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一份Newzoo的游戏玩家调研!|出海荷兰游戏岛群第3期

2019-08-25 16:35:56

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过去10年,消费者对游戏的参与度发生了巨大变化。现在的游戏比以往任何时候都更加多元化和碎片化,玩家不仅仅是在玩游戏;观看电子竞技和游戏视频内容也是这个谜题中同样重要的一部分。在许多情况下,硬件和外围设备的所有权是许多游戏爱好者的另一个重要组成部分。游戏的这些新维度需要一个新的细分市场,以抓住所有独特的、热情的粉丝。

 

像“休闲游戏玩家”和“硬核游戏玩家”这样的角色不再适合,只占游戏玩家的一小部分。旧的划分游戏玩家的方法是线性的、完整的,并且对游戏业务几乎没有什么好处。这就是为什么我们在过去的一年里将我们的消费者洞察经验和游戏市场专业知识投入到开发Newzoo的游戏玩家细分市场中。结果是:八个独特的角色,涵盖了消费者参与游戏的方方面面:玩、看和拥有。从游戏发行商、硬件制造商到汽车和服装品牌,每个人都将受益于这一细分游戏爱好者的新标准。品牌最终可以发现适合自己品牌的新角色,更深入地了解目标受众的参与模式,并了解哪些群体增长最快,在哪些市场。

 

这八个角色都代表了市场上一种独特的游戏爱好者类型。角色是相互排斥的,这意味着一个人只能属于一个角色组,并且它们之间没有重叠。这八个角色代表了全球游戏爱好者群体中的每一个消费者,基于他们对游戏、观看和拥有的偏好。

 

覆盖游戏市场的所有领域

 

Newzoo的游戏玩家分割功能的目标群体在传统分割的雷达下飞行,彻底改变了这些独特的个体群体是如何被理解和接近的。这些群体增长最快,而且大部分人有足够的可支配收入用于消费。这包括爆米花玩家,他们通常不玩很多游戏,但喜欢看游戏视频内容/电子竞技。因此,通过Twitch和YouTube这样的媒体比通过游戏内广告更容易接触到这个角色。

 

另一个快速增长的角色是云游戏玩家,他们享受高质量的游戏体验,最好是免费游戏或打折游戏,但只在必要时购买硬件。微软(Microsoft)和谷歌即将推出的云游戏平台(xCloud)和Stadia不需要消费者购买昂贵的硬件,它们可能会改变这一群体的游戏规则。

 

后排观众观看游戏视频内容或电子竞技,但很少玩游戏。这个角色中的许多消费者都是曾经喜欢玩游戏,但由于工作和/或家庭责任而没有时间玩游戏的老玩家。

 

终极玩家在市场的各个领域(游戏,拥有和观看)都有自己的生活和活动。此外,这些消费者可能对电脑、电子产品和小玩意感兴趣,并喜欢在业余时间看电影。与其他角色相比,他们更有可能生活在有孩子的家庭中。

 

传统玩家就像10年前的终极玩家,那时游戏视频内容还没有出现,电子竞技也还没有迅速崛起。传统玩家对观看别人的比赛没有什么兴趣;不过,他们仍然热衷于跟上最新的游戏发行和开发。没有什么会妨碍这个角色满足他们的游戏需求,所以拥有最新的硬件和外设也是他们参与游戏的一个关键部分。

 

全能爱好者也是游戏迷,他们每周都要玩好几个小时。他们享受全面的游戏体验,结合玩游戏,观看游戏内容,并拥有专用的游戏硬件。虽然他们可能不像终极玩家那样专注,但对于全面的游戏爱好者来说,游戏仍然是一项严肃的业务。他们通常都是全职员工,所以购买最新的图书和硬件不成问题。

 

与此同时,打发时间的人是那些玩游戏的消费者,通常是在手机上打发时间;例如,在玩《糖果粉碎传奇》(Candy Crush)或《部落冲突》(Clash of Clans)来消磨时间。他们每周花在游戏上的时间很少超过几个小时,也不认为游戏是他们生活的主要部分。

 

最后,还有硬件爱好者。这些消费者对游戏并不在意,也不是每周都玩很多游戏。然而,当他们玩游戏时,硬件对他们的体验至关重要。他们不能对最新的游戏设备和外设视而不见,所以他们在这些产品上花了很多钱。他们对电脑、电子产品和小玩意的热爱不仅限于游戏。

 

每个人物角色的大小因地区和国家而异,每个群体的人口统计数据也是如此。利用我们对游戏、电子竞技和移动设备的消费者洞察,我们可以更深入地探究这些群体参与游戏的动机。

 

您可以了解和探索用户基础或目标组中最常见的参与组合。您还可以更深入地了解人们如何参与游戏以及他们在游戏之外的行为模式。例如,使用我们的数据找出他们的人口统计、媒体行为、品牌偏好、爱好和兴趣,以及消费行为。新的细分市场及其人物角色让各大品牌全面了解,现代消费者是如何通过玩游戏、观看和拥有游戏内容来参与其中的。

 

英文:

THE NEW STANDARD FOR A NEW BREED OF GAME ENTHUSIASTS 

 

Consumer engagement with games has changed dramatically over the past 10 years. Now more multi-dimensional and fragmented than ever, gamers aren’t just playing games; watching esports and game video content is an equally important part of the puzzle. Hardware and peripheral ownership is, in many cases, another vital component for many game enthusiasts. These new dimensions of gaming demand a new segmentation that captures all its unique, passionate fans. 

