Video Game Market Research Project By: Panayiotis Dimopoulos & William Stout

What factors drive the sales of video games? Research Question What factors drive the sales of video games?

Hypothesis Factors like perceived level of fun, replayability, difficulty, and multiplayer are statistically significant in predicting overall sales of video games

Objectives To assess what factors people consider important when making video game purchase decisions and whether those factors vary based on what devices are used to game. To determine what channels are used to advertise video games, and their effectiveness. To develop a psychographic/demographic profile of gamers.

Q3 Have you purchased a video game in the past 6 months? The Sample 76 Respondents, of those 76, 56 passed the Screener For simplicity, we will refer to the 56 Yes’ as the sample Q3 Have you purchased a video game in the past 6 months? Yes (1) No (2)

Our “Average” Gamer Is Male Is Between the Ages of 18-24 Q2 How many hours of video games do you play a week? None (1) 1-5 (2) 6-10 (3) 11+ (4) Our “Average” Gamer Q4 What platform do you use to game? Console (15) PC (16) Mobile (17) Handheld (18) Q16 Please indicate your age range. Under 18 (1) 18 - 24 (2) 25 - 34 (3) 35 - 44 (4) 45 - 54 (5) 55 + (6) Is Male Is Between the Ages of 18-24 Plays on Console Plays 1-5 or 11+ Hours of Video Games a week Has spent $104.46 on video games in the past 6 months Q14 Now we're going to ask you some basic demographic information. Rest assured all information is and will remain confidential. Please indicate your gender. Male (1) Female (2) Nonbinary (3)   Q11 The average video game costs $60. In the past six months, how much would you estimate you spent on video games?

The Value of Game Design Fun most valuable aspect of game (construct) People are not discouraged from playing violent video games Multiplayer aspects and gaming with friends are important to the average gamer Gamers can also play on their own for extended periods

The Value of Advertising Recommendations are highly valued Advertisements are only partially effective in swaying purchasing behavior Game reviews are relatively unimportant to purchase decision Demos aid in purchase decision

Q11 The average video game costs $60 Q11 The average video game costs $60. In the past six months, how much would you estimate you spent on video games? Q10 We would like you to answer a few questions about your purchase history of video games. Please go over each question and answer carefully before responding. What console did you last purchase to game on? Nintendo Switch (55) PS4 (56) Xbox One (57) PC (58) Nintendo 3DS (59) PS Vita (60) Other (Please Specify) (61)

Between The Groups Factors like fun, replayability, socialness, and having single player aspects are not significantly different between groups of gamers

Advertising effectiveness in Predicting Sales Factors like friend recommendations, advertisement influence, regard for reviews, and need to demo all are not statistically significant in the predicting of purchase behavior

Final Analysis Fun has a weak positive correlation to purchase behavior None of the factors (fun, difficulty, replayability, or multiplayer) are statistically significant in predicting purchase behavior No one factor can predict how successful a game will be, everything must mesh together