Market Summary / Target Audience

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As far as the Market Summary / Target Audience are concerned, we have quite the large market to target, I say this because many people tend to think gaming sales should only focus on those people in their teens, yet in reality this isn’t our only major target. The average age of a gamer is 35, over a quarter (26%) is age 50 or over. The bulk of gamers are in the 18 to 49 year age range, which proves children shouldn’t be the only ones we focus our campaigning on. Also, around 68% of U.S. households now play computer or video games as a whole, and as far as the main gender we will be concentrating on, we will concentrate on both male and females as a whole, this is because what many people don’t know is 48% of video game purchasers are female, which means the bias thinking that only males buy video games should be completely tossed out of the window.

immediately holds an advantage over much of the competition, because we can offer things such as trade-ins and store credit, which major retailers do not. I think this greatly benefits our company and capitalizing on this ability is something that needs to be done, because it sets us apart from the other retailers in the gaming industry. My first plan of action would be “Online Trade-Ins”, this has yet to be done by any company, but would work very similar to companies such as Game-Fly, who send you game rentals in the mail. We would send a pre-paid envelope to the home of the person trading in the game, and when the game is shipped back and confirmed, the consumer will receive a promo-code worth the trade-in that can be used online or in-store, which basically means they can trade out games without ever leaving their home, which is perfect for our younger demographic.
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