Helping a mobile gaming company get new players to play (and pay)

Case Study | Jobs to Be Won™

 

A global leader in the mobile gaming industry approached Halverson Group to help develop a strategy to deliver exponential growth in new players and increase penetration of in-game purchases among current and prospective users.

Halverson Group conducted a comprehensive Jobs to Be Won™ study of more than 18,000 U.S. consumers, identifying the core jobs that mobile games perform for players. We analyzed the underlying motives for playing 100+ cross-category mobile games. The resulting motivational landscape was modeled in 3D space and sized by both volume of session play and in-game spend. The analysis uncovered the competitive landscape from the consumer lens, revealing why consumers play mobile games and make in-game purchases.

By identifying and sizing the player opportunities by their core motives, our client’s perceived competitive set fundamentally changed. Further, the 3D Jobs to Be Won maps provided the client and their agencies with ownable strategic growth territories. The study and its implications directly shaped the resulting national advertising campaign, identified which players would be of greatest lifetime value to the firm and informed how to most effectively position future games to match players’ desires and motivations for playing.