Video Game Console Marketers to Promote Multiple Features

With more consumers of all ages turning to smart phones for information, communication and entertainment, video game console manufacturers and retailers have good reason  to wonder where their market is headed. For nearly a decade, the Playstation 3 and the Xbox 360 have commanded impressive sales results. And then the Wii came along and captured huge interest from the younger boy and young women demographic groups.

Are there specific features that might prompt consumers to purchase video game consoles?  The results of a recently published Nielsen study indicate that the following factors that would motivate consumers to purchase a PS3 gaming system and this intelligence might be applied to marketing other systems as well:

  • Blue-​ray capabilities 65%
  • Price reductions that make the system affordable 63%
  • Like the range of games available 62%
  • Looking to upgrade from PS 2 62%
  • Want to play with friends who already have a PS3 56%
  • The PS3’s other online capabilities interest me 50%

When conducting this study, Nielsen analysts also wanted to know whether the launch of a must-​have game will drive consumer purchases of game-​playing hardware. Specifically, the firm studied whether the heavily marketed God of War III made a significant difference in console sales. In general, only 12% of survey respondents indicated “I am  looking forward to buying a specific game.” And while many consumers were pleased that the PS3 would support the popular GOW III game, they considered a broad range of features before purchasing a system.

As a result, Nielsen analysts said that Sony’s marketing campaign, which boasted that the PW3 “only does everything” was exactly the right way to “complement consumer sentiment.”   Video game system promoters are likely taking notice of this success and adjusting their marketing campaigns to reach for the broadest range of consumer desires.
[Source: How Much do Video Games Matter When Buying a Console? NielsenWire. Nielsen​.com. 17 May 2010. Web. 1 Jun. 2010] 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.