iDTV Gamers: The Emergence of a New Community?

Interactive digital television (iDTV) gaming in the United Kingdom is examined as the emergence of a distinct and growing viewer community, one that departs from the traditional image of the PC or console gamer. The analysis traces the field from early cable trials in the early-to-mid 1990s, including Two Way TV's 1997 analogue service, which reached 3,000 Midlands homes and produced average ratings increases of around 70% along with families playing together. Today roughly 40% of UK homes have iDTV, and 44% of digital consumers play games, with NTL's games channel attracting older, family-oriented, and lower socio-economic audiences.

Gameplay on iDTV is characterised by short "dipping" sessions alongside television viewing and a preference for simple, family-friendly titles. Drawing on a Netpoll study of 50 homes, the analysis identifies three player types: Generation I teens, Early Clickers, and Daytime Dabblers. These findings suggest that iDTV gaming functions less as a dedicated pastime and more as an extension of the household's television habits.

The wider landscape of dedicated games channels, enhanced TV formats, and interactive advertising reinforces this picture. PLAYin'TV and Playjam drew about 240,000 daily viewers aged 16 to 34 in their first week, while Tetris on SkyDigital generated £43,750 in pay-per-play revenue over two days. Enhanced formats such as Banzai and SkyDigital Play, interactive betting services, broadband and set-top-box gaming, and community tools including YO-YO and Video Clash are together moving television from a passive medium toward a space for communication, cooperation, and competition. The authors nonetheless flag unresolved concerns around privacy, under-age gambling, and regulation.