Reports Games

Game Consumer Segmentation Aficionados Drive Adoption

Report by Karol Severin
Cover image for Game Consumer Segmentation
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The 20,000 Foot View:  Barriers between the traditionally isolated PC, console and mobile games formats are gradually breaking down. This is happening on the device level (Nintendo Switch), title level (e.g. multiplatform Minecraft gameplay), the development level (Unity) and the corporate level (Console gaming companies buying their way into mobile and vice versa). As a result, there is a growing need to understand the behaviours and attitudes of gamers as whole, and their entertainment consumption more broadly, to identify cross-format and cross-entertainment opportunities, brought about by the consolidation of entertainment experiences in the ‘always-on’ world.

Key Findings

  • Gamers can            separated into four key segments            on time and money spent:            Collectors, Forgotten Fans and Passive           
  •            of consumers are Games Aficionados, spending more than six hours per week and more than            per month on games            of consumers spend less than six hours per week and less than            per month on games            of consumers (Forgotten Fans) are highly-engaged, but lag in terms of monetization, compared to            of consumers with high spend and low engagement (Collectors)
  • Aficionados are            by young-ish males, while Forgotten            skew towards old-ish females, pointing            gaps in the higher-end games           
  • There is            segment of female games gifters            are unengaged with games, but            recurring revenue for the games           
  • Half of            game spenders use Netflix every           
  •            of Aficionados pay for a video subscription service, compared to the consumer average of                       of Aficionados have three or more digital subscriptions, compared to the consumer average of                       of Aficionados are Amazon Prime subscribers
  • High games            are high entertainment spenders in           

Companies And Products Mentioned in this report: Amazon, Amazon Prime, Episode, Facebook, High School Story, Messenger, Minecraft, Nintendo Switch, Netflix, Pixelberry, PlayStation, PocketGems, Pokemon Go, Puss in boots, Snapchat, Spotify, Twitch, Twitter, Whatsapp, xBox, YouTube