Games are more present in our lives than ever: in the past year, over 115 million Brazilians engaged in digital gaming on a weekly basis. With so many active players in the country, it would be naive to assume that everyone fits the classic “hardcore gamer” or “casual gamer” stereotypes. In this eBook, we analyze the diverse profiles of Brazilian gamers, revealing a market segment far more complex than commonly believed.
Segmenting the gaming market in Brazil to better understand each behavior and profile involved in gaming activities, and to inform specific game design plans tailored to each segment, whether for games, advergames, or gamification.