Young Male Article Bowen Research
Topline Results
But of course, nothing is that simple. Email has become a love-hate medium. Consumers love it and hate it. And they especially hate getting spam. No one needs a market survey to know that you don't want your email to be viewed as spam.
What we learned
So many marketers have asked us about this topic, that we decided to study gamer feelings' about the promotional emails they get from game publishers. 582 gamers responded. The key findings are directly below, and the full report follows. Last, you'll find what gamers wrote in as the "coolest" email messages, and what they want to tell game marketing execs.
A couple key points:
When consumers were asked what they most wanted to hear about in email communications, here's what they said, starting with the most popular. (1.0 was the highest rating, so "discounts" when buying games scored best with a 1.9 rating). This gives you at least some guideposts on what's best in communicating with gamers.
1.9 Discounts
2.1 Opportunity to give input on a game's development
2.1 Add-ons and updates
2.3 Online demos and video clips
2.3 Recent game reviews
2.4 Information on available sequels to games you own
2.5 Screen shots and character art
2.7 Notes from developers on how a game is coming along
2.7 Other gamers' opinions on games
3.2 Game sales statistics on very successful new games
It's interesting that giving input on a game's development is rated right after dollars off. There are many ways this could be done, while informing gamers about the new game, and building their interest. This is something that we've almost never seen, and I think offers a great deal of potential for game publishers.
582 consumers were asked to list which game companies do the best at email communications. Here's the rank order based on the number of "mentions" each got. It's notable that some big names didn't make this top list. It's perhaps not surprising that EA does so well. It would seem worthwhile to get yourself on an email list from EA, and see how they do it. That Squaresoft did so well is probably both a testament to how well Final Fantasy is liked and how well it's marketed through email. Capcom did surprisingly well, their Cammy spokesperson/intern/Street Fighter character, whoever she is, is very well liked by consumers.
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Enjoy, Hugh Bowen
Note that my partner in doing this survey is Kevin Burke of Lucid Marketing, a firm that specializes in direct marketing. His contact information is below, and he can be reached at (609) 208-2150.
For the rest study, see below.
- 72% of gamers Strongly Agree or Somewhat Agree that email communications are an informative way to communicate about new games. And 49% of all gamers Strongly Agree or Somewhat Agree that that email communications make them more likely to purchase a game.
- 51% of Gamers who buy their games at a Superstore (i.e. Walmart), of which 40% do, agree that receiving email communications about games makes them more likely to purchase a game.
- 84% of gamers who own 26 or more games are interested in being a member of a "Game Club" where they could get early (before anyone else) game release dates, information, and cheat codes, etc.
- 80% of Console Video Game (PS2, Xbox, etc.) Players who DO NOT play games on a PC/MAC always or sometimes register their game with the publisher if they can register it on the Internet.
- 69% of gamers install demo discs or download demo games for upcoming games to be released. And 84% of gamers who purchase 12 or more gamers per year install demo discs or download demo games.
Key Findings
- "Newsgroups" & "Online Chats" were rated the best way for finding out about new games coming out. "Gamer Magazines" were rated the lowest among choices.
- 86% of gamers are Very Interested or Somewhat Interested in providing input into what goes into a new game's development.
- 59% of gamers expect to receive downloadable updates and add-ons to their games.
- 27% of gamers receive zero(0) email marketing messages from interactive game companies. 20% receive email marketing messages from only one(1) interactive game company.
- 27% of gamers purchase games online, but only 1% purchase directly from the interactive game company.
Key Findings
When asked to rank from 1 to 5 (Somewhat Not Important, 5 - Not Important at All) communication on the following items, respondents ranked them as follows:
1.9 Discounts
2.1 Opportunity to give input on a game's development
2.1 Add-ons and updates
2.3 Online demos and video clips
2.3 Recent game reviews
2.4 Information on available sequels to games you own
2.5 Screen shots and character art
2.7 Notes from developers on how a game is coming along
2.7 Other gamers' opinions on games
3.2 Game sales statistics on very successful new games
Key Findings
When asked to "name the game publishers that send the best messages", respondents made mention of the following interactive game companies in the following rank order based on the number of "mentions" each received.
