A good game and marketing plan depend on having a clear understanding of your game’s target demographic. For best outcomes, MKT Software explains in this post how to identify and engage with your game target audience.
I. The five types of game players
Based on diverse player behavior models, the five typical types of game players provide insight into how different types of players interact with various game environments and features.
1. Light board gamers
Board games that are simple to pick up and play fast are popular among casual players looking for a lighter experience. These gamers choose short setup times and one- or two-hour play sessions for their games. A few of their favorite games are Bohnanza, Stone Age, Settlers of Catan, Carcassonne, vv…
2. Heavy board gamers
Our passionate players are committed to complex, tactical board games that require substantial playtime and deep commitment. They prefer games with complex mechanics, large player interaction, and complex rules. A few of their favorite games are Spirit Island, Dominant species, Through the ages, Twilight imperium, vv…
3. Educational gamers
The majority of our educational gamers are parents and teachers looking for fun ways to teach their kids or students new information. Games that promote skill development, critical thinking, and all-around learning are given top priority. A few of their favorite games are Cluedo, Chess, and Scrabble, vv…
4. Families with kids
Parents seeking fun and engaging games for their families often prefer titles that are easy to learn and foster quality time together. They value age-appropriate options with simple rules and relatively short playtimes. Popular choices include Codename, Sushi Go, and Dixit. A few of their favorite games are Charades for kids, Rummikub,…
II. How to identify game target audience effectively
Effective target audience identification for your game requires a calculated fusion of user input, analysis, and research. This is a simplified method for precisely identifying and connecting with the appropriate audience:
1. Know your marketability
Focusing on the unique preferences, playstyles, and interests of your game target audience will help you create marketing methods that will truly connect with them. Knowing your audience’s motivations will help you develop campaigns that are engaging and grab their attention.
This strategy not only results in more effective marketing campaigns but also supports the process of making well-informed decisions about platform, price, and distribution. You can make sure that the right players see your game and increase engagement and overall success in a competitive market by matching your strategy to their expectations.
2. Competition research
Create a list of 3 competitors, and prepare a spreadsheet to collect their demographics and interests data.
For the game of Chess, here are three key competitors, each offering unique variations or platforms for chess players:
- Chess.com
- Overview: One of the most popular online chess platforms, offering both casual and competitive gameplay.
- Key Features: Puzzles, lessons, live games, tournaments, and AI opponents.
- Audience: Chess enthusiasts of all levels, from beginners to advanced players.
- Demographics: Global audience, largely male, ranging from ages 18 to 50, with a focus on competitive players.
- Lichess.org
- Overview: A free, open-source online chess platform known for its fast, ad-free experience.
- Key Features: Chess puzzles, tournaments, and multiplayer options, along with a sleek, minimalist design.
- Audience: More tech-savvy and competitive chess players, particularly those who prefer a streamlined, distraction-free experience.
- Demographics: Mostly male, aged 16 to 45, with a strong following among online chess communities and younger players.
- Play Magnus (Magnus Trainer)
- Overview: A chess training app developed in collaboration with world champion Magnus Carlsen, designed to improve players’ skills through engaging lessons.
- Key Features: Training modes, challenges, lessons from top players, and a focus on improvement.
- Audience: Chess learners and fans of Magnus Carlsen, looking for skill-building tools and gamified learning.
- Demographics: Ages 12 to 40, with a focus on casual and intermediate players who want to improve their game.
3. Using a potential customer scanning tool
Using strong tools is one of the best methods for determining who your target market is. We’ll introduce you to MKT UID, a platform that can help you maximize the potential of your clientele, in this post.
MKT UID makes it easier to locate your perfect clientele. Our platform provides a number of cutting-edge tools that let you quickly and for free identify and engage with your target audience.
Here’s where you can find out more about using MKT Software: Discover the Top Facebook Target Audience Finder
4. Build a persona
Creating an imaginary character that reflects the traits, tastes, and passions of your game’s intended player base is known as persona building. Using this persona, which acts as a model for your ideal player, you can design scenarios in which they engage with various marketing campaigns or game variants.
Taking this strategy can help you better target your player attraction and retention efforts by allowing you to anticipate how your target demographic will react to new features, gaming mechanics, or promotional content.
5. SWOT analysis
A traditional method for conducting market research, a SWOT analysis looks at both external and internal variables that could assist or hurt your chances of achieving your goals.
SWOT stands for: Strengths – Weaknesses – Opportunities – Threats
You can apply this analysis most effectively in the early phases of your decision-making processes.
Example:
Strengths of the Scrabble Game:
- Brand recognition: With decades of history and a devoted player base, Scrabble is a well-known and established word game.
- Educational value: It is well-liked by families and educational institutions since it fosters the growth of vocabulary, spelling proficiency, and cognitive capacities.
- Global reach: Scrabble is playable by people from a variety of cultural backgrounds and is accessible in many languages. It also has a large global fan base.
Conclusion
In conclusion, the secret to creating a successful game and marketing plan is understanding your game target audience. This method not only makes players happier but also solidifies your place in the market, guaranteeing that your game draws in the proper players and becomes a long-term success.
