THE CHALLENGE

The production company of a battle royale game popular among young gamers wanted to maintain and expand their player base through an advertising campaign. To make that happen, they needed to understand gamers’ lifestyles, motivators and attitudes towards games.

THE APPROACH

We assembled a cohort of our target audience and assigned them a three-day online task. This was designed to help us to explore their defining behaviours and characteristics as a group. We went on to host interviews to validate our findings and delve more deeply into promising concept avenues.

THE OUTCOME

Our research shed light on young gamers’ lifestyles, values and relationship with games. This ultimately led us to advertising and content development strategies that highly resonated with the client’s targets.

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