Research finds considerable scope for brands to build stronger presence in games media
Research conducted by the Internet Advertising Bureau UK’s (IAB) Game Steering Group (GSG) has found that nearly 33 million people in the UK are playing video games, and that it is at least twice as engaging as other media.
The report, called ‘Gaming Britain: A Nation United by Digital Play’ and carried out in association with research agency Kantar Media, found that gaming devices such as the PS3 and Xbox 360, are becoming a media hub for many different activities. 41% of console owners browse the internet on their devices, 39% watch TV on them and 35% use consoles for social networking.
It was found that newer devices such as iPads also help attract new players, but that doesn’t discount more ‘traditional’ gaming outlets. Tablet and mobile games, such as Angry Birds, are more widespread among younger audiences, but PC games, like Solitaire, are popular with older generations.
The research establishes that although current games media spend is disproportionately low for the opportunity and levels of engagement; there is considerable scope for brands to build a stronger presence across all games media.
Jack Wallington, the IAB’s head of industry programmes, said: “The Gaming Britain report proves that playing video games is a mainstream activity enjoyed by over half of the UK population. Demonstrating incredibly high levels of engagement compared to other media. It’s a premium opportunity for brands to reach consumers when they are at their most focussed.
“Gaming’s widespread popularity, the proliferation of new platforms, and more precise segmentation, will ultimately help brands sift through the many opportunities presented by games media. The multitude of companies now working in this space, such as those on the Games Steering Group, will be able to guide brands to make the most of this opportunity in a way that is sensitive to the consumer’s experience.”