Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers

The electronic games industry is a new, dynamic, and fast-growing economic sector. However, organizations in this industry do not know the profile of their consumers. In view of this knowledge gap, the objective of this research paper is to analyze groups of electronic games consumers in the Brazili...

Descripción completa

Guardado en:
Detalles Bibliográficos
Autores principales: Lucas Souza, Ana Augusta Freitas, Luiz Fernando Heineck, Jorge Luiz Wattes
Formato: article
Lenguaje:EN
PT
Publicado: FUCAPE Business School 2021
Materias:
Acceso en línea:https://doaj.org/article/985c68d7d9c34b648fd26ca173880a5f
Etiquetas: Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
Descripción
Sumario:The electronic games industry is a new, dynamic, and fast-growing economic sector. However, organizations in this industry do not know the profile of their consumers. In view of this knowledge gap, the objective of this research paper is to analyze groups of electronic games consumers in the Brazilian market, in terms of their socio-demographic, behavioral, and expenditure characteristics. Using market segmentation literature and motivational variables found in games literature, this paper uses self-organizing maps and analysis of variance to segment 601 Brazilian gamers. The results demonstrate the existence of five different groups of games players and that, in order to reach each group, different strategies need to be used. The first group consists of t players who play all the time. The second has the same features as the first, but they do not have the same amount of time available to play. The third group consists of pro players. The fourth group and fifth group are the new challenge for games companies.