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Mechanism for Studying Gamer

Dedication
Contents by Ernest Adams, barry ip [Business/Marketing, Design]

From Casual to Core: A

Statistical Mechanism for Compar
Studying Gamer Dedication
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Page 1 June 5, 2002 Page 1 of 3

Page 2
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With the increasing popularity of interactive entertainment and its acceptance as a form of popular
culture, the average gamer is no longer a stereotypical geek and obsessive hobbyist. If the game industry
PROGRAMMING is to further broaden gaming's appeal to mass-market audiences, it must learn to fulfil its customers'
desires, but there is still a great deal of uncertainty about who they are and what they want.
ART Unfortunately, the industry does little formal market research. Publishers tend to rely on focus groups,
warranty-card returns, and Internet gossip to understand the state of the market.
AUDIO
These mechanisms have the advantage of being inexpensive, but all are compromised by the fact that
DESIGN their participants are self-selected and almost certainly atypical consumers. Focus groups and Internet
messages also represent extremely small samples on which to base important decisions, and much of
PRODUCTION their content consists of unquantified observations. In his eight years of employment at Electronic Arts,
Ernest Adams never saw a single document offering a quantitative statistical analysis, backed up by a
BIZ/MARKETING properly-conducted poll, of the state of the market.

Notably highlighted by Ernest Adams' Designers

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Notebook entry "Casual vs. Core" and Scott Kim's
View All RSS GDC 2001 presentation "Designing Web Games that
Make Business Sense", professionals in the game
November 7, 2017
industry tend to think of gamers as falling into one of
Tilting Point two categories -- the hardcore and the casual. The
Senior Marketing characteristics that define these categories are
Manager usually vague and based on intuition and personal
Tilting Point experience. We often hear the terms hardcore (also
Senior Product Manager referred to as core, or traditional, gamers) and
StoryArc Media casual (mainstream, mass-market, and occasional
Director of Growth gamers) being used freely by journalists, reviewers,
Marketing, Poptropica and various gaming-related media, while failing to
and Kids Entertainment define precisely what it means to be one or the other.
Nickelodeon In this article, using a combination of relevant
Senior Vice President, discussions and certain principles of consumer classification from academia, we shall propose a method
Games, Nickelodeon for statistically distinguishing between different categories of gamer according to quantifiable criteria.
MAGIC LEAP Studies of consumer behaviour widely acknowledge the concept of consumer segmentation, and the
Sr Gameplay Designer importance of accurately targeting different types of customer. Consequently, knowing the preferences
2K and idiosyncrasies of the most important entity in the industry -- the gamer -- takes us halfway towards
MOTION CAPTURE the goal of total customer satisfaction.
PRODUCTION MANAGER

Gamers can be described by a nearly infinite number of characteristics. Following the suggestions of
Adams and Kim, we propose 15 variables that we believe are key to distinguishing between the hardcore
Latest Blogs and the casual gamer, and ways of measuring each for a given player. Once these data are gathered, they
View All Post RSS may be weighted to obtain a single numeric score, which determines the extent to which the player is a
"core" or a "casual" gamer -- a value that we call gamer dedication.
November 7, 2017

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Hardcore gamers are clearly different from casual gamers, and the characteristics of hardcore and casual
gamers will also be different from those who are generally uninterested in interactive entertainment.
Therefore, understanding the opposing ends of the spectrum, and the space in-between, with regard to
consumer preference, opinion, knowledge and behaviour, is critical for the purpose of establishing any sort
of gamer classification. Taking the characteristics mentioned by Adams (2000) and Kim (2001), as well as

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07/11/2017 Gamasutra - From Casual to Core: A Statistical
Neuroscience introducing a few of our own, the following discussion of The 15 Factors of Classification takes into
Video Game Deep Cuts: account the most pertinent factors associated with the distinction between the different types of gamer.
Donkey Crossing? Let's
Observer! Hardcore gamers are: (taken from Kim)
1. Technologically savvy
2. Have the latest high-end computers/consoles
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3. Willingness to pay (also supported by Adams)
November 7, 2017
4. Prefer violent/action games
Games Press 5. Prefer games that have depth and complexity
6. Play games over many long sessions (also supported by Adams)

View All RSS Hardcore gamers: (taken from Adams)

7. Hunger for gaming-related information
About 8. Discuss games with friends/bulletin boards

Editor-In-Chief:
9. Play for the exhilaration of defeating (or completing) the game
Kris Graft 10. Much more tolerant of frustration

Editor: 11. Engaged in competition with himself, the game, and other players
Alex Wawro Other:
Assignment Editor: 12. Age at which first started playing games
Chris Baker 13. Comparative knowledge of the industry
Contributors: 14. Indications of early adoption behaviour
Chris Kerr 15. Desire to modify or extend games in a creative way.
Alissa McAloon
Emma Kidwell Table 1: The 15 Factors (not in any particular order)
Bryant Francis
Katherine Cross
Advertising: Discussion
Courtney Blair

In each case we suggest a method for measuring these characteristics quantitatively.

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1. Technologically savvy More or less self-explanatory, we expect hardcore gamers to be more

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2. Have the latest high-end computers/consoles Hardcore gamers will acquire the latest console
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familiar with the latest releases and developments, and to show greater interest with regard to new
gaming-related technologies as compared to casual gamers. This characteristic can be measured by
presenting survey subjects with a large number of computer-game technology terms and acronyms,
and asking them to match the term with its correct definition. This will provide a numeric score for
the subject's degree of "technology savviness."
platforms and/or PC hardware in order to keep up-to-date with the most recent trends.
Furthermore, they are more likely to own, or have owned, a wide variety of older games platforms.
Subjects may simply be asked which console platforms they own; in the case of PC gamers, what
the performance characteristics of their machines are.

3. Willingness to pay - A factor acknowledged by both Adams and Kim, hardcore enthusiasts are
Gama Network more inclined to spend money on games and games-related products. Conversely, casual gamers
If you enjoy reading this site, are more inclined to wait for price discounts and special offers before committing to a purchase. Kim
you might also want to check further emphasises this point with the characterisation of casual gamers as "wanting games for
out these UBM Tech sites:
free". This can easily be measured by asking survey subjects about their spending patterns.

Game Career Guide 4. Prefer violent/action games Kim suggested that hardcore gamers prefer games that show
comparatively violent and action-intensive content. However, should a more generalised terminology
Indie Games be required, we could re-phrase this to obtain a measure for a gamers' comparative preference for
certain types of game, rather than solely for action/violent games. Because the definitions of
"violence" and "action" are subjective, controls could be established by asking subjects about their
preference for specific games, with the games divided into categories based on their Entertainment
Software Rating Board descriptors.

5. Prefer games that have depth and complexity Complementary to factor 4 above, hardcore
gamers prefer games that deliver greater complexity, and which require a longer time to master,
regardless of their themes. This can be objectively measured by asking subjects whether they prefer
a game that takes more or less than a given amount of time to play through.

6. Play games over many long sessions A factor supported by both Adams and Kim. Being the
hardcore gamers' favourite hobby, they are likely to devote considerably more time playing games
as compared to casual gamers. Subjects can be asked about their playing patterns.

7. Hunger for gaming-related information Devouring everything from the latest news, previews
and reviews, to interviews with industry experts, the hardcore gamer actively seeks gaming-related
information through the Internet, games-magazines and books, etc. Subjects may be asked how
much time they spend per week on these activities.

8. Discuss games with friends/bulletin boards In addition to hunger for information (factor 7),
hardcore gamers like to discuss gaming with others, and to regularly visit game-related Internet
forums or chat rooms. Subjects may be asked how much time they spend per week on these
activities.

9. Play for the exhilaration of defeating (or completing) the game Hardcore gamers will play
persistently for the enjoyment and exhilaration of defeating the game, and are likely to be more
forgiving of aesthetic flaws such as poor acting or a trivial plot. This can be measured by asking
subjects to rate the relative importance to them of a number of factors in their motivation for

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07/11/2017 Gamasutra - From Casual to Core: A Statistical
continuing to play a given game (not for choosing to purchase the game). If "I want to beat/finish
it" is considered highly important, the subject is more likely to be a hardcore player.

