Casual gaming is America's "most popular internet activity"

Casual gaming is America's
Michael French

By Michael French

April 16th 2008 at 12:59PM

Research by AdverGame Network says 34 per cent of US households play online games on a weekly basis

You've read the headlines and heard the market predictions that casual games are a booming sector of the games industry – now a network of portals says that casual games are now the most popular internet activity in the US.

The AdverGame network has released figures from a Parks Associate report which says 34 per cent of US Internet households play online games on a weekly basis, compared to the 29 per cent who watch short online videos and 19 per cent who visit social networking sites with the same frequency.

AdverGames' mix of portals and games, which range from traditional casual titles to skill-based cash payout games, have greatly benefitted from this said the company's VP of business development Matt Coapman.

"It's the most popular Internet activity in the country," he said "We're dedicated to casual games because that's where the audience is."

He added: "No different than television, radio or any other advertising supported medium, you have to give the consumer what they want. Our games and our prizes are our shows.

"The advertisements are also part of the overall game experience. The integration with casual games creates a unique environment for presenting advertiser messages with real impact."