Macrovision releases report on games marketing

Following an annual global survey on casual gaming, Macrovision has claimed to identify a general acceptance of ‘advertising, online trials and cross-game promotion.’

Of the 400 gamers surveyed, 83 per cent were willing to view a 30 second advert in order to play a game for free, 53 per cent were willing to buy a game after they had played with a trial version, and 34 per cent relied on promotional emails for information on new games.

This year’s survey highlights that advertising is now an increasing revenue option and trials are a must in marketing to casual gamers,” said Michael Buccheim, executive vice president and general manager of the distribution and commerce business unit at Macrovision. Gamers are now turning to advertising and promotional materials to help them make their decisions on which games to play and the purchase. The facts revealed in this year’s survey will help the industry to better understand and influence casual gaming purchasing habits.”

Last year’s report also claimed that 28 per cent of casual gamers play more than nine sessions per week, with 32 per cent of those lasting at least an hour.