Issuu on Google+

log book Audience & Context by Ewelina Bidzińska


Marketing Report Including analysis of current console market, economic forecast and future trends. Type of gamers, consumer profile and my target group.

I started my work from research and marketing report. I made a review of current market and find out forecast for gaming console market. We also had very inspirational lecture about Acorn consumer profile, which very helped me with chose a my target. I found a lot of interesting publications about the type of gamer consumer.


CONSOLES

GENERAL ECONOMIC FORECASTS

CONSUMERS

CONSUMER PROFILE OVERVIEW

CONSUMER PROFILE

PRODUCT POSITION


Consoles The UK is one of the major geographical markets in the global gaming industry. Key Note estimates that the UK video gaming market (including console gaming, and PC and mobile games) represents approximately 10% of the total global video games industry. (Key Note, 2013)

Leading video games in the UK Call of Duty, Ops II, FIFA 13, Halo, Just Dance 4 Assassin’s Creed III, Far Cry 3 , Kinect Adventures, Hitman: Absolution , The Elder Scrolls V: Skyrim, Mass Effect 3, Borderlands 2


Leading Video Gaming Consoles Total Global Units Sold (Key Note, 2013)

Xbox360

Wii

279

429

179

2009

10,065

13,019

21,143

2010

13,254

13,896

17,321

2011

13,808

14,119

11,567

2012

10,481

11,889

5,131

price (ÂŁ) unit sold (000 units)

Playstation 3

19 % 38 %

total (2009-2012)

47,608

31 %

43 % 52,923

34 %

55,162

35%


General Economic Forecasts Both Mintel and Key Notes predict a rise in gaming market. In 2013 the UK video gaming market is forecast to return to growth, with the announced release of the next generation PlayStation and Xbox consoles.

Market growth

ÂŁ3,38bn 2013

ÂŁ4.11bn, 2017 representing growth of

21,90%


Future trends Digital distribution has become a staple of the video gaming industry across the various platforms, with all major consoles — PlayStation 3 (PS3), Xbox 360 and the new Wii U. Digital stores allow users to download full games, expansion packages and demos from the Internet. The digital distribution model is expected to become increasingly significant in the video gaming industry, allowing developers to market products directly to consumers, and reducing, or completely removing, the costs associated with traditional distribution streams. Casual Gaming Market Set to Rise An increasing number of developers are focusing on casual gaming owing to significant growth in smartphone uptake in recent years and the rise in tablet computer uptake. 37% of all UK gaming studios are now primarily focused on mobile devices 4G Internet The new 4G service will provide users with superfast mobile Internet connections, running at an average of 6 megabits per second (Mbit/s), compared with an average of 1Mbit/s for 3G services. The rollout of superfast mobile broadband services should benefit the casual gaming market, allowing significantly quicker download times for users on the move. (Key Note, 2013)

the UK resident population 63.8 million

65.8 million

2013

2017

+3.1%

unemployment 1.58 million 2013

1.33 million 2017

-15.8%


Consumers Type of gamer costumers Casual gamers account for 42% of all UK gamers.

‘Hardcore’ gamer,

who plays every day or most days

9% 19%

Regular gamer,

who plays at least once a week but not every day

26%

Casual or social gamer, who plays every now and then

Lapsed gamer,

who used to, but no longer plays

Non gamer

8% 38% % of the UK internet-using population


This survey was conducted in electronic stores with consoles and game consoles. Questions : 1. What do customers mostly ask shop assistans about? 2. Do customers pay attention to the product’s appearance? 3. Is there any connection between the type of customer and the brand they choose? 4. What is the number one reason that customers resign from buying a console?

“ “ “

People don't care much about what consoles look like. They ask about price, size of memory, which games they offer, for which games they will be suitable.

People are really brand loyal. So basically if they’ve bought PS1, PS2 and PS3 they will buy PS4.

“ “

Nintendo Wii is much cheaper than PS or Xbox. It’s different buyers, more family orientated. When the first Wii came out it was absolutely massive. British family bought this with exercise games to losing weight. Kinect and PlayStation Move aren't really popular, only Wii. PS and Xbox players are not as much family orientated as Nintendo players.


Main users and

the influence of children Main users of future consoles in the houshold july 2013 I would be

42%

I would never buy a new console for my household

27%

My child(ren) would be

19%

Other adults in the houshold would be

12%

In homes with children, parents would be the primary users of a new console. Consumers would purchase a console for their own use, rather than for their children.

Influence of children on the choice of consumers’ next console july 2013 I would listen to my child(ren)’s wishes but I’d make the final decision

31%

I would decide equally with my child(ren)

31%

I would decide without talking to my child(ren) My child(ren) would make the final decision Don’t know 6%

17% 15% Children are involved in the buying process, but they are more likely to callaborate rather than instruct.


Gamers

<18 45% Gender 55%

36+

32%

Age

36%

30

The average age

32%

18-35 Purchaser

46% Gender 54%

35

The average age

I was looking for demographic information about gamers and purchasers. I was astonished to see that female gamers account for about 45% ! Itâ&#x20AC;&#x2122;s almost as many as male gamer. This information had big influence on my choice of consumer profile.


Consumer profile overview Acorn User guide (Acorn, 2013)

Financially comfortable

Well-off edge of towners (9)

Career driven young families (18)

Game console

125

128

141

Couple family with children

153

169

138

Couple family no children Daily Internet user

130

124

131

125

125

122

Tablet computer

173

193

132

100 - UK median


I have chosen and analysed a few groups of consumers who are family orientated, own electronic devices (with higher value than the UK median) such as consoles and tablet computers, plus are frequent Internet users.

