by S BIRRUNTHA/ pic by BLOOMBERG
AT LEAST 5% of office workers in Malaysia are playing computer or video games at an average of two-hours daily at work, according to a research by advertising agency, ADA. The study also revealed that up to about 8,000 hours were spent on gaming per day per building in Malaysia.
According to the agency, the research was aimed at getting insights on the behaviour of office workers across the region.
ADA COO and head of agency Anurag Gupta said, the figure, based on 5% of the Malaysian working population, would translate to close to a million Malaysians.
“From a time standpoint, that is a staggering two million work-hours per day spent on gaming. As marketers, this acts as a valuable insight for our clients since it helps determine where and when they should place their advertisements for maximum exposure,” he said in a statement last week.
Gupta added that behavioural insights not only helped them understand where clients should focus their advertising efforts, but also where to position their products and services towards this community.
“Again, while we emphasise the data does not confirm that employees use games as a form of escapism from work, it might indicate high-stress levels.
“This means they may respond positively towards travel or holiday advertisements, or other relevant stress remedies,” he said.
Whereas, around the region, the study indicated that that approximately three out of five individuals are gaming during office hours in Singapore.
In Indonesia and Thailand, office workers spent gaming an average of 9,632 and 2,112 hours in total respectively, during working hours.
However, according to the ADA, these data collected is not a generalisation of the region’s working population, but based on buildings around the region that had a geofence setup.
The advertising agency also said the study is not to point out unproductivity, but to highlight that many office employees are hooked to their mobile games and would leave it on for the day.
Leveraging XACT — the proprietary telecommunications-powered Data Management Platform and insights tools — ADA uses data to create marketing strategies that appeal directly to targeted consumers.
ADA, which is also a part of the Axiata Group Bhd, is one of the largest companies in Asia that integrates data, insights, media and content to deliver business outcomes.