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October 3, 2011

UK Gaming Statistics:33 Million and Counting


Media spend in the gaming sector in UK is disproportionately low for the opportunity and levels of engagement offered by the exploding market, according to research from the Internet Advertising Bureau (IAB).

Nearly 33 million people in the UK are now playing video games, but media spend in the sector only stood at £17.4m for the entire of 2010, according to the IAB.

The £17.4m advertising figure was broken down into three different types: fixed-in game advertising accounted for 9.6% of the total; dynamic-in-game advertising stood at 36.4%, and display advertising accounted for 54%.
A recent UK Research showed that young men between the ages of 13 and 19 spend on average 11 hours per week playing games, and boys as young as eight admit to gaming seven and a half hours a week. Even gaming ‘minorities’ are getting involved: 86% of girls play games and an astonishing 42% of people over the age of 50 say that they spend more time gaming than reading magazines.

The research is unveiled in the ‘Gaming Britain: A Country United by Digital Play’ report, which was delivered in association with agency Kantar Media, which conducted a nationally representative sample of 4,000 respondents – 3,000 adults (16- to 65-year-olds) and 1,000 children aged between eight and 15.

Brands also have an opportunity to capitalise on the gaming sector from product placement. FMCG brands are currently making the most of product placement with brands including Energizer batteries and Lynx taking part in the practice