Let the games begin ahead of Fed Election

Let the games begin ahead of Fed Election
SHARE
THIS



The changing face of gaming is providing new opportunities for marketers, and more surprisingly, politicians, according to a major study of gamers in Australia.

The study, conducted by online entertainment & media solutions company Spiral Media, found the increased penetration of social gaming as part of the marketing mix.

Scott Wenkart (pictured), founder and MD of Spiral, said that with the federal election looming in September, gaming is now an engagement channel given the enormous smartphone ownership among the voting public.

“In a market where 14 million people are registered to vote, online, gaming and mobile brands naturally have an enormous audience, so there is a large opportunity to reach voters by default,” Wenkart told B&T.

The Spiral study revealed that 69% of smartphone users spend a total of 30 minutes per day playing social games, with 40% of that number playing for an hour or more.  

Wenkart said given the accessibility of free games and apps, political parties now have the opportunity to use existing games and apps to draw audiences and support for their own mobile applications, be it for contributions, attending rallies or disseminating policy of voting information.

“No one has ever really provided any research on social gaming,” said Wenkart.

"We interviewed 800 social gamers to find out about them and what they’re doing … not only to educate ourselves but to educate brands and organisations about how to understand this audience better.”

Interestingly, the study found that 66% of social gamers in Australia are women.

Facebook, which has more than one billion members, has revealed the number of people paying to play games on its service rose 24 percent the past year. 

Desktop-game users on the site jumped to more than 250 million from 235 million in October, while it's been reported the social media giant paid a total of $2 billion to game developers in 2012.

Please login with linkedin to comment

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]