games such as Sudoku or crossword puzzles. Doctor's have been recommending these paper games to their elderly patients for several years.

What does this have to do with marketing?

If physicians do begin recommending casual online games to their patients, it is likely that the online gaming phenomena will continue to skyrocket. Already casual gamers have been found to play for about two hours each day, with hard-core gamers playing up to six or seven hours at a time. More consumers playing means a broader spectrum of ads to support the game, in-game placements and other options for marketers to reach even more demographics.






Tags: ad supported games, gamers, Games For Health Conference, in game advertising, online games








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  • I wonder if employees were allowed to take 10 minutes breaks and play some short games, if they helped them at work. I find taking breaks, even changing scenery helps since I have to sit at a desk for 9-10 hours a day researching and writing.





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