White Paper
Gamers are Game Changers:
Reaching and Engaging Gamers in a Multi-Screen World
Gamers are game changers in the multi-screen arena; they are quick to adopt
new technology and they lead in multi-screen media consumption. Mostly elusive
younger men (average age of 33), gamers can be a critical target audience for
marketers to reach. But keeping top-of-mind and breaking through has become
increasingly challenging as gamers take charge of their media experiences at home,
work, and everywhere in between. Understanding gamers’ media behaviors and
attitudes can help marketers see the opportunities within today’s dynamic media
environment. This study reveals media usage, attitudes, and expectations of
“multi-screen gamers.”
Key findings
•
Gamers are leaders in screen convergence, extending media activities
across screens, in particular video.
•
Gamers are the most connected,
engaged and social.
•
Gamers are the most receptive
audience to marketing messages on
every screen.
•
Gamers value consistent, connected
cross-screen media experiences.
Research Study: At a Glance
Microsoft Advertising, in partnership with Wunderman (a WPP company), conducted
a research study to explore the behavior and attitudes of multi-screen consumers –
people ages 18-64 who actively use TVs, computers, smartphones, and video game
consoles to consume media. The study surveyed 1,200 adults in the US in Spring
2010. 500 of the respondents were defined as multi-screen gamers.
(Comparing gamers to the overall sample of
multi-screen survey respondents)
Gamers’ Multi-Screen Profile
A promising segment within multi-screen consumers is “gamers,” those who use
either Xbox 360 or PlayStation 3 to play games and connect online. Of all multiscreen consumers, gamers currently have the most connected experiences across
the computer, TV, and smartphone screens.
Defining the multi-screen consumer
•
1,200 adults ages 18-64
•
Use TV, PC, smartphone; 500
respondents reported using internetconnected gaming consoles
•
Access the Internet multiple times
each week using both smartphone
and computer
Consume More Media
Online gamers spend 5.5% more time engaging with media each week than other
multi-screen consumers, approximately 57 hours per week (vs. approximately
54 hours for all multi-screen consumers).
Consume Less Lean-Back Media
Online gamers spend less time absorbing content in a lean-back environment
(e.g., watching TV and movies) than all multi-screen consumers. Gamers
spend more time interacting with content and connecting with others
as they play games, send text messages, post reviews, or comment
on blogs.
Lead Convergence
More than other groups, online gamers are performing activities
on multiple screens. Convergence among devices is happening more
quickly among this segment. For them, watching video has already
become a multi-screen activity, fully experienced through the computer,
TV, console, and smartphone.
Drive Social Activity
Online gamers spend more time than other multi-screen consumers engaging in activities that allow them to express their
opinions and influence others, such as posting product and service reviews and commenting on blogs. They share their
opinions and converse with others across all media devices. Forty-four percent of online gamers connect to others through
their gaming console.
Live Outside the Box
Online gamers have turned the TV screen into an interactive and social screen as they experience it through
gaming consoles. They believe that gaming consoles provide media experiences that are interactive (66%)
and social (39%), versus traditional TV watching which is seen more as “family entertainment.”
44%
of online gamers
connect to others
through their
gaming console.
Gamers are Multi-Screen Savvy
Multi-screen gamers are increasingly using multiple devices for all tasks and activities. Individual activities, from social
networking to playing games to watching news highlights, are no longer restricted to a single screen. Gamers lead this
trend of “device convergence.”
Convergence Trends: Comparing Multi-Screen Gamers to Multi-Screen Consumers
Multi-Screen Consumers
(n=1,200)
These charts show the screens used to
perform specific media activities within
the past 30 days. Activities are listed
underneath the screens on which they
are most often performed.
Chart takeaways:
For gamers and multi-screen consumers,
the smartphone and computer have almost
fully converged. Activities traditionally
performed on the computer are now
increasingly shared with the smartphone.
Gamers perform media activities across
more screens, as seen by the addition of a
Multi-Screen Gamers
(n=500)
2
four-screen box.
The Dynamic Duo: Computer & Smartphone
Gamers rely on their computer and smartphone to:
•
Learn about brands, products, and services: 80% computer, 40% smartphone
•
Pass along information: 74% computer, 69% smartphone
•
Multi-screen gamers are starting and completing the purchase decision process at various digital touch points: every screen
is a vehicle for awareness, consideration, and purchase.
