comScore Media Metrix today released the second-quarter results of Game Metrix, a quarterly syndicated study analyzing gamers’ cross-platform behaviors and attitudes. The results confirm the findings of previous studies, such as that which was completed by Frank N. Magid Associates.

Brand loyalty remains the leading purchase motivation whereas word of mouth from peer recognition, editorial reviews, and advertising is a nearby runner-up. The results also suggest that 25% of the gaming audience are those who are quantitatively described as hardcore gamers (heavy gamers) in contrast to 75% of the audience, quantitatively described as casual gamers (medium/light gamers.)

In-game advertising is viewed in a more positive light by hardcore gamers whereas the opposite is true of casual gamers. While these results can be interpreted as “in-game advertising sucks because the majority say so”, the minority hardcore gamer is more likely to become a champion of the brand and therefore serve as a thought leader in the casual ranks.

Source: Press Release