B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Let the games begin ahead of Fed Election
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Uncategorised > Let the games begin ahead of Fed Election
Uncategorised

Let the games begin ahead of Fed Election

Staff Writers
Published on: 28th March 2013 at 4:05 PM
Staff Writers
Share
2 Min Read
SHARE

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.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?