Segmenting Europe’s Digital Gamers for Growth

CASE STUDY

Industry: Entertainment/Gaming

Category: Online/digital gaming

Solution: Online segmentation

Location: Europe

"Working with the team was a fantastic experience from start to finish. We were thrilled with the segmentation work, the collaboration was seamless, especially during the segment creation phase, where Blue Yonder's expertise really shone. We trusted them to deliver insights that made sense for our business, and it was a real highlight when the final segments were revealed. The success of this project has led to follow-up work, including a deeper dive into the Scandinavian market. We're delighted to keep building on this partnership!"

Director of International Insights

The Challenge:

Digital gaming in Europe is a fast-paced, highly competitive, and ever-evolving market. Success demands a deep understanding of the consumer segments driving growth, not just at a regional level, but within the unique dynamics of each individual market across Europe.

Since 2014, our client has relied on broad segmentations to guide its strategic decision-making and innovation efforts through an existing framework. However, with the rapid acceleration of digital gaming, it became clear that a more detailed, digitally focused segmentation was needed to keep pace with market shifts and uncover new growth opportunities.

The Solution:

In close partnership with our client, we designed a tailored questionnaire to identify the full spectrum of potential customers within the digital gaming space, with a particular focus on the online instant win audience.

To build a robust and actionable segmentation, we analysed differences in player habits and behaviours, looking at the types of games played, frequency and likelihood of play, and key attitudinal and belief-based drivers. This deep dive allowed us to define meaningful consumer segments grounded in both behavioural data and player mindset.

The Result:

The resulting segmentation gave our client a powerful tool to better understand and connect with their digital audience. It enabled them to:

Precisely target different customer groups with tailored messaging and offers
Create more personalised and engaging game experiences
Clearly identify the most (and least) engaged players across markets

This detailed segmentation has not only enhanced marketing effectiveness but also informed strategic product development. By enhancing their existing framework with sharper insights specific to online instant win games, our client has been able to create more relevant, engaging experiences for players – ultimately driving better game development and sustained growth.

Following the success of this initiative, the approach has since been expanded to explore further opportunities in the Scandinavian market – validating the long-term value and impact of our collaboration and partnership.

Get in touch to explore how we can help you turn consumer understanding into competitive advantage. Contact [email protected] to discuss your needs.