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Executive Summary
Video games are no longer child’s play, dedicated to pimple-faced

adolescents. With marketing spending increasing exponentially, and

more diverse audience segments joining the ranks, it is imperative that

marketers tailor their efforts to reflect the psychographics of those who

seemingly have the strongest influence within the gaming community:

the avid gamer. After performing a quantitative and qualitative study

of this highly influential demographic, we believe that much of this

spend is misdirected. Accordingly, we have created a set of diagnostic

principles to help advertisers and CMOs establish a successful

marketing strategy. These principles are to: empower peers to become

influencers; showcase actual gameplay footage; get your audience

addicted to the game; build Web sites that reflect your audience’s

online behavior; and provide incentives for registration. Both online and

offline advertising consistently fall short, which may be limiting video

game sales or at least slowing growth within this expansive vertical.

BLITZ Methodology
The goal of the study was to understand what influences the purchase decisions of “avid gamers;” those who play video games a

minimum of seven hours per week on either consoles (e.g. Xbox, PS3, etc.) or portable game devices (e.g. PSP, Nintendo DS, etc.)

BLITZ commissioned Mintel to conduct a study of avid gamers, with a sample size of 1,000 respondents. BLITZ supplemented

the findings with focus groups and qualitative research to determine how marketing professionals could leverage the results.

Diagnostic Principles
EMPOWER PEERS TO BECOME INFLUENCERS
SHOWCASE ACTUAL GAMEPLAY FOOTAGE

FOR SEQUELS, CALL OUT WHAT’S NEW AS LOUDLY AS YOU CAN

BUILD WEB SITES THAT REFLECT YOUR AUDIENCE’S ONLINE BEHAVIORS

PROVIDE INCENTIVES FOR REGISTRATION

I walked into the store, saw the
game, recognized [it] because my
friends liked [it] and my dad has
the books. Then I played the demo
and bought it.
– 14-year-old purchaser of “Tom Clancy’s Ghost Recon”
EMPOWER PEERS TO BECOME INFLUENCERS
We were not surprised to learn that avid gamers shun “expert” reviews
and publisher content. When surveyed on the importance of expert
reviews and game-maker Web sites, only 23 percent and 20 percent,
respectively, selected those elements as one of the most important
factors to making a game purchase decision. Instead, the sample
identified that they turn to their peer groups for assistance in their quest
for the next pixel-based experience – as talking to friends is the most
effective means by which gamers pull the trigger to purchase. In fact, 88
percent of respondents selected “talking to friends” as a factor in the
decision making process, with more than half of that group it is one of
the most important factors.
What is shocking, however, is that in the current state of micro-blogging,
pseudo-sharing and social media and social networking sites such as
Facebook, MySpace and Twitter currently showed little-to-no influence
on video game purchase decisions. Only 11 percent of our audience
felt that social networking utilities, such as Facebook, MySpace and
Twitter were useful in influencing a video game purchase. Alternatively,
53 percent of respondents did not feel that they helped influence
purchasing decisions.
WHY? Simply stated, avid gamers trust their gamer friends and
are heavily influenced by their peer groups. And because multiplayer
functionality is baked into every console today, it doesn’t make any
difference whether friends are next-door neighbors or whether they live
in a different city, state or country. Today, gamers of all abilities, ages
and nationalities are forging gaming-based relationships throughout
the globe. Ease of access to gamer friends coupled with the popularity
of aggregator networks and integrated user rating systems within
gaming sites allow users to quickly get opinions from friends, search
peer recommendations and generate their own praises and criticisms
in earnest.
Gamers also perceive “expert” reviews and publisher content as biased
due to the fact that they are heavily commercialized and driven by
advertising — even expert reviews on top sites like the aforementioned
IGN.com and Gamespot.com — are snubbed for inline gamer reviews.

