Market Focus: Video Gamers
She explains that this technology allows marketers to offer promotions without gamers feeling “marketed to” and without interrupting their play. Gamers then are left with the choice of whether or not to opt-in.
Money to Play With
Jason Freidenfelds, public relations director for Ziff Davis’ Game Group, says most readers are influenced by magazine content when it comes to purchase decisions. “Because the readers are reading the magazine to decide which products to buy, they’re highly tuned to messaging about new products. These ads lead to purchases … our EGM 2005 readership survey asked: Which of the following actions have you already taken or plan to take as a result of seeing an ad in Electronic Gaming Monthly?” The answer:
• Visit a store to see and play the game: 55 percent
• Purchase the product: 47 percent
• Ask a friend about the product: 44 percent
“The same applies online. A product-centric social network like 1UP.com is where enthusiasts go to think about making purchases, and it’s there that they talk with their friends. According to a recent 1UP.com user survey, 82 percent of 1UP.com users read other gamers’ reviews/opinions on games, and 54 percent purchased a video game after reading a blog on 1UP.com. That’s a fantastic driver for purchases,” says Freidenfelds.
The good news for many direct marketers, however, is that gamers’ appetites for new products extends beyond games. “We found that gamers are tremendous consumer goods buyers. … In fact, the more they game, the more they spend on consumer goods, too,” says Freidenfelds. Indeed, the Ziff Davis study shows that in the last six months, core video gamers spent $708 each on clothing versus $374 by casual video gamers; $231 on athletic shoes versus $126 by casual gamers; and $117 on DVDs versus $64 by casual video gamers. The same pattern holds true for CDs, online music downloads and consumer electronics.