Established suburbs, older

Smaller houses and starter homes

Fading owner occupied terraces

Struggling young families in post-war

129

130

130

115

143

104

103

119

118

119

105

85

112

113

98

99

86

102

119

90


Career driven young families

Consumer Profile Emily Emily is a 33-year-old mother and wife. She has been working as an accountant at a local company for 6 years. She has graduated from Sheffield Hallam University. Emily likes her job but finds it hard to spare enough time for entertaimen with her family. After very stressful days at the office she wants to relax, but itâ&#x20AC;&#x2122;s not easy while being a parent. She is a mother of two, 3 years old Tom and 5 years old Kate. She and her family live in a small detached house. They own a Kia Ceeâ&#x20AC;&#x2122;d. Emily is image concious, likes high quality clothes and fashionable accesories such as bags, shoes and watches. She is vegetarian and buys her favourite organic products twice a week at Waitrose. During Chrismas breaks she and her family enjoy skiing in Austrian ski resorts. Emily is a frequent Internet user. She manages her finance, buys wine, music and books online to save time. She also reads the electronic version of The Times. Emily enjoys and finds relief in her gadgets. She owns an iPhone, a game console and an iPad. She and her family often play video games together and find it very relaxing. Her husband is a keen gamer and she sometimes likes to join him.


Emily lives in...

Emily owns...

Emily is looking for...

high quality products, fashionable clothes and gadgets, products that help her to relax and save time, sustainable products and support charity.


Product Position

within the current market My console will be aimed at casual gamers due to the market for this group being forecast to rise. Casual games are expected to attract consumers from a vast majority of demographic groups. The console will be ideal for consumers who grew up with gaming in the 1980s and are now parents, have families. The console will provide relief for mature people with stressful jobs, who are accustomed to this type of entertainment since their childhood.

Research shows that parents would be the primary users of a the new console, the average gamer is 30 years old, the average purchaser is 35 years old, hence I chose to target consumers 30-40 years old.

Retail price 1.

Xbox One

£ 429

2.

PS4

£ 349

3.

My console

£ 309

4.

Wii U

£ 249

5.

Ouya

£ 100

I want my console to be available for all types of casual gamers regardless of their income. I would however like to focus on young families. I have set the price at a lower level than the other new genaration consoles (Xbox and PS4), but my console will be more expensive and of better quality than Wii U.


Inspiration

architecture

My inspiration for console appearence was architecture. Modular fasade, intriguing solutions with material selections, geometric simple shapes.


I was looking for a modular form, with repeated elements, which would combine two different materials

sketches model


rethink I was not sure that my concepts and development was going in a good way. So I reconsidered my conceptâ&#x20AC;Ś But from a different point of view.

I considered material which i want to use in my console. I chose wood and ceramic because of my target prefere to buy organic and vegetarian food. I decide that i want to focus on details. Make simple shape of console with sophisticated details, combination of different materials with various structure and finish. I chose to combine wood with white gloss ceramic


development


Inspired by old tiled stoves I was inspired by stoves with ceramic 3d tiles. I remembered old tiled stoves, I had one very old and old-fashioned in my house. It was standing in heart of the living room. I started considering to use the motif of an old tiled stoves on my console but with a simpler shape and a plain colour.


development

model


22 44 mm 22

44 mm

35

30

180 mm

180 mm

180 mm

60 mm

After feed back I increase thickness by 10 mm

140 mm


development Iâ&#x20AC;&#x2122;d like the objects form to play with symmetrical lines as well as natural complementary structures.

different options for plug

cad models


different options for stand

final line

I wanted the stand to be a continuation of the body but at some point the visual aspect became too boring so I decided to change the plain shape in such way that form follows the ceramic part. Therefore I created a hole which passes through both parts, which is also a ventilation support.


model in progress I made the console from 4 pieces of wood. For the main body I prepared cad files and had it made on CNC machine. The lower part of the stand was made from ash. This element i left in its natural raw state to show distinct between a high gloss finish upper part and a wood part. The most time-consuming action was finishing, sanding, filing.

jelutong

ash


final model

ceramics

wood


details

2x USB ports HDMI LAN


summary The game console has been created for young families who prefer a healthy lifestyle and choose sustainable products. The materials which I used correspond with requirements. Wood and ceramics are user and nature friendly, there are also made from replenishable resources.

The body has simply and geometrical lines and therefore can by produced on mass scale. The console includes 2 usb, LAN, HDMI ports and CD slot. The hole between two parts ventilates console.

I am happy with the development of the concept, I consider that selection of materials and attention to details give the console the high value.

My targetâ&#x20AC;&#x2122;s living room - the heart of home, is organic minimalistic but not cold because of using natural materials like wood and a neutral colour palette. This aspects create welcoming and calming atmosphere where my console will fit well to enviroment without standing out.


sources Mintel (2013) Games Hardware. Available from: www.mintel.com [Accessed: 8th October 2013]. Mintel (2013) EXECUTIVE SUMMARY. Video Games and Consoles. Available from: www.mintel.com [Accessed: 9th October 2013]. Key Note (2013) Market Update 2013. Video Gaming Available from: http://www.keynote.co.uk/ [Accessed: 7th October 2013]. ESA (2013) ESSENTIAL FACTS ABOUT THE COMPUTER AND VIDEO GAME INDUSTRY. Available from: www.theesa.com [Accessed: 10th October 2013]. Acorn (2013) The acorn users guide. Available from: www.acorn.caci.co.uk [Accessed: 10th October 2013].



Logbook bidzinska ewelina