SlideShare a Scribd company logo
1 of 21
Team 3 (L A R P )
                       u   lcus   hee   an



Fred Lu, Matthew Alcus, Peter Rhee, Victor Pan


                 Presents


       work.play.sleep
Agenda
 Background
 Management Problems
 Research Problem
 Research Methodology
   Focus Groups, Online Questionnaires
 Research Conclusion
work.play.sleep.


• Corporate belief: to develop an array of awesome
  applications that sync with a mobile lifestyle.

• “blur the lines between work, play, and sleep”
• Releases a location-based mobile game which allows
  you to own virtual property.
Competitive Environment




• App market is saturated with location-based programs
• Marketing research data in high demand
Management Problems
 During alpha-testing…

  A competitor took the idea

 The name Duality…
  Was taken

 Management needed to find out…
    Who was interested in their app
    What to improve on after alpha testing
    How to reach their target audience
Research Problems
 Management                 Research Problem
  Problem
Who was interested in   Define work.play.sleep target
their app               market
                        Determine the optimal mediums to
How to reach their      communicate product benefits to
target audience         the target market

What to improve on      Determine in-game upgrades with
after alpha testing     greatest added value to consumers

Find a good name for    Generate a list of potential game
the game                titles
Research Methods
 Research Problem
                                 Methodology
Define work.play.sleep target
market
Determine the optimal             Focus Group
mediums to communicate
product benefits to the target
market
Determine in-game upgrades       Questionnaires
with greatest added value to
consumers
Generate a list of potential
game titles
Focus Group
 Only invited alpha-testers of Duality
 Focused on game improvements and word of mouth
  processes

 Alpha testers had difficulty generating creative names
 Indicated points to strengthen and clarify on the survey.
Online Questionnaire
 Convenience sampling through online
  questionnaires, N=140
   Timely
   Cost efficient
   Client believed information would be “good enough”
 Respondents mostly ages 18-26, 51/49 M:F ratio, and
  mostly lived in Boston
 Incidence rate of 35.7% after mortality
 Results are subjective to sampling frame
  error, measurement bias, and non-response bias
Findings: Target Market
   What is Your Current Occupational or Educational Status?
                          High School
                            Student
                              2%


                                      Working
                                    Professional
                                        20%


                  College Student
                        78%




 Client was interested in the behavior of college
  students and working professionals
Findings: Target Market
                                            Gender vs Purchase Intent
             60.00%

                                                                        53%

             50.00%
                                                   48.89%



             40.00%
                                                                              34%
Percentage




                                                               31.25%
             30.00%
                                                                                    Males
                                                                                    Females
             20.00%



             10.00%
                      4.44%
                                     3.13%

             0.00%
                      Definitely Will Buy           Probably Will Buy     Total
                                                    Purchase Intent




 Male respondents reacted more positively to the game
             concept than female respondents
Findings: Target Market




 48.78% City dwellers expected the App Market
 66.67% Non-city dwellers expected WOM
Findings: Target Market
          What types of applications do you download,
                             if any?
                                                              100%
                                                        86%

                                                  62%
                                      52%   52%
                    33%   37%   37%
        28%   30%

2%




 Social Networking, Music, Utilities, and News
     application ads are easier to reach gamers
Findings: Best Communication Mediums




 Word of Mouth and availability in the App Market are the key
  drivers to finding and downloading apps.
Findings: Best Communication Mediums
                          Real (7)
                                         City (29)
                                         RealCity
Empire (8)
                                         City Tycoon
Metro Empires
                                         Cityopoly
Urban Empires
Real-Estate Empire                    Tycoon (4)
                     Metro (9)        Hometown Tycoon
                     Metro Empires    City Tycoon
                     Metro Tycoon     Real Estate Tycoon
                     Metropoly        Metro Tycoon
                     Metropolize



