Social Gaming Reaches Marketing Mass

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Digiday, 11/4/10

Social games are emerging as a marketing powerhouse. According to speakers at AdTech yesterday the growth of social games has been stunning over the past year, mushrooming into a $1 billion business, and with one in five Americans playing social games. Moreover, these games are generating high engagement times. All of these developments highlight the wide ramifications social games have for marketers and entertainment companies alike.

The pace of growth in that market will accelerate, with social games growing to $1.5 billion in 2011, and to $2.5 billion in 2013, according to figures of Interpret, LLC referenced by Marissa Gluck, Managing Partner of Radar Research. Consolidation in the social and casual games space has also increased significantly, as reflected by Disney’s acquisition of Playdom and Electronic Art’s acquisition of Playfish, she noted.

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