The casual game market has generated tremendous and growing attention from the press and the public, as well as increased investment by many companies and venture capitalists. A major part of the casual game industry is the PC game download business where consumers download and try a game for free and then may buy it after the free trial.

While about 20 percent of all 12-64 year old Internet users report downloading some sort of game over the last year, approximately eight percent of that same population report downloading a free-trial/pay download game. Among that eight percent, two-thirds report having purchased at least one download game in the last year.

The industry has generally been disappointed with the free to pay conversion rate (estimated to be 1-2 percent). Only 12 percent of download gamers who play the free trial/pay to own games indicate they are very likely to buy a download game after a free trial in the year ahead. However, another 20 percent indicate they are likely to do so.

Consumers are willing to play the free trials and very occasionally buy a game. But for this industry to be really big gamers will need to more regularly purchase new downloads or upgrades to their downloads.

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Mike Vorhaus is the Managing Director at Frank N. Magid Associates, a world leader in research-based consultation that has provided strategic insight and direction for clients in 37 countries around the world.