Despite Convergence, Each Screen Retains a Core Function and Distinct Personality
Even in a multi-screen world, consumers still strongly associate individual devices with a primary use. Multi-screen media
consumption is not leading to cannibalization; each device plays a key role, and has a distinct personality in the minds of
consumers. Marketers can tap into gamers’ state-of-mind by tailoring messages for each screen.
•
Smartphone: Cutting edge, trendy, smart, sophisticated. Gamers see the smartphone as cool, hip, and exciting.
•
Computer: Fun productivity. The computer is seen as informative, easy-to-use, and helpful with productivity.
•
TV: Simple, dependable entertainment. Gamers see the TV as a good source of family-oriented entertainment.
•
Gaming Console: FUN!. The gaming console is pure fun and entertainment for the gamer. It’s seen as cool, engaging,
and sociable.
Gamers Are More Receptive to Marketing
Messages on Every Screen
Gamers are very positive about advertising, in general,
and specifically advertising that is both targeted and
relevant–“improves their media experience.” This
Gamers Are More Connected to Multi-Screen
Media than Non-Gamers
Multi-screen gamers were the most positive about today’s
multi-screen experiences:
•
71% report consistent experiences across screens with
74% accessing similar content across screens;
•
77% report that their screens combine to create a
cohesive, better-together experience.
represents a rich opportunity for marketers to engage
gamers through stronger multi-screen creative,
storytelling, and value exchange.
Percent of gamers and non-gamers agree
somewhat/completely with each statement
Ads (on this device) more meaningful and relevant than ads
on other devices
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Percent of gamers, non-gamers, and all
respondents who agree somewhat/completely
with each statement
Source: “Gamers” include survey respondents who use an internet-enabled gaming console (n=500). Non-gamers are those who do not (n=740).
The total sample is all survey respondents Adults 18-64 (n=1240). Chart data represents Top-2-Box Agree (Agree Completely/Agree Somewhat).
Multi-Screen Gamers Value Consistent Cross-Screen Media and Advertising Experiences
Gamers place a higher value on multi-screen experiences than both non-gamers and the general sample. Marketers can
impact brand perception among gamers by creating relevant, informative content and advertising that is consistent across
all media screens.
•• 78% of Gamers say that the ability to access similar content across screens makes the content more useful;
•• 78% of Gamers state that the ability to access content across multiple screens makes the media experience more
relevant and informative;
•• 77% of multi-screen gamers report that they have higher opinions of content providers who create consistent
experiences across screens.
Key Takeaways for Marketers
Gamers have high expectations for marketers and their execution today and in the future.
•• 96% of multi-screen gamers expect significant improvement in the delivery of media and advertising across devices.
•• 96% report that future improvements will increase their engagement across different devices.
The research reveals the importance of developing strong multi-screen advertising strategies to connect with today’s
consumers – especially gamers. To improve gamers’ perceptions of your brand, give them information they can use –
wherever they are, however they engage. Gamers value cohesive, connected experiences that extend across the screens
they use every day.
Marketers and agencies should work with their media partners now to stay in tune with gamers’ rapidly-evolving media
behavior to ensure they are meeting – and even exceeding – gamers’ expectations for how they want to engage and learn
about brands, products, and services.
Methodology
Microsoft Advertising partnered with Wunderman (a WPP company) to conduct a deep dive into the attitudes and behaviors of multi-screen consumers. The survey
was conducted from March 29 to April 5, 2010. Respondents were drawn from the online panel of Survey Sampling, Inc. with results tabulated by Russell Research.
Learn More
For more information on how advertisers are executing multi-screen campaigns to engage with consumers, visit us at
www.advertising.microsoft.com/multi-screen.
About Microsoft Advertising
Microsoft Advertising provides advertisers and publishers with media, tools, and services designed to drive deep and profitable engagement with their audiences.
This includes a global media network of Microsoft properties such as MSN, Windows Live, Bing, and Xbox LIVE, and partner properties such as WSJ.com and Verizon.
The Microsoft Advertiser and Publisher Suites simplify planning and management of campaigns and content, offering a range of services that help advertisers and
publishers untangle the complexities of digital media and get more out of their marketing and content investments. Microsoft Advertising makes buying and selling
media simple, smart and cost-effective across media and devices spanning 42 markets and 21 languages.
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© 2011 Microsoft Corporation. All rights reserved.