Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/642 |
Resumo: | The electronic games industry is a new, dynamic, and fast-growing economic sector. However, organizations in this industry do not know the profile of their consumers. In view of this knowledge gap, the objective of this research paper is to analyze groups of electronic games consumers in the Brazilian market, in terms of their socio-demographic, behavioral, and expenditure characteristics. Using market segmentation literature and motivational variables found in games literature, this paper uses self-organizing maps and analysis of variance to segment 601 Brazilian gamers. The results demonstrate the existence of five different groups of games players and that, in order to reach each group, different strategies need to be used. The first group consists of t players who play all the time. The second has the same features as the first, but they do not have the same amount of time available to play. The third group consists of pro players. The fourth group and fifth group are the new challenge for games companies. |
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Groups of Gamers: Market Segmentation of Brazilian Electronic GamersOs Grupos de Gamers: Segmentação de Mercado dos Jogadores de Jogos EletrônicosElectronic gamesmarket segmentationconsumer behaviorself-organizing mapsBrazilJogos eletrônicossegmentação de mercadocomportamento do consumidorself-organizing mapsBrasilThe electronic games industry is a new, dynamic, and fast-growing economic sector. However, organizations in this industry do not know the profile of their consumers. In view of this knowledge gap, the objective of this research paper is to analyze groups of electronic games consumers in the Brazilian market, in terms of their socio-demographic, behavioral, and expenditure characteristics. Using market segmentation literature and motivational variables found in games literature, this paper uses self-organizing maps and analysis of variance to segment 601 Brazilian gamers. The results demonstrate the existence of five different groups of games players and that, in order to reach each group, different strategies need to be used. The first group consists of t players who play all the time. The second has the same features as the first, but they do not have the same amount of time available to play. The third group consists of pro players. The fourth group and fifth group are the new challenge for games companies.A indústria de jogos eletrônicos é um setor econômico novo, dinâmico e de rápido crescimento. No entanto, esta não conhece o perfil de seus consumidores. O objetivo desta pesquisa é analisar grupos de consumidores de jogos eletrônicos no mercado brasileiro a partir de características sociodemográficas, comportamentais e de intenções de gastos com esses produtos. Utilizando a literatura de segmentação de mercado e as variáveismotivacionais encontradas na literatura de jogos eletrônicos, este artigo utilizou-se de self-organizing maps e ANOVA para traçar uma análise de segmentação com base em uma pesquisa com 601 jogadores de jogos eletrônicos. Os resultados mostram a existência de cinco grupos diferentes de jogadores, que precisam ser atendidos por estratégias diferentes. O primeiro grupo foi formado pelos jogadores que jogam o tempo todo. O segundotem características parecidas com o primeiro, mas com menos tempo para jogar. O terceiro grupo foi formado por jogadores profissionais. O quartoe o quinto grupo são os novos desafios para as empresas de jogos.FUCAPE Business Shool2021-03-02info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/64210.15728/bbr.2021.18.2.4Brazilian Business Review; Vol. 18 No. 2 (2021): March to April 2021; 177-195Brazilian Business Review; v. 18 n. 2 (2021): Março a Abril de 2021; 177-1951808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/642/966http://www.bbronline.com.br/index.php/bbr/article/view/642/967Copyright (c) 2019 Brazilian Business Reviewhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessSouza, LucasFreitas, Ana AugustaHeineck, Luiz FernandoWattes, Jorge Luiz2021-03-02T01:06:15Zoai:ojs.pkp.sfu.ca:article/642Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2021-03-02T01:06:15BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers Os Grupos de Gamers: Segmentação de Mercado dos Jogadores de Jogos Eletrônicos |
title |
Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers |
spellingShingle |
Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers Souza, Lucas Electronic games market segmentation consumer behavior self-organizing maps Brazil Jogos eletrônicos segmentação de mercado comportamento do consumidor self-organizing maps Brasil |
title_short |
Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers |
title_full |
Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers |
title_fullStr |
Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers |
title_full_unstemmed |
Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers |
title_sort |
Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers |
author |
Souza, Lucas |
author_facet |
Souza, Lucas Freitas, Ana Augusta Heineck, Luiz Fernando Wattes, Jorge Luiz |
author_role |
author |
author2 |
Freitas, Ana Augusta Heineck, Luiz Fernando Wattes, Jorge Luiz |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Souza, Lucas Freitas, Ana Augusta Heineck, Luiz Fernando Wattes, Jorge Luiz |
dc.subject.por.fl_str_mv |
Electronic games market segmentation consumer behavior self-organizing maps Brazil Jogos eletrônicos segmentação de mercado comportamento do consumidor self-organizing maps Brasil |
topic |
Electronic games market segmentation consumer behavior self-organizing maps Brazil Jogos eletrônicos segmentação de mercado comportamento do consumidor self-organizing maps Brasil |
description |
The electronic games industry is a new, dynamic, and fast-growing economic sector. However, organizations in this industry do not know the profile of their consumers. In view of this knowledge gap, the objective of this research paper is to analyze groups of electronic games consumers in the Brazilian market, in terms of their socio-demographic, behavioral, and expenditure characteristics. Using market segmentation literature and motivational variables found in games literature, this paper uses self-organizing maps and analysis of variance to segment 601 Brazilian gamers. The results demonstrate the existence of five different groups of games players and that, in order to reach each group, different strategies need to be used. The first group consists of t players who play all the time. The second has the same features as the first, but they do not have the same amount of time available to play. The third group consists of pro players. The fourth group and fifth group are the new challenge for games companies. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-03-02 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/642 10.15728/bbr.2021.18.2.4 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/642 |
identifier_str_mv |
10.15728/bbr.2021.18.2.4 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/642/966 http://www.bbronline.com.br/index.php/bbr/article/view/642/967 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 18 No. 2 (2021): March to April 2021; 177-195 Brazilian Business Review; v. 18 n. 2 (2021): Março a Abril de 2021; 177-195 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732239658156032 |