Game Development Reference
In-Depth Information
Here's a little more insight directly from the PopCap study. 3
Playing Preferences
l Social gamers cited “fun and excitement” as the most popular motivation
for playing (53 percent). Stress relief (45 percent) and “competitive spirit”
(43 percent) were next, followed by “mental workout” (32 percent) and
“connect with others” (24 percent).
Viral Growth/Consumption
l Word of mouth is the most common way that social gamers hear about new
social games (57 percent); 38 percent said they learn about new games from
ads and 27 percent cited standard web searches.
l Social gamers have played an average of 6.1 different social games; 39 per-
cent have played between three and five social games and 13 percent say
they've played more than 10.
Virtual Currencies
l More than half (53 percent) of social gamers say they've earned and/or
spent virtual currency in a social game, but only 28 percent have purchased
virtual currency with real-world money and only 32 percent have purchased
a virtual gift.
l Nearly a third (32 percent) of social gamers say they're likely to purchase
virtual items with real-world currency.
l Fully a quarter (25 percent) of social gamers say they've been misled by an
ad or other “special offer” tied to a social game they've played.
Social Gaming Relationships
l 62 percent say they play social games with real-world friends; 56 percent
play with friends they've made online; 37 percent play with strangers.
l U.S. social gamers are far more likely to play with strangers than their UK
counterparts (41 percent vs. 29 percent).
l Nearly half (43 percent) of social gamers also play social games with their
parents, children, and/or other relatives.
3 http://popcap.mediaroom.com/index.php?s=43&item=149
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