We segmented Google Play’s users to find scalable growth opportunities in Korea and Taiwan.
The challenge
Asia Pacific leads mobile gaming growth, with more than 70% of gamers playing mobile games every day. Spending, usage time and app popularity did not explain gamers’ motivations well enough to plan growth. Google Play asked us to refine and validate its hypothetical persona segments, size them, prioritise targets and find the best ways to reach and activate each one.
Our approach
Focus groups and in-depth interviews produced draft personas. We expanded each into its attitudes, motivations, demographics, lifestyle and gaming habits, then sized the segments and their potential market share with a survey. Life Immersion™, our mobile diary platform, let players share moments from their phone, tablet or computer as they happened, and our moderators followed up straight away.
The result
Personas and channel priorities that let Google Play’s marketing appear where each segment was most likely to discover games. We identified the features and touchpoints that win in the market, improved the visual presence of Google Play’s games and supported acquisition marketing.
Brand-wide figures reflect the client’s overall performance, not this project alone.
