Seattle, WA (Casuality) - June 28, 2006 - Macrovision Corporation (Nasdaq: MVSN), which operates the Trymedia Network for the digital distribution of PC games, today revealed the results of a new worldwide survey indicating there are common misconceptions about the habits of people who play casual games.
Among the surprises are that those who like mainstream games,
such as Diner Dash and MahJong, frequently play more than
nine, two or more hour 'sessions' each week. Furthermore,
casual gameplay happens most often at night as opposed to
during commute hours or other 'quick break' times during the
"Our survey has determined that mainstream audiences dedicate a substantial amount of time to gameplay - not just in 15-minute increments as previously thought," said Loren Hillberg, executive vice president and general manager of Commerce at Macrovision. "Whether advertisers are reaching out to casual or core audiences, we want them, through the results of our survey, to realize who gamers are, how they operate and what they like. The survey findings will certainly help them to adjust their advertising strategies accordingly to ensure maximum penetration to the appropriate audiences."
The 789 survey participants have played casual games through the company's www.trygames.com site that offers a catalog of more than 1500 core and casual PC titles. The online survey, which was conducted by Trymedia last week, revealed the following specific results:
Casual game player demographics:
* 37% are age 35-49.
* 28% are age 50-60
* 71% female
* 29% male
* 58% have no children under age 18 living in their
* Top personal interests/hobbies of casual gamers:
3. Arts & Crafts
Casual game play habits:
* 37% play 9 or more game 'sessions' per week
* 66% say each 'session' typically lasts for at least one hour
* 31% spend more than two hours in each gameplay 'session'
* 73% play at night
* 55% play on weekends
* 48% play when they have the house to themselves
* Top casual game genres:
1. Puzzle (67%)
2. Card (44%)
3. Strategy (35%)
4. Action (34%)
* 30% have downloaded more than 21 games in the last
* 67% read game reviews and 46% of those who do feel they are influenced to try or purchase a new game by the reviews they read
* 84% access the Internet through a home broadband connection
* 70% have purchased a game after first playing it free of charge on the Internet
Casuality Casual Games Conference Note: Macrovision's Robb Lewis is heading up the Casual Games Association Advertising Salon, which is convening at Casuality this week (June 27-29) at Beyaroya Hall in downtown Seattle. Mr. Lewis is also participating in the following conference panels today and tomorrow:
Wed, June 28th:
Symposium Wrap-Up, 4:30-5:30
Thurs, June 29th:
Advergaming Case Studies, 1:30-2:30
Commercials with Games 3:00-4:00
Creating an Advertising Model 4:30-5:30
About Macrovision's Trymedia Games Division
Macrovision's Trymedia Games division is a leading provider of digital distribution services and operates the world's largest distribution network for downloadable games. Macrovision provides game publishers, portals and retailers with content protection, eCommerce and distribution services to maximize their PC game sales. The company's game distribution network connects hundreds of publishers and Internet sites with millions of consumers worldwide, offering games to play online and legitimately download, purchase, subscribe to and share. Macrovision's games division is headquartered in San Francisco. Please visit www.macrovision.com/games to learn more about Macrovision's game services.
This press release may contain "forward-looking" statements as that term is defined in the Private Securities Litigation Reform Act of 1995. A number of factors could cause Macrovision's actual results to differ from anticipated results expressed in such forward-looking statements. Such factors are addressed in Macrovision's Annual Report on Form 10-K for the year ended December 31, 2005 and its latest Quarterly Report on Form 10-Q for the period ended March 31, 2006, which are on file with the Securities and Exchange Commission (available at www.sec.gov). Macrovision assumes no obligation to update any forward-looking statements.
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Macrovision PR Contact:
Tel: +1 (925) 408 9565