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BizReport : Research archives : October 17, 2008

Gamers evolving into influential audience

More research, this time from IGN Entertainment and Ipsos Media CT, shatters the perceived stereotype of lonely, introvert gamers and finds that, as avid media consumers and early adopters of new technologies and products, they are relied upon by many to be kept up-to-date on such matters.

by Helen Leggatt

The study found that 37% of gamers said family and friends relied upon them to keep in touch with information about movies, television shows and even entertainment news, compared with just 22% of non-gamers. Thirty-nine percent said they were relied upon to keep family and friends abreast of the latest technology.

"This study is a first-of-its kind look at how videogames and videogamers are breaking away from stereotypes that have been in place since Pong," said Roy Bahat, General Manager of IGN Entertainment.

Other findings from the study, "Are You Game?", include:

- Household income among gamers is higher than that of non-gaming households at $79,000 and $54,000 respectively.

- Over half, 55%, are married and 48% have children.

- Newcomers to gaming, those who have started in the last 2 years, are 32 years old on average.

- Gamers aren't all anti-social, three quarters play games with others either online or in person and almost half (47%) of those in gaming households say gaming was good for family interaction.

"This study confirms both the active engagement and diversity of the videogaming audience - something our core advertisers have known for a long time," said Charlie Barrett, SVP of Sales for IGN. "For mainstream marketers, this data serves as a great piece of evidence that videogamers represent a valuable audience of smart, influential and active decision makers."

It appears Barack Obama's recent plunge into in-game advertising was a smart move, putting his call-to-action in front of what is evolving into an influential audience.

Tags: Barack Obama, gamers, in-game advertising, influencers, stereotype, videogamers

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