As the gaming industry shifts from a ‘blue ocean’ of oportunity to a hyper-competitive ‘red ocean’ market, understanding your audience has never been more critical. In this mature market, success hinges not on broad appeal, but on creating deeply resonant experiences for specific audiences.
Faced with this reality, developers are increasingly relying on two tools to significantly deepen their audience understanding: player segments and player personas. Both segments and personas unlock granular insights that can impact the entire development lifecycle. They can make marketing, user acquisition, and monetization more effective, ultimately driving revenue and profit in a world where both are increasingly hard earned.
But while segments and personas are valuable tools for understanding your audience, they serve different purposes and offer unique insights. What’s the difference between segments and personas? In this article, we’ll explore the key differences between these two approaches. We’ll also look at how they can work together to increase marketing efficiency.
Player Segments: The Big Picture
Player segments are broad categories of players grouped by common characteristics, behaviors, or attributes. These are typically data-driven, quantitative groupings based on metrics you can measure and analyze. Some examples of player segments include:
- High-value players who spend regularly
- Social players who engage frequently with in-game communities
- Competitive players who participate in ranked matches or tournaments
- Casual players who log in occasionally for short sessions
Segments are derived from hard data — the numbers you can measure and analyze. You’re looking at things like play time, spending patterns, frequency of logins, preferred game modes, and other measurable behaviors. This data is collected through analytics tools and processed using statistical methods. However, advanced segmentation goes beyond just behavioral data. It also considers psychological factors such as player motivations to add a layer of depth, making them more meaningful and actionable.
The primary use of segments is for high-level strategic decisions, marketing campaigns, and feature prioritization. They help you understand the composition of your player base and make data-driven decisions about resource allocation, platform strategy, and development roadmaps.
Want to master the power of player segmentation? Check out our deep dive on the topic.
Player Personas: The Human Element
Player personas, on the other hand, are fictional, detailed representations of specific player types. They’re more qualitative and narrative-driven, often including:
- A name and backstory
- Motivations and goals
- Psychological profile
- Frustrations and pain points
- Preferred play patterns
- Demographic information
For example, you might have a persona named “Status Steve,” a 18-year-old who motivated by the feeling of being productive and being in the zone, loves to master new things, and likes to compete only while collaborating with a team.
Personas incorporate both quantitative data from segments and qualitative insights gathered from player interviews, surveys, observations, and audience intelligence tools. They help teams empathize with different player types and make design decisions with specific user needs in mind. Personas are particularly useful in UX design, narrative development, and feature conceptualization. They also play an important role in understanding the psychological needs your game fulfills for different audiences, which is essential for driving long-term engagement and player loyalty.
As we’ve discussed before, player personas are the key to modern video game development. Read this article to understand why.
Key Differences
- Quantitative vs. Qualitative: Segments are typically based on hard data, while personas incorporate more qualitative insights.
- Breadth vs. Depth: Segments cover broad groups, while personas get into specific player types.
- Usage: Segments are often used for high-level strategy and analytics, while personas guide more detailed design decisions and user experience considerations.
- Psychological Depth: While both use psychological insights, personas typically provide a deeper exploration of individual psychological profiles, while segments might focus on broader psychological trends across groups.
The Power of Combining Segments and Personas
In practice, the most effective approach is to use both segments and personas. Segments provide the data-driven foundation, while personas add the human element and depth to these data points. This nested approach allows you to maintain the rigor of data-driven segmentation while also capturing the nuanced human elements that pure data might miss.
For example, within a segment of “Competitive Players,” you might create two personas:
- “Competition Carl”: A hardcore gamer motivated by being in charge of his destiny and having independence, who is seeking a sense of purpose and likes to compete with a lot of emotions.
- “Ambitious Amy”: A busy professional who enjoys competition as a hobby, valuing quick matches and clear progression systems.
Both fit within the “Competitive Players” segment, but they have different needs and motivations that inform your design choices.
By combining segments and personas, you can zoom in from the broad strokes of segments to the fine details of individual player experiences. This approach lets you create games that resonate with your audience on multiple levels, balancing broad trends with individual experiences.
Additionally, understanding the psychological makeup of both segments and personas allows for more nuanced game design and marketing decisions. This insight can inform everything from core loop design to UI/UX choices, monetization strategies, social features, and marketing copy.
For example, if you create a segment of your highest LTV players, and then identify the personas within that segment, you can create marketing campaigns that are hyper-targeted to those likeminded players. This gives you a high probability of attracting more high LTV players to your game.
Harnessing the Power
While player segments and personas serve different purposes, they are most powerful when used together. Together, they provide a robust framework for understanding your player base and making informed decisions in both game development and marketing.
To learn more about segmentation, check out our deep dive on the topic: The Sneaky Power of Player Segmentation.
And if you want to integrate advanced player personas into your game development and marketing, download our free template for advanced persona creation.
