Survey Results Indicate Casual Gamers Spending Close To 20 Hours/Week Playing Games
Seattle, WA (Casuality) - June 28, 2006 - Macrovision® Corporation (Nasdaq: MVSN), which operates the Trymedia Network for the digital distribution of PC games, today revealed the results of a new worldwide survey indicating there are common misconceptions about the habits of people who play casual games.
Among the surprises are that those who like mainstream games,
such as Diner Dash and MahJong, frequently play more than
nine, two or more hour 'sessions' each week. Furthermore,
casual gameplay happens most often at night as opposed to
during commute hours or other 'quick break' times during the
day.
"Our survey has determined that mainstream audiences dedicate
a substantial amount of time to gameplay - not just in
15-minute increments as previously thought," said Loren
Hillberg, executive vice president and general manager of
Commerce at Macrovision. "Whether advertisers are reaching
out to casual or core audiences, we want them, through the
results of our survey, to realize who gamers are, how they
operate and what they like. The survey findings will
certainly help them to adjust their advertising strategies
accordingly to ensure maximum penetration to the appropriate
audiences."
The 789 survey participants have played casual games through
the company's www.trygames.com site that
offers a catalog of more than 1500 core and casual PC titles.
The online survey, which was conducted by Trymedia last week,
revealed the following specific results:
Casual game player demographics:
* 37% are age 35-49.
* 28% are age 50-60
* 71% female
* 29% male
* 58% have no children under age 18 living in their
households
* Top personal interests/hobbies of casual gamers:
1. Pets
2. Travel
3. Arts & Crafts
4. Shopping
5. Gardening
Casual game play habits:
* 37% play 9 or more game 'sessions' per week
* 66% say each 'session' typically lasts for at least one
hour
* 31% spend more than two hours in each gameplay
'session'
* 73% play at night
* 55% play on weekends
* 48% play when they have the house to themselves
* Top casual game genres:
1. Puzzle (67%)
2. Card (44%)
3. Strategy (35%)
4. Action (34%)
* 30% have downloaded more than 21 games in the last
year
* 67% read game reviews and 46% of those who do feel they are
influenced to try or purchase a new game by the reviews they
read
* 84% access the Internet through a home broadband
connection
* 70% have purchased a game after first playing it free of
charge on the Internet
Casuality Casual Games Conference Note: Macrovision's Robb
Lewis is heading up the Casual Games Association Advertising
Salon, which is convening at Casuality this week (June 27-29)
at Beyaroya Hall in downtown Seattle. Mr. Lewis is also
participating in the following conference panels today and
tomorrow:
Wed, June 28th:
Symposium Wrap-Up, 4:30-5:30
Thurs, June 29th:
Advergaming Case Studies, 1:30-2:30
Commercials with Games 3:00-4:00
Creating an Advertising Model 4:30-5:30
About Macrovision's Trymedia Games Division
Macrovision's Trymedia Games division is a leading provider
of digital distribution services and operates the world's
largest distribution network for downloadable games.
Macrovision provides game publishers, portals and retailers
with content protection, eCommerce and distribution services
to maximize their PC game sales. The company's game
distribution network connects hundreds of publishers and
Internet sites with millions of consumers worldwide, offering
games to play online and legitimately download, purchase,
subscribe to and share. Macrovision's games division is
headquartered in San Francisco. Please visit www.macrovision.com/games to learn more
about Macrovision's game services.
This press release may contain "forward-looking" statements
as that term is defined in the Private Securities Litigation
Reform Act of 1995. A number of factors could cause
Macrovision's actual results to differ from anticipated
results expressed in such forward-looking statements. Such
factors are addressed in Macrovision's Annual Report on Form
10-K for the year ended December 31, 2005 and its latest
Quarterly Report on Form 10-Q for the period ended March 31,
2006, which are on file with the Securities and Exchange
Commission (available at www.sec.gov). Macrovision
assumes no obligation to update any forward-looking
statements.
# # #
Macrovision PR Contact:
Linda Meyers
Tel: +1 (925) 408 9565
meyerspr@earthlink.net