Emerging Trends in Gameplay: The Blurring Lines Between Casual and Hardcore Jon Radoff, CEO, GamerDNA GDC Austin 2009
Agenda What is changing about players? What is an online game? Are there better ways to Segment audiences? Casual vs. Hard...
history quizzes stories
Gamer Stereotypes of the past…
Games are not a media category. Games are played by everyone!
 
 
 
OF TEENAGERS PLAY GAMES 9 7 %
Couples play games
Families play games
People of all ages play games
What Twitter can tell us about gamers Almost 1 million tweets/month tracked by TweetMyGaming about games
Heatmap of Game Twitter Conversations
Rock Band overwhelming game conversations 9/9/09 – at Wow’s expense
Casual games vs. (Hard)core games
Casual games vs. (Hard)core games (AKA, The Most Stupid Dichotomy Ever Created in the Game Industry)
A core game from 1978 A “casual” Flash game from 2009
What are better ways of categorizing the market?
What is an online game?
World of Warcraft
Madden NFL 09 World of Warcraft
Guitar Hero III Madden NFL 09
Web-based, easy-to-play, collectible Duels, Warstorm, Planet Storm Browser based Strategy Game In May 2009, the Travian we...
Social gamers vs. Experience Gamers
 
But it isn’t just guilds – games with any social components are more successful
 
Rock Band vs. Guitar Hero 3 Daily Players of Rock Band  vs. GH3 Why did Rock Band command high daily attention levels? Q:
Grand Theft Auto IV Daily attention from launch day
Call of Duty IV Daily attention from launch day
 
 
Segmentation based on thematic (rather than gameplay-type) genres
Bioshock – What are they also playing?
Every game has its own distinct segmentation
“ Heroic” Map Pack -  42% Increase “ Legendary” Map Pack – 46% Increase  “ Bungie Day” Free Map -  65% Increase Title Upda...
Halo 3 Audience Segmentation Initial Market Genre Loyal Brand Loyal
 
Initial Market Genre Loyal Brand Loyal
Competitive Set Analysis
Top 10 other games played by World of Warcraft Players
Top 8 Games played by MMO Players
Since 5/31, 7.6% weekly compound growth in tweets about games
Conclusions Larger, more diverse audience than ever The definition of “online game” has evolved Don’t get caught in “casua...
Thanks! Jon Radoff, CEO, GamerDNA [email_address] GamerDNA: tarinth.gamerdna.com Twitter: jradoff
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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 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 of "Gaming: Blurring Lines Between Casual and Hardcore"

    1. 2. Emerging Trends in Gameplay: The Blurring Lines Between Casual and Hardcore Jon Radoff, CEO, GamerDNA GDC Austin 2009
    2. 3. Agenda What is changing about players? What is an online game? Are there better ways to Segment audiences? Casual vs. Hardcore?
    3. 4. history quizzes stories
    4. 5. Gamer Stereotypes of the past…
    5. 6. Games are not a media category. Games are played by everyone!
    6. 10. OF TEENAGERS PLAY GAMES 9 7 %
    7. 11. Couples play games
    8. 12. Families play games
    9. 13. People of all ages play games
    10. 14. What Twitter can tell us about gamers Almost 1 million tweets/month tracked by TweetMyGaming about games
    11. 15. Heatmap of Game Twitter Conversations
    12. 16. Rock Band overwhelming game conversations 9/9/09 – at Wow’s expense
    13. 17. Casual games vs. (Hard)core games
    14. 18. Casual games vs. (Hard)core games (AKA, The Most Stupid Dichotomy Ever Created in the Game Industry)
    15. 19. A core game from 1978 A “casual” Flash game from 2009
    16. 20. What are better ways of categorizing the market?
    17. 21. What is an online game?
    18. 22. World of Warcraft
    19. 23. Madden NFL 09 World of Warcraft
    20. 24. Guitar Hero III Madden NFL 09
    21. 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
    22. 26. Social gamers vs. Experience Gamers
    23. 28. But it isn’t just guilds – games with any social components are more successful
    24. 30. Rock Band vs. Guitar Hero 3 Daily Players of Rock Band vs. GH3 Why did Rock Band command high daily attention levels? Q:
    25. 31. Grand Theft Auto IV Daily attention from launch day
    26. 32. Call of Duty IV Daily attention from launch day
    27. 35. Segmentation based on thematic (rather than gameplay-type) genres
    28. 36. Bioshock – What are they also playing?
    29. 37. Every game has its own distinct segmentation
    30. 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
    31. 39. Halo 3 Audience Segmentation Initial Market Genre Loyal Brand Loyal
    32. 41. Initial Market Genre Loyal Brand Loyal
    33. 42. Competitive Set Analysis
    34. 43. Top 10 other games played by World of Warcraft Players
    35. 44. Top 8 Games played by MMO Players
    36. 45. Since 5/31, 7.6% weekly compound growth in tweets about games
    37. 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
    38. 47. Thanks! Jon Radoff, CEO, GamerDNA [email_address] GamerDNA: tarinth.gamerdna.com Twitter: jradoff
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