Download presentation
Presentation is loading. Please wait.
1
Jon Radoff, CEO, GamerDNA GDC Austin 2009
Emerging Trends in Gameplay: The Blurring Lines Between Casual and Hardcore Jon Radoff, CEO, GamerDNA GDC Austin 2009
2
Agenda What is changing about players? What is an online game?
Are there better ways to Segment audiences? Casual vs. Hardcore?
3
stories quizzes history
4
Gamer Stereotypes of the past…
5
Games are not a media category.
Games are played by everyone!
9
9 7 % OF TEENAGERS PLAY GAMES
10
Couples play games
11
Families play games
12
People of all ages play games
13
What Twitter can tell us about gamers
Almost 1 million tweets/month tracked by TweetMyGaming about games
14
Heatmap of Game Twitter Conversations
15
Rock Band overwhelming game conversations 9/9/09 – at Wow’s expense
16
Since 5/31, 7.6% weekly compound growth in tweets about games
17
Casual games vs. (Hard)core games
18
Casual games vs. (Hard)core games
(AKA, The Most Stupid Dichotomy Ever Created in the Game Industry)
19
A core game from 1978 A “casual” Flash game from 2009
20
What are better ways of categorizing the market?
21
What is an online game?
22
World of Warcraft
23
World of Warcraft Madden NFL 09
24
Madden NFL 09 Guitar Hero III
25
Web-based, easy-to-play, collectible
Duels, Warstorm, Planet Storm Web-based and iPhone 30 million daily active players in Sept 2009 Browser based Strategy Game In May 2009, the Travian website is more popular than the World of Warcraft website (430 vs. 540 on Alexa)
26
Social gamers vs. Experience Gamers
28
But it isn’t just guilds – games with any social components are more successful
30
Rock Band vs. Guitar Hero 3
Why did Rock Band command high daily attention levels? Q: Daily Players of Rock Band vs. GH3 Don’t even look at it, we really wanted to get to know their users better – they just didn’t know! We were able to get down to a couple layers of value with harmonix. What does it look like? Looking at the same scale on GH3 – we get some interesting conclusions. Harmonix is getting to know some of the deeper questions and we’re facilitating that through – confidentially of course, custom quizzes. That data is custom tailored for HMX – they don’t have an ability to get to it. 30
31
Grand Theft Auto IV Daily attention from launch day
32
Call of Duty IV Daily attention from launch day
35
Segmentation based on thematic (rather than gameplay-type) genres
36
Bioshock – What are they also playing?
37
Every game has its own distinct segmentation
38
Concurrent Halo 3 Players
GTA IV Released - 59% Drop “Heroic” Map Pack - 42% Increase “Legendary” Map Pack – 46% Increase “Mythic” Map Pack – 62% Increase “Bungie Day” Free Map - 65% Increase Title Update – 95% Increase
39
Halo 3 Audience Segmentation
Initial Market Genre Loyal Brand Loyal
41
Initial Market Genre Loyal Brand Loyal
42
Competitive Set Analysis
43
Top 10 other games played by World of Warcraft Players
44
Top 8 Games played by MMO Players
45
Conclusions Larger, more diverse audience than ever
The definition of “online game” has evolved Don’t get caught in “casual vs. hardcore” More helpful segmentations: social vs. less social players, thematic tastes, brand-loyal vs. genre-loyal, competitive sets
46
Thanks! Jon Radoff, CEO, GamerDNA jradoff@gamerdna.com
GamerDNA: tarinth.gamerdna.com Twitter: jradoff Thanks!
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.