Since the beginning of the year, Quantic Foundry and Niko Partners have been working together on a series of survey-based projects. Niko Partners is a market research and consulting firm covering the games markets in Asia.
In one of these projects, we used the Gamer Motivation Model as part of a larger study to create a player segmentation of Chinese gamers. This serendipitously allowed us to compare US and Chinese gamers, and explore how gaming motivations vary across cultures.
The Two Data Sets
The Quantic Foundry (QF) data comes (as usual) from the Gamer Motivation Profile, a 5-minute survey that allows gamers to get a personalized report of their gaming motivations, and see how they compare with other gamers. Over 350,000 gamers worldwide have taken this survey. The survey is in English and thus respondents are predominantly from North America and the Western EU. The 12 motivations that are measured in our model were identified via statistical analysis of how gaming motivations cluster together. You can get a more detailed description of our gamer sample here.
See how you compare with other gamers. Take a 5-minute survey and get your Gamer Motivation Profile
The Niko Partners (NP) data comes from an online survey (in Simplified Chinese) of 2,000 representative digital gamers in China (from a survey panel provider), balanced across more than 40 cities in tiers 1 through 5. In that study, a gamer is someone who has played more than 60 minutes of games in the past 30 days.