---
title: "Mobile gamer segmentation for acquisition and engagement | antedote"
description: "Player segmentation for a mobile gaming company: a market-wide survey of gamers, sized segments and a playbook for the priority groups, for marketing and product."
url: "https://antedote.com/explore-our-work/segmenting-mobile-game-players/"
author: "antedote"
---

# Segmenting players to plan acquisition and engagement

A mobile gaming company knew its own players well but wanted to see the whole market. We segmented mobile gamers by what drives them to play and spend, sized each group, then brought the priority groups to life for marketing and product.

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**Client**
Mobile gaming company

**Industry**
Consumer technology

**Market**
North America

**Kind of work**
Segmentation

**Our role**
Market-wide player segmentation and sizing, with qualitative work on the priority groups

## The question

The company had segmented the people already playing its games. To plan its marketing and product, it needed a picture of every mobile gamer, including the many who didn’t play with it yet.

Its market research team wanted that picture so marketing could decide whom to win and keep, and product could decide what to build for them.

## Our approach

We built the segmentation from the outside in. Before writing the main survey, we reviewed the segmentations already in use, the company’s own player types among them, and gathered the full range of attitudes in people’s own words.

A survey of thousands of mobile gamers then grouped players by more than how much they play: by what draws them to a game, what keeps them there and what they’d spend. We sized every group, so the team could weigh each one by what it was worth.

With the priority groups agreed with the team, we went back to people in each, players and non-players alike, in online discussions and interviews, to show who they are in their own words.

## What the team came away with

A sized segmentation of the market’s mobile gamers, with a small set of priority groups for marketing and product to focus on.

For each priority group, a profile, personas and a playbook on how to reach them, from the messages and features that matter to the channels that find them.

Who we heard from

Mobile gamers across the market, both the company’s players and people who didn’t play with it yet, in a survey, discussions and interviews

## Related work

[View segmentation case studies](https://antedote.com/explore-our-work/?work=Segmentation#library)

- Smart home

    ### [Choosing which smart home customers to focus on](https://antedote.com/explore-our-work/segmentation-go-to-market/)

    The team committed to a focused set of segments, and built its later research and its advertising agency’s creative work around the priority segments.

- Enterprise technology

    ### [Getting to know everyone behind an enterprise technology purchase](https://antedote.com/explore-our-work/researching-enterprise-technology-buyers/)

    The company has commissioned new work from us every year since the program began, and a proposition we explored with it later launched publicly.

**What we do**
[Customer segmentation](https://antedote.com/what-we-do/customer-segmentation/)

## Working out which customers to build for?

We’d be glad to talk it through with you.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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