 Participants generated keywords related to game
   concept through name suggestion.
Findings: Best In-game Upgrades
     Players should be able to…    Strongly   Agre    Neither   Disagree   Strongly     I     N
                                    Agree      e      Agree                Disagree   Don’t
                                                     Disagree                         Know
 purchase in-game money with                  12       15         11         15        2      54
           real money
                                      1
 purchase point packages in the
              game.
                                      1       18       15          9         11        2      54
  buy in-game items that attack
   and defend with real money
                                      1       14       16         11         12        2      54
purchase items that increase the
 property value with real money.
                                      2       16       15          8         13        2      54
   customize the upgrades of
   properties important to me.
                                     12       26       12          4          1        1      55
  customize in game character        15       22       10          5          3        1      55
getdiscounts and coupons from
       stores checked in
                                     19       19       12          2          1        3      53
  get recognition for in-game
         achievements
                                     11       14       25          4          1        1      55
            Values                    5        4        3          2          1        0
Findings: Best In-game Upgrades
The level you agree/disagree that…                                         Mean   St. Deviation   95% St. Error
  Players should be able to purchase in-game money with real money         2.50       1.19            0.32

 Players should be able to purchase point packages in the game. (e.g. $1   2.80       1.16            0.31
 for 500 in-game currency, $2 for 1000 and so on for in-game upgrades
                               and items)
  Players should be able to buy in-game items with real money. (Items      2.65       2.87            0.77
            are used to defend from or attack other players)
   Players should be able to purchase items that increase the value of     2.74       1.23            0.33
                    their property with real money.
    Being able to customize the upgrades of my properties would be                    0.93            0.25
                                                                           3.80
                           important to me.
 Having more customizations of my in game character would be important                1.13            0.30
                                                                           3.75
                                to me.
 Getting discounts and coupons to stores I check into would be important              1.11            0.30
                                                                           4.00
                                 to me.
Being recognized for my in-game achievements would be important to me.                0.96            0.25
                                                                           3.55
                         (e.g. rankings or awards)


 In-game improvements that involved real money were not popular
 Participants wanted more game-play and function upgrades
Findings: Best In-game Upgrades




 The more you play, the more you think it is unfair that players
  can “cheat” by spending more money.
Findings: Best In-game Upgrades
    Upgrades vs Purchase Intent
                                Model Summary
                                                                                                    Being able to customize
                                                                    Std. Error of the
Model           R           R Square        Adjusted R Square           Estimate
                                                                                                         character, upgrades of
1                   .424a            .180              .170                        .690
                                                                                                         properties, and having in-
a. Predictors: (Constant), 10. Please choose the level in which you agree or                             game achievements
disagree with the following statements.-Being able to customize the upgrades
of my properties would be important to me.
                                                                                                         impacted purchase intent
                                                   Coefficientsa

                                                                                  Standardized
                                                                                                                       Very little of
                                                   Unstandardized Coefficients Coefficients                              purchase intent
Model                                                   B           Std. Error       Beta            t       Sig.        can be
1                       (Constant)                          2.063          .155                     13.295     .000
                                                                                                                         explained by
                        10. Please choose the
                        level in which you agree                                                                         upgrades
                        or disagree with the
                        following statements.-
                        Being able to customize              .255          .058             .424     4.439   .000
                        the upgrades of my
                        properties would be
                        important to me.


a. Dependent Variable: 12. Based on your answer in Question 10, what would be your purchase intent?
Findings: Potential Game Titles




Recommendations            Title should have keyword(s) that
1.MyCity                    help memory retention of the
2. Metropoly                game
3. Mad Props (Property)
Research Conclusion

               Genders have different levels of interest
Management      in the game.
 Problem       Demographics impact consumer search
                processes. (Urban vsRural)
 Research
 Problem       In-game improvements that involved real
                money will not popular be popular in
                general, especially to heavier gamers.
Methodology
               Incorporate more customizability on
 Findings       character avatars, property upgrades,
                and improve achievement board.
               Names like MyCity help consumers
                identify and relate to a hard to get
                concept.

