1. Video Game Market Research Project
By: Panayiotis Dimopoulos & William Stout

2. What factors drive the sales of video games?
Research Question
What factors drive the sales of video games?

3. Hypothesis
Factors like perceived level of fun, replayability, difficulty, and multiplayer are statistically significant in predicting overall sales of video games

4. Objectives
To assess what factors people consider important when making video game purchase decisions and whether those factors vary based on what devices are used to game.
To determine what channels are used to advertise video games, and their effectiveness.
To develop a psychographic/demographic profile of gamers.

5. Q3 Have you purchased a video game in the past 6 months?
The Sample
76 Respondents, of those 76, 56 passed the Screener For simplicity, we will refer to the 56 Yes’ as the sample
Q3 Have you purchased a video game in the past 6 months?
Yes (1)
No (2)

6. Our “Average” Gamer Is Male Is Between the Ages of 18-24
Q2 How many hours of video games do you play a week?
None (1)
1-5 (2)
6-10 (3)
11+ (4)
Our “Average” Gamer
Q4 What platform do you use to game?
Console (15)
PC (16)
Mobile (17)
Handheld (18)
Q16 Please indicate your age range.
Under 18 (1)
(2)
(3)
(4)
(5)
55 + (6)
Is Male
Is Between the Ages of 18-24
Plays on Console
Plays 1-5 or 11+ Hours of Video Games a week
Has spent $ on video games in the past 6 months
Q14 Now we're going to ask you some basic demographic information. Rest assured all information is and will remain confidential. Please indicate your gender.
Male (1)
Female (2)
Nonbinary (3)
Q11 The average video game costs $60. In the past six months, how much would you estimate you spent on video games?

7. The Value of Game Design
Fun most valuable aspect of game (construct)
People are not discouraged from playing violent video games
Multiplayer aspects and gaming with friends are important to the average gamer
Gamers can also play on their own for extended periods

8. The Value of Advertising
Recommendations are highly valued
Advertisements are only partially effective in swaying purchasing behavior
Game reviews are relatively unimportant to purchase decision
Demos aid in purchase decision

9. Q11 The average video game costs $60
Q11 The average video game costs $60. In the past six months, how much would you estimate you spent on video games?
Q10 We would like you to answer a few questions about your purchase history of video games. Please go over each question and answer carefully before responding. What console did you last purchase to game on?
Nintendo Switch (55)
PS4 (56)
Xbox One (57)
PC (58)
Nintendo 3DS (59)
PS Vita (60)
Other (Please Specify) (61)

10. Between The Groups
Factors like fun, replayability, socialness, and having single player aspects are not significantly different between groups of gamers

11. Advertising effectiveness in Predicting Sales
Factors like friend recommendations, advertisement influence, regard for reviews, and need to demo all are not statistically significant in the predicting of purchase behavior

12. Final Analysis
Fun has a weak positive correlation to purchase behavior
None of the factors (fun, difficulty, replayability, or multiplayer) are statistically significant in predicting purchase behavior
No one factor can predict how successful a game will be, everything must mesh together