TOKYO, Oct 14, 2008 /PRNewswire-FirstCall via COMTEX News Network/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released a study of online gaming in the Asia-Pacific region based on data from the comScore World Metrix Service. The report found that 51 percent of the Asia-Pacific Internet population visited gaming sites in August 2008, spending an average of 87 minutes on the sites, and averaging 11.5 visits per visitor during the month.

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"Online gaming is one of the largest and most engaging site categories in the region, which represents an attractive opportunity for advertisers," said Will Hodgman, comScore executive vice president for International. "This audience defines digital 'active engagement' -- a combination of frequency and duration -- that yields a ripe environment for advertisers."

China Posts Highest Penetration Rate of Online Gaming in Region

China led the Asia-Pacific region in online gaming penetration in August. Nearly 55 percent of China's online population visited gaming sites during the month, representing more than 90 million users. Singapore followed with nearly 50 percent penetration, followed by Australia with 45 percent penetration. India reported the lowest penetration with only 27 percent of its online population visiting a gaming site in August.

South Korea's users led the region in the most time spent on gaming sites with visitors averaging more than three hours per person during the month and visiting gaming sites an average of 13 times. Taiwan showed the second highest level of engagement with 151 minutes per visitor, followed by Hong Kong (143 minutes per visitor) and Singapore (140 minutes per visitor).

    Gaming Usage by Asia-Pacific Region
    August 2008
    Total Asia-Pacific Internet Audience*, Age 15+ -- Home & Work
     Locations
    Source: comScore World Metrix
                                                 Games
                                           Total        Average      Average
                            % Reach        Unique       Minutes      Visits
                                          Visitors        per          per
                                            (000)       Visitor      Visitor
    Asia Pacific**             51.1        199,081         86.8         11.5
    China                      54.9         90,292         69.8         13.0
    Singapore                  49.6          1,172        140.0         13.0
    Australia                  44.7          5,032        125.2         11.3
    Taiwan                     42.4          4,465        151.0         15.5
    New Zealand                41.1            926        134.5          9.9
    South Korea                40.5         10,715        189.6         13.0
    Malaysia                   40.2          3,463        130.8         11.9
    Japan                      39.8         22,830         76.1         10.0
    Hong Kong                  36.9          1,388        142.9         13.1
    India                      27.4          8,295         45.4          4.3

    *Excludes searches from public computers such as Internet cafes or access
     from mobile phones or PDAs.
    **Improvements to universe estimates in certain Internet markets have
      recently been made. We caution against trending with data prior to July
      2008.

QQ.com Games Ranks as Most Visited Online Gaming Site in Asia-Pacific Region

An analysis of the top 10 most visited gaming sites in the region reveals that QQ.com Games, which is part of China-based Tencent, ranks as the most-visited gaming site with more than 44 million visitors in August, more than double the size of the next site in the top 10. Yahoo! Games captured the second position with 20.2 million visitors, followed closely by 4399.com with 20 million visitors.

QQ.com Games also led as the most engaging gaming site in the region with visitors averaging nearly 47 minutes on the site in August, followed by 4399.com (38 minutes), and Yahoo! Games (35 minutes).

    Top 10 Game Sites in Asia-Pacific by Visitors
    August 2008
    Total Asia-Pacific Internet Audience*, Age 15+ -- Home & Work
     Locations
    Source: comScore World Metrix
                                                Total Unique         Average
                                               Visitors (000)      Minutes per
                                                                     Visitor
    Total Internet :  Total Audience
     Asia-Pacific**                                 389,593          1,156.9
    Games                                           199,081             86.8
    QQ.COM Games                                     44,131             46.5
    Yahoo! Games                                     20,211             34.5
    4399.COM                                         20,059             37.9
    Nexon Corporation                                18,694             29.0
    17173.COM                                        16,671             21.2
    SDO.COM                                          15,451             15.0
    Spil Games                                       14,911             31.9
    SINA Games                                       14,780             10.6
    9WEE.COM                                         10,460             28.4
    52PK.COM                                          8,434              5.2

    *Excludes searches from public computers such as Internet cafes or access
     from mobile phones or PDAs.
    **Improvements to universe estimates in certain Internet markets have
      recently been made. We caution against trending with data prior to July
      2008.

About comScore

comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit http://www.comscore.com/boilerplate.

SOURCE comScore, Inc.

http://www.comscore.com

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