Profile of Indian Gamers

By: Intellect, Lintas Media Group

Date: 18.03.08
 The Gamer Segments…
¢ Heavy Gamer ¢ Medium Gamer ¢ Non Gamer

Net User (more than once Net User (more than once Net User (more than once
week for 30 minutes week for 30 minutes week for 30 minutes
consecutive surfing) consecutive surfing) consecutive surfing)

Spends 12 hours per Plays for fun or to have a Does not play online
week gaming quick break games on a weekly
basis

Plays online casual game

more than once a Or a person who has
week for 15 or more never played any
minutes form of game on any
platform
 Target Group and Market

¢ Target Group –
¢ TG 1: 12 – 20, AB1, MF, internet users and Heavy gamers
¢ TG 2: 12 – 20, AB1, M/F, internet users and Medium Intensity
Gamers
¢ TG 3: 12 – 20, AB1, M/F, internet users and non gamers

¢ Markets –
¢ Mumbai
¢ Delhi
¢ Chennai
¢ Indore
 Research Approach

¢ Exploratory Quantitative Research

¢ Primary Data collection by survey method

¢ Face to Face Interviews

¢ Structured Questionnaire

¢ Field Work –
¢ Recruitment of Respondents based on quota sampling

¢ Classification of respondents based on Profiling Questions

 Sample Size
¢ Size – 480 respondents across 4 cities
¢ Quota Sampling -

City Age Group Heavy Medium Intensity Non Gamer

Gamer Gamer

Mumbai 12 - 20 years 20 40 60

Delhi 12 - 20 years 20 40 60

Chennai 12 - 20 years 20 40 60

Indore 12 - 20 years 20 40 60

Total 80 160 240

ce quota sampling has been used, estimate of universe and extrapolation to generate population of gamers can not be p
Respondents Profile
 Demographic Profiling
60% of the respondents fall in the
16 – 20 age bracket

12 to 15 16 to 20

59 61 62

41 39 38

Heavy Medium Non Gamer

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
 Demographic Profiling
And belong to a medium sized family (4 to 5
members)
2 to 3 people 4 to 5 people 6 people More than 6 people

8 5 7
14 12
14

74 69
71

7 8 13

Heavy Medium Non Gamer

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
 Demographic Profiling
And are supported by single parents working

Only Father Working Both are w orking Both the parents are not w orking
0 4 2
15 7 8

82 87 87

Heavy Medium Non Gamer

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
Agenda

Know thy TG
 Media Gaming Lifestyle
Anatomy of a Gamer
 Gamer Mapping
Who What
Understanding lifestyle
and attitude of a gamer

How Much

Where When
Who
Attitude to Life…
Mapping Personality Traits
Care free Music
I usually speak my mind even if its upsets people Music is an important part of my life
I often do things in the spur of the moment

I don’t worry about consequences Ambitious
I want to get to the very top of my career

Team Worker
I prefer to work as a part of a team than work  Organized
alone
I end up doing things at the last minute
I prefer to stick to a plan
Extrovert
I’m a very organized person
I like making new friends
I meet friends on a daily basis
I spend more time with family than friends Tech Savy
I’m a party freak I easily adapt new technology
My friends and I spend long hours chatting at coffee shops I like to keep up with developments in 
technology
I like to spend a lot of time all by myself
Who
Attitude to Life…
Mapping Personality Traits
Image
I only buy branded clothes
I prefer to watch movies at multiplexes than normal theaters
I’m conscious about the latest fashion while shopping 

Using well known branded products give status and prestige to a person 

Informed
I always look out for reviews before purchasing 
anything
I am always updated with current affairs, news and 
Leader events Winning
Friends always consult me before deciding on anything I don’t participate in any competition where I don’t 
In a group I decide how all of us should spend time expect to win
I don’t want responsibility, I'd rather be told what to do I like to stand out in the crowd

Independent
I always seek opinion from my family or friends before taking any 
decision
I find that I’m easily swayed by others peoples views
I usually make my own choices
 Who
Attitudinal Mapping

Heavy Gamer

Informed
Image Independednt
Non challenger
unorganized
Dependent Not Tech savy
Tech savy
Leader Extrovert
Music
Non Gamer Not Image Concious
Care free Reserved
Introvert
Follower
Ambitious Organized
Winning
Medium
Gamer Uninformed
Team worker

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
 Who
Not only different in life, but the difference
reflects in their attitude towards gaming

Heavy Gamer

Informed
Image Independednt unorganized
Non challenger
Dependent Not Tech savy
Tech savy
Leader Extrovert
Music
Non Gamer Not Image Concious
Care free Reserved
Introvert
Follower
Ambitious Organized
Winning
Medium Gamer
Uninformed
Team worker

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
 I think gaming is a stress reliever

I game to win
Who
Takes me to a different world

Its an important part of my life

Interested in knowing the technical details of the

game I play

I remove time frommy busy schedule to play

games
Agree HG

Unless I play my favorite game I dont feel like

my day is over

I game because my friends play games

Gaming confuses me, I will never get used to

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
them

I think gaming is cool

Agree MG

Gaming is time consuming

I think gaming is expensive

I dont care about gaming

Gaming is an important part of his life but not his priority

Agree NG

I dont understand gaming at all

I get bored to play games

Gaming is a waste of time

I’ll never get used to them

Attitude towards Gaming

Gaming is cool but as much a waste of time

 Lifestyle and Attitude
•Medium Gamers are Team Players
(Not necessarily a leader)

•He is ambitious (may not be well

informed or a tech savvy)

Lifestyle and
Attitude
•He is care free (may not be an
extrovert or independent)
Anatomy of a Gamer Profile
Care Free,
Ambitious
Team Player

Gaming
 Gamer Mapping
Who What
What
He is Care Free, Ambitious and a Team Player What do they play…

How Much

Where When
 What
Gaming Platforms…
Heavy gamers indulge in online and computer CD games Multiplayer games are not very
73% also play games on mobile phone popular amongst Medium Intensity
Gamers

91% 86% 93%

73%

42%
36%

11% 9%
3%

Massively multiplayer
Inbuilt computer games
Mobile phones

Console

Multi Player
Online

Single Player
Computer CD

LAN Based

Sample size: Heavy gamer 80, Medium gamer 160

 What
Games Gamers Play…
Heavy Gamer

Sports Action Adventure Board

Racing
81.2% 67.1% 63.5% 48.2% 42.4%

Medium Intensity Gamer

Action Sports Adventure Puzzle

Racing 46.0%
58.9% 57.1% 35.6% 27.6%

Sample size: Heavy gamer 80, Medium gamer 160

 What
Number Race…
Racing game - Platform of Play (%)

Racing Heavy Gamer Medium Gamer

61 62 62

51

36 34
29 28

9 9
0 0
Online

Console
phones
Mobile

Based
Computer

computer

LA N
games
Inbuilt
CD

80% of all Heavy gamers play for 1 to 3hours each

time they play a racing game

And with a marginal difference 6% the Medium Intensity Gamers also spend 1 to 3 hours
each time they play a racing game
Sample size: Heavy gamer 80, Medium gamer 160
 What
Number Race…
Top 5 Racing Games

Need for speed 38%

Bike race 19%

Moto GP 10%

Road rage 7%

Sample size: Heavy gamer 80, Medium gamer 160

Road Rash 6%
 What
A Look at the MMOG player…
Aware Of M M OG Tried M MOG

100%
88%
79%

25%
20% 18%

Both Heavy Gamer Medium Gamer

Mapping Their attitude towards MMOGs

Sample size: Heavy gamer 80, Medium gamer 160

 What
Attitude toward MMOGs

Heavy Gamer
Medium Gamer
Disagree HG Neither agree nor disagree Agree HG
Functions Disagree MG Neither agree nor disagree Agree MG

19 44 37 26 11 63
Costs a lot on money
22 22 56 20 5 75
Heavy to download
52 8 40 40 25 35
Its difficult to find a MMOG
42 15 42 25 25 50
Its difficult to understand and play a
46 15 38 45 15 40
MMOG
45 17 38 25 25 50
MMOGs are boring
28 21 52 10 43 48
MMOGs are time consuming
36 21 43 5 15 80
I can buy in game items
17 33 50 10 35 55
Chat with others having similar gaming
34 7 59 0 19 81
interests

Allows me to live a parallel life

MMOGs are more challenging

Benefits
Sample size: Heavy gamer 80, Medium gamer 160
Perception About MMOGs
Medium Gamers’ perception can
be converted into opportunity
for Crazy Kart -
• MMOGs are
expensive
• MMOGs are heavy to
download
• MMOGs are difficult
to understand
• It is time consuming
But Not Boring
 Speed

Music in the game

All
Bright color

Sample size: Medium gamer 160

Mumbai : Game focused
Virtual Characters

Delhi : Environment friendly

Chennai: Frivolous in nature
It’s a good pass time
Mumbai

Indore: Aping the Mumbai gamers

Number of levels in the game

The game itself

Delhi

Number of players who can play

simultaneously

In game graphics

Variety and options

chennai

The extent of involvement

Purchasing something in-game

Simplicity
Indore

Online chat with other gamers

while playing a game
Likes of Medium Gamers…
What
 79
Speed

63

40
Bright color

57
53
Music in the game

45
Number of levels in the game

It’s a good pass time 39 42

Sample size: Heavy gamer 80, Medium gamer 160

40 40
Heavy

Virtual Characters
40 38
47

The game itself

27

Number of players who can play

simultaneously
26 26
Elements prefered (%)
game

29

Variety and options

21
Medium

35

In game graphics
20
20

The extent of involvement

15
Aesthetics of the game…

14

Simplicity
10

Online chat with other gamers

18

while playing a game

9
Medium gamer is more attracted towards the softer aspects of the
What
 Gamer Mapping
Who What
What
Focus on Heavy gamers & Medium Intensity Gamers
Racing, Action & Sports are the popular
genres amongst both the segments

We observe a city wise distinction in

elements preferred in games

How Much

Where
Where When
Where do they play games
Where
Place of Play
Heavy Gamer
Irrespective of platform of gaming, Heavy gamers game the maximum at home

Place of Play (%)

Cyber Café Gaming Parlor At Home At Friends place
100
1 0
13
22 8
80 31
56
58
60

75 56
40
81
56
12
33
20
27 10
11 13 10 6
0 0 3 0
2
Online LAN Based Console Computer CD I nbuilt computer Mobile phones
games

Sample size: Heavy gamer 80

 Where
Place of Play
Medium Gamer (online)

Home game playing a result of high internet penetration

Place of Play (%)

Cyber Café Gaming Parlor A t Home A t Friends place
100 0
10
10
80

42 60
36
60

40
7 14

20 40 40
34

0 0
Single Player M ultiplayer M assively M ultiplayer

Sample size: Medium gamer 160

 Gamer Mapping
Who
3 distinct segments with very different
personality traits which also reflects
in their attitude towards gaming
What
What
Hardcore Gamer games mostly online followed by
CD based games, While the Medium Intensity Game
93% play single player online game

Racing, Action & Sports are the popula

genres amongst both the segment
How Much
However there is low awareness o
MMOGs in both the segment

We observe a city wise distinction i

elements preferred in game

Where
Where When
When
Heavy gamers as well as Medium gamers
Game more at home
 Place by Time of the day… When
Heavy Gamer
Maximum games are played during the afternoon & evening
with maximum time spent at home playing games

Day part of Play (%)

A fternoon Even L Eveng Night
100 0
11
90 0 7 22
8
80 14
70
50
60 30
50
50

40
57
30 33
20 39
31
10
14 12
0

Cyber Café Gaming Parlor At Home At Friends place

Avg. time spent : 59 mins 75 mins 90 mins 43 mins

size: Heavy Gamer 80

orning 6:00 – 9:00, Morning 9:00 – 12:00, Afternoon 12:01 – 16:00, Evening 16::01 – 19:00, Late evening 19:01 – 21:00, Night 21:01 – 24:00, Late night 00:01 –
 Place by Time of the day… When
Medium Gamer
Late night gaming at home
Equal time spent at cyber cafes & Gaming Parlors
Day part of Play(%)
A fternoon Even L Eveng Night
100
0 0 0
90 5.8 15 8
20
80

