Ensuring longevity for a casual mobile game

The Challenge

Our client – a casual mobile game developer – wanted to build a clear understanding of their current player base, identifying different cohorts of players, and their behaviours and motivations. This would then feed into events, updates and messaging, aimed at maximising player engagement. In a second stage, they also wanted to measure the potential for expanding the player base; by identifying and connecting with new players.

Our Approach

In stage one, we conducted an in-game survey with current players in US, DE and KR, covering in-game behaviours, but also general lifestyle and gaming behaviours. We then conducted follow-up depth interviews with a selection of US players in order to dig deeper into the why behind behaviours and bring players to life. For the second stage, we ran an online survey with gen pop mobile gamers, to measure market awareness, consideration and motivation, to understand how to attract them to the game.

The Outcome

The research produced detailed profiling of distinct player segments that helped with new feature development and messaging aimed at increasing engagement. The second stage helped identify a need for building on general brand presence before targeting specific competitor player groups with tailored messaging to increase the player base.

To learn more about the gaming market research we do at Bryter take a look at this article.