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Survey Questions & Response Data
What is the coolest email communication you received from a game publisher?
- "About a new final fantasy game that was coming out. I love RPG's."
- "An offer to beta test an upcoming game. It allowed me to play the game free and help with finding bugs."
- "asking if I wanted to beta test a new game"
- "Capcom: Part of the e-mail is written by an intern who seems to be new to the industry. Nice to know her point of view as a newbie."
- " I usually receive ads for upcoming games. Those are always nice simply because they let me know what's new to the gaming world."
- "rockstar games sent the coolest email announcing free game downloads, new maps/mods to download, and free t-shirt offer!"
- "That I am going to receive a demo disk of a new game that is coming out, I get to play it before it is on the shelves:)"
- Complete list of comments available on request. Send email to [email protected]
If you could talk to Video Game marketing people, what would you tell them you want?
- "A lot more promotional items with pre-ordering games like t-shirts, like the do in Japan."
- "Ability to demo most games and create a discount for those of us loyal to a software title (i.e. Tomb Raider) as a way of saying thank you for our continued support"
- "Demo discs are best, I hate buying and finding a crap game, but if I play a good demo I WILL buy it. Then spread the word."
- "demos, more info about the game and hopefully an early order form."
- "How about some cool advertisement to entice gal gamers? The type of games that aren't so girly that can make me barf from all the sickenly sweetness. Or, a decent site for gal gamers? I like to play but there no place that is decently aim towards LADIES. Thank you very much."
- "I would like to receive at least a demo disc every month"
- "In whatever you release I want to see actual gameplay. I don't want to see the cinemas where the best graphics are, I want to see the real gameplay so I know what I'm working with."
- "Innovation! So many games nowadays are so much alike. We need fresh, creative games."
- Complete list of comments available on request. Send email to [email protected]
What do Video Game marketing people do that turn you off?
- "Act like the only people who play video games are geeky guys and that women don't enjoy games at all."
- "assume that because i'm a gamer i like blood and guts, it is not a factor when i purchase a game"
- "Exaggerate how good the graphics are of a game by showing screenshots from movie clips in the game and not of the actual gameplay."
- "irritating tv commercials. stop yelling at me!"
- "It turns us off when V.G. Marketing treats us older gamers like we are teenie-boppers. I don't know what phat is nor enjoy seeing tatoo & body pierced people."
- "Marketing people I think don't get enough unput from the gaming community, so they market games the way they think they will sell."
- "spam me with stuff I already know. Give me no insentive to support their bussiness like having to pay for a stamp so I can help them by registering a video game"
- Complete list of comments available on request. Send email to [email protected]
Methodology & Respondent Demographics
- 3,800 self-identified gamers were sent a request, via email, to participate in a survey with a chance to win 10 new games of their choice.
- Response data was collected from April 25th - April 30th, 2003.
- 582 (15% response) completed the survey.
- 76% of the respondents were Male.
- 58% own 26 or more games.
- 53% play games 10 or more hours per week.
About the Researchers
Lucid Marketing works with clients to improve customer response & loyalty through relationship marketing programs. We explore customer needs & design customized marketing programs to meet those needs, thereby enhancing the relationship and building long-term loyalty.
Clients include Buena Vista Games, eharmony.com, Buena Vista Home Entertainment, Amersham Health, ATS Money Systems and The Los Angeles Times.
| Lucid Marketing "Customer-centric. Client-driven." 2 N. Main Street P.O. Box 389 Allentown, NJ 08501 www.lucidmarketing.com | For questions & comments contact: Kevin Burke 609-208-2150 [email protected] | |
| Bowen Research 611 San Benito Street Half Moon Bay, CA 94019 www.bowenresearch.com | Bowen Research is a market research company focusing on young male consumers. We work with the high tech, consumer electronics, and software markets. We conduct focus groups, group interviews and surveys, whether through the traditional in-person method or on-line via chat. We also conduct online studies concentrating on new product concepts and packaging.
Clients include Konami, Capcom, THQ, Rockstar Games, Nvidia, Lucas Arts, America Online, Warner Bros. and many more. For questions & comments contact: | |