Segmentation of the games market using multivariate analysis

Abstract

This paper presents the results of an investigation into customer segmentation in the computer and video games market. A survey of gamers was conducted in order to measure gaming-related behaviour. Statistical techniques, including factor and cluster analyses, were applied with the aim of deriving a reliable gamer segmentation. The results from factor analysis reveal three main components of gamer behaviour: general gaming knowledge and attitudes, playing habits and buying habits. Cluster analysis clearly identifies a two-group solution, namely that of hardcore and casual gamers between which significant differences exist, while differences are far less significant with respect to the standard age-range comparison used extensively by those involved in developing and marketing games. The suggestion is that games developers should seriously consider an attitude/experience segmentation based on the two main categories of gamer: hardcore and casual.