http://bit.ly/o7zLco Boston, MA (PRWEB) August 24, 2011 Over the past few years, the popularity of mobile phones and tablets have contributed to an explosion in gaming by offering users the newfound ability to game anytime and anywhere. A study just released by the research consultancy, Latitude, offers a deeper-dive investigation into the new gaming landscape and the profile of tomorrow?s gamer, suggesting opportunities for both game developers and companies across industries. A complete study summary (PDF) is available for download at http://bit.ly/oE7rAx
The study included a Web survey of 290 smartphone owners between the ages of 15-54 who self-identified as ?casual gamers,? with nearly half labeling themselves ?game enthusiasts.? More than two-thirds said they expect to be gaming even more over the next few years.
Who are the New Gamers?
The study found that the stereotype of the reclusive gamer is outdated; this emerging demographic is social, heavily engaged with the ?offline? world, and extremely goal-oriented ? with a strong drive to improve themselves and the world around them. The new gamers are not constrained to any single platform, and have many different motivations for gaming in addition to just having fun [See ?New Gamers ? Infographic?]. Moreover, they expect that online games will continue to move out of the traditional screen environment, blending seamlessly with the ?offline? world in new and engaging ways that go beyond just ?checking in? with apps like Foursquare and SCVNGR.
?This study is part of our larger People Connected initiative, a series designed to offer a snapshot of intentionally small groups who are currently redefining what?s possible through the Web,? says Neela Sakaria, Senior Vice President of Latitude. ?We go beyond just identifying changes in technology, delving deeply into technology?s potential impact on us as people ? how we think, relate to each other, and approach our daily lives. Profiling dynamic user groups like ?the new gamers? gives us a window into how companies can not only develop meaningful tech experiences today but, more excitingly, grasp opportunities that are just on the horizon.?
The study pinpointed three key insights summarizing what the new gamers are expecting for the future:
1. Games Go Beyond the Screen
Eager to get beyond their smartphone screens, gamers are actively seeking new levels of interactivity, more intuitive interfaces (e.g., gestural or telepathic controls), and personalization of the physical world that mirrors what?s possible online. Future games should register and respond to people as they exist in the offline world, which may mean using a player?s location, mood or stress level as metrics in a game, or allowing players to overlay virtual environments or information onto their actual surroundings, as with augmented reality [See ?New Gamers ? Chart 5].
Study participants expressed an overwhelming desire for immersive integration of digital content with traditionally offline spaces and activities: