Illustrative engagement. A representative scenario showing how we approach this kind of work in video games. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping video games
Game studios and publishers need player insight from concept to live operations, through playtests, monetisation research and market sizing.
- Mobile gaming reaches very wide audiences
- Playtesting reduces costly late changes
- Monetisation must feel fair to players
Client background
A game studio, working in India & Southeast Asia. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A game studio
- Sector
- Video games
- Team engaged
- Market Research
- Services
- Quantitative research, Online surveys
Client challenge
The studio wanted to improve in-game revenue without hurting retention.
Research objectives
- Deliver on the brief: monetisation research for a free-to-play game.
- Understand the views, needs and behaviour of players.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 4 weeks.
Target audience
The work focused on 2,000 players.
- players2,000
Audiences we typically reach in video games
PlayersPaying playersLapsed playersStreamers and creatorsParents of young gamers
Geographic coverage
Coverage: India & Southeast Asia. Markets: India and Indonesia.
- India
- Indonesia
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Spending survey
- 3Insight
We surveyed players about spending and offers.
Quantitative researchOnline surveys
Sampling strategy
- players
- 2,000
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- Players preferred cosmetic items.
Fair monetisation retains players.
Recommendations
- Build on the core insight: fair monetisation retains players.
- Focus effort where the evidence was strongest: players preferred cosmetic items.
- Re-measure after the changes to confirm the effect.
Business impact
- The studio focused offers on cosmetics.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: is monetisation working and fair?