Driving growth by understanding the audience

The gaming market has changed. No longer the preserve of young men, nowadays over 60% of people game. PlayStation wanted help understanding the changing landscape , getting ahead of shifts in consumer behaviour, and identifying opportunities for growth.

We built an intuitive and actionable global player segmentation to drive a broader gamer-centric mindset and strategy within the business. This was able to predict and explain changes in the gaming category, including differences in the desire for engagement, channel preference, and spend levels.

As well as developing the segmentation, we have used it as a tool for supporting the evolution of PlayStation’s proposition to help bring new products to market.

The global PlayStation business is now aligned behind a single view of the gamer, delivering exciting new products to market that are changing the face of gaming.