This document discusses targeting specific market segments in video game development. It recommends thoroughly researching the target market through focus groups and consumer research to understand their abilities, preferences, and desires. This includes considering the market's reading level, cognitive abilities, learning style, and physical abilities to ensure the game is accessible. Targeting a niche market can increase sales but may decrease mass market appeal. Overall, developers must determine if targeting a segment is worthwhile versus aiming for the broader mass market.

1. Targeting Market Segments in Video Games

2. Targeting a MarketPurpose: to break into an underserved market where the publisher senses and opportunity or has a purposeFailures 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 appealMust ask – Is it worthwhile?

3. Where do you start?Usually don’t know anything about your marketOccasionally, 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)

4. Abilities of the Target MarketReading Abilities – Young children, senior citizens, ESL, inner city young adults.. All may have less than average reading abilitiesLearning 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

5. ContinuedLearning Style – men tend to “grab it and go” whereas women like to learn and watch first, or read a manualPhysical 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.

6. The Mass MarketGoal 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 timeSimple rulesShort learning curveCooperative and not confrontationalStrategic decision making along with measured randomnessMinimal player downtime.

7. Target Market ChallengeHow 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?