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

SWM Enhances Audience Intelligence With New Location Data Partner
  • Media

SWM Enhances Audience Intelligence With New Location Data Partner

Seven West Media has enhanced its audience intelligence offering for advertisers thanks to a new partnership with Australian mobile location intelligence platform LANDMARKS ID. LANDMARKS ID enables SWM to integrate its technology directly into the 7plus app to collect, analyse and provide rich audience profiles on 7plus app users. The new partnership improves SWM’s ability […]

LVLY Co-Founder Hannah Spilva: “Agencies Should Focus On Outcomes & Not Hours”
  • Media

LVLY Co-Founder Hannah Spilva: “Agencies Should Focus On Outcomes & Not Hours”

Focusing “more on outcomes and less on hours” can play an important role in evening the playing field when it comes to flexible work, LVLY co-founder and chief executive Hannah Spilva believes. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their […]

by B&T Magazine

B&T Magazine
Nine’s Big Ideas Store Now Open
  • Media

Nine’s Big Ideas Store Now Open

The Big Ideas Store, Powered by Nine, is now open, returning for its third year with a jam-packed lineup of virtual events, workshops, research studies and speakers celebrating BIG IDEAS and BIG THINKING that make advertising famous. Normally presented as a pop-up store in Sydney and Melbourne, The Big Ideas Store has gone virtual for […]

large number of press and media reporter in broadcasting event
  • Partner Content

Top Five Legal Tips For Surviving A PR Crisis

It's top tips for surviving any PR crisis that don't involve a case of Dom Pérignon & expensive Hermès accessories.

Partner Content

by B&T Magazine

B&T Magazine