Video Gaming Audience Is Fragmented
Diverse consumption patterns and different access devices, just like TV and the Web. What is your grandmother's favorite video game?
While that might have been an outlandish question even ten years ago, video games' mainstream popularity in the US means that more people of all ages are playing.
More than seven out of 10 US consumers now play video games of some sort, according to The NPD Group's recent "Online Gaming 2008" report. Of these, more than half say they play games online.
NPD's numbers agree with other sources. Two-thirds of US heads of households play video games, according to the Entertainment Software Association (ESA)'s "Essential Facts About The Computer and Video Game Industry" report. The ESA says that more than half of "frequent" gamers play online.
This means video gamers are a mass audience, right? Not quite. The term "video gamer" covers a wide range of gaming platforms and types, including PCs, consoles, mobile phones and other devices.
Moreover, online gaming, which holds special promise for marketers who want to reach gamers on an ongoing basis while they are playing, is similarly fragmented. Online gamers are no more a mass audience than are video game players in general, thanks to a profusion of game genres and a growing range of online game platforms.
Read more - eMarketer
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