MAJOR LEAGUE GAMING RESEARCH REVEALS COMPETITIVE VIDEO GAMING AUDIENCE AS LIFESTYLE LEADERS IN SOCIAL ACTIVITY, SPONSOR EMPATHY, AND MEDIA CONSUMPTION
First in-depth research effort shows Major League Gaming Nation to be highly dynamic, active people with diverse interests and significant advertising receptiveness
NEW YORK CITY—JANUARY 12, 2009— Major League Gaming, the professional video game league, today released research results that provide new insight into the aspiration, appeal, and broad range of activities and interests of the Major League Gaming community. Conducted by Sponsorship Research International (SRi), the research is another key proof point that definitively shatters old fashioned stereotypes of video gamers.
The extensive survey looked at key categories of interest with regard to their focus on competitive gaming, their awareness and receptiveness to advertising, media consumption, and their leisure interests. Key results of the study revealed the Major League Gaming audience to be made up of individuals who are very physically active, early and obsessive product or service adopters, leaders in their social groups, and focused on the world beyond gaming.
IT’S A WIDE, WIDE WORLD
- 66% of respondents reported belonging to some sort of social club, group, or sports team
- 78% reported following the presidential election, 70% of those old enough to vote planned to do so.
- 85% report seeing movies in the first 2 weeks of release (compared to 73% in 2008 Teen Mark MRI Study)
- 82% say “I find it easy to make friends” (compared to 72% in 2008 Teen Mark MRI Study)
ALL GAMING, ALL THE TIME
- 46% of respondents spent 4 hours the day prior playing video games, compared to 9% watching TV or 25% online in the same time period
- 79% agreed with the statement “If forced to make a decision, I would choose to give up TV before video games”
- 55% of respondents said they played video games “several times a day” (compared to 13% in 2008 Pew Internet & American Life Project: Teens, Video Games, and Civics)
I’LL TAKE ADVERTISING FOR $200, ALEX
- 85% of respondents agreed with the statement “sponsorship of Major League Gaming is a good way of promoting products” (sponsorship norm: 70%)
- Unaided awareness of Dr Pepper’s association with Major League Gaming was 84% (compared to 45-50% sponsorship norm)
- Unaided awareness of Stride’s association with Major League Gaming was 64% (compared to 45-50% sponsorship norm)
- 86% of respondents agree with the statement “when I try something new, I tend to share my opinion about it with my friends” (compared to 74% in 2008 Teen Mark MRI study)
Although rarely reflected in common perceptions of video gamers, those that play games competitively share essential characteristics with members of any competitive community from academics to business to sports. These are young people who are tech savvy, focused on betterment and achievement, like to learn, and want to share their opinions. In essence these are highly dynamic, active people with diverse interests: exactly the type of leaders that communities, families, and businesses want to associate with.
“The results from this research prove what we’ve known for several years anecdotally, that this community is active and aspirational any way that you look at it,” said Harlan Stone, president of MLG Properties. “We think we’ve built the next great sports movement and we’re thrilled to showcase Major League Gaming Nation to the world.”
“MLG has made a significant commitment to understand how their audience consumes competitive gaming, what their passions and interests are, and how brands can connect with their gamers in a relevant and meaningful way,” said Jeff Eccleston, VP of Sponsorship Research International. “Findings from this research make a very compelling case that if you are trying to connect with the young male demographic, competitive gaming is a good place to be.”
MLGPro.com visitors were invited to participate in an online survey about their gaming habits and lifestyle interests. In total, 1,000 (+/- 3%) interviews were conducted by Sponsorship Research International between October 17, 2008 and October 26, 2008. Fielding dates and start times were scheduled throughout the week to ensure of representative mix of visitors were surveyed.
About SRi Research
SRi is one of the world’s leading sponsorship and experiential marketing research consultancies. With over 20 years experience, SRi is an industry pioneer having helped some of the world’s leading brands, properties and agencies make sponsorship and experiential marketing accountable through custom designed research programs. SRi’s research is designed to assist clients in evaluating all facets of the sponsorship process – from initial property analysis to activation plan testing to post program evaluation.
About Major League Gaming
Founded in 2002, Major League Gaming (MLG) is the dominant media property exclusively targeting the approximately 40 million consumers in North America who have a passion for playing video games as a competitive social activity. The company exclusively represents the best professional gamers and gives millions of aspiring gamers around the world an opportunity to compete, improve their skills, and socialize through our thriving online competitive community and live Pro Circuit competitions. MLG partners include Dr Pepper, GameStop, HP, Old Spice, Ballpark, Panasonic, Stride, Ubisoft, Bungie and Xbox 360. For more information: www.mlgpro.com.
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Major League Gaming