A Multiplayer Industry: MaxPoint Identifies U.S. Neighborhoods with the Most Gaming Early Adopters vs. Latecomers

Company Helps Game-Related Brands and Retailers Target Distinct Groups of Shoppers with Neighborhood-Level Digital Advertising

Raleigh, N.C.,March 21, 2013 -- As the gaming industry gears up for the annual  Game Developers Conference in San Francisco,   MaxPoint, the company that helps retailers and brands drive local in-store sales with its innovative Digital Zip® technology, has identified U.S. cities with the neighborhoods most interested in gaming. By analyzing billions of in-store purchases and online data points, MaxPoint identified two distinct groups of gamers: early adopters, or those looking for the latest gaming technology, and latecomers, or gamers who prefer time-tested technologies.

According to the NPD Group, retail sales of gaming hardware, software and accessories totaled $13.26 billion in 2012. As the industry continues to grow, it is becoming increasingly important for advertisers to know where to find gamers and what motivates them to buy. MaxPoint’s proprietary interest data indicates that these groups approach gaming-related products from different perspectives and have different needs in the purchase cycle.

MaxPoint found that early adopters tend to be college-educated, single homeowners with an average income of more than $60,000 per year. They purchase the latest gaming equipment and stay informed about the newest gaming trends. According to the Index, neighborhoods with a high concentration of early adopters can be found in the following cities:

  • Boston, MA
  • Dallas, TX
  • Fairbanks, AK
  • Fort Smith, AR
  • Hartford, CT
  • Los Angeles, CA
  • Louisville, KY
  • Milwaukee, WI
  • New York, NY
  • Parkersburg, WV
  • Philadelphia, PA
  • Phoenix, AZ
  • Rapid City, SD
  • Rockford, IL
  • San Diego, CA
  • San Francisco, CA
  • Terre Haute, IN

Latecomers, on the other hand,  are often married homeowners without a college degree. Making less than $60,000 per year, these consumers limit gaming purchases to proven equipment and casually stay informed about gaming developments. Neighborhoods with a high concentration of latecomers can be found in the following cities:

  • Bangor, ME
  • Birmingham, AL
  • Charleston, WV
  • Clarksburg, WV
  • Fargo, ND
  • Greenville, NC
  • Johnstown, PA
  • Knoxville, TN
  • Lubbock, TX
  • Minneapolis, MN
  • Oklahoma City, OK
  • Quincy, IL
  • Sacramento, CA
  • Savannah, GA
  • Spokane, WA
  • Tri-Cities, TN
  • Wichita Falls, TX

“Advertisers charged with promoting game-related products tend to rely on general knowledge about gamers as the foundation for their campaigns. But, as we learned when examining our interest data, the gaming industry’s consumers are distinctly different. Advertising solely on general profiles doesn’t take into account the specific needs, interests and buying behaviors of various types of gamers, such as early adopters and latecomers,” said MaxPoint COO Gretchen Joyce.

For example, when Ubisoft launches Assassin’s Creed IV: Black Flagnext year, it will get the most out of its digital advertising if it tailors its approach to specific gamers. An ad that encourages shoppers in “early adopter” neighborhoods to pick up Assassin’s Creed IV: Black Flagfrom their local gaming stores will be successful; that same ad may fall flat, however, in “latecomer” neighborhoods. Instead, an ad that offers a discount on Assassin’s Creed III or another time-tested version may resonate with and generate higher response rates in “latecomer” neighborhoods.

Interest Data in Action
Using the data gleaned from the Index, MaxPoint executed a digital advertising campaign on behalf of a media rental company, targeting latecomers likely to rent video games in neighborhoods near its retail locations. The ads offered a promotional coupon for a free rental and resulted in a response rate nearly four times the industry average.

MaxPoint also leverages its knowledge about gamers in campaigns for portable gaming consoles, video games and accessories, including vibrating controllers and headsets.

About the MaxPoint Interest Index

Using its unique  Digital Zip technology, MaxPoint analyzes billions of data points consumed by neighborhoods across the United States such as: offline point-of-sale data, social media, videos, music, local Web pages and online magazines. For the March Interest Index, the company scored each neighborhood across hundreds of online topics related to consumers’ interest in games such as Assassin’s Creed,HaloMinecraft and World of Warcraft, as well as gaming systems including PlayStation and Xbox. MaxPoint combined its proprietary interest data with point-of-sale data for items such as gaming consoles, controllers, personal computers, tablets and video games.

About MaxPoint

MaxPoint’s retail advertising platform drives in-store traffic for retailers and brands. The company’s Digital Zip® technology delivers the most effective and scalable hyperlocal neighborhood-level online campaigns. MaxPoint can pinpoint qualified customers interested in purchasing a product with more precision than using traditional zip codes, ultimately offering accurate neighborhood-level targeting with national reach and local results. Founded in 2007, MaxPoint has offices in New York, Chicago, Los Angeles, Atlanta, Austin, Bentonville, Cincinnati, and Raleigh. For more information visit  www.maxpoint.com, follow us on Twitter  @maxpoint_int, and subscribe to the  OnPoint blog.


Amy Peterson
fama PR
Tel.: 617-986-5026 
Email Contact 

Review Article Be the first to review this article


Featured Video
Peggy AycinenaWhat Would Joe Do?
by Peggy Aycinena
Reverie: All That Glitters is not Past
More Editorial  
Digital and FPGA Hardware Designer for Giga-tronics Incorporated at San Ramon, CA
Senior Physical Design Engineer for Ambiq Micro at Austin, TX
SoC Design Engineer for Intel at Santa Clara, CA
Development Engineer-WEB SKILLS +++ for EDA Careers at North Valley, CA
Technical Marketing Manager Valley for EDA Careers at San Jose, CA
Upcoming Events
DesignCon 2017 Conference Jan 31 - Feb 2, 2017, Santa Clara Convention Center, Santa Clara, CA at Santa Clara Convention Center Santa Clara CA - Jan 31 - 2, 2017
IPC/Apex Expo 2017, Feb 14-16, 2017, San Diego Convention Center, San Diego, CA at San Diego Convention Center San Diego CA - Feb 14 - 16, 2017
Zuken Innovation World 2017, April 24 - 26, 2017, Hilton Head Marriott Resort & Spa in Hilton Head Island, SC at Hilton Head Marriott Resort & Spa Hilton Head Island NC - Apr 24 - 26, 2017

Internet Business Systems © 2017 Internet Business Systems, Inc.
595 Millich Dr., Suite 216, Campbell, CA 95008
+1 (408)-337-6870 — Contact Us, or visit our other sites:
AECCafe - Architectural Design and Engineering TechJobsCafe - Technical Jobs and Resumes GISCafe - Geographical Information Services  MCADCafe - Mechanical Design and Engineering ShareCG - Share Computer Graphic (CG) Animation, 3D Art and 3D Models
  Privacy Policy