Study: 'Casual' Players Exhibit Heavy Game Usage

A new report released by Macrovision Corporation, which operates the Trymedia Network for the digital distribution of PC games, reveals that, according to a recent worldwide survey, 37 percent of those who use casual games play nine or more two-hour 'sessions' each week. In addition, the survey, of 789 worldwide participants, found that casual gameplay happens most often at night, as opposed to during commute hours or other 'quick break' times during the day, again indicating that the moniker 'casual' is a little anachronistic for the gameplay style. Other findings include the fact that 37 percent of casual game players are between the ages of 35-49, while 28 percent fall between the ages of 50-60. Casual game players were found to be predominately female, with women making up 71 percent of those playing. Interestingly, 58 percent of those surveyed were found to have no children under age 18 living in their households. Puzzle games was found to be the most popular genre of casual games, capturing the attention of 67 percent of those surveyed, followed by card games with 44 percent. 35 percent of the participants preferred strategy games, while only 34 percent most liked to play action games. Additional interesting findings in the report include that 30 percent of those surveyed have downloaded more than 21 games in the last year, while 70 percent have purchased a game after first playing it free of charge on the internet. 67 percent indicated that they read game reviews, and 46 percent of those who do feel they are influenced to try or purchase a new game by the reviews they read. "Our survey has determined that mainstream audiences dedicate a substantial amount of time to gameplay -- not just in 15-minute increments as previously thought," said Loren Hillberg, executive vice president and general manager of Commerce at Macrovision. "Whether advertisers are reaching out to casual or core audiences, we want them, through the results of our survey, to realize who gamers are, how they operate and what they like." Hillberg added: "The survey findings will certainly help them to adjust their advertising strategies accordingly to ensure maximum penetration to the appropriate audiences."