FIGURE 1: VIDEO GAME DECISION PURCHASE INFLUENCERS, BY PERCENT OF RESPONDENTS

12% 15% 18% 32% 23% 39% 53%

42%
39%
52%
51%

45%
41%

46% 36%
46%

30%
26%
23%
20%

11%

Talking to Friends Online Peer Expert TV Game Maker Social

Friends Play It Reviews Reviews Commercials Sites Networking Sites

One of the most

Useful factors Not useful at all
important factors

Base: 1,000 Respondents, Age 13-35 Who Play Video Games 7+ Hours per Week
Source: Mintel

PULLING THE TRIGGER TO PURCHASE x5

Trailers don’t show the game. I need
to see real gameplay so [I] go to
YouTube.
– 24-year-old
SHOWCASE ACTUAL GAMEPLAY FOOTAGE
Your big-budget commercial may have great CGI and visual effects, but WHY? Avid gamers want to get into the game as soon as possible,
if it doesn’t show ACTUAL GAMEPLAY FOOTAGE it’s missing the mark. whether it’s through a YouTube link of gameplay footage that was
forwarded by a friend or through a downloadable demo. Because
TV commercials still play a large role in driving initial interest during the consoles and PCs have the ability to screen capture actual gameplay,
decision making process. As shown earlier in Figure 1, only 26 percent many avid gamers take it upon themselves to create their own movies —
stated television as one of the most important factors in the Mintel in most cases to highlight cheats and secrets, and to also make up for
study, but 77 percent still feel that they are a useful factor. The majority where marketers fail in showcasing gameplay footage.
of our qualitative panel felt that commercials play as strong a role as
peer reviews, if not stronger, as they create awareness and drive our
audience online for further research. As marketers continue to produce
broadcast-based adverts, it’s critical that a substantial portion of a 30-
or 60-second spot be used to highlight gameplay footage.

When surveying the influence of online activities related to video games,

the most significant interests are downloading or playing online game
demos, watching actual gameplay footage and watching trailer videos,
with 94 percent stating that as a useful factor. When comparing these
results, 55 percent feel that playing a demo is the most important
factor. Online tactics that most marketers continue to incorporate into
their strategy, such as downloadable “goodies,” behind-the-scenes
development videos, podcasts and “premium” content are eschewed
by avid gamers.

FIGURE 2: INFLUENCE OF ONLINE ACTIVITIES RELATED TO VIDEO GAMES BY PERCENT OF RESPONDENTS

5% 5% 6% 17% 20% 25%

40% 48% 57%

60%
61%
56%

55%

47%

37%

23%
19% 19%

Download or play Watch actual Watch Read premium Listen to Download wallpapers,
online game demos gameplay videos trailer videos content podcasts screensavers, etc.

One of the most

Useful factors Not useful at all
important factors

Base: 1,000 Respondents, Age 13-35 Who Play Video Games 7+ Hours per Week
Source: Mintel

PULLING THE TRIGGER TO PURCHASE x7

I already have a bunch of Guitar
Hero games, so when they
announced GH5 I immediately
went to their site to see what new
songs I was going to be able to
rock out to.
– 18-year-old in reaction to Guitar Hero 5
FOR SEQUELS CALL OUT “WHAT’S NEW”
AS LOUDLY AS YOU CAN
Avid gamers like what they like, and if they’re hooked on a game that has Another finding that came out of the qualitative research was the
a forthcoming sequel, you can bet that they are already salivating upon importance of highlighting new game features when marketing sequels.
the game’s announcement as franchise loyalty is the most important Avid gamers expressed the desire to see how publishers and developers
influence that marketers and publishers can use to their advantage. made a game better without taking away from the prequel. As it relates
However, if a game is the first in a series, or if the prequel flopped, it to franchise loyalty, marketers must call out “what’s new” and make it
is critical that marketers get their audience obsessed by overexposing crystal clear within their communication strategy.
them to the gameplay before its release. This creates loyalty and
fanaticism, which eventually drives conversion.
WHY? Because avid gamers develop trust with franchises, such as
Figure 3 reflects the importance of gameplay exposure. While franchise “Guitar Hero,” “Call of Duty” and “Madden NFL,” they are more inclined to
loyalty tops the chart in terms of importance, the ability to download or purchase the next title in their favorite series. However, if publishers or
play game demos and watch actual gameplay footage hold significant, marketers are introducing a new title avid gamers have yet to experience,
if not equal, value. The commonality within these three instances is the ability to get them hooked before purchasing positively effects the
building loyalty through vested time spent with the game. The more avid decision process. Even as publishers develop new games within a series,
gamers are exposed, the more likely they are to purchase. it is important that they maintain the integrity of the franchise, while
constantly improving the game experience.

