Setting Up For Launch

The Challenge

Our client was in the latter stages of development for a new action-adventure game with a unique twist. With the title likely to be released in the next year, the marketing team wanted to build a clearer picture of the game's key target audience, as well as understand overall perceptions of the game and various art assets in order to further refine the game positioning and marketing materials prior to launch.

Our Approach

To achieve these objectives, we conducted an extensive online survey amongst a representative sample of gamers. Using consistent questioning and metrics, we were able to measure player interest as they gradually learnt more about the game. We also used a combination of tools such as pulse video rating, text highlighting and open responses, in order to build a richer picture of how players viewed individual aspects and assets of the game.

The Outcome

From the study, Bryter were able to identify the size of the potential audience, and build a more detailed picture of what the audience looked like, in terms of demographics, behaviours and motivations. From players’ detailed feedback on the various game features and assets, we were able to make strategic recommendations around the positioning of the game in order to maximise engagement – such as content and tone of the video trailer, key features to prioritise in messaging, and adjustments to the key art to better convey the game USPs.