70 40
60 59.4 46
45
50

40

30
25 48
20
29 30
10
13
0

Cybercafe Gaming Parlour Home Friends Place

Avg. time spent : 48 mins 48 mins 59 mins 44 mins

size: Medium gamer 160

orning 6:00 – 9:00, Morning 9:00 – 12:00, Afternoon 12:01 – 16:00, Evening 16::01 – 19:00, Late evening 19:01 – 21:00, Night 21:01 – 24:00, Late night 00:01 –
 Time of the day by place… When
Heavy Gamer
As the day progresses gamers spend maximum time gaming at
home
Day part of Play(%)
Cybercafe Gaming Parlour Home Friends Place M obile Phone Schl/College
100% 0
3 0 0
10
0
5
0
90% 23
80% 40 31
70%
60%
0
0 40
74
50% 26 89
20
40%
0
30% 6 13
20%
30
23 21
10% 6
6 5
0
0%

M orning Afternoon Even L Eveng Night

Avg. time spent : 59 mins 75 mins 90 mins 43 mins

Cyber Cafe Gaming Parlor Home Friends Place

size: Heavy Gamer 80

orning 6:00 – 9:00, Morning 9:00 – 12:00, Afternoon 12:01 – 16:00, Evening 16::01 – 19:00, Late evening 19:01 – 21:00, Night 21:01 – 24:00, Late night 00:01 –
 Time of the day by place… When
Medium Intensity Gamer
Medium Intensity Gamers indulge in Late night gaming on
mobile phones
Day part of Play(%)
Cybercafe Gaming Parlour Home Friends Place M obile Phone
100% 4 2 6 0
90%
10 12 4
24
80% 10
23
70%
10 20
60%
10 73
50% 100 100
12
40%

30% 40
48
20% 39
10%
8
8
0% 0 0
M orning A fternoon Even L Eveng Night L Night

Avg. time spent : 48 mins 48 mins 59 mins 44 mins

Cyber Cafe Gaming Parlor Home Friends Place

e size: Medium Gamer 160

morning 6:00 – 9:00, Morning 9:00 – 12:00, Afternoon 12:01 – 16:00, Evening 16::01 – 19:00, Late evening 19:01 – 21:00, Night 21:01 – 24:00, Late night 00:01
 Gamer Mapping
Who
3 distinct segments with very different
personality traits which also reflects
in their attitude towards gaming
What
What
Hardcore Gamer games mostly online followed by
CD based games, While the Medium Intensity Gamer
93% play single player online games

Racing, Action & Sports are the popular

genres amongst both the segments
How
How Much
Much
However there is low awareness of
MMOGs in both the segments

We observe a city wise distinction in

elements preferred in games

When
When
Where
Where
Hardcore Gamer
Time spent by place : 90 mins at home
Hardcore gamers as well as Medium Intensity Gamers Medium Intensity Gamer
Time spent by place : 59 mins at home
Game more at home Followed by equal amount of time spent
at cybercafés & gaming parlors (48mins)
 How Much
Heavy gamers …

Sample size: Heavy Gamer 80, Medium Gamer 160

Average money spent directly proportionate
to average time spent gaming
Avg. Online Spends at Avg. Time Spends per
one go (Rs.) week (Mins)
Mumbai HG 110 824

Delhi HG 109 814

Chennai HG 86 839

Indore HG 78 827

All Avg. heavy gamer 92 826

Mumbai MG 70 52

Delhi MG 84 47

Chennai MG 69 37

Indore MG 83 58

All Avg. Medium 75 48

gamer
 Gamer Mapping
Who
3 distinct segments with very different
personality traits which also reflects
in their attitude towards gaming
What
What
Focus on Heavy gamers & Medium Intensity Gamers
Hardcore Gamer games mostly online followed by
CD based games, While the Medium Intensity Gamer
93% play single player online games

