1. Lesson Notes 25.04.2013
Market Segregation
Breaking a brand group of consumers into smaller ʻsegmentsʼ. This is useful for companies
because it allows them to focus on particular [target], it also lets them keep exclusivity.
Different strategies.
Statistics From ISFE Games Track Data
• In the UK 37% of the population played a video game in the last year (26 million).
• 90% of 11 year olds across europe play games.
• 25% of 11-14 years in UK play games on social networks
• In europe 45% of gamers are female, 12% under 20, 49% are 35+ years.
From these stats we cannot decipher any market segregation so we need to dig deeper.
Hardcore Casual
Buying associated merchandise.
Time committed.
Competitive.
Quantity of game played.
Attain Skill.
1st choice for entertainment
Invest money into games.
Lock into universe, investing time into the
meta-universe.
High frustration threshold.
Hunger for gaming information.
Discuss games with friends.
Wonʼt spend too much money
Likes to play in short bursts (similar to
use of other medic type)
UNIT04-A01 UNIT04-A02
We took quiz that was created by
Richard Bartle, the options that you
could get chosen to be is either a
Achiever, explorer, socializer or
killers. At the end of the quiz i was
discovered as a to be a explorer. As I
am not a experienced gamer I was
Achievers: Fun comes from the hunt - driven by concrete
measured of success (points, stats, etc)
Explorer: Fun comes from discovery and gaining information.
Prone to experiment with the laws of the game.
Socializers: Fun comes from interaction with people- what
they have to say. Interpersonal relationships- empathy, shared
experiencers.
Killers: Fun comes from the completive game of dominate
winning causing distress to other gamers.
![Lesson Notes 25.04.2013
Market Segregation
Breaking a brand group of consumers into smaller ʻsegmentsʼ. This is useful for companies
because it allows them to focus on particular [target], it also lets them keep exclusivity.
Different strategies.
Statistics From ISFE Games Track Data
• In the UK 37% of the population played a video game in the last year (26 million).
• 90% of 11 year olds across europe play games.
• 25% of 11-14 years in UK play games on social networks
• In europe 45% of gamers are female, 12% under 20, 49% are 35+ years.
From these stats we cannot decipher any market segregation so we need to dig deeper.
Hardcore Casual
Buying associated merchandise.
Time committed.
Competitive.
Quantity of game played.
Attain Skill.
1st choice for entertainment
Invest money into games.
Lock into universe, investing time into the
meta-universe.
High frustration threshold.
Hunger for gaming information.
Discuss games with friends.
Wonʼt spend too much money
Likes to play in short bursts (similar to
use of other medic type)
UNIT04-A01 UNIT04-A02
We took quiz that was created by
Richard Bartle, the options that you
could get chosen to be is either a
Achiever, explorer, socializer or
killers. At the end of the quiz i was
discovered as a to be a explorer. As I
am not a experienced gamer I was
Achievers: Fun comes from the hunt - driven by concrete
measured of success (points, stats, etc)
Explorer: Fun comes from discovery and gaining information.
Prone to experiment with the laws of the game.
Socializers: Fun comes from interaction with people- what
they have to say. Interpersonal relationships- empathy, shared
experiencers.
Killers: Fun comes from the completive game of dominate
winning causing distress to other gamers.](https://image.slidesharecdn.com/lessonnotes25-05-130425073653-phpapp02/85/Lesson-notes-25-05-1-320.jpg)
