Male: 59% Female: 41%
Age of average gamer: 30
% of players over age of 50: 29%
Fastest growing demographic: adult women
% of players playing on phone/tablet: 55%
According to the ESRB almost 41% of PC gamers are women. When comparing today's industry climate with that of 20 years ago, women and many adults are more inclined to be using products in the industry.
While the market for teen and young adult men is still a strong market, it is the other demographics which are posting significant growth.
The Entertainment Software Association (ESA) provides the following summary for 2011 based on a study of almost 1,200 American households carried out by Ipsos MediaCT:
- The average gamer is 30 years old and has been playing for 12 years. 82% of gamers are 18 years of age or older.
- 41% of all players are women and women over 18 years of age are one of the industry's fastest growing demographics.
- Today, adult women represent a greater portion of the game-playing population (37%) than boys age 17 or younger (13%).
- 29% of game players are over the age of 50, an increase from 9% in 1999.
- 65% of gamers play games with other gamers in person.
- 55% of gamers play games on their phones or handheld device.
Targeting an audience
Advertisers use more than just demographic details when targeting audiences these days. They also classify audiences using audience profiling such as MOSIAC or Psychographic groups.
Psychographics
Young and Rubicam invented a successful psychographic profile known as their 4Cs Marketing Model: Cross Cultural Consumer Characterisation. Website: www.4cs.yr.com/uk/
They suggested the following groups:
Mainstreamers: seek security
These are people who live in the world of the domestic and the everyday. A daily routine is fundamental to the way they live their lives. Their life choices are ‘we’ rather than ‘me’. As their name implies, they are the mainstream of society. They are the largest group of people within 4Cs across the world. They respond to big established brands, to ‘family’ brands and to offers of value for money.
These are people who live in the world of the domestic and the everyday. A daily routine is fundamental to the way they live their lives. Their life choices are ‘we’ rather than ‘me’. As their name implies, they are the mainstream of society. They are the largest group of people within 4Cs across the world. They respond to big established brands, to ‘family’ brands and to offers of value for money.
Aspirers: seek status
Materialistic, acquisitive people, who are driven by others’ perceptions of them rather than by their own values. As a result, they respond to what others perceive as being superficial: image, appearance, persona, charisma and fashion. An attractive pack is as important to them as its contents.
Succeeders: seek control
Succeeders possess self-confidence, have a strong goal orientation and tend to be very organised. As a result, they tend to occupy positions of responsibility in society. When it comes to brands, they will often seek out the best because that is what they feel they deserve.
Succeeders: seek control
Succeeders possess self-confidence, have a strong goal orientation and tend to be very organised. As a result, they tend to occupy positions of responsibility in society. When it comes to brands, they will often seek out the best because that is what they feel they deserve.
Resigned: seek survival
These are predominantly older people with constant, unchanging values built up over time. For them, the past is bathed in a warm nostalgic glow. They respect institutions and enjoy acting in traditional roles. Their brand choices are driven by a need for safety and for economy. They choose above all what is familiar to them.
These are predominantly older people with constant, unchanging values built up over time. For them, the past is bathed in a warm nostalgic glow. They respect institutions and enjoy acting in traditional roles. Their brand choices are driven by a need for safety and for economy. They choose above all what is familiar to them.
Explorers: seek discovery
These people are driven by a need for discovery, challenge and new frontiers. Young in nature, if not in reality, Explorers are often the first to try out new ideas and experiences.
Strugglers: seek escape
Strugglers live for today, and make few plans for tomorrow. Others often see them as victims, losers and wasters - aimless, disorganised people with few resources apart from their own physical skills. If they get on in life, it will depend more on a winning lottery ticket than anything they do themselves. They are heavy consumers of alcohol and junk food.
Reformers: seek enlightenment/change
“Don’t tell me what to do or what to think” says the Reformer, valuing their own independent judgement. Reformers are the most anti-materialistic of the seven groups, and are often perceived as intellectual. They are socially aware, and pride themselves on tolerance. Reformers seek out the authentic and the harmonious, and are often at the leading edge of society.
Planetside 2
Planetside 2 is an MMOFPS (Massively Multiplayer On-line First Person Shooter) game that is free to play on-line. It is a war game set in a sci-fi environment.
Players elect to join one of three factions (The Terran Republic; The Vanu Sovereignty and The New Conglomerates) all of which are fighting for territory in the online environment.
Answer the following questions on your blog:
Use the Planetside 2 Wikipedia entry to answer the following questions:
- What is Planetside 2?
- What genre does the game belong to?
- Planetside 2 developer/publisher:
- When was it launched?
- How does the gameplay work?
- What are the six different player classes in the game?
- What is the story or narrative to the game?
Business model
Now look at the section on the Planetside 2 business model.
- How much does Planetside 2 cost to play?
- What does a subscription offer to players?
- What can the in-game currency be used to buy?
- Why do some players dislike games in which users can buy additional weapons or health?
The three factions
Summarise the three factions that players can join in the game:
The Terran Republic:
The Vanu Sovereignty:
The New Conglomerates:
Watch the recruitment videos again for Planetside 2:
Planetside 2: Target audience
Write a possible target audience demographic for Planetside 2 in general:
Gender/age/social class/education/employment/location etc.
Now write a target audience demographic for each faction from Planetside 2 – it will be similar to the overall target audience but think carefully about changes in age, education or employment:
The Terran Republic
The Vanu Sovereignty
The New Conglomerates
Now use what you have learned about psychographic profiling to choose potential psychographic groups for each of the three factions:
The Terran Republic
The Vanu Sovereignty
The New Conglomerates
Explain why those psychographic groups would fit that particular faction.
If you don’t finish this in class, you must finish it for homework. Due: next Wednesday
If you do complete this in the lesson, you are free to continue your current homeworks:
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