Casual gamers are open to alternative business models, expressing broad support for advertising - with eight of 10 willing to view ads in return for free play - as well as for online trials and cross-game promotion, according to the results of Macrovision's annual global survey on casual gaming, reports MarketingCharts.

Casual gamers are serious about their gameplay, with 28 percent reporting they clock more than nine sessions per week - and 32 percent of those sessions lasting at least an hour, according to last year's survey.

Some highlights of the current casual-gaming survey:

• Some 83 percent of survey participants - casual gamers - are willing to view a 30-second ad in order to play a game for free.
• 53 percent are willing to purchase the game only after they have played with a trial version. Of this segment, 54 percent say they would decide whether they are willing to purchase a game within 60 minutes of play time.
• The percentage of survey participant that rely on promotional emails for more information about new games rose from 14 percent last year to 34 percent.
• The percentage of survey participants that use gaming websites to find out about new games rose from 28 percent to 45 percent.

(MarketingCharts provides more data, including demographics, playing and purchasing habits, and preferred genres.)

"This year's survey highlights that advertising is now an increasing revenue option and trials are a must in marketing to casual gamers," said Michael Buchheim, EVP and general manager of the Distribution and Commerce Business Unit at Macrovision.

"Gamers are now turning to advertising and promotional materials to help them make their decisions on which games to play and purchase."