Tap into Gamers' Obsession

All gamers are hardcore. Before you read on, I want you to let that idea stew for half a tick. Does it bother you? Most people I've asked say yes, and I'm going to try to explain why. I'd like to point out a core philosophy that embodies the rest of my ideas about the community of gamers, hardcore or otherwise. Humans have a pack mentality. As part of a group, we are strong, and our opinions require less explanation because they are often backed by numbers, rather than substance. However, people tend to be very wary of what groups they are associated with. As gaming becomes less of a niche activity, people have become more accepting of it. However, this newfound acceptance has led to an identity crisis for gamers of all types. For some, being called 'hardcore' might be a source of pride, but for more casual gamers, this might be a cringe-worthy label, even if they spend an hour or more a day playing casual or mobile games. New lines must be drawn to understand who just plays games and who is a true gamer, or as we are often called, a “hardcore” gamer. But who's drawing the lines, and where do they go?

I was recently asked if there is a difference between someone who plays Trivia Crack for an hour versus someone who plays Destiny for an hour. First of all, how long a game is played doesn't really say much about the player. If anything, it tells us how much free time they have, but in some cases it doesn't even tell us that. My own case is a good example. I consider myself a hardcore gamer. However, I often go days without playing any games. Some days I play just an hour. And then, on some occasions, I get really into a game, have a lot of free time, and get a chance to play for many hours straight. But my identity as a hardcore gamer does not stem from this, because frankly I have a very busy life, as do many gamers I know. I consider myself a hardcore gamer because when I love a game, I become devoted not only to the game itself, but the developers, the movement it creates, the ideas it spawns in the industry. In short, I am saturated in the world of games: I make it my job to know what games mean for the industry as a whole. I am a game player, but I also analyze, discuss, and help marketers sell games. I'm not saying every gamer must have all these interests to be hardcore; for many, simply being a staunch supporter of a developer is more than enough.

Let me draw a very specific line with this example: millions of people are playing Call of Duty. It is a great equalizer because hardcore gamers and casual gamers, jocks and geeks, kids and adults are playing it together. However, there is a core group of gamers who not only play it, but they support it with more than just their wallets. As you are probably aware, back in 2010 Activision lopped off the head of Infinity Ward, the developer that made Modern Warfare 2, by firing its two heads of development. Those loyal to the game's ideas will most likely follow those two developers, Vince Zampella and Jason West, to their next project, understanding that true quality and creativity come from a developer's passion, not a publisher's bank account. Activision knows they will lose the hardcore players with this move, but they are counting on the vast majority of players who only play because they recognize the brand name, Call of Duty, regardless of how much the quality begins to slip. If the next game is still even half as fun as the previous ones, most people won't care what Activision did to publish it.

Let me be clear. There is nothing wrong with playing a game because it is fun. The most important goal for just about every developer out there is to make their game fun at the end of the day. However, a hardcore gamer sees a game as more than a simple fun factor -- a game is a creative outlet, it is a journey, and it has meaning, just like a great movie or book. Because of this, hardcore gamers serve two vital functions in the industry: they get people excited about quality games and they push the industry forward.

I feel it is important for the hardcore following of a game to gather momentum and show the more casual gamers what to get excited about. As with all entertainment media, advertising is autonomous from quality -- in other words, a game can receive tons of advertising and be terrible, or a game can be incredibly creative and fun but have a low advertising budget. Many indie games fall into this second category. The only voice they have is that of the hardcore gamers who seek out the lesser-known games. It is these early adopters, the risk takers, the loyal followers, the politically conscious gamers who see past brand names and, when they find true quality, shout it from the mountaintops, or at least some forum on the internet.

Hardcore gamers also have an inherent affinity for pushing the industry in new directions. As the medium matures, so will the content of games, and this is something that is vital to the survival of gaming in the long term. Although I do believe it is inevitable that casual gaming will grow bigger and bigger in the coming years, it is up to the hardcore gamers to support the aspects of gaming that are unique to the medium, and foster creative growth. Just as the movie industry grew from a sideshow to a creative and artistic melting pot, thanks to the most passionate of movie enthusiasts, I expect the same of the gaming industry. As such, I would go out on a limb and suggest that many hardcore gamers, including myself, spend less time playing games than people might think because we are gaming's harshest critics. Personally, I find myself dabbling in many different games and really only playing through a few of them, because my expectations for games are very high. Be it with mindless fun, intricate plots, or cerebral puzzles, every type of game has the potential to be great, but it is only when we hold the bar high that we challenge the industry to improve, learn from its mistakes, and evolve.

So, while people may spend hours upon hours playing Trivia Crack, I highly doubt any of them have any sort of commitment to it beyond the momentary enjoyment or distraction it provides. I am yet to meet a TriviaCrack-ite who refers to it as their way of life. However, I know many gamers who consider gaming to be an integral part of their very persona and they are proud to support what they love. The word 'hardcore' evokes 10-hour playing sessions ending in carpal-tunnel and a cholesterol problem, but I would offer a different definition. In short, it's not about how much you play, or even what your opinions are, but rather that you have strong opinions about what you are playing, and those opinions define some part of your sense of self.

About Scotty Moore

With over 10+ years experience in the digital media sector, Scotty has a proven track record for transforming niche online media start-ups into industry leaders. Prior to YouAppi, Moore served as VP of Brand Sales for Airpush and CRO at gamerDNA Media. gamerDNA transformed into one of the top global video gaming ad networks serving over 100+ million monthly visitors and $20+ million in revenue – leading to an acquisition by Live Gamer Inc. in New York.

About YouAppi

YouApp drives the acquisition and conversion of the most engaged mobile customers through our proprietary predictive algorithms and analysis of the usage habits of 200 million mobile users. Our OneRun? Platform delivers higher Customer Lifetime Value (LTV) and the ability to scale customer acquisition with greater insight and control over revenue. YouAppi’s global team is based in New York City, San Francisco, Madrid and Israel.