Racing, Action & Sports are the popular

genres amongst both the segments
How
How Much
Much
Focus on Heavy gamers & Medium Intensity Gamers However there is low awareness of
MMOGs in both the segments
Hardcore Gamer
Avg time spent gaming We observe a city wise distinction in
Avg. amount spent gaming Rs.92 elements preferred in games
Medium Intensity Gamer
Avg time spent gaming When
When
Where
Where Avg. amount spent gamingFocus
Rs.75on Heavy gamers & Medium Intensity Gamers

Hardcore Gamer
Focus on Heavy gamers & Medium Intensity Gamers
Time spent by place : 90 mins at home
Hardcore gamers as well as Medium Intensity Gamers Medium Intensity Gamer
Time spent by place : 59 mins at home
Game more at home Followed by equal amount of time spent
at cybercafés & gaming parlors (48mins)
 Agenda…

¢ Gamer Mapping

¢ Attitudes &

¢ Gaming behavior

¢ Media & touchpoints

¢ Traditional &

¢ Non traditional

¢ Stimulants for new gamers

 Frequency of Media Usage Frequency of magazine usage is highest amongst
82
Heavy Gamers
77 54
71
43
37
Heavy Gamer
Medium Gamer

Non Gamer

79 79 74

Reading Newspaper Reading a Magazine

100 100 99

Listening to radio

81
Media 71
67
Watching Television

Frequency of usage amongst all segments is the

highest for Television
86
81
78 77
71 71

Listen to Music (other

than on radio)
Heavy Gamer listens to more
Music than others

Visit a Cinema Watch a movie at

Hall
Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240 home
 Average Time Spent-Weekdays vs Weekends 43
43
Weekend Consumption is on an average 40 40

35% higher for all segments except 32

29 69
in case of Heavy Gamers Magazines readership. 25 25 25 26 25
65

21 58
20 21
18 52
16
42 41
40
Heavy Gamer
32
Medium Gamer

Non Gamer
132
IRS113 Reading Newspaper Reading a Magazine
103
101
88
Listening to radio

5659 71
52
62

48 46 46
40

118 115
108

83 88 87

Watching Television

Average Increase of 75%

Listen to Music (other
than on radio)

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
Watch a movie at
 Top 5 TV channels
Heavy Gamer Medium Gamer Non Gamer
55% 87%
32%

41% 79%
30%

34% 74%
26%

30% 53%
23%

29% 48%
18%

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
 Channels Preferred for Medium
Gamers
Reach Channels South Reach Channels Frequency Channels
36% 18% 18%

25% 12% 17%

21% 08% 15%

10% 03% 15%

08% 01% 12%

Sample size: Medium gamer 160

 Top 5 Magazines
Medium Gamer
Heavy Gamer Non Gamer
India Today 32%
37% India Today 34%
India Today

Business 08%
Today Kumudam 15%
Kumudam 11%

Ananda 07%
Kungumam 11% Vikatan Kungumam 07%

Kumudam 05% Junior 06%

Femina 09%
Vikalam

Spectrum 05% Outlook 06%

Filmfare 09%

mple size: size:

Sample Heavy gamer
Heavy 80, Medium
gamer Intensity
80, Medium gamerGamer
160,160,
Non Non Gamer
Gamer 240 240
 Heavy Gamer Media Frequency

Daily 1-2 Days 3-5 days Above 5 days Once in 15 days Once a month
0 0
1
1 0 3 0
1
4 6
1
2 4 9
9
10
9
11
9
12
32
33
26
37

93
89
27
73 44
30
55

19

13 8
5 8
2 0
TV NEWSPAPER RADIO MAGAZINE CINEMA HALL MOVIE AT HOME LISTEN TO MUSIC

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
 Medium Gamer Media Frequency

Daily 1-2 Days 3-5 days Above 5 days Once in 15 days Once a month
0
1 0
3 2 0
8 3 5
7 6
6
7 9
17
2 17 15 18
16