FIGURE 3: VIDEO GAME PURCHASE DECISION INFLUENCERS, BY PERCENT OF RESPONDENTS

5% 5% 6% 17% 20% 25%

48% 57%
40%
60%
61%
56%

55%
47%

37% 23%

19%
19%

It’s part of a series Download or play Watch actual Talking to Peer TV

I already play online game demos gameplay videos friends reviews Commercials

One of the most

Useful factors Not useful at all
important factors

Base: 1,000 Respondents, Age 13-35 Who Play Video Games 7+ Hours per Week
Source: Mintel

PULLING THE TRIGGER TO PURCHASE x9

This site really sucks you into the
game’s universe and provides
great content for people who love
Star Wars and MMOs
– 20-year-old in reaction to the “Star Wars: The Old Republic” Web site.
BUILD WEB SITES THAT REFLECT
YOUR AUDIENCE’S ONLINE BEHAVIORS
A well-structured and immersive Web site is the strongest opportunity
to feed gamers with influential content at a single location. In our
surveys, however, the dedicated game-specific site fails in comparison
to nearly every other category as being “definitely one of the most
important factors” for a video game purchase. During our research, an
astonishingly low 18 percent felt that game-specific sites were “one of
the most important factors” that drive purchase (although 39 percent do
feel they are at least useful).

WHY? This is where most video game marketers fail when planning
for an effective digital strategy. Web sites have little impact on core
gamers, when they can, instead, be the first and most effective means of
driving interest that directly leads to purchase and praise; they can act
as a vehicle to host everything from social commentary, peer reviews,
gameplay footage, leaderboard statistics, Wiki-based content, badging,
and honoring top players. A properly built site can also provide a surge
in traffic during a game’s launch by properly leveraging SEO and SEM.

Most marketers consistently misuse what could be the most important

tool within their digital strategy: their Web site.

PULLING THE TRIGGER TO PURCHASE x 11

I sign up for sites if they have deals
and cheats.
– 23 year-old in response to Web site registration
PROVIDE INCENTIVES FOR REGISTRATION
Customer Relationship Marketing (CRM) still plays a huge role in building
a strong, trusting relationship between avid gamers and publishers.
However, there must be an incentive attached to Web site and e-mail
registration beyond looking at exclusive content or downloading
wallpapers and avatars. By eliciting site registration, marketers can
monitor their audience’s habits more effectively, offer customized
incentives and react to their needs quickly. Marketers can use
relationship tactics, as well, to spark conversations among peer groups
both online and offline.
WHY? While this demographic seems to have expendable income
(as they skew younger), they are as cautious about how they spend
their money as they are willing to give out their e-mail address to
marketers. However, if the payoff exceeds the effort of registering online,
avid gamers are more apt to become part of a publisher’s marketing
entourage.

In the past year, nearly seven out of ten gamers registered at game
sites that had no associated subscription charges. It came as no
surprise to learn that game discounts are the number one reason for
registering, with 43 percent of respondents claiming that incentives
were the strongest motivation, followed by cheat codes, game unlocks
and access to game demos.

FIGURE 4: REASONS FOR REGISTERING AT GAME-RELATED SITES IN THE PAST YEAR, BY PERCENT OF RESPONDENTS

43%

37%
35%

33%
28%

23%

10%

Game Cheat codes, Access to Ability to Ability to Other Not register

discounts walkthroughs insider content post messages participate in on any game sites
or unlocks development in a year

Base: 1,000 Respondents, Age 13-35 Who Play Video Games 7+ Hours per Week
Source: Mintel

