Illustrative engagement. A representative scenario showing how we approach this kind of work in video games. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping video games
Game studios and publishers need player insight from concept to live operations, through playtests, monetisation research and market sizing.
- Mobile gaming reaches very wide audiences
- Playtesting reduces costly late changes
- Monetisation must feel fair to players
Client background
A game publisher, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A game publisher
- Sector
- Video games
- Team engaged
- Market Research
- Services
- Market sizing and competitive intelligence, Consumer panel
Client challenge
The publisher wanted to expand.
Research objectives
- Deliver on the brief: sizing the gaming market in new regions.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 5 weeks.
Target audience
Scope: 3,000 adults.
Audiences we typically reach in video games
PlayersPaying playersLapsed playersStreamers and creatorsParents of young gamers
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A structured analytical design combining desk research, modelling and primary evidence.
- 1Brief
- 2Market survey
- 3Insight
We estimated gamer populations and preferences.
Market sizing and competitive intelligenceConsumer panel
Sampling strategy
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- adults
- 3,000
- The online survey was mobile-friendly and offered in respondents' languages.
- Secondary sources and client data were compiled and cross-checked before modelling.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Market model built from secondary data and primary evidence
Key findings
- Know your segments.
Recommendations
- Build on the core insight: know your segments.
- Share the findings with the teams closest to customers so they can act quickly.
Business impact
- Casual mobile gamers were the largest segment.
Impact is described qualitatively.
Deliverables & next steps
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: who are our players?