RockStar Games – Segmenting, Targeting & Positioning

Segmenting, Targeting & Positioning

Segmentation:-

Market Segmentation is a group of customers sharing a similar set of wants. Thus, we would distinguish between game buyers who are primarily seeking low-cost basic games and those high-cost adventurous games. The company has created, licensed and acquired a group of highly recognizable brands that it markets to a growing variety of consumer demographics.

The fact is 45 percent of heavy/hardcore gamers are actually in the 6-17 age groups, The Rockstar is not releasing new data on the games. According to the Rockstar’s Gamer Segmentation Report, 45 percent of the Rockstar Heavy Gamer segment and almost a third of the Avid Console Gamer segment (which represents the largest group) are between the ages of six and 17.

Interestingly, Rockstar found that the Heavy Gamers segment only comprises three percent of the total game playing population, “contrary to common assumption that these serious gamers constitute a larger percentage of the game-playing population and retail sales dollars.”

Targeting:-

The Rockstar, categorizes gamers into six segments: Heavy Gamers, Avid Console Gamers, Mass Market Gamers, Prefer Portable Gamers, Secondary Gamers, and Infrequent Gamers. The data used in the report was collected via an online survey in which 16,670 respondents ages six to 44 (who currently own video game systems, portable and console) were targeted.

Heavy gamers can be critical to a title or retailer’s success since they are the market leaders, but focusing on this segment entirely is ignoring a much broader consumer base and larger revenue potential. Sometimes from an outside perspective it appears that the game industry is doing more to cater to a mature audience, but the kids market cannot be ignored.

The importance of kids to the video games market for a long time but they’re underserved. Kids, and specifically teens, are vital to the health of this industry. They’re the people who have more free time on their hands, and therefore more time to play games.

The Rockstar also found that 21 percent of the Heavy Gamers segment is female, because female audience has grown in recent years.

Positioning:-

Positioning is an act of designing the company’s offer so that it occupies a distinct and valued place in the prospect’s mind. Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. You position the product in the mind of the product.

The Rockstar segment was involved in the creation, marketing and distribution of entertainment software that could be played or sold online. The segment also managed subscriptions for its online games to customers and published advertisements through its web pages. The company also sells its software products in conjunction with other products through co-selling agreements.

The product development and organization methods of Rockstar are in line with the direction of movement of the entertainment industry. Their plans include strategies for both publishing and creating culturally appropriate games in all over world. In this region where piracy challenges the packaged goods business, they are adopting an online model.

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Tags: Adventurous, Avid Console Gamers, Dollars, Female, Gamers, Heavy Gamers, Infrequent Gamers, Kids, Market, Mass Market Gamers, Positioning, Prefer Portable Gamers, ROCKSTAR Games, Secondary Gamers, Segmentation, Targeting