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Advertising Agency
If you don't understand why and how people play, you will never create effective game marketing.
That’s why all our marketing campaigns are based on audience research. If you want to better understand your audience and create effective advertising, we can help you with that.
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We identify your potential audience, conduct testing, interviews, and large-scale surveys. Based on this, we create real player profiles and develop a motivation map for each one.
This forms the foundation of any subsequent advertising campaign. Whether you’re creating a new game page, designing ads, or even posting on Reddit, you will always keep the audience and their motivations in mind.
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You will know how to capture attention and engage your audience.
We select audiences, define questions, develop research methodologies, and create a research plan.
We discuss the research goals with clients—what we want to understand from the audience study. We determine how we will use the research moving forward.
For example, the research is needed to position the game and create a page on Steam or the App Store. Or to build a marketing strategy correctly based on the audience profile.
Based on the goals, we consider which audience to research, prepare questions for both quantitative and qualitative studies, and determine what tests we will conduct with participants.
We identify the games that your audience plays. We analyze what players are saying in comments, what they like and dislike about competing games.
This helps us understand the gaming motivations of people and which ones are well or poorly satisfied. For example, players praise the storyline of a visual novel but criticize it for lacking choices.
We gather the gaming motivations of the target audience.
Studying audience feedback on competitors and similar games.
We connect with the potential audience and conduct specialized testing.
We reach out to players of the desired genre and conduct a test of their gaming psychotype. This helps us identify their deep gaming motivations and tendencies.
For example, some players are more inclined to compete and win. Others prioritize the storyline, characters, and role-playing. Some value social interaction and cooperation. Depending on these motivations, people choose different games.
We learn what will capture their attention and what they will want to play. This will help us in any marketing materials in the future.
We have an hour-long call with each player to learn why they play competitor games, what they like and dislike about the genre, and what they feel is missing. This helps us understand genre motivations and which of them are unmet.
We schedule an hour-long call with each player to discuss games, the genres we need, competitor games, and much more.
Our specialized questionnaire allows us to uncover a person's genre motivations. We also gather important information about what players want and what they are not receiving.
Next, we identify what we have that meets the needs of our audience. This is what will make our marketing effective.
We confirm what we learned from the in-depth interviews. We gather a statistically significant sample and conduct surveys.
After speaking with 15–20 players, we formulate several hypotheses about the audience that we can test in quantitative research.
We survey a large number of people who will answer simple questions. For example, we might ask, “Do you think you wouldn't play shooters without co-op?” If the majority responds “yes,” our hypothesis will be confirmed.
We compile everything we learned from the research and create a working document with the most valuable insights—a map of gaming motivations.
We consolidate all the research and create 1–3 player profiles. These profiles will differ in their core gaming motivations.
For each profile, we develop a motivation map, ranging from deep motivations determined by psychotype to genre motivations that may change from year to year.
Any marketer will be eager to work with such profiles, as they provide clear insights into what to say and to whom.
Once the research is complete, we can move forward: create the game positioning, develop a new page in the store, or design a marketing plan to attract the audience.
We will be happy to assist you with your ongoing marketing, especially after you receive such valuable research! ;)
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Deep dive into the primary audience with less focus on additional ones.
Suitable for games with a limited marketing budget that don't aim to attract a wide variety of players.
Deep dive into both primary and secondary audiences. Ideal for high-budget games, especially free-to-play, where there is usually more than one audience.
Suitable for large-budget games, particularly for free-to-play titles, where there is always more than one audience.
Conducting advanced research together with you and helping you establish ongoing research processes. Suitable for large companies looking to build expertise in audience research.
Suitable for large companies looking to build expertise in audience research.
Number of audience profiles
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1
profile
3
profiles
3
profiles
Number of respondents for interviews
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10
respondents
20
respondents
20
respondents
Number of players for surveys
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Desk research only
300+
players
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300+
players
Creating a research system
No
No
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We train and create a system on the client’s side.
Cost
Buy
Buy
Buy
We identify your potential audience, conduct testing, interviews, and mass surveys. Based on this, we create real player profiles and develop a motivation map for each.
We are the only ones in the world who conduct real A/B tests of Steam pages. We have special software for this.
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