More Related Content

Similar to Location Based App Market Research

Macrocosm Venture Plan: Presentation
Macrocosm Venture Plan: PresentationMacrocosm Venture Plan: Presentation
Macrocosm Venture Plan: PresentationSteve Puma
 
The Gamification of...Everything?
The Gamification of...Everything?The Gamification of...Everything?
The Gamification of...Everything?Margaret Wallace
 
Gamification: Why it’s important
Gamification: Why it’s importantGamification: Why it’s important
Gamification: Why it’s importantSVPMA
 
Gamification in Digital Marketing
Gamification in Digital MarketingGamification in Digital Marketing
Gamification in Digital MarketingGunter Blanckaert
 
Gamification Strategies How to solve problems, motivate and engage people th...
 Gamification Strategies How to solve problems, motivate and engage people th... Gamification Strategies How to solve problems, motivate and engage people th...
Gamification Strategies How to solve problems, motivate and engage people th...Karl Kapp
 
Gamification stanford class 10-11 v2
Gamification stanford class 10-11 v2Gamification stanford class 10-11 v2
Gamification stanford class 10-11 v2Leigh Marriner
 
The Marketing Power Of Gaming Culture
The Marketing Power Of Gaming CultureThe Marketing Power Of Gaming Culture
The Marketing Power Of Gaming CultureGareth Kane
 
Future of Monetizing Social Games
Future of Monetizing Social GamesFuture of Monetizing Social Games
Future of Monetizing Social GamesElvin Li
 
Healthcare Gamification
Healthcare GamificationHealthcare Gamification
Healthcare GamificationSatyajit Roy
 
Crystal - Crowdsource Everything on the Blockchain
Crystal - Crowdsource Everything on the BlockchainCrystal - Crowdsource Everything on the Blockchain
Crystal - Crowdsource Everything on the BlockchainMatt Goldenberg
 
Gamify adtech london_2011
Gamify adtech london_2011Gamify adtech london_2011
Gamify adtech london_2011Kobi Edelstein
 
NetEase - Story of a Transformation
NetEase - Story of a TransformationNetEase - Story of a Transformation
NetEase - Story of a TransformationDavid Ting
 
NetEase - Story of a Transformation
NetEase - Story of a TransformationNetEase - Story of a Transformation
NetEase - Story of a TransformationDavid Ting
 
Gamification: How to Level Up Consumer Engagement
Gamification: How to Level Up Consumer EngagementGamification: How to Level Up Consumer Engagement
Gamification: How to Level Up Consumer EngagementShaun Quigley
 
Gramble - Slot Summit Talk
Gramble - Slot Summit TalkGramble - Slot Summit Talk
Gramble - Slot Summit TalkGrambleWorld
 
G A M Emarketing 08 02 07
G A M Emarketing 08 02 07G A M Emarketing 08 02 07
G A M Emarketing 08 02 07camilox
 
Management in game company
Management in game companyManagement in game company
Management in game companyThelma Lin
 
Game Thinking - The Business of Gaming (Gamification)
Game Thinking - The Business of Gaming (Gamification)Game Thinking - The Business of Gaming (Gamification)
Game Thinking - The Business of Gaming (Gamification)Stephen Gay
 

Similar to Location Based App Market Research (20)

Macrocosm Venture Plan: Presentation
Macrocosm Venture Plan: PresentationMacrocosm Venture Plan: Presentation
Macrocosm Venture Plan: Presentation
 
The Gamification of...Everything?
The Gamification of...Everything?The Gamification of...Everything?
The Gamification of...Everything?
 
Gamification for Your Brand
Gamification for Your BrandGamification for Your Brand
Gamification for Your Brand
 
Gamification: Why it’s important
Gamification: Why it’s importantGamification: Why it’s important
Gamification: Why it’s important
 
Gamification in Digital Marketing
Gamification in Digital MarketingGamification in Digital Marketing
Gamification in Digital Marketing
 
Gamification Strategies How to solve problems, motivate and engage people th...
 Gamification Strategies How to solve problems, motivate and engage people th... Gamification Strategies How to solve problems, motivate and engage people th...
Gamification Strategies How to solve problems, motivate and engage people th...
 
