MTV Networks
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Project: MTV Gaming Study
Challenge: Strengthen MTVs position at the edge of popular culture by establishing their authority in the evolving videogame category. Debunk old myths of videogamers and redefine the videogaming landscape.
Approach: In cooperation with MTV Networks and Insight Research Group, a two-phase study was designed where we interacted with videogame players who were in a videogame mindset and environment. Methods included in-home friendship groups and a survey with simulated gaming experiences with both rational and projective visual exercises. Through avatar creations and plot set-ups we gathered deep insights on the underlying motives for gaming and its culture that are not always accessible even for the consumers themselves.
Impact: A segmentation based on the core motives for engagement provided a clear view on the emotional and functional entry-points to gaming for each consumer segment. Backed with behaviors, game preferences and demographics, this view of the consumer landscape guided MTV in communications, product- and content development. The insights also served as a guiding tool in partnership and acquisition strategies. Lastly, with a unique approach and methodology that lended itself to novel and visual insights and presentations, a strengthened demand for MTVs point of view on the gaming landscape emerged.