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BizReport : Blogs & Content archives : April 14, 2011

What's a social gamer worth? You may be surprised

Everyone is playing games. Whether on a console, in an online or mobile environment or through social networks. A new report indicates that these gamers may have more impact on brands and buzz outside of gaming, though, than originally thought.

by Kristina Knight

According to a recent MocoSpace user poll, gamers have three times more friend in social networks than non-gamers and that they spend three times longer on-site than non-gamers. Combined with data from Nyppex LLC, which found that game developer Zynga grew 81% in Q4 2010 and has now surpassed gaming king Electronic Arts (EA) in value.

What makes gamers so valuable?

"They are generally more engaged with the platform and because of that they are willing to share more, and they also have more to share with other users," said Justin Siegel, MocoSpace CEO. "They aren't passive, they are active and engaged users so there is more to tap into with them."

Even though gamers are more social and more willing to talk about their experiences, they still have to be engaged. To do that, brands need to be context sensitive. Slapping a banner up on a social gaming page won't engage these consumers; in-game and relevant ads will engage them. And, added to that, is an appetite for more content.

"Like any kind of content there is some degree of shelf life," said Siegel. "As gamers burn through the existing content they do look for more. I don't think they are starved for content at this point, but by the same token, they are always looking for newer or additional content."

They key is to improve upon what is already out there. Today's platform and social gamers don't want their next game to be a replica of something from 1999 or even 2009. They want new, different and better.

Tags: game advertising, gaming, Justin Siegel, MocoSpace, online gaming, social gaming, social marketing, Zynga

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