This model allows you to listen to the satisfaction and needs of your users at any time and detect potential causes of dissatisfaction. It gives you the opportunity to discover space for innovation and improve the game experience. Also, collecting information in real time allows you to test changes within the game and monitor the results of actions or decisions taken.

If you provide your users with content that delights and improves their gaming experience with each update, you create a base of loyal users who will eventually become your brand ambassadors and share their enthusiasm with others in the gaming community.

With insights from feedback about the updates, you will optimize the current version of the game, but also get key guidelines for developing new updates or sequels to the game. The end result is an increase in the base of players who are happy with your game, consume it regularly, are willing to invest in their own gaming experience, and build a community that attracts new players.

With all these procedures, you build a new kind of community that is not one-way oriented (producer – gamer), but in which gamers participate in creating the best possible version of the game directly with the producers. Such a community, which supports each other, communicates and talks about opportunities in games, can continuously grow and create new games they will want to play again.

By providing properly set opportunities for benefits, we increase the level of satisfaction of the gaming experience, which makes the game overall experience attractive to a larger number of players. Also, analytical systems for monitoring the used forms of monetization determine the possibilities of optimization to achieve the best results even after the initial launch of the game on the market.

Market analysis precisely determines the desired type of in-game consumers who invest more time and money. It also determines their characteristics and drivers of consumption. Using insights from message testing and implementing the Winning Narrative can empirically determine the approach and communication messages that will provide the best results and resonate with your target audience. Such analyses point to the best title, game description, accompanying texts, the icon for web shops and all other tested elements, in order to have the best audience reach.

Given the diverse content that can be advertised and offered within a game, we identify the form of content (photos, video ads, texts, interactive ads, banners, etc.) that will be best for achieving the desired goal.

If your game development model requires sponsorship or additional funding, special research and a structured approach will identify key stakeholders and create a strategy to approach sponsors who will support your initiative, open access to a larger market and make your game more attractive to more players.

Identifying these elements increases business investments’ efficiency: determining the interest in certain games, investing in software needed for its development, optimizing time to create a game that has a future, based on data. Maximum performance is achieved by using specific insights based on specially tailored market research.

In the first phase of prototyping a video game, it is desirable to conduct concept tests that examine the potential of an ideal concept of the game. Concept tests allow you to evaluate the success of an idea, but they also provide guidelines for improvement so the game can reach its maximum potential. Depending on the results, you can choose whether you want to invest your time and other resources in developing the game and consider the signals the target audience sends you about the desired changes within the game concept.

A key advantage of market research in the gaming industry is the optimal use of time, money and other business resources, while obtaining guidelines for a structured and strategic approach to game development. In addition to knowing the characteristics, needs and gaming habits of the target audience, it is important to find the best Narrative and messages that will resonate with your target audience to achieve top results when launching the game to market.

Message Testing and the Winning Narrative answer the questions: how to present the game, through which channels and through which advertising formats your target audience will best accept the game. The research of testing messages and the Winning Narrative measures the concrete impact of individual communication messages on the acquisition of game users and enables you to set a concrete, empirically based marketing strategy.

Through market research, you can test your doubts about price positioning, ie the optimal price, and get insights into the possibilities of further optimizing prices to choose the most acceptable sales model.

You can also test game monetization forms before soft-launching the game and get concrete insights to set up the soft-launch in the best possible way, resulting in extra time for the final “polishing” of the game and marketing to ensure 100% readiness before full-launch.

An approach based on insights from empirical research with a strategically clear and elaborate communication campaign, also brings greater publicity, which ensures the attention and interest of investors and key stakeholders. This opens new business opportunities, builds platforms to cooperate with related industries and manufacturers, and finally leads to the implementation of larger projects that have clearly set and achievable goals.

The gaming market is made of several billion users. You can take a risk by launching the game based purely on instincts in the hope that you will reach a drop in the ocean of gamers who will recognize your game and become part of your fan base. However, using market research as well as a structured and strategic marketing approach, the success of your game is carefully planned and empirically tested.

EQUESTRIS is a consulting and communication agency guided by its fundamental principle – that messages based on research are Precise, Effective and Measurable. We leverage sophisticated research and cutting edge analytical tools in order to offer our clients innovative and effective communication support, while contributing to the profitable growth of their businesses. That way we acquire the insight necessary for our clients to address the most complex business and communication challenges.

Technology is advancing at an extraordinary rate, with a large amount of novelty. Achievements that were unimaginable a few years ago, are at your fingertips today. Gaming has become the new standard of fun for hundreds of millions of people around the world. Additionally, esport is now recognized as a legitmate form of competition, already practiced by professional players and at a level of engagement which requires professionalism, trainging for numerous hours and improving every aspect of their knowledge around videogames.

The analytical platform, Newzoo, predicts that in 2020 the total number of players worlwide will exceed 2.7 billion. In Asia, the average annual growth of the number of players is expected to be 7.7%, in Europe, Africa and the Middle East a growth of 6.6%, in Latin America a growth of 4.3%, while in North America , the most developed market, there is no expected growth or decline of players.

It also assumes that in 2020, industry revenues will reach $164.6 billion, 48% (77.2 billion) on mobile platforms, 28% (45.2 billion) through consoles, and 23% (36.9 billion) through PC games, while remaining profits will come from games on Internet browsers.

POSSIBILITIES FOR OPTIMIZING BUSINESS OPPORTUNITIES IN THE GAMING INDUSTRY

The existing videogame making process has five phases: development of game prototype, game production, produce first game, soft-launch of the game and begin communication and marketing activities then full launch.