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Gameplaying via the Web is growing in popularity and increasingly offering content providers opportunities to attract ad revenue. The gaming audience has a huge appeal to many advertisers while the added realism that the ads create for gamers means the audience is positive towards them.
Over a third (35%) of British Internet users aged 15 or over play games online, according to the latest wave of BMRB's Internet Monitor, a quarterly survey of Web users. This has increased from 31% two years ago. As an activity, online gaming is more popular than downloading music (32%), watching video clips (27%) or participating in online chat (20%). Adult British online gamers now number 9.3m.
They display a demographic skew towards men but one that's less pronounced...