Crafting Winning Games: The Critical Role of Consumer Insights

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