CODEMASTERS
CASE STUDY
Image Credit: RaceFans
Challenge
To understand the expectations of elite gamers before they invested in a new product offering for several of their driving-based games, such as F1 and Dirt 5.
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The key objective was to understand what players needed from that aspect of the gaming experience and what they thought about the overall offering.
There was also a desire to gain insight into what would also enhance the appeal and make the experience more compelling for different types of players.
Approach
The study was carried out during the COVID pandemic, so we tweaked our usual approach.
Over several weeks, we did for a qualitative focused study:
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Hosted online focus groups
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Conducted detailed 1:1 interviews
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Asked the participants to complete diaries
Many of the participants were performance-focused players, as this was a focus from the customer, and they exhibited an athlete type mentality and approach to their craft.
Impact
From the different techniques used, we gained lots of valuable information, both in terms of validating the proposal and generating ideas to enhance the offering.
As such, we delivered actionable insights based on evidence for Codemasters to implement.
We provided Codemasters with a validated go-to-market concept that reduced uncertainty and enabled stakeholder buy-in
Outcome
This research shaped product design and monetisation strategies, reducing go-to-market risk while also increasing the opportunity for Codemasters.
DIRT 5, one of the flagship titles supported by our research. Image credit: Amazon
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