Connect with Gamers

A global computer technology company wanted to understand PC gamers and how to better market gaming products to them. A foundational profile of gamers in select countries was desired to improve the client’s messaging strategy. Additionally, the client sought learning around console and PC usage to strengthen the product pipeline.

APPROACH

W5 conducted a comprehensive consumer profiling survey in the U.S., China, and Germany among a broad market of global gamers. Beyond demographics and category behaviors, the research was customized to assess gaming habits, device, console, and other product preferences and unmet needs and profile based on category-relevant psychographics and lifestyles.

RESULTS

Informed by research insights, W5 presented robust profiles of PC gamers in each market, including demographic and detailed category behavior descriptors, but more importantly, key needs, desires, motivations for category behaviors and attitudes, and rationale for preferences. W5 revealed compelling commonalities and differences by market and provided strategic recommendations around communications and consumers’ product configuration needs.