PlaySpan and Magid Gamer Survey Finds More than 100 Million Americans Prefer
Women lead free-to-play and mobile game adoption while men spend more on
Game Developers Conference 2013
SAN FRANCISCO -- March 21, 2013
PlaySpan, a Visa Company (NYSE: V) and leader in monetization solutions for
digital content, online games and social networks, working with Frank N. Magid
Associates found that an overwhelming majority (77 percent) of gamers are
spending more time playing free-to-play (F2P) games than pay-to-play games. In
the new Magid study on video game business models, the survey established that
110 million Americans prefer F2P games.
The study polled gamers on a variety of topics including favored platform,
spending behavior and preference between F2P and pay-to-play gaming models.
The study uncovered F2P games were seen as most attractive to female gamers,
with 82 percent of women preferring a free model, compared to just 72 percent
of men. The study also found men were nearly three times more likely than
women to cite pay-to-play or subscription based games as their favorite.
Among those playing F2P games, men were three times more likely than women to
make in-game purchases, averaging $13.38 and $4.84 per month, respectively.
The difference was most pronounced in men and women gamers 18-24 years old,
where the average climbed to $30.59 and $3.95 per month, respectively.
“The shift in free-to-play games is becoming the norm in the gaming industry
and this survey reinforces that trend,” said Robert Crawford, vice president
of Frank N. Magid Associates. “We’re seeing free-to-play game revenue
outpacing pay-to-play games when looking at the long-term average spend per
year. It’s important that game developers recognize this change and be able to
monetize it through new free-to-play gaming platforms.”
The survey found that 46 percent of women indicated that gaming on a
smartphone was their preferred gaming platform, while slightly more (48
percent) of men favored console gaming instead. There were also strong gender
differences across game genres, where men were almost three times more likely
to play shooters, 48 percent versus just 17 percent.
“The modern era of console, PC and mobile game development is quickly
changing,” said Andre Machicao, head of PlaySpan. “Developers are faced with
more platform choices and monetization channels than ever before, and these
survey results offer a clear view into where developers should be placing
their bets to broaden their audience.”
To learn more about the Magid survey, join PlaySpan at the Game Developers
Conference this month where they’ll be presenting the complete survey findings
and sharing additional results. Stop by PlaySpan’s booth #824 in the South
Hall at 3:30pm PST on Wednesday, March 27 to learn more. To request a copy of
the report when it becomes available, please visit
To schedule a meeting with PlaySpan and Visa at the Game Developers
Conference, please contact Carter Rogers at firstname.lastname@example.org.
Frank N. Magid Associates conducted an online survey of 743 individuals in
December 2012 that focused on the attitudes and behavior among a broad range
of gamers. Using a highly qualified sample provider, Research Now, Magid
surveyed a representative sample by gender, age (13-54 years old) and ethnic
background. A screening question (Which platform do you own and use regularly
for gaming) was used to identify current gamers. Those who did not select at
least one of the platforms were screened out.
About PlaySpan Inc.
PlaySpan® provides game developers with a complete monetization platform
offering payments, subscriptions and virtual currency wallet microtransactions
solutions for online games. Monetize globally by presenting consumers a
geographically optimized payment experience from over 100 payment methods -
all through a Single REST API. Behind the scenes PlaySpan applies its cutting
edge fraud technology specialized for digital content to minimize fraud.
Comprehensive reporting and analytics provide keen business insight.
About Frank N. Magid Associates, Inc.
Frank N. Magid Associates, Inc. is a leading media and entertainment
research-based strategy firm which has been studying the evolving media
landscape and its impact on consumer behavior for 54 years. Magid has
extensive cable and broadcast television, online video, and mobile video
practices, and works on content and marketing strategies with leading
broadcast and cable networks, MSOs, television manufacturers, video content
providers, mobile device manufacturers and wireless carriers. For more
information, please visit Magid's website at www.magid.com.
Lee Mokri, 650-432-2990
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