9
28 9
38 22

82 18
73 25
64
59
30 8

18
23
9
5
2 3
0
TV NEWSPAPER RADIO MAGAZINE CINEMA HALL MOVIE AT HOME LISTEN TO MUSIC

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
 Non Gamer Media Frequency

Daily 1-2 Days 3-5 days Above 5 days Once in 15 days Once a month
0 1
1 2
5 1
0
2 4 3 2
5 4
8 10 12
4
12 6
5
15 14

23 30

36 25

19
80 79 35
71

26 19
45
10

6 17
8
7
4
0
TV NEWSPAPER RADIO MAGAZINE CINEMA HALL MOVIE AT HOME LISTEN TO MUSIC

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
 Internet Usage – Purpose of Access

Purpose of Internet surfing (%)

IRS Heavy Gamer Medium Gamer N on Gamer

84

74
67
60 59 59
54 55
49
45
41
38 38 38 37
34
29 29
26
21 20 22 21 22
16 18 18
15 14
12 11 11
8
4 4
0
Information /
Chat
Email

Games

Sports

Downloads

News

Networking
egreetings
Music
Search

Social

Sites
IRS 2007 R2 : 12 – 20 , MF, SEC AB1, Mum, Del, Chn, Indore
Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
 Social Networking- Communities
Heavy Gamer Medium Gamer Non Gamer

53% 43%
College/schools/institutions College/schools/institutions
29% Music

25% Comics Online

Free to play

40% Music
45% Music
24% Gaming 33% Books
38% Books

22% 32% Film stars 33% Movies

College/schools/institutions

20% Books 28% Movies 28% Gaming

Sample size: Heavy gamer 42, Medium gamer 47, Non Gamer 81
 Places of Visit

The Carefree Spirited image of the Casual Player is observant in his proportionately higher
preferences of places

Heavy Medium Non Gamer

83 83
77 77
74

61
57 56 56
A Heavy Gamer is clearly on the look out for
49 49
45 45 gaming everywhere
43
36 36
33
29
21 23
15 17
12 12 14
7 5 9 9
5 6
2 2

Movie Library
Multiplexes

Bowling
Parks

Coffee Shops

Beaches

Sport clubs
Restaurants

Book shops

Game arcades
Pups/Discos
Malls &

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
 Participation in Malls/Multiplexes Promotion
On an Average only 30% of all Segments participate in any promotions

Always Sometimes Never

67

59
54

35
30 31

11 10

Heavy Medium Non Gamer

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
 Buy Magazines For Free CDs
On an Average only 25% of all Segments buy free CDs

Yes No
80

72 71

28 29

20

Heavy Medium Non Gamer

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
 Source of gaming information

Heavy Gamer Medium Gamer Non Gamer

80
77

60

26 28

17

8 6 7
4 2 2 2 3
0 0 0 0

Friends Internet Mobile Collegeus Advertisements Reletives

Sample size: Heavy gamer 80, Medium gamer 160, Non Gamer 240
 Summary Of Media…
¢ Hardcore Gamer consumes more personal medium as compared to casual & non gamer

¢ On an average 35% increase in time spent is observed on weekends over weekdays, except in

the case of a hardcore gamers magazine readership

¢ Though the magazine reach is higher amongst the hardcore gamer than the Medium Intensity

Gamer, the time spent by the Medium Intensity Gamer is higher which also reflects on his

choice of magazines

¢ Top television genres preferred by all segments are GEC & Music, except in case of a hardcore

gamer who also watches English Movies

¢ A hardcore gamers usage on the internet is higher than both the other segment

¢ Non-gamers are socially active on the internet as compared to the Medium Intensity Gamer

¢ Out-of-home the hardcore gamer is always on a look out for more games to play while the

Medium Intensity Gamer visits popular places

¢ Gamers don’t participate in mall activations, also the trend of magazine purchase for free CD’s

is on a decline
 Agenda…

¢ Gamer Mapping

¢ Attitudes &

¢ Gaming behavior

¢ Media & touchpoints

¢ Traditional &

¢ Non traditional

¢ Stimulants for new gamers

 Segmenting Non-gamers…

All Non gamers

240 (100%)

