Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers.
Souza, L., Augusta Freitas, A., Fernando Heineck, L., & Luiz Wattes, J. (2021). Groups of Gamers: Market Segmentation of Brazilian Electronic Gamers. Brazilian Business Review (Portuguese Edition), 18(2), 177–195. https://doi.org/10.15728/bbr.2021.18.2.4
Though the electronic gaming industry is a fast-growing industry, the profile of gamers is not well known. The authors studied the socio-demographic, behavioral, and expenditure characteristics of Brazilian gamers. Using self-organizing maps and ANOVA (analysis of variance) the authors determined that there were five distinct segments and to reach each group a different strategy would be required.