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Session Name Defining a Target Market for a Connected TV Platform
Speaker(s) Richard Hilleman
Company Name(s) Electronic Arts
Track / Format Business, Marketing & Management
Overview When one is building a brand new platform, game type, and service for a geographically varied audience, there will always be some guesswork involved. This is not to say that the guessing can't be well informed. As we approached the problem of developing a ConnectedTV gaming service, we utilized a process of customer testing, proxy product analysis, use case analysis, and predictive technology dynamics that have shaped and defined the service. The clear customer vision derived from our approach serves as the filter for product, UI, UX, pricing, marketing, game frequency, granularity design and finally, customer targeting. We will share some of our insights about this unique problem, along with some of the customer stories that have emerged from our process. Though many of the answers about the target demographic will only come after a ConnectedTV gaming product is tested or released, we can make certain predictions based on the currently accessible data. Following is a list of assumption in we hold about the ConnectedTV second screen consumer:
Core gamer less likely to mass adopt due to altered/simplified state of game and previous experience with product
Pre-owning hardware will increase engagement and adoption by non-core gamers
Controller scheme complexity will not be a barrier for new gamers, as it is with consoles
Outside of hardcore solo gaming, TV = inherently social device - essence will carry over to connected TV platform
With any new platform, customer will be hesitant about being first adopter = less likely to spend money initially

GDC 2013

Richard Hilleman

Electronic Arts

free content

Business, Marketing & Management

Business & Marketing


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