Casual-Core Market?

[NothingLikeit]

Hello again,

I'm working on my business plan. I want to define who the target market is for my videogames. I want to attract the crowd that buy thier PC games at Walmart (the budget games) Usually these games are second run titles that they sell for 9.99. The closest game publishers that are serving this market are the value divisions of publishers like THQ and Activision.

So my question is how should I define this market? I mean what should I call these customers? Should I call them Value Gamers, Budget Gamers, Casual Core Gamers? How can I find out what thier habits and tastes for games are once I find them?

The gamer I'm trying to define plays hardcore games but may not be as dedicated (spending 60 bucks on a new game every week) but wants something beyond a puzzle game experience. My plan is to offer games that have a full priced look without the 50 dollar price tag. I know there's a market out there I just don't know what to call it yet. I know because the market is for people like me.

I've been struggling with this for a few days now and I appreciate any insight you all can provide. And yes I did read steve Pavlina's Market research article. I could re read it though.

[sgm]

People who buy games at Walmart are usually looking for a deal and part of many groups. However, at the ones around here and other big stores that sell value programs, a majority of the games available at low prices are boxed casual ones. There are a few others at low prices from most genres.

Trying asking the clerks which are selling the best when you're in a store. Fish Tycoon is apparently a popular one. :)

[NothingLikeit]

Yup that's kind of the answer I was looking for.

http://www.activisionvalue.com


http://www.valusoft.com/products/nitrofamily.html



http://www.valusoft.com/products/battlestrike.html

I found a few examples of what I was talking about. The games here are ok..... I think some are even awful according to the reviewers. My plan is to actually offer up good games in these spaces. I basically am trying to bring boxed games like these to the downloable game world. So it's a hybrid of gamer. But not really.

I got the idea based on a game I played called Deadly Dozen. The game had lower production values than medal of honor but featured much of the same gameplay. it was pretty darn good too. Gamespot gave it an 8 and I enjoyed it. The game retailed at like 20 bucks too.

So what type of game would you consider that casual or hardcore?

[Bmc]

You may be disappointed. The biggest selling factor for games published by the likes of Valusoft (discounting known brands like The Carebears) is the box art.

You'd be best sticking to an online model I think.

[LilGames]

I don't think you can pigeon-hole Walmart game customers into one single category. Walmart carries everything, from the top-tier hardcore games, down to cheap budget titles.

[NothingLikeit]

You may be disappointed. The biggest selling factor for games published by the likes of Valusoft (discounting known brands like The Carebears) is the box art.

You'd be best sticking to an online model I think.



I intend to stick to the online model. But my point was there's not that many budget priced shooters or action titles that are produced for a budget audience. I see some examples of what's been done by valusoft and other value publishers. My point is to try to make better and more games based on that concept and sell them online.

[luggage]

There could be a couple of reasons for there not being many budget action\shooter games though.

* It costs a lot to make those type of games.
* You're in competition with all those companies who re-release games. Far Cry at £7.99?

[JoshuaSmyth]

I would fall into the category that you describe and I'll often pickup re-releases rather than their full priced first releases. But I'll only get a game for two reasons.

A) I've already heard of the game before
B) Its cheap

I wont usually get a game for reason B alone, because in the consumers mind low-price means low-quality.

If you're developing games for this market, Id also stick to the online model. Then if your game becomes popular you can always take it to a budget publisher, you'll also have a bit more levelerage by saying 'look its sold x copies'

[Promaginy]

I am struggling with the same thing for our upcoming game. We are wanting to target gamers who were hard-core but don't have the disposable time to play long & drawn out games. They want something that they can easily get into, have an intense/competitive experience, but then easily logout.

I belong to that demographic. With work and family obligations I don't have that much time to game, but when I do - I want a great experience that is more than playing puzzle games. I am calling that group the "Weekend Warriors".

More of these traditional hard-core games are being released online which is a good thing since it tells us that a market exists. Trymedia is doing exactly this.

[oldschool]

I'll second JoshuaSmyth, the last games I bought for myself were Shogo w/ Septerra Core and a Freespace pak. I'll buy shadow of the colossus and God of War when I get a ps2(I'll get a ps2 when the price is in the $50 range used).

If Crimsonland had a boxed game I would have bought it. Same with Zball. So there is some hope.

PS I have access to all the $60 games out(my little brother plays them) there like Fear, Dark Messiah, and GTA San Adreas(spelling?) but never play them so there is a market good luck connecting with ppl like me:)

[impossible]

If you want to make a 3D action game at a low budget you should just go ahead and do it. If you have a good game, the market is there. Piracy could be a problem on PC, but with a good title you have the chance to get into other markets (Live Arcade, etc.)

I also think the first person to make a FPS or 3D action-ish game that sells on casual portals will make a mint, or at least surprise everyone with their sucess in the same way certain casual friendly RPGs and strategy games recently have.

[NothingLikeit]

thanks for all the ingisht folks. I knew before I started working on my business plan there was no clearly defined title for this customer. That's cool because When I find out who they are, I can be the first to make a mint from the new gamer.

Thanks for seeing where I'm coming from Progaminy. So what did you nickname this elusive target of ours. And what type of game are you using to lure them in?

[Anthony Flack]

There is a large and successful range of Playstation games in Japan called the "simple" series, and they have continued on from the PS1 to the PS2. They offer all the standard gameplay types at a budget price. They are titled in an endearingly straightforward way - samples include "The Party Game", "The Billiards", "The Boxing", "The Shooting" etc. There are an enormous number of these games and they appear to do very well (they seem to get a fair bit of retail space, at least). It might be kind of interesting to have a look at them.

