n-game advertising may be overlooked as too niche to be taken seriously, but a study carried out by comScore Networks (www.comscore.com) reveals just the contrary. The study, entitled The Players, studied the attitude of gamers across different platforms towards in-game advertising. It shows that the Internet is a lucrative platform for reaching out to gamers.

Gaming websites were visited by almost 77 million users in April 2006, rising from about 72 million the previous year. comScore found that 25 per cent of gamers may be classified as Heavy Gamers, playing for 16 or more hours per week on various platforms, or playing for more than 11 hours per week on one or two platforms. Seventy five per cent are light/medium gamers, who play less than 16 hours per week on one platform. ... more