work.play.sleep

Team 3 (LuAlcusRheePan )Fred Lu, Matthew Alcus, Peter Rhee, Victor Pan

Presents

AgendaBackground

Management Problems

Research Problem

Research MethodologyFocus Groups, Online Questionnaires

Research Conclusion

work.play.sleep.

• Corporate belief: to develop an array of awesome applications that sync with a mobile lifestyle.

• “blur the lines between work, play, and sleep”

• Releases a location-based mobile game which allows you to own virtual property.

Competitive Environment

• App market is saturated with location-based programs

• Marketing research data in high demand

Management ProblemsDuring alpha-testing…

A competitor took the idea

The name Duality…

Was taken

Management needed to find out…

Who was interested in their app

What to improve on after alpha testing

How to reach their target audience

Research Problems

Management Problem

Who was interested in their app

How to reach their target audience

What to improve on after alpha testing

Find a good name for the game

Research Problem

Define work.play.sleep target market

Determine the optimal mediums to communicate product benefits to the target market

Determine in-game upgrades with greatest added value to consumers

Generate a list of potential game titles

Research Problem

Define work.play.sleep target market

Determine the optimal mediums to communicate product benefits to the target market

Determine in-game upgrades with greatest added value to consumers

Generate a list of potential game titles

Methodology

Focus Group

Questionnaires

Research Methods

Only invited alpha-testers of Duality

Focused on game improvements and word of mouth processes

Alpha testers had difficulty generating creative names

Indicated points to strengthen and clarify on the survey.

Focus Group

Convenience sampling through online questionnaires, N=140TimelyCost efficientClient believed information would be “good enough”

Respondents mostly ages 18-26, 51/49 M:F ratio, and mostly lived in Boston

Incidence rate of 35.7% after mortality

Results are subjective to sampling frame error, measurement bias, and non-response bias

Online Questionnaire

Working Professional 20%

College Student

78%

High School Student2%

What is Your Current Occupational or Educational Status?

Findings: Target Market

Client was interested in the behavior of college students and working professionals

Definitely Will Buy Probably Will Buy Total0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

4.44%

48.89%

53%

3.13%

31.25%34%

Gender vs Purchase Intent

MalesFemales

Purchase Intent

Perc

enta

ge

Findings: Target Market

Male respondents reacted more positively to the game concept than female respondents

Findings: Target Market

48.78% City dwellers expected the App Market

66.67% Non-city dwellers expected WOM

Other

Health

care

& F

itnes

s

Life

style

Busin

ess

Educ

atio

n

Spor

ts

News

Utiliti

es

Mus

ic

Socia

l Net

wor

king

Games

2%

28% 30% 33% 37% 37%52% 52%

62%

86%100%

What types of applications do you down-load,

if any?

Findings: Target Market

Social Networking, Music, Utilities, and News application ads are easier to reach gamers

Findings: Best Communication Mediums

Word of Mouth and availability in the App Market are the key drivers to finding and downloading apps.

Tycoon (4)

Hometown Tycoon

City Tycoon

Real Estate Tycoon

Metro Tycoon

Empire (8)

Metro Empires

Urban Empires

Real-Estate Empire

Real (7)

Metro (9)

Metro Empires

Metro Tycoon

Metropoly

Metropolize

City (29)

RealCity

City Tycoon

Cityopoly

Findings: Best Communication Mediums

Participants generated keywords related to game concept through name suggestion.

Findings: Best In-game UpgradesPlayers should be able to… Strongl

yAgree

Agree

NeitherAgree

Disagree

Disagree

Strongly

Disagree

I Don’

t Know

N

purchase in-game money with real money 1

12

15 11 15 2 54

purchase point packages in the game. 1 18 15 9 11 2 54

buy in-game items that attack and defend with real

money1 14 16 11 12 2 54

purchase items that increase the property value with real

money.2 16 15 8 13 2 54

customize the upgrades of properties important to me. 12 26 12 4 1 1 55

customize in game character 15 22 10 5 3 1 55get discounts and coupons

from stores checked in 19 19 12 2 1 3 53

get recognition for in-game achievements 11 14 25 4 1 1 55

Values 5 4 3 2 1 0

Findings: Best In-game UpgradesThe level you agree/disagree that… Mean St. Deviation 95% St. Error

Players should be able to purchase in-game money with real money 2.50 1.19 0.32

Players should be able to purchase point packages in the game. (e.g. $1 for 500 in-game currency, $2 for 1000 and so on for in-game upgrades

and items)

2.80 1.16 0.31

Players should be able to buy in-game items with real money. (Items are used to defend from or attack other players)

2.65 2.87 0.77

Players should be able to purchase items that increase the value of their property with real money.

2.74 1.23 0.33

Being able to customize the upgrades of my properties would be important to me.

3.80 0.93 0.25

Having more customizations of my in game character would be important to me. 3.75 1.13 0.30

Getting discounts and coupons to stores I check into would be important to me. 4.00 1.11 0.30

Being recognized for my in-game achievements would be important to me. (e.g. rankings or awards) 3.55 0.96 0.25

In-game improvements that involved real money were not popular

Participants wanted more game-play and function upgrades

Findings: Best In-game Upgrades

The more you play, the more you think it is unfair that players can “cheat” by spending more money.

Model Summary

Model R R Square Adjusted R Square

Std. Error of the

Estimate

1 .424a .180 .170 .690

a. Predictors: (Constant), 10. Please choose the level in which you agree or

disagree with the following statements.-Being able to customize the upgrades

of my properties would be important to me.

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.B Std. Error Beta

1 (Constant) 2.063 .155 13.295 .000

10. Please choose the

level in which you agree

or disagree with the

following statements.-

Being able to customize

the upgrades of my

properties would be

important to me.

.255 .058 .424 4.439 .000

a. Dependent Variable: 12. Based on your answer in Question 10, what would be your purchase intent?

Findings: Best In-game Upgrades

Being able to customize character, upgrades of properties, and having in-game achievements impacted purchase intent

Upgrades vs Purchase Intent

Very little of purchase intent can be explained by upgrades

Recommendations

1. MyCity

2. Metropoly

3. Mad Props (Property)

Findings: Potential Game Titles

Title should have keyword(s) that help memory retention of the game

Management Problem

Research Problem

Methodology

Findings

Research Conclusion

Genders have different levels of interest in the game.

Demographics impact consumer search processes. (Urban vs Rural)

In-game improvements that involved real money will not popular be popular in general, especially to heavier gamers.

Incorporate more customizability on character avatars, property upgrades, and improve achievement board.

Names like MyCity help consumers identify and relate to a hard to get concept.