Aware of Online Games

42% (101)
Played either Mobile/Computer
89% (213)

Sample size: Non Gamer 240

 Potential gamer amongst Non-
gamers
All Non gamers
240 (100%)

Aware of Online Games Both

Played either Mobile/Computer
10 (4%) 91 (38%)
122 (51%)

Unknown to Both
16 (7%)

Aware Offline Gamer Offline Gamer

Sample size: Non Gamer 240
Roadblocks…

Reasons of not playing online games

 Reasons for Not playing online
games
Internet You don’t have access to internet at home
 
You don’t have access to gaming sites because of firewalls
 
  You find it difficult to surf gaming websites
  You don’t go to cybercafés
 
  It takes time to register to play.
Your internet connection is slow
It takes time to download

Personal Interest You don’t have the time for online games
 
You don’t like to play online games
 
You think online gaming are for kids
Other Influences Your friends don’t game so you don’t
 
Your parents think its not good for you
 Internet becomes a roadblock
Aware Offline Gamer Offline Gamer

Quality Quality
Cost 1%
Cost 5%
11%
11%
Internet
Influencers Internet Influencers 39%
11% 46% 20%

Personal Personal
Reasons Reasons
27% 29%

TG 1 considers internet related problems as the biggest obstacle

Whereas an offline gamer is clearly looking for an approval

Sample size: Non Gamer 240

TG 1 Sample: 91
TG 2 Sample: 122
 Internet Problems…
TG 1 sees access to internet & absence of simplicity as his main reasons for not gaming online
While for the Offline Gamer awareness remains a big stumbling block

11
Offline Gamer
Your internet connection is slow
12 A ware Offline Gamer

20
It takes time to download
13

7
It takes time to register to play 15

8
You find it difficult to surf gaming websites
19

27
You don’t go to cybercafés
20

You don’t have access to gaming sites because 20

of firewalls 24

25
You don’t have access to internet at home 32

Sample size: Non Gamer 240

TG 1 Sample: 91
TG 2 Sample: 122
 Personal Problems…
Ignorance leads to dislike amongst Offline gamer

Offline Gamer

7
A ware Offline Gamer
You think online
gaming are for kids
12

39
You don’t like to play
online games
25

43
You don’t have the
time for online games
42

Sample size: Non Gamer 240

TG 1 Sample: 91
TG 2 Sample: 122
 Influencer Problems…
Parents & Friends approval is a big concern for Offline Gamers

Offline Gamer
A ware Offline Gamer

43
Your parents think its
not good for you
19

19
Your friends don’t
game so you don’t
13

Sample size: Non Gamer 240

TG 1 Sample: 91
TG 2 Sample: 122
 Others Problems…
Cost is of equal concern to both segments

Offline Gamer
A ware Offline Gamer

3
Gaming on Indian
website is substandard
15

34

You think Its costly

31

Sample size: Non Gamer 240

TG 1 Sample: 91
TG 2 Sample: 122
What’s the Bait?

Triggers
 Influence the Influencers…
Aware Offline Gamer Offline Gamer

Access Access
Influence 34% 31%
42% Influence
47%

Benefit
Benefit
22%
24%

Sample size: Non Gamer 240

TG 1 Sample: 91
TG 2 Sample: 122
 Influence Trigger…
Invoke interest by providing more information…
You see an Offline Gamer
21
advertisement about
16 A ware Offline gamer
online games

