Defining for which audience you’re going to build your game can be very difficult. However isn’t it important to know who is actually going to play your game? In this article we want to give some suggestions on how to get to know your audience.
First of all, we want to look at the market opportunities: good old-fashion market research can help creating an insight in competitors and opportunities. A SWOT analyses is often used to analyze the potential to reach the business objective. This can of course also be applied to looking into game potential.
Besides looking into a model to check your game audience, it’s also good to look at numbers. Doing your research on the market size, trends and economic situations can provide great insights in who to market your game to.
Looking at the business model
Creating an amazing game is hard work and at the end you do want to be rewarded for these days, weeks and months of coding, designing and shaping the game. If you already have an idea for a game and have the monetization strategy covered this could be an angle to look at. Which audience is most suitable for the strategy and who is this target audience? Looking at it from this point of view can give you new insights into the game audience and might force you to make other choices.
How you are going to distribute the game is a huge factor when looking at game audiences. If you already know you want to publish the game on a gaming portal such as Agame.com or Gamesgames.com there is still the question: is your game audience active on such portals? Is the answer yes, then you are at the right track. If no, then you might want to make a decision: a new distribution channel or redefine the target audience. The same is applicable to for example distribution through an app-store like iTunes.
Defining a game audience is also about getting a clear image of whom you are creating a game for. One method that can really help you with this is creating user personas. Take some time to write down who is going to play your game, what is their background, what do they like and what not. This really helps to get your audience clear, but also you can use these personas to check if your choices are right. If you are in doubt about certain functions, design or gameplay it could help to think of one of your personas: what would he or she think of this?
You might have an amazing idea for your game, however, how does your target audience respond? Asking your potential gamers for feedback or user response is extremely helpful and provides you with great input for creating a successful game for this audience. There are many examples of where users have responded totally different than expected to a certain product. User testing could help prevent potential bad responses to the finished game.
You might already use or have tried these methods already. We are really curious about what your thoughts and experiences are. What do you do when defining your game audience? Please leave your comment below.