World of WarCraft. Group 2. Customer Segments. CUSTOMER ANALYSIS. Purchase History : Continued subscription, returning if interrupted. Purchase Problems : lack of steady income, quickly move on to next “hot” item. Benefits Sought : Entertainment, escape from day-to-day life.
Continued subscription, returning if interrupted.
lack of steady income, quickly move on to next “hot” item.
Entertainment, escape from day-to-day life.
Very comfortable with tech and virtual worlds, primarily a way to “pass the time”.
In free time, somewhat heavy but continuous.
Driven By Entertainment
Buying Behavior: Largely peer-influenced, affected by other releases.
Was growing strong, slight dip this year.
8 million worldwide.
-”Launched in WoW’s Shadow”
Innovation/MMO market changes daily.
Rift was created as an “improvement of existing MMO games”
Innovative (Just launched first high end graphics F2P)
Rift is our “love letter” to the gamer who has followed the natural progression of MMO gaming
RIFT (Trion Worlds)
Several big name investors.
One of the first MMORPG with high end graphics that ran across several platforms.
Growth Rate/Life Cycle: