Gaming: Blurring Lines Between Casual and Hardcore

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Casual and hardcore games...are they really two separate markets? Or simply two outdated ways of siloing gamers? This also contains some really great heatmaps showing the type of games people are …

Casual and hardcore games...are they really two separate markets? Or simply two outdated ways of siloing gamers? This also contains some really great heatmaps showing the type of games people are talking about on Twitter.

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  • Don’t even look at it, we really wanted to get to know their users better – they just didn’t know! We were able to get down to a couple layers of value with harmonix. What does it look like? Looking at the same scale on GH3 – we get some interesting conclusions. Harmonix is getting to know some of the deeper questions and we’re facilitating that through – confidentially of course, custom quizzes. That data is custom tailored for HMX – they don’t have an ability to get to it.

Transcript

  • 1.  
  • 2. Emerging Trends in Gameplay: The Blurring Lines Between Casual and Hardcore Jon Radoff, CEO, GamerDNA GDC Austin 2009
  • 3. Agenda What is changing about players? What is an online game? Are there better ways to Segment audiences? Casual vs. Hardcore?
  • 4. history quizzes stories
  • 5. Gamer Stereotypes of the past…
  • 6. Games are not a media category. Games are played by everyone!
  • 7.  
  • 8.  
  • 9.  
  • 10. OF TEENAGERS PLAY GAMES 9 7 %
  • 11. Couples play games
  • 12. Families play games
  • 13. People of all ages play games
  • 14. What Twitter can tell us about gamers Almost 1 million tweets/month tracked by TweetMyGaming about games
  • 15. Heatmap of Game Twitter Conversations
  • 16. Rock Band overwhelming game conversations 9/9/09 – at Wow’s expense
  • 17. Casual games vs. (Hard)core games
  • 18. Casual games vs. (Hard)core games (AKA, The Most Stupid Dichotomy Ever Created in the Game Industry)
  • 19. A core game from 1978 A “casual” Flash game from 2009
  • 20. What are better ways of categorizing the market?
  • 21. What is an online game?
  • 22. World of Warcraft
  • 23. Madden NFL 09 World of Warcraft
  • 24. Guitar Hero III Madden NFL 09
  • 25. Web-based, easy-to-play, collectible Duels, Warstorm, Planet Storm Browser based Strategy Game In May 2009, the Travian website is more popular than the World of Warcraft website (430 vs. 540 on Alexa) Web-based and iPhone 30 million daily active players in Sept 2009
  • 26. Social gamers vs. Experience Gamers
  • 27.  
  • 28. But it isn’t just guilds – games with any social components are more successful
  • 29.  
  • 30. Rock Band vs. Guitar Hero 3 Daily Players of Rock Band vs. GH3 Why did Rock Band command high daily attention levels? Q:
  • 31. Grand Theft Auto IV Daily attention from launch day
  • 32. Call of Duty IV Daily attention from launch day
  • 33.  
  • 34.  
  • 35. Segmentation based on thematic (rather than gameplay-type) genres
  • 36. Bioshock – What are they also playing?
  • 37. Every game has its own distinct segmentation
  • 38. “ Heroic” Map Pack - 42% Increase “ Legendary” Map Pack – 46% Increase “ Bungie Day” Free Map - 65% Increase Title Update – 95% Increase “ Mythic” Map Pack – 62% Increase Concurrent Halo 3 Players GTA IV Released - 59% Drop
  • 39. Halo 3 Audience Segmentation Initial Market Genre Loyal Brand Loyal
  • 40.  
  • 41. Initial Market Genre Loyal Brand Loyal
  • 42. Competitive Set Analysis
  • 43. Top 10 other games played by World of Warcraft Players
  • 44. Top 8 Games played by MMO Players
  • 45. Since 5/31, 7.6% weekly compound growth in tweets about games
  • 46. Conclusions Larger, more diverse audience than ever The definition of “online game” has evolved Don’t get caught in “casual vs. hardcore” More helpful segmentations: social vs. less social players, thematic tastes, brand-loyal vs. genre-loyal, competitive sets
  • 47. Thanks! Jon Radoff, CEO, GamerDNA [email_address] GamerDNA: tarinth.gamerdna.com Twitter: jradoff