Research firm Nielsen Games says there is a primetime for gaming in the same way that there is for TV viewing, and that advertisers could be using this to their advantage.
Best known for its data collection on television watching habits, Nielsen collaborated with Microsoft to conduct a pilot study looking at Xbox Live playtime and demographics using online game show 1 Vs 100.
The study evaluated 13 weeks of programming from November 2009 through February 2010. 1 Vs 100 was available for play in two forms, either 1 Vs 100 Live, which featured a live host, commentary and prizes, or 1 Vs 100 Extended Play, which let players practice in more condensed, theme-based versions of the game.
It found that the peak time for gaming was between 7-11pm, with 20-25 per cent of Xbox 360 consoles active during these primetime hours.
18-34 year-olds comprised 45 per cent of Xbox 360 console usage minutes, while the same demographic made up 55 per cent of the player set for 1 Vs 100.
Both 1 Vs 100 game types serve advertising during game breaks after each set of ten questions. The average length of play time across both versions of the game was more than 70 minutes, while the average play time during the live version was 87 minutes.
“Advertisers should be very interested to see the amount of time consumers spend interacting with these games – especially during those appointment-based 1 Vs 100 Live sessions,” said Nielsen Games’ Gerardo Guzman.
“What makes this pilot study so important is the potential for precise audience segmenting. As more game companies and advertisers participate in studies like these, we’re able to define and refine an efficient set of metrics for gaming that can be compared against other media.”
Carolyn Fuson, senior audience and analysis manager for Xbox Live Advertising, said: “Our independent research shows that gamers are very engaged while playing, especially during Live Play.
“In one specific case, an advertiser who placed ads within the games saw notable brand recall and lift. Our ability to learn more about the audience can only be a positive to those brands looking to make an impact on the growing gaming community.”