Do you know that 14% of businesses fail their projects due to the lack of data on what is your target audience? This is particularly true when it comes to mobile game development. With 3,6 mobile games played per month by a U.S. user, targeting the right audience is vital to figure out your marketing strategy as a substantial part of the winning approach.
Bartle’s taxonomy
In 1996 Richard Bartle successfully classified players in massively multiplayer online games (MMOG). Human personality and behavior during the gameplay underlie this classification. While initially it concerned exclusively videogame players, the segregated by him player types have come into use in mobile games as well:
What can satisfy achievers? Leveling up games with clear goals, high level of competition and leaderboards to illustrate their achievements and scores. Guilds and loots will be of much interest to them. For example, such games as Candy Crush, Crashlands, and Clash of Clans.
What can satisfy killers? Action games, missions and battles with loads of risk and excitement that takes place in a fast-paced environment with certain tools and/or weapons to achieve game objectives as well as certain “cheating” and manipulation options. Killers would love playing Candy Crush as they receive a chance of destroying the world, or Pokegyms from Pokemon Go.
What can satisfy socializers? Mobile games with storytelling options, roleplaying and community interactions. Pets, games to design and/or decorate a world of their own will certainly catch them fancy. For instance, Clash of Clans, Candy Crush and Clash Royale.
What can satisfy explorers? They fancy puzzle games and/or mobile games with epic stories where creative construction is involved. Pokemon Go, Best Friends – Puzzle Adventure and MonsterBusters can be some of the examples. Based on the research of the Bartle’s taxonomy that was carried out by E. Andreasen and B.Downey, no gamer can obviously be 100% killer, socializer, explorer or achiever. These types lie in every player and aren’t mutually exclusive. However, one of the player types is likely to prevail to a greater extent in some of them. This is surely not an axiom, but a great point to think over when wondering, how to define your target audience.
Unified Model by Bart Stewart
This model aims to explain how particular games satisfy particular players and their styles to better define target audience and what it excites. Analyzation of mobile gamers as your target audience can be quite challenging due to the high level of their diversification. Here’s what Stewart’s table looks like:
Google Play research
This is a brief overview of mobile game player types that was commissioned by Google Play with SKIM Analytics [3]:
Understanding mobile game player types won’t surely have a direct impact on what kind of a mobile game you want to be developed, i.e. the gameplay model you choose (shooters, runners, puzzles, for instance). Knowing the player types as your target audience will certainly impact and facilitate the decision-making when selecting the mobile game’s monetization models and marketing strategy as well as extra features that it’d be good to include. In order to have a look at professionally tailored mobile solutions, please have a look at r-stylelab.com.
0 Comments
Your comment will be posted after it is approved.
Leave a Reply. |
Archives
February 2018
Categories
|