[lennard]

At least in my neck of the woods, many 1st run titles - with multi-million dollar budgets - land in the $4.99-$19.99 bin eventually - do you have the resources to produce titles that will compete with what EA were making 3 years ago?

[luggage]

Does it matter what you call them? I presume you'll qualify who the target market is in your business plan anyhow, you could call them 'apples' for all it matters.

[NothingLikeit]

Does it matter what you call them? I presume you'll qualify who the target market is in your business plan anyhow, you could call them 'apples' for all it matters.

To me? No. To would be investors, friends, family members, and others who don't know how this business works, yes it does matter. Most people want me to describe my target audience/customer and categorize it.

[NothingLikeit]

There is a large and successful range of Playstation games in Japan called the "simple" series, and they have continued on from the PS1 to the PS2. They offer all the standard gameplay types at a budget price. They are titled in an endearingly straightforward way - samples include "The Party Game", "The Billiards", "The Boxing", "The Shooting" etc. There are an enormous number of these games and they appear to do very well (they seem to get a fair bit of retail space, at least). It might be kind of interesting to have a look at them.


Sorry for the double post but thanks for the info Anthony. Are there any sites in japanese game sites that you know of? Maybe in english

[voxel]

There are an enormous number of these games and they appear to do very well (they seem to get a fair bit of retail space, at least). It might be kind of interesting to have a look at them.

I chalk it up to cultural differences. North American market is more polarized hardcore vs. web/PC casual. Those Japanese games sit in the middle.

Also, EyeToy + SingStar did extremely well in Europe + Australia/NZ but not so well in North America. Can't explain why...

[impossible]

Sorry for the double post but thanks for the info Anthony. Are there any sites in japanese game sites that you know of? Maybe in english
Wikipedia is always useful :). http://en.wikipedia.org/wiki/Simple_series.

Some of these games have got a little bit of hype on English sites with a fetish for Japanese games, like Insert Credit. There are a few crazier 3D action games in the series, namely The Oneechanbara, a game about girls with swords in bikinis fighting zombies, and Earth Defense Force, a 3D shooter where you fight giant monsters. Both of these games have upcoming XBox 360 sequels and at least Earth Defense Force X will be released in the US. The games have whacky themes and pretty nice graphics, but looking at gameplay videos they look like a repetitive generic beat 'em up or shooter, so they are definitely budget quality. I imagine that an indie game in a similar style could do pretty well though.

[electronicStar]

It seems that they have started simple and casual, managed to build an audience for themselves, and then evolved to some pretty hardcore games (http://www.youtube.com/watch?v=jUxiKm1smik).
At least that's a good example for what we repeat a lot on this board, start simple and small, evolve your projects with every new release.

[NothingLikeit]

ah is there anything the japanese can't come up with game design wise? So it looks like the name budget games is it. But I think Casual-core has more of a ring to it.

[Promaginy]

Thanks for seeing where I'm coming from Progaminy. So what did you nickname this elusive target of ours. And what type of game are you using to lure them in?

I call them the "Weekend Warriors" - they are hardcore but can only game on a limited basis such as every weekend. They like the hardcore game settings (fantasy, sci-fi, etc) and know how to game. They just can't stomach the Baldur's Gate 120+ hour marathons.

Our game is going to try and appeal to these weekend warriors plus introduce the casual player to a more hard core setting (magical fantasy & rpg) by introducing casual (shooting out colored fortress walls) gameplay elements that can be ramped up to a full rpg experience. I am thinking we are 6 months away from release.

[NothingLikeit]

cool keep me posted

[arcadetown]

Would be interesting if a title like Star Defender 3 (http://www.arcadetown.com/stardefender3/game.asp) would be able to cut it in retail. Definitely has the quality and it's now somewhat different than the rest of the crowd of generic 3D shooter retail games. Perhaps has the artwork to appeal to that type of gamer and draw in some older males.

Was in Target the other day and was interesting to see more Diner Dashes, Puppy Luvs, MCFs, etc there along with the typical high priced retail games.

[Escapee]

Nobody is thinking of making a casual clone ofPrincess maker (http://princessmaker.maison-otaku.net/princess.htm) ? It was a huge hit in Asia during the 90s (for both female and male gamers ) but i think it never get released in US and European market. I can only predict a huge hit in casual market if somebody comes up with similar game mechanism (Oh yes, Cute Knight is arr "close" :D ).

[NothingLikeit]

i just found out how i'm going to compete with say a budgeted call of duty or half life game. Since I'm selling it online it levels the playing field. Plus I can make my games smaller and thus quicker to download. Have any of you tried to download a demo of a game lately? Even with a fast connection it takes forever. I think with my old connection I could download a call of duty demo in 60 minutes. And that's just for a Demo! How long would a full version of the same version take to download? So I think that's another notch in my collumn at least.

[electronicStar]

I think you have another edge on "COD" and "HL" budget titles, it's that you can only play so many "cinematic FPSes" before you get bored with them, while there is IMO limitless replayability for simpler arcadey style games.
But maybe I'm wrong? :)

[NothingLikeit]

nope. I played some extintion and devastation troopers recently. I was thought to myself: "Awesome a game where I can just get in and blow Sh#t up with no pretense or plot." Don't get me wrong I still love the cinema effects of today's mainstream games. But some times I just have enough time to bust a cap in some alien and not time for the story that goes about why I'm busting a cap in said alien.