During the team assignment 2, our team found EA has three consumer segments in North America market. They are frequent male gamers aged 18 – 40, casual gamers 12 and under with parents in generation X and casual female gamers over age 18. I was responsible for frequent male gamers aged 18 – 40. Here are some thoughts according to my research.

Frequent male gamers aged 18 – 40 are the mainstays of North America’s video game market with a significant expansion in recent years. The average male gamer grew up playing video games throughout his childhood and is likely to be educated 6 and earn about $35,000-$75,000 per year. A typical individual in this segment has been gaming for approximately 16 years, and is likely to be in his mid-30’s. According to the Entertainment Software Association, 42% of game players in North America believe that computer and video games give them the most value for their money, compared to watching movies, listening to music or renting DVD’s. This segment have also been observed to have increased  hand-eye coordination and visuo-motor skills, according to International Weekly Journal of Science. Frequent gamers are able to better resist distractions, are sensitive to information in their peripheral vision, and are able to count briefly presented objects, than non-players. This segment enjoys playing  games in social settings with friends, with 62% of gamers playing online or multi-player. According to Clay Routledge, Ph.D., gamers who played a social games such as Farmville, compared to those who played a neutral game such as Room Escape, were more likely to engage in friendly behaviors, such as keeping the door open for people behind them at the entrance. Frequent gaming however, according to Journal of Interactive Advertising, cause some gamers to become more impulsive than their non-gaming counterparts.