10. Much more tolerant of frustration Hardcore gamers are much more tolerant of difficult games,
or games that might frustrate them in some way. Casual gamers are more likely to abandon such
games. The best way of measuring this quality objectively would be to present all the subjects with
the same, moderately frustrating or difficult game, and measuring the length of time they play
before abandoning it.

11. Engaged in competition with himself, the game, and other players Hardcore gamers want to
feel the satisfaction and reward of competing and improving his skill against other players and/or
computer-controlled opponents. Casual gamers would not, for example, be inclined to play endlessly
to their reduce lap-times in Gran Turismo by a fraction of a second, or have the patience to learn
every combination attack in Street Fighter, or even to achieve a higher score. Subjects can be asked
to rank a number of factors in their decision to continue to play a game. If improving her skills,
competing with others, or achieving the highest score (whether above those of other players or her
own previous efforts), are ranked as important, this would tend to suggest that the subject is a
hardcore player.

12. Age at which first started playing games Evidence from respectable sources such as the IDSA
and ELSPA indicates that the gaming audience is growing older. One of the reasons for this is that
those who started playing at a young age have gradually matured alongside the development of the
industry. Taking this into consideration, this factor takes into account the extent to which they are
familiar and experienced with playing games. This can be quantified by asking subjects at what age
they started playing games as a hobby. If they started at a young age, and have since been regular
gamers, then this would indicate those who are more experienced and knowledgeable.

13. Comparative knowledge of the industry Complementary to factors 7 and 12 above, hardcore
gamers are likely to posses a much greater level of knowledge and experience with regard to the
various facets of gaming (of ranging from knowledge about the latest releases, to design issues and
developments within the industry). However, the hunger for information (factor 7) does not directly
translate into a good knowledge base. For example, a casual gamer may consider himself hungry for
information, but only towards certain things (such as latest releases, reviews and prices). The
hardcore gamer, on the other hand, is likely to show broader knowledge and awareness of industry
activities and trends, new technologies, and game development methods. Subjects can be asked to
classify a number of statements about games and the game industry as true or false. Those who
classify a large number correctly can be said to be comparatively more knowledgeable and aware.

14. Indications of early adoption behaviour Early adoption behaviour (EAB) as defined in
consumer-marketing literature, is an undeniable and salient characteristic that defines the
behaviour of consumers. EAB describes consumers or individuals who are first to adopt the latest in
trends or fashions. Current theory suggests consumers who exhibit EAB do so in order to establish
themselves as part of an innovative and desirable social hierarchy (see, for example, Fisher and
Price, (1992)). In terms of the games industry, this describes the behaviour of hardcore gamers,
who are willing to spend exponentially more on new hardware and software that are yet to be
released officially (through grey-market imports) in order to satisfy their hobby. In addition, for
hardcore gamers (particularly those in the UK), the detrimental effect of localizing games from the
NTSC broadcasting standard (US and Japanese markets) into PAL (UK) further strengthens the
demand and reason for importing NTSC games directly. (Localized games converted from NTSC to
PAL typically exhibit slower game speeds, unsightly screen borders, and less attractive packaging.)
Furthermore, hardcore gamers would not necessarily acquire imports or gaming-related items solely
for the purpose of overcoming the delay of official releases, but also to possess items that have a
rare or intrinsic value. Consequently, this factor attempts to obtain a measure of EAB from the
various categories of gamer. Subjects can be asked a number of questions about EAB, such as
whether they have ever waited in line before a software store opened to buy a new game on its first
day of release, and if they regularly acquire imports. Those who answer a number of these
questions affirmatively can be said to be "early adopters" and therefore probably hardcore gamers.

15. Desire to modify or extend games in a creative way Hardcore gamers frequently modify
commercial games in a variety of ways. These can range from simple changes such as giving
characters new "skins" to cause their appearance in the game to be different, to programming "aim-
bots", separate pieces of software that work in concert with an existing game to give the player an
unfair advantage over others. Casual gamers seldom take the time to make these kinds of
modifications; they tend to play the game "as-is" out of the box. Subjects can be asked whether
they have ever engaged in some of these activities. The more that they have, the more likely they
are to be hardcore gamers.

Page 1 of 3

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