Despite the strong performance of the video game industry overall, a study by Blue Owl AI reveals billions in untapped revenue—and how it could be captured. The ongoing research, begun in 2019, reveals console and PC gamers’ buying interests, behaviors, attitudes, and motivations.
“Video games is a hypercompetitive industry, with millions of titles vying for the gamer’s dollar,” says Jeff Brazell, Professor of Marketing at the University of Utah and CEO of Blue Owl AI. “It’s hard to break through the noise to make gamers aware of your title and get them to consider it. It’s much harder moving gamers from consideration to purchase or download.”
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So what can publishers do to capture the opportunities? “It’s critical to continuously gather intelligence on market interest along with gamer attitudes, motivations, and preferences at each stage of the marketing funnel. In Blue Owl AI, we see the profile of gamers interested in a given title changes over time,” continues Professor Brazell. “That means marketing messages that resonated and persuaded a month ago may not be effective today. Agile marketers use profile intelligence to change their messages to resonate with and persuade gamers who are ready to buy. And, it doesn’t have to take long. Using Blue Owl intelligence, one publisher changed messaging and saw ROI of over 2,800% in 30 days.”
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Blue Owl AI gathers survey research 24/7/365, sizes opportunities, and profiles gamers so publishers can craft messages that win. Insights are delivered in seconds to web browsers on any device. These kinds of insights have been available to Fortune 500s, but until now have been out of reach for the video game industry.
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