The video game industry has weathered the economic slowdown better than most industries, but there could be a reason - free games with new figures showing up to a third of gamers don't pay to play. More people are getting into gaming through free titles like Zynga's “Treasure Isle” played online through social networking sites like Facebook, downloading free games like ngmoco's “Godfinger” on mobile devices like iPhone and iPad, or sitting on a friend's couch to play multiplayer maps with titles like Activision Blizzard's “Call of Duty: Modern Warfare 2.” New research from video game tracking firm Newzoo found every existing video game platform from mobile to console has an audience of at least 30 percent of non-paying players. “The shift toward online business models servicing a broader range of target groups started before the recession and has resulted in continued growth through the rough economic times in terms of revenues,” said Peter Warman, managing director and founder of Newzoo. “The platforms offering free-to play-gaming options like massively multiplayer online (MMO) games, mobile games and casual game portals lare successfully converting players to payers.” PopCap.com, a leading game maker in the $3 billion casual games industry, offers free versions of its games like “Bejeweled Blitz” on Facebook, as well as its own site. Interpret discovered that 21 percent of the US population alone, or over 46.1 million Americans, play social network games.Over 11 million Americans only play social network games. The median age for social network gamers is 38.8, versus 30.9, which is the median age of console gamers. Cai found that 12 percent of these social network gamers plan on buying a Wii, which would be their first game console. More console game makers are offering consumers free play, including downloadable game demos through Microsoft's Xbox Live Arcade and Sony's PlayStation Network Store. “Handing over free content to gamers can be tremendously beneficial to developers and publishers, even if it comes in the form of a short playable demo of a game that's not spectacular,” said Patrick Shaw, features editor, GamePro Magazine. “Often times a small taste of a game is all it takes to entice the player to purchase the full game.”
