ABSTRACT
In this fi rst chapter we turn our focus away from why we develop video games and ask instead for whom we develop video games. We argue that successful marketing means turning to consumers before even starting development. Successful video games, in terms of building a business, are not built for ourselves or our peers – they are built for a consumer audience that will gladly pay for them. This is the so-called marketing-focused process as opposed to a productfocused approach. First we start with the consumers and segment them into target groups. We continue by positioning our game title within this segmentation. We end this chapter by explaining how we can take into account the various types of buying behaviour by analyzing the buying-decision process that drives different behaviour.
