Your blog post
Bespoke segmentation
3/20/20251 min read
So the key points raised here are:
blockbuster releases are getting longer.
only 10% gamers make it to the end
games cost more than ever to make
the longer a game is, the fewer players finish it
games don't have to be long for them to be hits
Then there are a few gamer insights highlighted:
companies would be better off making shorter games
respect the player's time
some people are looking for something just to kill a few hours
some want a really immersive, valuable experience
Well it all comes down to understanding the different gamer types out there, being clear on who youre developimg for and then building in the featres that your target segments want. And less is more; dont target too many and be mediocre to them all. Some people ARE looking for something just to kill a few hours while others DO want a really immersive, valuable experience. It varies. It depends on the segment.
Bespoke segmentations that are specific to your terrirtory, format or macro genre are best. Over the 30 years Ive done this in the games industry Ive discovered a number of fascinating segments that lead to innovations in marketing and huge increases in share. I'll name a few of the more obviously descriptive ones:
Games Gurus
Dedicated Dependents
Time Restricteds
Ageing Laggards
Middle Aged Militaria
Senior Historians
Young Gunners
They're all a complicated mix of demographics, attitudes and behaviours, and usally have very different media habits (which makes the targetting fun). If you cant afford a bespoke study, off-the-shelf studies like Newzoo’s Gamer Segmentation are available and are a lot better than nothing.
If your marketing function arent providing this service, then they are failing and should be replaced. Or just call me.