Your friends
20
recommends an online
19
game

Your Parents allow you 52

to play 20

You hear friends talking 24

about online games 24

Someone tells you 11

which game to play 30

Sample size: Non Gamer 240

TG 1 Sample: 91
TG 2 Sample: 122
 Access Trigger…
Induce trials…

Offline Gamer

You get to try an 32

A ware Offline Gamer
online game
somewhere 24

17
You know where to
access online games
30

34
You get a free gaming
CD’s
33

Sample size: Non Gamer 240

TG 1 Sample: 91
TG 2 Sample: 122
 Benefit Trigger…
Reward them…

Y ou get to make new Offline Gamer

14 A ware Offline Gamer
friends with other
people who play 16
games

24
Y ou get free gifts to
play 23

Y ou win money by 24
playing free online
games 23

Sample size: Non Gamer 240

TG 1 Sample: 91
TG 2 Sample: 122
Elements Considered for Deciding the
TG

Heavy Gamer

Gaming Platforms Gaming Genres Awareness of MMOG

Online Racing Aware

LAN Others Not Aware

Console    

Mobile    

DTH    
Elements Considered for Deciding the
TG

Medium Gamer

Gaming Platforms Gaming Genres

First Player Racing

Multi Player Others

MMOG  
Potential Crazy Cart Gamers

Heavy Medium Non Gamer

Plays Multi
Aware Offline Offline Gamer
Plays Online Player
Gamer
& or
Plays Racing MMOG
91 122
&
Plays Racing
 Creative Feed

Mapping Medium Gamer Characteristics with

Archetype (A Lowe creative Tool)
 Understanding Medium
Gamers
Archetype –
¢ There are some characters which we aspire to be one of those
kind or we see ourselves in that mould
1. Creators – Shakespeare
2. Care Giver – Mother Teresa
3. Ruler – Winston Churchill
4. Jester – Jim Carry
5. Regular Guy – Simpson
6. Lover – Brad Pitt
7. Hero – Nelson Mandela, Superman
8. Outlaw – Rakhi Sawant
9. Magician – Pele
10.Innocent – Meg Ryne
11.Explorer – Richard Branson
12.Sage – Warren Buffet
 In Gaming Context

Rulers

Lovers
Anatomy of a Gamer
Plays 1-3 hours datly

Caring
Passionate
Committed
Sensual
Team Player
 Recommendations

¢ Profile –
¢ Casual Gamers with Medium intensity of gaming creates a core TG for the
Crazy Kart
¢ People belong to this group can be called “Lover” archetype. Creative
elements can be built around these key words - sensual, passionate
committed and caring person. A team player, carefree, ambitious and
organized.
¢ Media –
¢ For reaching out to a large group of Medium Gamers, dependence on
General Entertainment Channels is unavoidable
¢ However, to build frequency, following channels can be considered –
¢ MTV
¢ Pogo
¢ Discovery
¢ Sun Music
¢ Cartoon Network
 Recommendations
(contd…)
¢ Price –
¢ Medium Gamers are price conscious (prefer to visit public places rather
than places where expenses are high)
¢ Medium Gamers are not introvert in nature, however they do not
participate in promotions in malls and multiplexes
¢ Regional cultural influences are apparent in the gaming behavior
too. These influences should be incorporated at the time of
communication planning.
¢ The “Belongingness” factor is evidently high amongst the medium
gamer. This aspect can be effectively built in the form of a buzz
marketing initiative in the social networking sites
Thank You
 When
Tea Break…
Don’t
Take a Take a
Break, Break,
48% 52%

Break Time Activity(%)

65

19
12
4
0
Play some

friends
around
MMOG
Chatting
nothing

another

Hang
online

with
Play
casual
game
Do

Sample size: Heavy Gamer 80

 How Much
In game item details…
Frequency Of SpendItems Purchased
No clear skews observedWeapons remain at the top of the list

74

47

31
28
21 23
19
14
12
9 9
5 5
2

Transport
Twice a week

Armor
Once in 15

Once a month

Once in 3

<once in 3

Chr, ENch
Once a week

Mediums

Pets

Houses

Others
Skills
Weapons
months

months

items
days

81% spend in Free to play games where you pay only for the item you
buy
Sample size: Heavy gamer 26
 Speed

Music in the game

All

Sample size: Heavy gamer 80

The game itself

Mumbai : Game focused

Bright color

Delhi : Environment friendly

Chennai: Frivolous in nature
Virtual Characters
Mumbai

Indore: Aping the Mumbai gamers

It’s a good pass time

Number of Levels in the game

Delhi

In game graphics

Variety and options

Number of players who can play

simultaneously
chennai

The extent of involvement

Online chat with other gamers

while playing a game

Purchasing something in-game

Indore

Simplicity
Likes of Heavy Gamers…
What