Female gamers
Generally, there is a notable rise in the number of female gamers in the world as twenty-first-century advances. Therefore, the ad targeting the middle-aged female gamers is necessary in the case of the PS4. As of the year 2019, the percentage of gamers who are female was closer to 50% than it was in 2018, and thus indicating a need to find the ways of featuring them in the advertisements made (Statista, 2020). With cost-effectiveness at play, the number of female gamers is set to increase even more.
PlayStation is preparing for the forecasted increase in the number of video gamers across the globe. According to FinancesOnline (2020), the number of gamers in 2020 was expected to be at 2.6 billion from 2.47 billion users. A focus on the gaming market in the United States of America reveals that as of 2018, 65% of the American adults were gamers, with 40% of them being in the millennial generation (FinancesOnline, 2020). PlayStation has been actively focused on fulfilling the needs of the millennial generation regarding gaming and has made steps to reach the older adults’ markets in the US and the whole of the world. On the top three lists of countries with the highest number of female gamers are japan, the United Kingdom, and the US, respectively (FinancesOnline, 2020). The current trend in the market, with a closer look at Japan, for instance, reveals that creating ads for promoting gaming products and services meant for the middle-aged woman is a lucrative project for PlayStation and its competitors in the various countries worldwide. The average female gamer is 34 years in the world (FinancesOnline, 2020). That necessitates PlayStation to include the appropriate games that will draw the female audience towards the idea of gaming.
There is a catch with the ad targeting the female millennial gamers, however. Notably, most of the female gamers in the world are drawn to the use of smartphones compared to the more males playing games on their consoles. Targeting the millennial women, therefore, has to be done with the use of creativity to ensure that they are attracted to the playing of games through the use of consoles (Harris, 2019). Also, PlayStation may think of a gaming option for the users using smartphones to enhance its affordability. Therefore, Harris (2019) suggests that the implementation of an ad that can interest the largely smartphone-addicted female gamers in the world needs to ensure that the product being marketed among the target market competes with the substitute games and surpasses their value from the prospective customer’s perspective.
The Big Idea and Its Benefits
Most of the current advertisement campaigns that PlayStation runs target the consumers who are considered wealthy, and they are in their mid-twenties to early thirties. Therefore, the current PS4 gaming console in the market is keen to provide the users with convenience and an uninterruptible gaming experience that other gamers are gradually moving towards in their development. The shelf life of the PS4 has also been looked at carefully (PlayStation, 2020). However, most of the games preinstalled on the PS4 attract the male audience who are more hardcore and mainstream gamers, thus neglecting the female gamers. The current design and gaming experiences in the PS4 are also responsible for the unaffordability of the consoles.
PlayStation’s big idea, which provides the organization with a perspective of giving affordable gaming consoles that target the millennial women, is, therefore, going to provide a more stable competitive position for the organization in the gaming market, which translates to more profits for the company (Edelman, 2019). The inclusivity of the female gender to the gaming world will also increase the consumer traffic for the already existing gaming products and services in the case of PlayStation. That is because some of the new female customers may also find other earlier on developed products that fulfill their taste and hence preferring them. The overall feeling of the female target consumers will be that they can finally access products and services in the gaming industry that were predominantly male (Xu, 2020). The skyrocketing of the revenues collected from the sold consoles will be used to increase the gaming opportunities and experiences for the various customers.
Advertisement Promotion Message Strategy
With its product that targets the millennial female gamers across the globe, PlayStation will integrate cost-effectiveness to the point of competing fairly with its competitors from the different nations worldwide to the substitute gaming options, including the smartphone. The product will also sample and display customer testimonials among the target customers that will have an opportunity to try the product immediately it is launched. Owing to the rapid advancement of the gaming technology, PlayStation will come up with a product that has a contemporary touch, in a bid to relate better with the millennial gamers across the globe. The brand positioning statement for the gaming console will be “Enjoy the digital and innovativeness with fellow gamers sourcing inspiration from timeless bonding in a sphere you command.” The statement will be accompanied by an appealing visual representation of the product featuring orange as the dominant color and hence signaling youthfulness. Different people based on race, socioeconomic status, and the environment will be depicted as having a lot of excitement and fun with the new product. Advertisements will primarily be based on social media since PlayStation maintains an active social media presence that attracts the global market. Additionally, the organization will also ensure that it markets the products across its websites and the mainstream media. PlayStation may also strike advertisement deals with popular retailers such as Amazon to spread the word regarding the gaming consoles.