Over 7.5 million Britons visited online games sites during June, according to a report by Nielsen/Net Ratings.

The research group says the UK’s online gaming audience has grown 16% in the last year, largely thanks to demand from teenagers, with Miniclip being the most popular site.

It is generating 1.3 million unique visitors per month, but isn’t the stickiest brand – that position is held by fantasy adventure game RuneScape, whose visitors’ average two hours and 25 minutes of monthly playing time.

Runescape and Miniclip are also the two brands on the web with the greatest percentage of under 18 year old visitors, the report says.

According to Nielsen/NetRatings, a third of the online games audience is under 18, compared to 20% for the entire web.

But apparently, 6.4% of the online games audience is made up of women over 50 (is it me or does that seem like quite a lot?).

Overall, 28% of Britons online (7.6 million) visited online games sites in June. Competition is also hotting up as the big players invest in the sector.

MTV Networks’, for example, announced earlier this month that it plans to spend US$200 million on Atom Entertainment, the owner of games portal Shockwave and AddictingGames, after splashing out on a series of other web games providers.

Alex Burmaster, European internet analyst, Nielsen/NetRatings, said: “Take the fact that the online games sector is growing at four times the rate of overall Internet growth together with the increasing numbers of under 18 year olds online and it is easy to see why companies such as MTV Networks are looking to get a piece of the action.”


Published 16 August, 2006 by Richard Maven

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Comments (6)

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Rowan Heasley

Rowan Heasley, Founding Partner at Naked Penguin Boy Ltd

It’s not only the game sites which are seeing an increase in traffic its games overall no matter where they are placed. To give examples of previous games NPB have created which have worked well, one in a viral chart and the other in a stand alone website.
Have. Both have gone viral and generate large amounts of traffic.

The first “Sucking Brides” which was created for Universal Pictures in April/May 2004. (It was part of the online toolkit of the movie Van Helsing.)
Within a week of it being launched it was number one on the Lycos viral charts (http://viral.lycos.co.uk/) which at the time was one of the top viral charts around, attracting approximately 100 000 unique visits a week. Since then it has floated up and down the charts occasionally dropping off but never for long. At present it sits at number 8 on the Top 10 and number 2 in the Celebrities Top 10.

A second example is Miniball2. The original Miniball game was created as a viral for Ladbrokes, within days of it being placed on the site, if you searched Google for Ladbrokes the Ladbrokes Miniball URL was the first to appear.
As a fun exercise we then created Miniball2 adding additional features such as league play and gave it its own web site http://www.miniball.co.uk/. Besides a mention in Boys Toys magazine as their top game of the month there has been little or no seeding of the site and it has virally attracted the following traffic statistics:
• 38,414 Unique users
• 93,000 Page impressions
• 14,396 Registered Users

Games work to create brand awareness, generate traffic, enhance web site stickiness, customer and data acquisition and basically increase sales. They can have a viral element and entertain all who play them and have a high ROI value.

Games therefore are not just for Christmas and are not just for kids.

All the best
Rowan Heasley
Commercial Director – Naked Penguin Boy

almost 12 years ago


Sapun Homer

Alexa rating can be manipulated. There are softwares, like www.increasesiterating.com, which can send hundreds of requests towards a site, thus raising its visitors rate.

almost 10 years ago


hoodia gordonii

over 9 years ago



It's great to see a viral campaign such as Ladbrokes really kick off and do well.  That's a heck of a lot of visitors / traffic mind but I'm not surprised as the game was a rounded success.

over 9 years ago



That makes sense. Some games are very fun to play. I liked very much http://alprofridge.co.uk/ game from Alprosoya, where users have to cutomize a fridge using the magnetic objects provided by the game. Best fridge win many soya products and cook books.

about 9 years ago



There have been so least blogs which are describing that

how a blog should be like,defining anything isn't well

enough though' but to get inside it with a fine detail is

the main purpose.

over 8 years ago

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