Yahoo

1
Online Games 2006 Overview February 2008
2
Games A Mature Category

• Games is a favorite activity online
• Reaching 88 million users in the US (48 of all
  Internet users), about the same audience size as
  Music and larger than TV, Sports and Movies
• However, Games category audience and
  consumption have stagnated
• Category audience up 1.5 YOY trailing the
  growth of the overall Internet audience (5 YOY)
• Category minutes up 25 YOY, increase of 3.3
  billion minutes
• Fragmentation of the Games category
• More sites (driven by flash games, videogames
  and kids games)
• Audience on Games sites now doing stuff on
  social nets

3
Games Category Audience Skewing Older

• In 2007, Games audience growth happened in older
  demographics
• 7 18-24
• 10 25-34
• 8 35-49
• 6 50

OVERALL YOY 1.5, 1,324 K UV
Source comScore Media Metrix
4
Games Category Audience Split Evenly by Gender

• Both genders have seen audience declines among
  younger demos
• Among users under 25 Males -9, Females -12
  YOY
• Overall Male audience growth driven by older
  demos (M35-49 14 YOY)

OVERALL YOY 1.5, 1,324 K UV
Source comScore Media Metrix
5
Older Users Consume Majority of Minutes

• Users 35 account for 54 of Yahoo! Games
  audience and 67 of minutes
• Users 35 account for 59 of Pogo audience and
  72 of minutes
• Users 50 account for 24 of AOL Games audience
  and 52 of minutes

Source comScore Media Metrix, December 2007.
Sorted by P2-24.
6
Category Consumption Skews Female

• Category audience is split evenly by gender, but
  consumption skews Female
• Example Females make up 60 of Pogo audience
  and consume 65 of minutes

Source comScore Media Metrix, December 2007.
Sorted by P2-24.