Building a deeper understanding of the motivations and behaviours of online poker players
The Challenge
Our client, an online gambling and poker site, wanted to build a deeper understanding of the needs, motivations and behaviours of new online poker players.
The research was needed to help inform the business of the best way to guide and direct players through early and formative experiences, so as to maximise early engagement and reduce churn.
Our Approach
We conducted a three-stage qualitative test, comprised of focus groups, a week-long live playtest where new players experimented with poker and documented their experiences, followed by a second series of focus groups to discuss their experiences of playing and their views of the client’s siteThe Outcome
Our research identified a number of different player typologies, each with distinctive journeys, needs and experiences of playing on the client’s site.
The insight from the research helped to inform player targeting as well as a series of comms for new players and new thinking around chance games targeted towards poker players.
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