Audience Segmentation and the Gamer Personas
Live on Zoom - Wednesday, June 17th at 12:00PM PST
It’s time to redefine and reject the stereotypical “gamer” persona. There’s a whole new generation of gamers who live to tell a different story. From power gamers to sports fans in search of a live-game replacement, and from casual gamers diving back in to families looking for group activities, gaming has hit a tipping point as audiences begin to explore gaming more deeply. Today’s gamers are multi-dimensional -- influential and diverse -- with discerning attitudes towards brands and the money to spend on them. In this session, we’ll break down the various types of gamers including the demographics, traits, behaviors and influence. We’ll explain why brands need to pay attention; best practices on how to capture their attention and engage them; and the key traits and potential that today’s gamers have to become brand evangelists for non-endemic brands.
- Who is the Gaming Audience: Casual, Mainstream, Power Gamers?
- What is Motivating People to Play?
- Which Titles or Genres Appeal to each Audience Segment?
- How Endemic and Non-endemic Brands Can Engage?
Lead Writer for GamesBeat
VentureBeat Dean Takahashi is lead writer for GamesBeat at VentureBeat. He has been a tech journalist for more than 28 years, and he has covered games for 21 years. He has been at VentureBeat since 2008. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat and GamesBeat Summit conferences. He lives in the San Francisco Bay Area.
Gaming Creator & Entertainer
ShakeDown is a veteran of the U.S. Air Force that has launched a storied gaming career of breaking ankles and posterizing opponents in NBA 2K. On his YouTube channel with over a million subscribers, he has championed the NBA 2K community by providing guides for new players while showcasing top 10 plays to celebrate current ones. Despite his dedication to be a top-flight competitor and vocal leader of the sports gaming world, Shakedown always finds time to spend time with his three daughters, the oldest of which he believes "has next."
Turner Sports Jennifer Dill has served as Vice President, esports, Turner Sports since 2019. In this role, she oversees partnerships, operations and strategic planning for Turner Sports’ esports division – including ELEAGUE, Turner Sports’ esports and gaming entertainment brand. Since ELEAGUE’s 2016 launch, Dill has played an integral role in coordinating the internal and external resources needed to drive its premium content initiatives and live events, including global syndication and distribution, finance, production, legal, marketing, digital products, sales, research, and talent.
Over the past two years, Dill has helped fuel ELEAGUE’s growth by expanding its portfolio of key publisher partnerships. She has brokered multi-faceted agreements including those with EA Sports, Xbox Game Studios, Nintendo, Psyonix and Warner Bros. Interactive Entertainment, and is a recognized industry expert on how to make these partnerships mutually beneficial from conception to execution. Dill has more than a decade of experience in media planning and strategy, helping partners understand audiences and fandom to determine the most effective methods of promoting their products.
Sr. Director of Strategy Fullscreen
Kiko Restrepo joined Fullscreen at the beginning of 2020 as a senior director of strategy. In this role, he is responsible for partnering with brands to develop data-driven, impactful marketing strategies from research and insights. His vertical expertise includes gaming, spirits, food and beverage, and technology.
Prior to joining Fullscreen, Kiko worked at Samsung Electronics America and Starwoods Hotels and Resorts, supporting the marketing strategy and brand teams. He also previously worked as a designer, with a focus on the architectural marketing industry. He has deep experience in pinpointing roadblocks and leveraging his design background and analytical experience to develop creative solutions to big challenges.
Head of Lifecycle Marketing
Tac has been at Amazon for seven years on a variety of teams. He is currently the Head of Lifecycle Marketing for Twitch Prime. Before that he ran marketing for IMDb. Tac has an eclectic professional background that includes working at startups, moving overseas while on the agency side, launching and shutting down businesses at Amazon, and even owning a skateboard shop in Las Vegas. He’s the king of two truths and a lie.