Social Gaming Will Generate $1 Billion This Year [STATS]

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Approximately 62 million U.S. Internet users -- that's 27% of the total Internet-using population in the U.S. -- will play at least one game on a social network on a monthly basis this year, a 15% increase from 2010, the research firm claims.

The rate of spending on virtual goods and branded advertisements will outpace the growth in users. Consumers are expected to spend $653 million in virtual goods in 2011, up from $510 million last year. Lead generation offers will generate $248 million, and advertising will bring in $192 million, up from $120 million in 2010.

Virtual goods have historically been the biggest generator of revenue, and they will continue to make up a 60% share in 2011 and 2012, eMarketer says. (Just last month, Electronic Arts told us its Pet Society game sells 90 million virtual goods per day.) Advertising revenue will make up more than 20% of developers' revenues by 2012, narrowly surpassing revenue brought in by lead-generation offers for the first time.

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"Even though fewer than 6% of U.S. social gamers spend money on virtual items, these avid players will produce revenues of $653 million in the U.S. alone this year," says eMarketer's Paul Verna. "This is the largest segment of the social gaming economy, and one that marketers are increasingly turning to as a branding vehicle," he adds.

We've certainly noticed an increased level of interest in branded virtual goods among major marketers this year. In July, organic foods maker Cascadian Farm sold 300 million virtual organic blueberries in Zynga's smash hit FarmVille, for instance. In August, Honda turned to Cie Games's Car Town to promote the U.S. launch of its latest sport hybrid coupe, the Honda CR-Z. More recently, Sony Pictures turned to Zynga's Mafia Wars to build buzz ahead of the film premiere of The Green Hornet on January 14.