Green Man Gaming boss Paul Sulyok said it is essential to gather data around customers in order to have a personal dialogue with them.
In a keynote speech at Retail Week’s Buzz conference, Green Man Gaming chief executive Paul Sulyok said it is key to understand how customers interact with games before you can offer them a personalised customer experience.
Green Man Gaming is currently tracking 200,000,000 gamers, which Sulyok said allows the retailer and game publisher to treat its customers as individuals.
He said: “It is absolutely key for what we do, to understand our customers on a deeper level. Our customers were all born after 1980 and their expectations are higher than the rest of the nation.”
He added: ”It is our job to find our what they want so we can convert them at a much higher rate.”
The future of gaming
Sulyok added that the gaming world has moved away from one-on-one interactions with a story.
He said it has entered a new era of mass interaction, and that gaming is now a group activity.
He also spoke about the huge potential of virtual reality. “Things are moving forward. Augmented reality is with us today; virtual reality however is still in the wings.
“There’s a whole new world starting when it comes to interaction. Rather than watching Game of Thrones on TV, you’ll be able to be there and see what he sees, right in the middle of the battle.”