Gaming Customer Journey Illuminas
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Gaming Journey Gaming Customer Journey Short Shop Autographer 2015 PREPARED BY ILLUMINAS a global team based in London, New York and Austin Darren George Research Director [email protected] +44 (0)207 909 0948 ext. 6239 linkedin.com/company/ illuminas @Illuminas http ://www.illuminas.com [email protected] +44 (0)20 7909 0929
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Transcript of Gaming Customer Journey Illuminas
Gaming Journey
Gaming Customer JourneyShort Shop Autographer
2015
PREPARED BY ILLUMINASa global team based in London,New York and Austin
Darren GeorgeResearch Director
[email protected]+44 (0)207 909 0948 ext. 6239
linkedin.com/company/illuminas
@Illuminas
http://www.illuminas.com
[email protected]+44 (0)20 7909 0929
Gaming Journey
Earned Media
TV ad
WOM
23%
45%
22%
Asks dad to buy game
Digital version
2%
Yes
Awareness
Emotion
Relationship
Affordability
Suitability
Buy-in store 45%
Buy online 55%
YesDisk
version 98%
Purchase decision
Original or pre-owned
Store
Peer pressure
New release?
A Teen’s (Dad’s) Purchase Journey
DLC/ Cost 20% ?
! Missed opportunity due physical need for product
Gaming Journey
?
A quick store visit to GAMEAn opportunity at the door with stronger out-facing signage
Playable handheld demonstration appealing
Gamers yes, what about parents? - how to attract the non-game enthusiast but the one paying the bill? Blocked isle a problem too
Certification problematic too, how about parent permission slips?
Pre-owned opportunity – why not offer something very low price for pre-owned games – DLC?
Looking at the opportunities in store…Store
Gaming Journey
Physical ownership still important, PS4/Xbox should consider digital + PHYSICAL item
Pre-owned carries lot of interest but price sometimes prohibitive as is some content
Physical ownership still important – what about offers on PS4 or Xbox live that allow extra physical posted item – poster? Disk? Something extra
In-app purchase games starting to appear in store
Trying devices still a draw to customers
Why not trailers for games on a screen?
Displays nice appeal
Gaming Journey
Different game store offers games, Movies, Digital equipment
Displays not so clear but interesting to gamer
PS3 and PS4 together could confuse
Marketing opportunity? Pc Games – console gamers also play PC? Combine offers?
Feature films on offer too
Think new marketing…stairways
Gaming Journey
Curry’s little or NO experience for customers
Stairways often overlooked and so too are what people do after shopping for games…
Curry’s offered a hidden deserted and non-existent experience for gaming fans. But a good place to pester mum and dad on other shopping journeys!
Marketing opportunity?
Asda on way home… Sale influences dad! £
Gaming Journey
25% Buy
75% Don’t buy
£
Purchase made but journey just begun…
£10.1b£4.3b £15.6b
-1.1%+37% +19%
Driven by other needs…mobility,
time sensitive convenience…
DLC £3.5b 2014
3 months later....new DLC
Opportunity for some sort of ubiquitous
payment/ voucher system for teens
!
! Converged gaming
Bad Exp 30%
Good Exp 70%
Dad to the rescue
1 in 2 purchase DLC for console
Debit card
E-Wallet
Security
Trust
Physical
75% use plastic cards in the UK
Yes?
Gaming Journey
Get in touch!
DARREN GEORGEResearch Director
http://www.illuminas.com
linkedin.com/company/illuminas @Illuminas
EXPERTS IN THEIR FIELDSJOB Our core Senior Team have 100+ years of experience between them
Firm believers in being hands-on and can support your journey needs
Creative, Instinctive and Experienced
