Target markets

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Target markets

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

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