Relating to a Specific Gaming Audience

Situation

A mobile gaming company wanted to better understand its target audiences in order to develop games and marketing strategies tailored to these groups.

Engagement

We first implemented a segmentation survey to explore and identify key audience group. We then conducted in-depth interviews and focus groups to better understand each segment’s lifestyles, motivations and experiences with the company’s games. Based on this information we developed a core persona for the gaming audience.

Results

The company presented our persona insights to its developers and other team members in creative and immersive ways, helping to educate them about the core audience. Using the persona as a roadmap, the client’s team was able to develop more relevant and successful games.