 

Personas like ‘’casual gamers’’ and ‘’hardcore gamers’’ don’t cut it anymore, only accounting for a fraction of gamers. The old way of segmenting gamers is linear, incom- plete, and offers few benefits to the games business. This is why we spent the past year pouring our consumer insights experience and games market expertise into developing Newzoo’s Gamer SegmentationTM from the ground up. The result: eight unique personas that encompass all aspects of consumer engagement with games: playing, viewing, and owning. Everyone, from game publishers and hardware manufacturers to automotive and apparel brands, stands to benefit from this new standard for segmenting games enthusiasts. Brands can finally discover new personas that fit their brand, grasp a deeper understanding of their target audience’s engagement patterns, and see which groups are growing the fastest and in which markets. 

 

Each of the eight personas represents a unique type of game enthusiast in the market. The personas are mutually exclusive, meaning that a person can only belong to one persona group and there is no overlap between them. The eight personas represent every consumer in the global population of game enthusiasts, based on their preferences for playing, viewing, and owning. 

 

REACHING ALL SEGMENTS OF THE GAMES MARKET 

 

Newzoo’s Gamer Segmentation features target groups that fly under the radar of tradi- tional segmentation, revolutionizing how these unique groups of individuals are under- stood and approached. These groups are growing fastest, and—for the most part—have plenty of disposable income to spend. This includes Popcorn Gamers, who typically do not play many games but love watching game video content/esports. This persona, there- fore, is easier to reach through mediums like Twitch and YouTube than with in-game advertising. 

 

Another fast-growing persona is the Cloud Gamer, those who enjoy high-quality game experiences, preferably free-to-play or discounted titles, but only spend on hardware when necessary. The imminent cloud gaming platforms from Microsoft (xCloud) and Google (Stadia), which do not require the consumer to buy expensive hardware, are a potential game changer for this group. 

 

Backseat Viewers watch game video content or esports but rarely play games. Many consumers in this persona are lapsed gamers who once enjoyed playing games, but due to work and/or family commitments no longer have time to play. 

 

Ultimate Gamers live and breathe games across all spectrums of the market (playing, owning, and viewing). In addition, these consumers are likely to have an interest in computers, electronics, and gadgets, and enjoy watching movies in their spare time. Compared to other personas, they are also likelier to live in a household with children. 

 

The Conventional Player resembles the Ultimate Gamer of 10 years ago, before the advent of game video content and the meteoric rise of esports. Watching others play is of little interest to Conventional Players; still, they revel in staying up to date with the latest game releases and developments. Nothing will get in the way of this persona fulfilling their gaming needs, so owning the newest hardware and peripherals also a key part of their engagement. 

 

All-Round Enthusiasts are also avid gamers, playing for many hours each week. They enjoy a holistic gaming experience, combining playing games, viewing game content, and owning dedicated game hardware. While they may not be as dedicated as Ultimate Gamers, games are still serious business for All-Round Enthusiasts. They are typically full-time workers, so paying for the newest titles and hardware is no issue. 

 

Meanwhile, Time Fillers are consumers who play games, typically on mobile, to pass the time; for example, by playing a game of Candy Crush or Clash of Clans while com- muting. They rarely spend more than a few hours gaming each week and don’t see gaming as a major part of their lives. 

 

Lastly, there is the Hardware Enthusiast. These consumers are casual about gaming and don’t play many games each week. When they do play games, however, hardware is vital for their experience. They simply cannot turn a blind eye to the newest gaming gear and peripherals, so they spend big on these products. And their love of computers, electronics, and gadgets extends beyond games. 

 

The size of each persona varies per region and per country, as do the demographics per group. Using our Consumer Insights for games, esports, and mobile, we can dive deeper into what motivates these groups to engage with games. 

 

You can understand and explore combinations of engagement that are most common within your user base or target group. You can also grasp a deeper understanding of how people engage with games and their behavior patterns outside of gaming. For example, use our data to find out their demographics, media behavior, brand preferences, hobbies and interests, and spending behavior. The new segmentation and its personas give brands a complete picture of how modern consumers are engaging with gaming content through playing, viewing, and owning.

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