Case 1: G

1. Compare similarities and differences among three groups of gamers.

Solitary, Escapist Gamer	Genre Specific Gamer	Multiplayer Gamer
Plays 2-3 days per week Likes to play games with characters they're familiar with (e.g. Mario, Sonic) Price conscious Plays to relax and for entertainment Doesn't own latest consoles	Plays 4-5 days per week Prefers specific genre of games (e.g. sports, action) Not price conscious Plays to live out fantasies (e.g. sports) Buys new/popular games and systems shortly after their release	Plays almost everyday Plays almost all genres, choices depend on friends and mood Price conscious, seeks deals Plays for multiplayer purposes Doesn't own latest system/games but wants it badly

2. Be creative to generate consumer insights for each segment.

3. Should WebTel go mainstream (all three segments) or focus on one of the three groups or sub-segment(s) of a group?

4. Recommend the target segment(s) to serve.

5. Suggest brief Ideas for positioning and other marketing strategies

6. Evaluate the methods used in this case for analyzing gamers

1. Choosing a game
2. Purchasing it
3. Playing it
4. Sharing their experiences