Creating a clear picture of the current player base of a mobile game, plus potential for future new players

The Challenge

Our client – a casual mobile game developer – wanted to build a clear understanding of their current player base, identifying different cohorts of players, and their behaviours and motivations. This would then feed into events, updates and messaging, aimed at maximising player engagement. In a second stage, they also wanted to measure the potential to acquire new players and how best to do this.

Our Approach

Firstly, we conducted an in-game survey with current players in US, DE and KR, exploring lifestyle and gaming behaviours. We then conducted follow-up video interviews with a selection of US players in order to add further detail into why they play and behave the way they do, and how their lifestyles may feed into this.  For the second stage, we ran an online survey with a representative sample of mobile gamers, in order to measure awareness and consideration of the game amongst the wider gamer audience, and to identify what could attract new players to the game.

The Outcome

Detailed profiling of current player segments, including video footage to bring the players to life, which helped inform new feature development and communications aimed at increasing engagement and spend. The second stage sized the opportunity for new players and what was needed to attract these players, in turn, helping to inform the game’s future strategy – expand or retain?

To learn more about the gaming market research we do at Bryter take a look at this article.