IDENTIFYING GAMER PERSONAS AT ESPM
A QUANTITATIVE STUDY BASED ON NEWZOO’S GAMER SEGMENTATION™ REPORT
DOI:
https://doi.org/10.53450/2179-1465.RG.2023v14i2p192-206Keywords:
quantitative research, Newzoo’s Gamer Segmentation™, gamer personasAbstract
The present study, carried out during August 2021, aimed to identify gamers’ personas in graduation level at Escola Superior de Propaganda e Marketing college (São Paulo). Based on the Gamer Segmentation™ report, published by the Dutch research institute Newzoo, which presents nine profiles/personas that make up the global gaming market today, we applied an online survey to understand - from this study - what types of game consumers are more prominent in the ESPM college environment. For this project, we applied a structured quantitative questionnaire with students in disciplines related to the gaming universe: Game Essentials (in the Information Technology course), Production Cycles 5 - Gaming Project (in the Cinema and Audiovisual course) and E-Sports and the Gamer Ecosystem (an elective course that brings together students from all courses at the ESPM faculty); within two weeks, 96 questionnaires were answered and we were able to understand some essential aspects of the game consumer in discussion. Going further, through this study, it was possible to understand some related to gaming media consumption, consumption of products from the gamer universe and what types of gamer personas we have in ESPM college. The following study, in addition to showing an overview of this huge industry, also points out some content paths to be improved in the aforementioned disciplines.
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References
FLANAGAN, Mary. Critical Play: Radical Game Design. Cambridge: The MIT Press, 2009.
LANDERS, Richard; BAUER, Kristina. Quantitative methods and analyses for the study of players and their behaviour. IN: LANKOSKI, Petri; BJÖRK, Staffan (Eds.). Game research methods: an overview. Halifax: ETC Press, 2015. p.151-173
MELLO, Felipe Correa; MASTROCOLA, Vicente Martin. Game cultura: comunicação, entretenimento e educação. São Paulo: Cengage Learning, 2016.
SASSATELLI, Roberta. Consumer culture: history, theory, and politics. London: Sage, 2010.
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Copyright (c) 2023 Felipe Correa Mello, Vicente Martin Mastrocola
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