Mobile Gamers Habit and Preference Study

A well known mobile game company wished to launch a set of new mobile games in Japan. The objective of this study was to explore the playing habits of Japanese mobile gamers; along with learning which specific games were preferred within a particular genre. Concepts and promotional videos were tested and explored to better understand what resonates within the Japanese market.

Our Work

  • Eight 2-hr focus groups were held in our viewing facility to discuss in-depth with the gamers their playing habits and preferences

  • Evaluation of <in one group: three written concepts + two video game representations + promotional poster visuals> x three different genres across all eight groups

The Outcome

  • The client team was able to clearly understand how each of their ideas would be perceived in the Japanese market, outlining many parallels and contrasts between the Japanese and foreign gaming app markets

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