Electronic Retailer - November 2011 - 14

EMARKETER RESEARCH

Online Gaming Audience Grows
The online gaming space is an exciting place for both gamers and brand marketers. In particular, the growing appeal of casual and social games is encouraging users to play them across multiple platforms, from PCs and consoles to smartphones and tablets. Marketers looking to be successful at targeting gamers – particularly through in-game efforts – need to keep three elements top-of-mind: consumer engagement, brand integration and game dynamics. Gamers know when something feels forced into a game environment, but they appreciate when a brand appears that has an intrinsic fit within a game.

U.S. Online and Mobile Gamers, 2010 & 2013 (millions)
Social gamers 73.6 Online casual gamers 89.5 61.9 97.3

2011

2013

2011 Mobile gamers

2013 91.5

Online console gamers

73.5 38.2 44.0

2011

2013

2011

2013

Note: gaming audiences are not mutually exclusive; there is overlap Source: eMarketer, July 2011

U.S. Video Game Players, by Age and Gender 2011 (% of respondents)

50+ 29% Female 42% Male 58% 18-49 53%

<18 18%

Gender

Age

Note: average age=37 Source: Entertainment Software Association (ESA), “2011 Essential Facts About the Computer and Video Game Industry” conducted by Ipsos MediaCT, June 7, 2011

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electronicRETAILER | November 2011



Electronic Retailer - November 2011

Table of Contents for the Digital Edition of Electronic Retailer - November 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
The Leadership Team
Call Centers in the Age of Facebook
5 Keys to Creating a DR Hit
Building a Voluntary Sales Force
Guest Viewpoint
DRTV
Legal
Teleservices
Payment Processing
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - November 2011 - cover1
Electronic Retailer - November 2011 - dps1
Electronic Retailer - November 2011 - dps2
Electronic Retailer - November 2011 - dps3
Electronic Retailer - November 2011 - dps4
Electronic Retailer - November 2011 - 2
Electronic Retailer - November 2011 - 3
Electronic Retailer - November 2011 - 4
Electronic Retailer - November 2011 - 5
Electronic Retailer - November 2011 - 6
Electronic Retailer - November 2011 - Calendar of Events
Electronic Retailer - November 2011 - Your Association, Your Bottom Line
Electronic Retailer - November 2011 - Industry Reports
Electronic Retailer - November 2011 - 10
Electronic Retailer - November 2011 - 11
Electronic Retailer - November 2011 - FTC Forum
Electronic Retailer - November 2011 - 13
Electronic Retailer - November 2011 - eMarketer Research
Electronic Retailer - November 2011 - 15
Electronic Retailer - November 2011 - IMS Retail Rankings
Electronic Retailer - November 2011 - 17
Electronic Retailer - November 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - November 2011 - 19
Electronic Retailer - November 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - November 2011 - 21
Electronic Retailer - November 2011 - 22
Electronic Retailer - November 2011 - 23
Electronic Retailer - November 2011 - The Leadership Team
Electronic Retailer - November 2011 - 25
Electronic Retailer - November 2011 - 26
Electronic Retailer - November 2011 - 27
Electronic Retailer - November 2011 - Call Centers in the Age of Facebook
Electronic Retailer - November 2011 - 29
Electronic Retailer - November 2011 - 30
Electronic Retailer - November 2011 - 31
Electronic Retailer - November 2011 - 5 Keys to Creating a DR Hit
Electronic Retailer - November 2011 - 33
Electronic Retailer - November 2011 - 34
Electronic Retailer - November 2011 - 35
Electronic Retailer - November 2011 - 36
Electronic Retailer - November 2011 - 37
Electronic Retailer - November 2011 - Building a Voluntary Sales Force
Electronic Retailer - November 2011 - Guest Viewpoint
Electronic Retailer - November 2011 - 40
Electronic Retailer - November 2011 - DRTV
Electronic Retailer - November 2011 - Legal
Electronic Retailer - November 2011 - Teleservices
Electronic Retailer - November 2011 - Payment Processing
Electronic Retailer - November 2011 - 45
Electronic Retailer - November 2011 - Advertiser Spotlight
Electronic Retailer - November 2011 - Advertiser Index
Electronic Retailer - November 2011 - Classifieds
Electronic Retailer - November 2011 - 49
Electronic Retailer - November 2011 - Rick Petry
Electronic Retailer - November 2011 - cover3
Electronic Retailer - November 2011 - cover4
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