Gamification stanford class 10-11 v2
Gamification stanford class 10-11 v2Gamification stanford class 10-11 v2
Gamification stanford class 10-11 v2
 
The Marketing Power Of Gaming Culture
The Marketing Power Of Gaming CultureThe Marketing Power Of Gaming Culture
The Marketing Power Of Gaming Culture
 
Presentation games complete
Presentation games completePresentation games complete
Presentation games complete
 
Future of Monetizing Social Games
Future of Monetizing Social GamesFuture of Monetizing Social Games
Future of Monetizing Social Games
 
Healthcare Gamification
Healthcare GamificationHealthcare Gamification
Healthcare Gamification
 
Crystal - Crowdsource Everything on the Blockchain
Crystal - Crowdsource Everything on the BlockchainCrystal - Crowdsource Everything on the Blockchain
Crystal - Crowdsource Everything on the Blockchain
 
Gamify adtech london_2011
Gamify adtech london_2011Gamify adtech london_2011
Gamify adtech london_2011
 
NetEase - Story of a Transformation
NetEase - Story of a TransformationNetEase - Story of a Transformation
NetEase - Story of a Transformation
 
NetEase - Story of a Transformation
NetEase - Story of a TransformationNetEase - Story of a Transformation
NetEase - Story of a Transformation
 
Gamification: How to Level Up Consumer Engagement
Gamification: How to Level Up Consumer EngagementGamification: How to Level Up Consumer Engagement
Gamification: How to Level Up Consumer Engagement
 
Gramble - Slot Summit Talk
Gramble - Slot Summit TalkGramble - Slot Summit Talk
Gramble - Slot Summit Talk
 
G A M Emarketing 08 02 07
G A M Emarketing 08 02 07G A M Emarketing 08 02 07
G A M Emarketing 08 02 07
 
Management in game company
Management in game companyManagement in game company
Management in game company
 
Game Thinking - The Business of Gaming (Gamification)
Game Thinking - The Business of Gaming (Gamification)Game Thinking - The Business of Gaming (Gamification)
Game Thinking - The Business of Gaming (Gamification)
 

