The Agency Online

Brief

PC Gamer’s editorial content reflects its ‘hard core’ 25+ gamer following. This makes it difficult to attract a broader audience profile. Circulation has remained static for a number of years. Look at ways to broaden the appeal of the title, by reflecting the relevance of the editorial content to a wider range of gamers and use these new markets to increase sales.

Key Insights

We conducted online polls and small research groups to understand the current and future readership… PC gamers differ from console (Xbox, PlayStation) gamers. They are well informed, committed and have a highbrow attitude to gaming. They are opinionated, and spend on average three times longer playing than console gamers. PC gamers believe they are more intelligent than console gamers.

Solution

Creative focuses on intelligent, witty copy-led executions that don’t offer an immediate belly laugh. Consumers have to ‘think’, but when they understand the humour they feel part of this ‘select’ club of intelligent gamers. In short to read PC Gamer, you don’t just love PC Gaming, you love being clever. And this resonates perfectly with our research findings.