Casual gaming offers advertisers 'more opportunities than ever'

A study conducted by MTV Networks has concluded that casual gamers offer advertisers a huge and attentive audience.
The report, titled 'Game Plan: strategies for marketing through casual games', found that casual games command 99 per cent focused attention from the consumers that play them, making them a hugely valuable resource.
The study was conducted using biometric investigation, which included tracking respondents’ hand sweat, heart rate, respiration, movement patterns and visual attention during game play. According to MTV Networks, the research has delivered a clear road map to assist those looking to reach the huge pool of casual gamers.

“Casual gaming continues to grow as a dominant online activity, and marketers have more opportunities than ever to connect with these highly engaged consumers from nearly every demo,” said Nada Stirratt, executive vice president of Digital Advertising at MTV Networks. “This study provides a blueprint on how to leverage casual games for every marketing objective from driving awareness to increasing purchase intent to building a brand.”
The report offers potential advertisers a range of advice, including the fact that video placed before action games is among the most effective use of online video, commanding up to 85 per cent focused attention.
Meanwhile, the study suggests that fifteen second pre-roll ads before a casual game command 85 per cent focused attention for the duration of the ad. The research also highlights the merits of integrating brands into gameplay, and harnessing consumer anticipation during load screens and menus.
Quoting comScore, MTV reports that more than 430 million unique visitors played casual games in April worldwide. Showing a 56 per cent increase over the same period a year ago, the statistic further proves the huge potential of casual games for advertisers.
The research was conducted in partnership with The V.E.R.T. Group and Innerscope Research.

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