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Largest Study of Social Gamers in Asia Pacific Reveals Popularity of Social Gaming in Australia


11:16 am
November 20, 2012

Philip Federico


posts 8985

Largest Study of Social Gamers in Asia Pacific Reveals Popularity of Social Gaming in Australia


69% of Australian respondents play social games daily


Women play more social games than men in Australia 

Sydney 20th November: Australian based international media sales and publishing company Spiral Media released findings of the largest publisher-led survey of social gaming audiences in Asia Pacific. The survey covering Australia, Singapore, Malaysia and the Philippines, highlights audience engagement with social games, use of technology, retail spending, entertainment choices and attitudes towards advertising in social games. Majority of respondents from Australia were in the 25 to 54 year group, with women comprising 67% of total respondents

“The survey shows that although online audiences are becoming more fragmented than ever, social gaming is growing and has become a form of mainstream entertainment. It also breaks the traditional opinion that social gaming is a duck in, duck out game play. The results of this study tell us that social gamers are interested in the more ‘traditional’ forms of gaming and are engaged for longer periods of time – presenting marketers with opportunities to develop targeted campaigns,” said Scott Wenkart, managing director of Spiral Media.

In Australia, of those surveyed who play social games, 90% placed social games as their #1 activity on social networks, placing social games ahead of activity posts, sharing photos and keeping up with friends’ profiles. 69% of Australian respondents said they played social games on a daily basis. Making social games one of the highest time-spend activities on the web and a mainstream entertainment choice.

On the platform side, 49% of respondents said they played social games on their phones at least once a week. In spite of the popularity mobile platforms, majority of respondents still used desktop computers, with 64% of social gamers also playing video games across console and PC.

In addition to insights on social games usage, the survey delved extensively into the consumer habits of social gamers.

“Some of the findings regarding consumer behaviour and attitudes tell us that social gamers are a powerful consumer group, especially when it comes to household spending,” adds Wenkart.

About Spiral Media:

Spiral Media is an Asia Pacific media sales and publishing house focused on the social entertainment media industry. Spiral works in partnership with the leading global publishers as their Asia Pacific sales and marketing team. Current partners include, IGN Entertainment, EA Games, Flixster/RottenTomatoes, various AAA gaming communities and many social games publishers. Collectively, Spiral reaches over 80 million people each month across the region engaging with entertainment news apps/sites and social, mobile, console/PC games.


In addition to media sales and marketing Spiral has recently launched licensed publishing division for partners seeking to localize content and grow their audiences in the Asia Pacific region. Partners include IGN Entertainment.


Headquartered in Sydney, Spiral has offices in Singapore and Kuala Lumpur and services the media buying industry across Asia Pacific markets with its premium mix of entertainment brands and audiences. Spiral provides the majority of its media sales campaigns to Top 500 brands and government agencies seeking Spirals audience via effective digital media campaigns and partnerships.

Play HARD or don't play at all

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