Persona creation for a live mobile match game

The Challenge

Our client was looking to build a more up to date understanding of the player base of one of their top grossing games. As well as understanding differences across markets, and from spenders to non-spenders, a key component of the research was to create distinct player personas, to bring players to life and help inform future game and marketing strategies.  

Our Approach

Starting with an in-game survey for current players, we captured behavioural and motivational data, which was later combined with Player BI data to build a holistic view of players in and outside of game. In a follow-up qualitative stage, we recruited players from the initial survey to take-part in individual  depth interviews, aimed at exploring behaviours in more detail and really getting to know the players.

The Outcome

sing advanced cluster analysis, we created distinct player personas based on game-specific motivations. Each persona was then brought to life using further profiling data and quotes from the live interviews, to help better understand how to connect with different personas and increase engagement. An allocation tool was created to help allocate players to the new personas in future studies.

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