PULLING THE TRIGGER TO PURCHASE x 13

SHOCKER: SOCIAL AND MOBILE REMAIN UNDERUTILIZED
Throughout our research, we were startled to see that social media
sites and mobile phones are the least effective video game purchase
influencers. While these two areas of marketing have significantly grown
and are seamlessly integrated into our audience’s lives, advertisers
have yet to find any compelling way of capturing interest through these
popular outlets.
When looking at the influence of mobile phones, 39 percent of those
surveyed own phones with Web browsing and rich media capabilities,
and used them for video game related activity. From that subset, less
than half use their phones when making purchasing decisions. The
bulk of mobile users with capable phones use them to play the mobile
version of games they already own.
FIGURE 5: MOBILE PHONE USAGE IN VIDEO GAME-RELATED ACTIVITIES, BY PERCENT OF RESPONDENTS
14%
39%
47%
Use mobile phones for
gaming related activities
Does not have a mobile phone
with Web / rich capabilities
Base: 1,000 Respondents, Age 13-35 Who Play Video Games 7+ Hours per Week
Source: Mintel
PULLING THE TRIGGER TO PURCHASE
WHY? Mobile is still a new channel that most advertisers haven’t
fully utilized to drive conversion, and thus create applications and mobile
sites for buzz rather than benefit. The same can be said about social
media, a space video game marketers continue to invest but see little
benefit beyond garnering fans and listening to the conversation.
When it comes to a fully integrated campaign, mobile phones and social
networking sites can offer the most contextual and relevant information
that can help drive purchase. And because most phones now offer
GPS, marketers can provide their audience with geographical-based
incentives, such as on-the-go couponing and video game discounts, the
most popular tactic used to drive site registrations.
Because brick-and-mortar retailers still remain the preferred venue for
making a purchase, marketers must ditch the “glitz and glamour” of a
smart phone app and use their mobile strategy as a means to drive
gamers directly into stores. Additionally, the mobile phone can offer
exclusive promotions for game releases or for games that aren’t moving
off the shelves fast enough.
Has a mobile phone with Web capabilites,
but doesn’t use it for gaming
x 14
FIGURE 6: MOBILE PHONE USAGE IN VIDEO GAME-RELATED ACTIVITIES, BY PERCENT OF RESPONDENTS

19%
17%

15%
14% 14%

Plays mobile Uses mobile Uses mobile phone Uses mobile Uses mobile phone
phone versions phone to look for to view demos phone apps to learn to watch video
of console games new games to buy of console games more about games game videos

Base: 1,000 Respondents, Age 13-35 Who Play Video Games 7+ Hours per Week
Source: Mintel

PULLING THE TRIGGER TO PURCHASE x 15

Closing Remarks
The quantitative and qualitative studies indicate that most video game marketers are not
using their digital dollars to fully leverage a critically important segment.

• Avid gamers are heavily immersed within the digital/online space but disregard the
majority of staid advertising methods that are thrown at them.

• Avid gamers rely on peer recommendations and their friends for advice, yet social
media remains underutilized and ineffective in its current form

• Avid gamers have their interest piqued by commercials, yet they fail to show all-
important gameplay footage

• Avid gamers find game Web sites a strong point of interest, yet marketers are reluctant
to invest in sites that fully integrate functionality that is of interest to our audience,
including social commentary, peer reviews, gameplay footage, online demos, etc.

Because avid gamers are the most discerning and influential audience segment,
marketers must provide them with relevant content based on how they are using Internet
and digital extensions to research, review and purchase video games. All advertising
efforts must reflect their reality, not the reality of the marketing associate, brand manager
or creative director.

As marketers, we must create effective integrated strategies that empower avid gamers
and embrace the community while continuing to welcome newbies into the experience;
we must encourage our target to become influencers within gaming-related Web sites
as well as the Web sites of video game publishers; we must reconsider the role of our
primary communication vehicles, such as Web sites, social marketing efforts, game trailers,
television commercials, and mobile extensions. And while we are constantly pushing the
boundaries of technology to innovate, we must remember that the innovation isn’t in the
execution. It is in the strategy.

We look forward to having a more involved dialogue about how your company can
effectively apply these principles to your next game marketing initiative.
Meet the Authors
Ken Martin: Chief Creative Officer
Ivan Todorov: Chief Executive Officer
Edward Herda: Associate Creative Director
Dean Shalit: EVP Finance and Operations

About BLITZ
BLITZ is a leading integrated marketing agency that builds brands and drives conversion by developing results-driven, immersive and imaginative
campaigns and applications. BLITZ reaches target audiences across all relevant touch points, social networks, platforms and devices, making brands
become a seamless part of consumers’ everyday lives. The agency constantly invents new ways to excite, inform, entertain, and compel consumers
to want to learn more, go deeper, “play” longer and participate in an active brand conversation.

Since 2001, BLITZ has created successful campaigns for video game publishers such as: Activision/BLIZZARD, Atari, Bioware, Eidos, Electronic Arts,
Lucas Arts, Midway, Nintendo, and Vivendi Games.

BLITZ is located at 1453 3rd Street Promenade, Suite 420, Santa Monica, CA 90401. The main office line is 310.551.0200, facsimiles can be sent
to 310. 551.0022

BLITZ is a registered trademark of BLITZ Digital Studios, LLC in the U.S. and other countries. All other brand names and product names are trademarks
or registered trademarks of their respective companies.
www.blitzagency.com