Location Based App Market Research

  • 1. Team 3 (L A R P ) u lcus hee an Fred Lu, Matthew Alcus, Peter Rhee, Victor Pan Presents work.play.sleep
  • 2. Agenda  Background  Management Problems  Research Problem  Research Methodology  Focus Groups, Online Questionnaires  Research Conclusion
  • 3. work.play.sleep. • Corporate belief: to develop an array of awesome applications that sync with a mobile lifestyle. • “blur the lines between work, play, and sleep” • Releases a location-based mobile game which allows you to own virtual property.
  • 4. Competitive Environment • App market is saturated with location-based programs • Marketing research data in high demand
  • 5. Management Problems  During alpha-testing… A competitor took the idea  The name Duality… Was taken  Management needed to find out…  Who was interested in their app  What to improve on after alpha testing  How to reach their target audience
  • 6. Research Problems Management Research Problem Problem Who was interested in Define work.play.sleep target their app market Determine the optimal mediums to How to reach their communicate product benefits to target audience the target market What to improve on Determine in-game upgrades with after alpha testing greatest added value to consumers Find a good name for Generate a list of potential game the game titles
  • 7. Research Methods Research Problem Methodology Define work.play.sleep target market Determine the optimal Focus Group mediums to communicate product benefits to the target market Determine in-game upgrades Questionnaires with greatest added value to consumers Generate a list of potential game titles
  • 8. Focus Group  Only invited alpha-testers of Duality  Focused on game improvements and word of mouth processes  Alpha testers had difficulty generating creative names  Indicated points to strengthen and clarify on the survey.
  • 9. Online Questionnaire  Convenience sampling through online questionnaires, N=140  Timely  Cost efficient  Client believed information would be “good enough”  Respondents mostly ages 18-26, 51/49 M:F ratio, and mostly lived in Boston  Incidence rate of 35.7% after mortality  Results are subjective to sampling frame error, measurement bias, and non-response bias
  • 10. Findings: Target Market What is Your Current Occupational or Educational Status? High School Student 2% Working Professional 20% College Student 78%  Client was interested in the behavior of college students and working professionals
  • 11. Findings: Target Market Gender vs Purchase Intent 60.00% 53% 50.00% 48.89% 40.00% 34% Percentage 31.25% 30.00% Males Females 20.00% 10.00% 4.44% 3.13% 0.00% Definitely Will Buy Probably Will Buy Total Purchase Intent  Male respondents reacted more positively to the game concept than female respondents
  • 12. Findings: Target Market  48.78% City dwellers expected the App Market  66.67% Non-city dwellers expected WOM
  • 13. Findings: Target Market What types of applications do you download, if any? 100% 86% 62% 52% 52% 33% 37% 37% 28% 30% 2%  Social Networking, Music, Utilities, and News application ads are easier to reach gamers
  • 14. Findings: Best Communication Mediums  Word of Mouth and availability in the App Market are the key drivers to finding and downloading apps.
  • 15. Findings: Best Communication Mediums Real (7) City (29) RealCity Empire (8) City Tycoon Metro Empires Cityopoly Urban Empires Real-Estate Empire Tycoon (4) Metro (9) Hometown Tycoon Metro Empires City Tycoon Metro Tycoon Real Estate Tycoon Metropoly Metro Tycoon Metropolize  Participants generated keywords related to game concept through name suggestion.
  • 16. Findings: Best In-game Upgrades Players should be able to… Strongly Agre Neither Disagree Strongly I N Agree e Agree Disagree Don’t Disagree Know purchase in-game money with 12 15 11 15 2 54 real money 1 purchase point packages in the game. 1 18 15 9 11 2 54 buy in-game items that attack and defend with real money 1 14 16 11 12 2 54 purchase items that increase the property value with real money. 2 16 15 8 13 2 54 customize the upgrades of properties important to me. 12 26 12 4 1 1 55 customize in game character 15 22 10 5 3 1 55 getdiscounts and coupons from stores checked in 19 19 12 2 1 3 53 get recognition for in-game achievements 11 14 25 4 1 1 55 Values 5 4 3 2 1 0
  • 17. Findings: Best In-game Upgrades The level you agree/disagree that… Mean St. Deviation 95% St. Error Players should be able to purchase in-game money with real money 2.50 1.19 0.32 Players should be able to purchase point packages in the game. (e.g. $1 2.80 1.16 0.31 for 500 in-game currency, $2 for 1000 and so on for in-game upgrades and items) Players should be able to buy in-game items with real money. (Items 2.65 2.87 0.77 are used to defend from or attack other players) Players should be able to purchase items that increase the value of 2.74 1.23 0.33 their property with real money. Being able to customize the upgrades of my properties would be 0.93 0.25 3.80 important to me. Having more customizations of my in game character would be important 1.13 0.30 3.75 to me. Getting discounts and coupons to stores I check into would be important 1.11 0.30 4.00 to me. Being recognized for my in-game achievements would be important to me. 0.96 0.25 3.55 (e.g. rankings or awards)  In-game improvements that involved real money were not popular  Participants wanted more game-play and function upgrades
  • 18. Findings: Best In-game Upgrades  The more you play, the more you think it is unfair that players can “cheat” by spending more money.
  • 19. Findings: Best In-game Upgrades Upgrades vs Purchase Intent Model Summary  Being able to customize Std. Error of the Model R R Square Adjusted R Square Estimate character, upgrades of 1 .424a .180 .170 .690 properties, and having in- a. Predictors: (Constant), 10. Please choose the level in which you agree or game achievements disagree with the following statements.-Being able to customize the upgrades of my properties would be important to me. impacted purchase intent Coefficientsa Standardized  Very little of Unstandardized Coefficients Coefficients purchase intent Model B Std. Error Beta t Sig. can be 1 (Constant) 2.063 .155 13.295 .000 explained by 10. Please choose the level in which you agree upgrades or disagree with the following statements.- Being able to customize .255 .058 .424 4.439 .000 the upgrades of my properties would be important to me. a. Dependent Variable: 12. Based on your answer in Question 10, what would be your purchase intent?
  • 20. Findings: Potential Game Titles Recommendations  Title should have keyword(s) that 1.MyCity help memory retention of the 2. Metropoly game 3. Mad Props (Property)
  • 21. Research Conclusion  Genders have different levels of interest Management in the game. Problem  Demographics impact consumer search processes. (Urban vsRural) Research Problem  In-game improvements that involved real money will not popular be popular in general, especially to heavier gamers. Methodology  Incorporate more customizability on Findings character avatars, property upgrades, and improve achievement board.  Names like MyCity help consumers identify and relate to a hard to get concept.