Melbourne – The Asia-Pacific digital games market will more than double over the next five years to be worth more than $30 billion in 2016, according to a study by research firm Ovum. Ovum analyst Mark Little said the biggest factor contributing to this forecast is the exponential growth of simpler, more casual games. He added that this has meant the gaming market is no longer consumed predominantly by only the teen male demographic. Instead, it is fast gaining mass appeal, which has positive effects for other rich-media entertainment such as television. One way in which gaming can benefit television is that it can be used as a promotional tool to build bigger viewership for the traditional medium. Recently, Tim Nixon, Director of Runway, National History New Zealand’s in-house gaming unit, told TV ASIA Plus, “Games can drive a new audience to a TV series and vice versa…A broadcaster might be looking to penetrate that market and with a game it gives that kind of engagement and direct access”.