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...

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Autores principales:	Lucas Souza, Ana Augusta Freitas, Luiz Fernando Heineck, Jorge Luiz Wattes
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2021
Materias:	electronic games market segmentation consumer behavior self organizing maps brazil Business HF5001-6182
Acceso en línea:	https://doaj.org/article/985c68d7d9c34b648fd26ca173880a5f
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id	oai:doaj.org-article:985c68d7d9c34b648fd26ca173880a5f
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spelling	oai:doaj.org-article:985c68d7d9c34b648fd26ca173880a5f2021-11-11T15:48:08ZGroups of Gamers: Market Segmentation of Brazilian Electronic Gamers1807-734X10.15728/bbr.2021.18.2.4https://doaj.org/article/985c68d7d9c34b648fd26ca173880a5f2021-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123067049004https://doaj.org/toc/1807-734XThe 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.Lucas SouzaAna Augusta FreitasLuiz Fernando HeineckJorge Luiz WattesFUCAPE Business Schoolarticleelectronic gamesmarket segmentationconsumer behaviorselforganizing mapsbrazilBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 18, Iss 2, Pp 177-195 (2021)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	electronic games market segmentation consumer behavior self organizing maps brazil Business HF5001-6182
spellingShingle	electronic games market segmentation consumer behavior self organizing maps brazil Business HF5001-6182 Lucas Souza Ana Augusta Freitas Luiz Fernando Heineck Jorge Luiz Wattes Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers
description	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.
format	article
author	Lucas Souza Ana Augusta Freitas Luiz Fernando Heineck Jorge Luiz Wattes
author_facet	Lucas Souza Ana Augusta Freitas Luiz Fernando Heineck Jorge Luiz Wattes
author_sort	Lucas Souza
title	Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers
title_short	Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers
title_full	Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers
title_fullStr	Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers
title_full_unstemmed	Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers
title_sort	groups of gamers: market segmentation of brazilian electronic gamers
publisher	FUCAPE Business School
publishDate	2021
url	https://doaj.org/article/985c68d7d9c34b648fd26ca173880a5f
work_keys_str_mv	AT lucassouza groupsofgamersmarketsegmentationofbrazilianelectronicgamers AT anaaugustafreitas groupsofgamersmarketsegmentationofbrazilianelectronicgamers AT luizfernandoheineck groupsofgamersmarketsegmentationofbrazilianelectronicgamers AT jorgeluizwattes groupsofgamersmarketsegmentationofbrazilianelectronicgamers
_version_	1718433904841457664

Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers

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