Google Play, the mobile app service distribution giant has been serving the Android market for over a decade. In 2016, they wanted to formulate regional marketing strategies specific for their Asian users. Moreover, conventional user statistics such as expenditure, usage time and app popularity are insufficient to guide formulation of actionable growth strategies.

To stay ahead of the market, it was essential for Google Play to understand their users, from their mindsets and motivations, to external factors and influences shaping their gaming and purchasing habits. Brandnographer was brought on board to conduct a robust monetization strategy through understanding gamers. By uncovering users’ behavior and mentalities, we defined the market segments and personas, identified their sizes, prioritised the multiple target groups and identified best entry points for outreach and activation, which are pivotal for Google Play to build their service ecosystem later.