At A Glance: Online Games
The online games and entertainment industry, although already a large and growing market, is extra special right now because of the timing. Timing is critical in business, and this market has been identified as the next evolutionary step in online entertainment. The demand is in place to allow people’s increasing leisure time to be spent in “cyberspace”: broadband is reaching more and more homes. Even in less developed countries where PC ownership is quite small, Internet cafes are commonplace, heavily frequented and affordable to their customers, in many cases open around the clock. So, seeking out online entertainment is no longer an exclusively Western pastime. Internet technology now reaches even the most remote villages of the world, and non-Western, populous countries such as India have a burgeoning middle-class with ever more disposable income. To illustrate the appeal of this industry, Internet cafes derive 30 - 40% of their revenue from people playing games online.
Online games are also having an impact on people’s productivity at work. A World Winner survey (May 2007) showed that 76% of those who play intermittently at work achieve improved job performance. The findings examined whether playing casual online games at work enhanced employee creativity, energy and overall productivity. Of the respondents, 80% who played online games during the workday felt better focused as a result of this periodic mental break. What more, an amazing 72% relied on game breaks to reduce job related stress.
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