Comscore Study: Social Gamers Want Marketing Offers For Currency

Comscore Study: Social Gamers Want Marketing Offers For Currency
Posted: 09 Mar 2010 10:44 PM PST

A new study by Comscore will be released on Wednesday that may give hope to social gaming startups trying to monetize users. 35% of the survey respondents said that they engage in “marketing actions” to earn virtual currency (such as watching a video, filling out a survey, etc.), and 53% said they be willing to consider marketing action for currency if given the choice.
The study was conducted by Comscore, sponsored by Offerpal, and included responses from 799 Comscore panelists who play games on social networks at least once per month. 54% of panelists play games at least daily.
This is good news for game developers who’ve had their monetization choices somewhat fenced in over the last few months. Gamers 25-34 are the most likely to earn virtual currency for marketing actions, according to the study – 71% of panelists in that age group said they are “very likely” to consider this.
The study also showed that about 30% of panelists don’t have the ability to pay cash for virtual currency. But more than half of all panelists, including a majority of those that can pay cash and a majority of those that cannot pay cash, were willing to consider marketing actions.
The bottom line of the study is that even users who have the ability to pull out their wallet want options when it comes to social games. And as long as they don’t get scammed along the way, we’re just fine with it. Watch a video in exchange for Zynga points? That’s a better deal than the credit card.