86 Percent of Gamers Prefer Free Games With Ads Over Paid Games Without Ads -- WildTangent and IHS Research Finds
March 27 2014 - 5:00AM
Marketwired
86 Percent of Gamers Prefer Free Games With Ads Over Paid Games
Without Ads -- WildTangent and IHS Research Finds
More Gamers Spend Money, Time With Games That Have Value
Exchange Ads
LONDON, UNITED KINGDOM--(Marketwired - Mar 27, 2014) - IHS Inc.
(NYSE: IHS), the leading global source of critical information and
insight, and WildTangent, the world's largest cross-platform games
network, released research today that reveals an acceptance by
gamers of value exchange-style advertising. The result indicates
significant opportunities for the gaming ecosystem.
The research found that after engaging with value exchange ads a
greater number of gamers intended to spend more money, more often
and engaged with games longer than before any exposure to value
exchange ads, leading game developers to a higher potential for
revenue. In addition, brand marketers saw a higher level of
engagement than before when sponsoring value exchange ads.
To download the full report, visit:
http://www.ihsapac.com/registration/2014/gameintelligenceservice/
Key findings:
- 86 percent of gamers prefer free games with ads over paid games
without ads;
- 79 percent of gamers said that they like receiving free virtual
goods from clicking on ads;
- 120 percent increase in the number of times gamers visited the
'add cash' area of a developer's game after seeing value exchange
ad;
- 89 percent of gamers recall value exchange advertisements in
game; and
- Marketers see two times more post-ad actions driven by in-game
ads than by live TV
IHS Technology senior games analyst Christine Arrington was
brought in to analyze the raw data. "The research shows that gamers
embrace value exchange ads, which demonstrates the progress the
industry has made with advertising in and around video games," she
said. "As gamers become more accustomed to in-game advertising, it
becomes essential for brand marketers to find creative ways to use
value exchange advertising while developers must ensure gamers have
easy access to these offers."
Value exchange advertising allows advertisers to reward gamers
for viewing ads with items valuable to gamers, such as in-game
items or free game sessions. WildTangent's patented BrandBoost ad
platform allows game developers to leverage value exchange
advertising and provides advertisers a way to reach an engaged
audience of gamers. "With value exchange advertising like our
BrandBoost ad platform, gamers receive rewards and uninterrupted
gameplay, brands connect with gaming audiences, and developers
unlock additional revenue streams," said Jay Levinger, director of
market research at WildTangent Media. "When value exchange ads are
done right, everybody wins."
About The Research:
IHS Technology and WildTangent released today's findings in the
new whitepaper called Value Exchange Advertising in Freemium
Games. In a first-of-its-kind study designed to understand how
value exchange advertising impacts gamers, developers and
marketers, consumer research firm Say.so connected the results of
500 freemium online gamers with their gaming behaviors using
WildTangent's BrandBoost ad platform. The results revealed a
positive response to value exchange advertising and opportunities
for the gaming ecosystem.
For information about WildTangent Media and BrandBoost, visit:
WildTangent.com/Media For more insight and analysis, visit:
Technology.IHS.com
About IHS
(www.ihs.com) IHS (NYSE: IHS) is the leading source of information,
insight and analytics in critical areas that shape today's business
landscape. Businesses and governments in more than 165 countries
around the globe rely on the comprehensive content, expert
independent analysis and flexible delivery methods of IHS to make
high-impact decisions and develop strategies with speed and
confidence. IHS has been in business since 1959 and became a
publicly traded company on the New York Stock Exchange in 2005.
Headquartered in Englewood, Colorado, USA, IHS is committed to
sustainable, profitable growth and employs more than 8,000 people
in 31 countries around the world.
IHS is a registered trademark of IHS Inc. All other company
and product names may be trademarks of their respective owners.
Copyright © 2014 IHS Inc. All rights reserved.
About
WildTangent (www.wildtangent.com)
WildTangent is a worldwide, cross-device games company focused
on the distribution and monetisation of mobile, social and online
games. The company has three main divisions: WildTangent Games
offers a service that allows consumers to play thousands of premium
games free, courtesy of brand advertisers, or they can purchase
games. WildTangent Media delivers a patented mobile and digital
advertising platform that connects leading brands with highly
engaged audiences through premium advertising solutions.
WildTangent Studios develops mobile games for iOS, Google Play,
Amazon and WildTangent Games, including titles Polar Bowler and
Word Science.
Contact: Amanda Russo IHS London +44 208 276 4727
Amanda.Russo@ihs.com Tim McDowd WildTangent Redmond 425-497-4613
Tim.McDowd@wildtangent.com
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