We segmented Google Play’s users to find scalable growth opportunities in Korea and Taiwan.
The challenge
Spending, usage time and app popularity did not explain gamers’ motivations well enough to plan growth. We were asked to define and size segments and personas, prioritise targets and find entry points for activation.
Our approach
Focus groups and in-depth interviews produced draft personas, which we expanded into each segment’s attitudes, motivations, lifestyles and gaming habits, then sized with a survey.
The result
We identified the features and touchpoints that win in the market, improved the visual presence of Google Play’s games and supported acquisition marketing.
84%growth in Google Play gaming revenue
34%+more apps in the store
15%+continued gaming app revenue growth
Brand-wide figures reflect the client’s overall performance, not this project alone.
