Crafting Winning Games: The Critical Role of Consumer Insights

Deconstructor of Fun

We assembled an Avengers-style team of Consumer Insights leaders from publishers and Vendors Blizzard, Riot, Zynga, and Beta Hat to dig into how Consumer Insights can help Devs and Marketers make and market successful games.

The team digs into how each company approaches CI, uncovers trends around older and younger gamers, and gives tips for teams looking for financing or greenlight.

The session is filled with tips and stories, helpful to anyone in the games industry.

Host & Guests: Jen Donahoe - Strategic Marketing Consultant

Matt Penfield - VP of Consumer Insights at Zynga

Mike Swiontkowski - Head of Global Research and Consumer Insights at Blizzard

Bennett Robbins - Global Head of Publishing and Ecosystem Insights at Riot

Stan Kwon - CEO at Beta Hat

02:03 Overview of Consumer Insights

06:16 Role of Consumer Insights in Companies

08:52 Qualitative vs Quantitative Research

21:12 Market Trends and Insights

30:58 Roblox, Minecraft, and Fortnite

31:25 False Signals and Market Opportunities

32:44 Understanding Player Preferences

35:51 Consumer Insights in Game Development

37:09 The Speed of Consumer Insights in GaaS

38:19 Multi-Platform Gaming

39:41 Multiplatform Player Experience

42:01 Devs and Marketers Collaboration

50:27 Tips for Early-Stage Developers and CI

01:00:46 Wrap-Up

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