The gaming market has changed. No longer just for young men, nowadays over 60% of people game. PlayStation wanted help in understanding the changing landscape to get ahead of these shifts in consumer behaviour and identify opportunities for growth.

We built an intuitive and actionable global player segmentation to drive a broader gamer-centric mindset and strategy within the business.  This was able to predict and explain changes in the gaming category, including differences in the desire for engagement, differences in channel preference, and differences in spend.

As well as developing the segmentation, we have used it as a tool for supporting the evolution of PlayStation’s proposition to help bring new products to market.

The global PlayStation business is aligned behind a single view of the gamer, delivering exciting new products to market that have changed the face of gaming.