Analyst Talks Defining, Encouraging The 'Hardcore Gamer'

Analyst firm JupiterResearch has released initial details on a new survey trying to define the 'hardcore gamer', suggesting that as many as 22 percent of console gamers fall in what they describe as the "ultra console gamers category". According to the company, these gamers are spending more than five hours per week playing games, and, according to a new JupiterResearch report, “Audience Segmentation: Coaxing Gamers up the Consumption Ladder,” this segment of the market spent more than $50 in the last six months on console game software. The survey is intriguing in as much as it seems to suggest that turning casual gamers into 'hardcore gamers' is a strategy that game publishers and creators should be attempting. Michael Gartenberg, Vice President and Research Director at JupiterResearch, commented of the concept: "While ultra gamers are a very important audience segment for game manufacturers and retailers, nearly twice as many console gamers spend fewer than five hours and $50 dollars on games... This represents a significant opportunity for video game stakeholders to drive greater consumption among existing gamers." Other details in the survey reveal that these gamers that spent more than five hours per week playing games spend between 20 and 100 percent more money on game software than those in "low-play intensity segments". The analysts then suggest that there may be some ability for publishers to encourage further spending by using digital download business models and by further analyzing the data received from gamers via online-connected games. "Suppliers should use connected consoles to influence gamer consumption patterns," said David Schatsky, President of parent organization JupiterKagan. "Because of the tracking capabilities, this conduit is perfect for testing initiatives designed to drive participation as well as to identify which segments to target."