Understanding Gaming Audiences: Insights for Marketers
Introduction
Gaming has evolved significantly, and with it, so have the players. Whether diving deep into fantastical realms or casually solving puzzles, gaming has become an integral part of daily life for many individuals. As the gaming landscape continues to expand, marketers must grasp the intricacies of this diverse audience.
Exploring Player Segmentation
To provide deeper insights into gaming audiences, Activision Blizzard Media conducted extensive segmentation research. This research delved into various aspects such as gameplay habits, platform preferences, genre interests, and motivations, shedding light on two primary categories: multiplatform and mobile-centric players.
Understanding Multiplatform Players
Multiplatform players encompass a wide spectrum of gaming enthusiasts who engage across consoles, computers, and mobile devices. Within this category, three distinct segments emerge:
The Up-and-Comer: This segment, characterized by individuals who grew up playing video games, exhibits a penchant for console-centric gameplay and values gaming as a primary source of entertainment.
The New Media Consumer: With a propensity for diverse platform engagement, this segment is heavily influenced by advertisements and displays a willingness to make purchases based on gaming-related content.
The Devoted: Representing the epitome of the gaming lifestyle, The Devoted segment is deeply immersed in gaming culture, deriving significant identity and social value from their gaming experiences.
Key Similarities Across Multiplatform Players
Despite their differences, multiplatform players share several common traits. These include a long tenure in gaming, a tendency to view gaming as a form of relaxation, and a generally positive perception of advertising within gaming environments.
Distinct Characteristics of Multiplatform Segments
Each multiplatform segment exhibits unique gameplay preferences and motivations:
The Up-and-Comer: Embracing gaming from a young age, this segment leans towards console-centric gameplay and views gaming as a primary form of entertainment.
The New Media Consumer: Valuing social interactions in gaming, this segment engages across multiple platforms and demonstrates a high receptivity to advertisements.
The Devoted: With an unparalleled dedication to gaming, The Devoted segment cherishes the social connections and immersive experiences offered by gaming.
Understanding Mobile-Centric Players
In contrast to multiplatform players, mobile-centric players predominantly favour gaming on their mobile devices. This category comprises three distinct segments:
The Gaming Veteran: Boasting extensive gaming experience, this segment prefers solo gaming experiences and views gaming as a key source of relaxation.
The Late Adopter: Relatively new to gaming, this segment exclusively engages with mobile gaming and gravitates towards casual game genres.
The Casual Connector: Valuing gaming as a social outlet, this segment embraces mobile gaming while also showing engagement with other platforms and genres.
Key Insights for Marketers
Universal Appeal of Mobile Games: Recognize the widespread popularity of mobile gaming across all player segments.
Tailored Approach to Player Preferences: Customize advertising strategies based on the unique characteristics and motivations of each player segment.
Understanding Ad Receptivity: Acknowledge differences in ad receptivity among player segments and tailor advertising experiences accordingly.
Value Exchange in Advertising: Offer meaningful rewards or experiences in exchange for player engagement with advertisements, aligning with player preferences and gameplay styles.
By understanding the diverse motivations, interests, and identities of gaming audiences, marketers can effectively engage with this dynamic and vibrant community, unlocking new opportunities for brand interaction and growth.
