Rebranding Research for an Online Gaming App
Competition for online gaming apps is fierce. A popular game available on smartphones and via Facebook saw a plateau in new users. The game wanted to rebrand to become more relevant to prospects and current users. This case study outlines the multi-step research methodology that Provoke Insights used to provide the gaming app with a clear direction for the rebrand.
The gaming app, with over 10 million downloads, was interested in understanding what drives users to its game versus the competition. The game wanted to evaluate the current brand perception and its impact on awareness, consideration, downloads, in-game purchases, and long-term loyalty.
The objectives of the research included:
- How consumers link the inherited brand name and its retail identity to the current iteration of the application;
- What drives emotional attachment to the game;
- How the game differs from the competition.
Market Research Solution
So, Provoke Insights proposed a two-phase research solution.
Phase one was qualitative, to conduct sixteen in-depth interviews among current users. These interviews were used to uncover information before a quantitative stage:
- Emotional drivers to the app;
- Detailed thoughts on the apps’ creative;
- How the app fits into their life;
- Feelings about the name of the brand and whether they would support a rebrand.
The interviews were conducted among four groups of the app’s users, tiered based on their usage/money spent to get a range of users.
Phase two was an online survey among online gamers. The research was used to create a perceptual map of the app and its main competitors, test features of the game, evaluate different audiences within the online gaming world and further understand emotional drivers.
Going into the research, the marketing team was preparing to rebrand and clear up brand confusion. However, both the in-depth interviews and the research study found that the brand name was one of the main reasons people tried the game. Therefore, from the results, the game also realized that the brand confusion stemmed throughout the full gaming experience. The brand needed to focus on how to provide a concise brand message across the game’s assets.
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In addition, read some of our past case studies here:
- Food Category Brand Launch: Secondary Research
- Marketing Strategy for a Major National Fitness Club
- Annual Ad Testing Campaign for OTC Drug Company
- Jewelers of America: Mixed Methodology Market Research Study
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