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Play First And Frank N. Magid: Digital Games Reach Mass Appeal


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PlayFirst presents their research on Digital Games Reach Mass Appeal. The rise of mobile and social networks means anytime, anywhere game play.

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Play First And Frank N. Magid: Digital Games Reach Mass Appeal

  1. 1. Digital Games Reach Mass Appeal;Rise of Mobile and Social Networks Means Anytime, Anywhere Game Play<br />September 2010<br />1<br />
  2. 2. Methodology<br />This research was conducted by Frank N. Magid exclusively for PlayFirst<br />US national sample of 5,524<br />Males and females 18+<br />2075 qualified respondents <br />Defined as those who play casual digital games in any form of the following at least once a month: <br />Computer, on-line, retail and web-based games<br />Social networking games<br />Mobile smartphone games<br />Study excludes the segment of hardcore gamers:<br />Console games, handheld games or games on a traditional cell phone<br />Survey data was collected June 2010<br />2<br />
  3. 3. Playing digital games reaches mass appeal - cutting across gender and age.<br />2 out of 3 Americans play games*<br />1 in 3 Americans play casual games**<br />3<br />65% Play Digital Games<br />* Includes Console, Traditional Mobile, and Casual Gamers<br />** Casual Gamers defined as those who play any form of the following at least once a month: Computer on-line, retail & web-based games, social games, smartphone games<br />
  4. 4. Playing games ranks higher than watching movies, listening to radio and reading newspapers/magazines as part of leisure time activities.<br />4<br />
  5. 5. 52% play on at least two of the three platforms<br />14% play on all three platforms<br />Mobile Smartphone <br />28% <br />55% of Smartphone gamers play Facebook games<br />86% of Smartphone gamers also play computer games<br />81% of Facebook gamers play computer games<br />Casual Gamers are dedicated cross-platform players<br />
  6. 6. Differences in Gender<br />Facebook Gamers are more likely to be Millenial Women<br />While women play a lot of games, 59% don’t consider themselves gamers<br />42% of women prefer games that they can do while multi-tasking<br />46% of women prefer game brands they are familiar with<br />Entertaining and easy to play are the most important game elements<br /><ul><li>iPhone Gamers are more likely to be young men
  7. 7. 38% of men agree that they consider themselves gamers
  8. 8. 58% of prefer games with state-of-the-art graphics and technology
  9. 9. 45% of men prefer games with the newest technology
  10. 10. Challenging to finish and a sense of accomplishment are the most important game elements</li></ul>6<br />
  11. 11. Platforms differ when it comes to Level of Engagement, Time Commitment and likelihood to Spend<br />7<br />Social <br />Networking Games<br />Computer & <br />On-line Games<br />Smartphone Games<br />Level of Engagement<br />Deeply Engaged<br />Less Engaged - Multi-Tasking<br />Time Commitment Per Session<br />3 or More Hours<br />Less than 10 Minutes<br />Intent to Spend over the Next 12 Months<br />Less Likely<br />More Likely <br /><ul><li> More than a 1/3 Fully Engaged
  12. 12. More than a 1/3 spend hour or more
  13. 13. Less than 20% likely to Spend
  14. 14. Equally Engaged & Multi-Tasking
  15. 15. 28% spend 10 to 30 minutes
  16. 16. Of the 5% who are spending, 25% likely to Spend More
  17. 17. 32% Multi-Tasking
  18. 18. 30% Less than 10 Minutes
  19. 19. Of the 6% who are spending, 25% likely to Spend More</li></li></ul><li>For More Information<br />CONTACT: <br />Anne Marie Stein<br />ONE PR Studio LLC<br />Tel: 510-893-3271<br />8<br />
  20. 20. About PlayFirst<br />PlayFirst is a leading publisher of emotionally engaging interactive entertainment with the goal of delivering delightful play to everybody, every day. <br />Through the creation of compelling story worlds, memorable characters and captivating game play, PlayFirst strives to create engaging experiences to delight its customers. <br />PlayFirst publishes quality gaming experiences that capture the imagination on all popular platforms including download games for PC and Mac®, mobile games for iPhone™ and iPad, social games for Facebook and console games.<br />The company's game portfolio includes world-renowned brands:<br />Diner Dash ®<br />Dream Chronicles® <br />Chocolatier®<br />For more information, please visit<br />9<br />
  21. 21. About Frank N. Magid Associates, Inc<br />Frank N. Magid Associates is a leading research-based strategic consulting firm that helps clients become profitable by solving problems and helping them take advantage of opportunities. Magid brings unique frameworks for solving problems and seizing opportunities to each engagement, all informed and driven by unparalleled consumer and stakeholder research, market knowledge, and experience-based perspectives. <br />For more information, please visit<br />10<br />