Examples Of Segmentation In Video Game
In the video game industry, as with any product or service it is very important to identify different groups of consumers and determine which audience should be targeted and catered for.
In order to segment Hearthstone players, the 4 commonly used bases of segmentation will be applied: Geographic, Demographic, Psychographic, and Behavioral segmentation
Geographic Segmentation
Typical variables used for geographic segmentation are: region (location), size of metropolitan area, population density, and climate.
Despite the fact that a big number of games are targeted for an international audience or make their way to the international scene after initial success in local markets, consumers (players) of video games in different areas might exhibit different preferences or behaviors and therefore it would be interesting to investigate if this is the case with the game in question.
Demographic Segmentation
Demographic segmentation variables include: age, gender, marital status, income, occupation, education, generation, ethnicity, nationality, religion, and social class
For the purposes of this study and game development in general, age, gender, occupation, income, and nationality seem to be the most important demographic variables to examine.
Behavioral Segmentation
Behavioral segmentation relates to how consumers perceive and use the product. Some behavioral variables include: benefits sought, usage rate, brand loyalty, user status, and readiness to buy
In the video game
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