Targeting a Market Purpose: to break into an underserved market where the publisher senses and opportunity or has a purpose Failures if not thoroughly researched. (Should be based on research and focus groups, not guesses) A game targeted at a specific market increases “market penetration” while decreasing mass market appeal Must ask – Is it worthwhile?
Where do you start? Usually don’t know anything about your market Occasionally, scientific research provides help (fields of psychology, marketing) Most often by individual research and contacting the target market and asking them what they want (focus groups)
Abilities of the Target Market Reading Abilities – Young children, senior citizens, ESL, inner city young adults.. All may have less than average reading abilities Learning Curve – If the perceived learning curve is too high, it won’t be played. They won’t know unless they try, but will they even be willing to try? Cognitive Abilities- If a game fails to challenge a player cognitively, they will become bored easily
Continued Learning Style – men tend to “grab it and go” whereas women like to learn and watch first, or read a manual Physical Abilities – consider motor controls and skills of your target audience. Even the use of the controller? Tactile Desires – Look and feel of the game and/or game bits produces responses.
The Mass Market Goal of selling to as wide a range as possible across all demographics. Eurogames defines as: Playable in roughly 90 min (not too short, no too long) Short Setup time Simple rules Short learning curve Cooperative and not confrontational Strategic decision making along with measured randomness Minimal player downtime.
Target Market Challenge How can you sell a game to a group? What will you consider? How will you find your information? How will you tell if you are right?