The average age of Australian gamers rises to 32

The average age of gamers in Australia has risen to 32, up from 30 in 2008, according to research from the Interactive Games & Entertainment Association.

The study found that 75 per cent of Australian gamers are aged 18 years or older, and the average adult gamer has been playing video games for 12 years.

The survey is part of the Digital Australia 2012 study of 3533 women, men and children by Nielsen. The survey was conducted online in July this year.

The age of gaming will continue to increase until it reaches parity with the average age of the Australian population – which is 36 – according Narayan Patterson, publishing director at IGN Entertainment, a gaming website.

“This will happen within the next decade,” he said.

Patterson added that while in-game advertising is still in its infancy in Australia – as most console games which contain ads are made overseas – mobile game advertising is growing briskly.

IGN Entertainment reaches around 1m unique browsers in Australia every month, through media such as homepage takeovers and pre-roll advertising.


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