Lured by realistic graphics and increased accessibility, gamers are on the rise in Singapore. No longer limited by 2-player games, gamers can now take on the international players simply by going online. Such a phenomenon is revolutionising their lifestyle, also facilitating them to indulge in other realities other than the present.
Unsurprisingly, most of the gamers are male. However, the gaming community is also seeing a substantial percentage of female gamers. The gaming industry also recognises this and have been creating games specifically targeted to the girls.
Not held back by family responsibilities or time limitations, the young, single gamers are able to devote more time, money and energy to their game. A high percentage of these gamers are students who often gather at LAN gaming centers afterschool for a thrill.
Besides virtual reality, the gamers also lose themselves in fictional reality from the TV set. They prefer storyline channels which transport them to other worlds. They continue to satiate their adrenaline quotient by tuning in to sports channels.
Likewise on the internet, gamers also shun non-fiction information and prefer to engage in their own world where they can control.
This new tribe is here to stay and will emerge to be a formidable one. They are tightly knit and are highly technologically saavy. To milk their potential, advertisers targeting this segment need to choose channels that appeal to their adrenaline hunger and their preference to enter into other realities. Tactile events and e-marketing will prove to be effective tools to reach this tribe.
Source:
insightsDNA Singapore 2005
Gaming population defined as those who play any of the following gaming entertainment Everyday or
Almost Everyday – PC, Handheld, Arcade, Nintendo, PC Online, Sony PS2, Xbox, Ngage or Others
(Base: 387,000)
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Insights
DNA also provides a wealth of information such as the appeal
of the
various brands, the effectiveness of various media including brochures etc.
This
base of information will make media planning much more aligned to marketing
needs. |
