Prepared by Javier Garcia For CCNY BIC B3002 (Consumer Behavior & Persuasion, Zontee Hou)
Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught
May 06, 2015
At CCNY BIC's Consumer Behavior & Persuasion class, taught by Zontee Hou, Strategist at Convince & , students were tasked with selecting a brand/product of their choice, defining a for that brand/product, analyzing their media behaviors, and detailing their unique path to purchase. In response to this task, I selected Valve Software's Steam Machines, a line of yet-to-be-released dedicated Gaming-Ready PCs intended for the living room.
In my final presentation I analyzed a potential audience for this product - Console Gamers - by telling the story of their existing passion for gaming and how the familiar, controller-based entertainment experience of Steam Machines can serve as a bridge into PC Gaming. By targeting these gamers on channels that they engage with exclusively because of their love for gaming, Steam Machines can bridge the awareness gap, drive an interest in the product, allow these gamers to experience it for themselves, and build a path to ongoing loyalty and advocacy.
(Content largely voiced over in 12-minute final presentation.)
In my final presentation I analyzed a potential audience for this product - Console Gamers - by telling the story of their existing passion for gaming and how the familiar, controller-based entertainment experience of Steam Machines can serve as a bridge into PC Gaming. By targeting these gamers on channels that they engage with exclusively because of their love for gaming, Steam Machines can bridge the awareness gap, drive an interest in the product, allow these gamers to experience it for themselves, and build a path to ongoing loyalty and advocacy.
(Content largely voiced over in 12-minute final presentation.)
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Prepared by Javier Garcia
For CCNY BIC B3002 (Consumer Behavior & Persuasion, Zontee Hou)
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Of the American population plays video games.
That’s 187,202,567 people
$24 Billion
59% worth of video game related sales industry-wide. That’s:
• More than double 2013 US/Canada movie ticket sales
• Approx. 3x Netflix subscription revenue in 2013
Source: 2014 Sales, Demographic and Usage Data, Essential Facts About the Computer
& Video Game Industry. (http://www.theesa.com/facts/pdfs/ESA_EF_2014.pdf)
Of the American population that plays games,
52% are male
48% are female
Disproving the stereotype that most gamers are male
The age of the average American gamer 31
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Me
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Online digital media distribution platform for Windows & Mac
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Online digital PC gaming, media and software distribution platform
for Windows, Mac & Linux
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22 * Beta version of controller pictured
• A large awareness and knowledge gap between the audience and a potential purchase
• Relying on limited beta-testers and press for initial impressions on early hardware
• A lack of hands-on experience with the product and the innovative controller
• Help them understand how it feels, how it works, and how it fits into their lives
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• Gaming/Tech News Sites
• Twitch.TV
• Retail
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Managed by, and frequented by gaming enthusiasts (Especially the comments sections)
• Gaming/Tech News Sites
• Twitch.TV
• Retail
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• Video streaming platform dedicated to all things video games – from individual gamer broadcasts to major, global competitive gaming events
• Embedded applications built into the latest major gaming consoles
• Launched June 2011 - Less than 3 years old
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• 4th largest driver of traffic on the web
• Attracts more prime time viewers than MTV, TNT & AMC
• Reaches 45 million viewers a month Compare to: • 26.5 million Netflix Subscribers
• 22.3 million cable TV subscribers
• Launched June 2011 - Less than 3 years old
• Gaming/Tech News Sites
• Twitch.TV
• Retail
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• Hands-on experience + dialogue with professionals key to establishing user experience
• Consider foregoing existing big box and gaming/technology retailers in favor of branded Steam pop-up shops or dedicated,
• Controlled experience championed by dedicated professionals and gaming enthusiasts
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• Raise expectations of consumers
• Rely on existing, happy consumer advocates
• Capture imagination of potential consumers
• Simplify exploration / learning process
• Fulfill expectations of product/service in satisfying and delightful manner
• Raise expectations of consumers
• Rely on existing, happy consumer advocates
• Capture imagination of potential consumers
• Simplify exploration / learning process
• Fulfill expectations of product/service in satisfying and delightful manner
Retail / Post-Purchase
Product Usage Press & Existing User /
Awareness of Brand
Press or Social Web /
Word of Mouth
WOM / Press / Content
Sponsorship
Retail Experience / WOM
Advocate
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