Market Research

Market research refers to the academic and practical approaches used to collect, analyse, interpret, and utilise data in order to understand and explain the behaviour of market participants.

Why it’s important:
• Understand your audience (who is playing your game?)
• Identify market gaps (where does your game fit?)
• Avoid costly mistakes (invest in features people actually want)
• Plan your marketing strategy (how to reach players effectively)

Market: a collection of customers and consumers.
• A place (the Canadian market)
• Value (the market is worth £Xm)
• Group of people – with common characteristics which influence their spending patterns

Target market: the target group selected for marketing attention.

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Market research

https://www.pcgamesinsider.biz/success-story/65988/how-enter-the-gungeon-reached-1m-sales

“The next, which I just mentioned, is that we struck a chord with a portion of The Binding of Isaac fans. I think we had a really solid chunk of content at release that people good dig into, and I think we priced it right”

https://steamdb.info/charts/?tagid=1716

https://store.steampowered.com/app/250900/The_Binding_of_Isaac_Rebirth

Binding of Issac has a strong brand based on powerups and boss fights, targeting the people who are more interested in the combat and the narrative is simply a way to experience more engaging combat.

https://store.steampowered.com/app/311690/Enter_the_Gungeon

Enter the Gungeon is similar in that it has a strong relience on combat and powerups but it also has a big push for art. Lots of the marketing they have is based around showing off the boss designs, gun designs and attacks and, room designs, rather than on boss battles and combat solely like the BoI

https://store.steampowered.com/app/1145360/Hades

Hades has a massive focus on art style and story. The core promotional material isn’t even the gameplay, it is an animatic of the gameplay to better focus on the story. There is a massive focus on visuals and narrative, with gameplay elements coming last.

https://store.steampowered.com/app/2379780/Balatro

Balatro is the exact opposite of Hades. Nearly no narrative and a massive focus on gameplay. Replayable content, all about getting lucky and pushing for getting the largest score possible.

The action market of rogue-like games has experienced significant growth over the past decade, fueled by the rise of indie game development and the increasing popularity of games emphasising replayability, procedural generation, and difficulty. Here’s a more precise breakdown of the current market landscape for action rogue-like games:

1. Target Audience

**Core Gamers:** These players enjoy challenging gameplay, skill-based progression, and the satisfaction of mastering difficult mechanics. Action rogue-likes often attract those who appreciate the high difficulty and risk-reward systems.

**Indie Game Enthusiasts:** Many action rogue-likes are developed by indie creators, making this genre popular among players who support independent games.

**Replayability Seekers:** Players drawn to games with high replay value appreciate rogue-likes for their procedurally generated worlds and randomised elements, ensuring each playthrough feels unique.

Fans of Dark and Mature Themes: Many rogue-like games explore darker, more mature narratives, dealing with themes such as loss, suffering, or existential questions, attracting audiences interested in emotionally charged stories.

2. Key Demographics

**Age Range:** The target audience primarily consists of players aged 18-35, although rogue-like games can appeal to a broader age range. Players in their 20s and 30s tend to represent the most significant demographic, as they grew up with games emphasising difficulty and replayability.

**Platform Preferences:** Action rogue-like games typically perform well on PC and consoles, particularly on platforms like Steam, PlayStation, Xbox, and Nintendo Switch. Although mobile versions are gaining popularity, they are often simplified compared to their PC and console counterparts.

3. Market Trends

**Indie Game Success:** Action rogue-like games frequently succeed within the indie game sector, with titles like *Hades*, *Dead Cells*, and *Enter the Gungeon* achieving significant commercial and critical acclaim. These games demonstrate the genre’s growing appeal to a broad audience.

**Procedural Generation & Replayability:** Using randomised content—such as levels, enemies, and loot—ensures that each run feels different, resulting in high replay value. The thrill of discovery and mastery keeps players engaged over the long term.

Strong Community Engagement: Action rogue-likes often foster vibrant player communities that share strategies, challenge runs and fan-made content. Games like Spelunky and The Binding of Isaac have developed deep communities around them.

**Success of Narrative-Driven Rogue-likes:** Titles like *Hades* have successfully integrated rich storytelling with rogue-like gameplay. This trend is emerging within the genre, appealing to players seeking narrative depth alongside challenging mechanics.

**Hybridization:** Many action rogue-likes are exploring incorporating elements from other genres, such as Metroidvania features, RPG mechanics, or bullet-hell combat, broadening the genre’s appeal to a wider audience.

4 Revenue Streams

**Game Sales:** The primary source of revenue for action rogue-like games comes from direct sales on platforms like Steam, the PlayStation Store, Xbox Marketplace, and Nintendo eShop. A strong presence on Steam can lead to millions in revenue, mainly for successful indie titles.

**DLCs and Expansions:** Many rogue-like games offer post-launch content that can be pretty lucrative, including expansions, new characters, or new procedurally generated areas. This extended content helps maintain player engagement and encourages ongoing investment in the game.

**Cosmetic Microtransactions:** Some games implement optional cosmetic microtransactions, allowing players to purchase character skins, weapon skins, or other non-gameplay-affecting items. At the same time, this is more common in live service games and some rogues like adopting this model.

**Crowdfunding:** Several indie action rogue-like games are funded through platforms like Kickstarter or Indiegogo. This generates additional revenue and helps create a loyal fanbase even before the game’s launch.

Competitive Landscape

The action rogue-like market is becoming increasingly crowded, with many developers attempting to capitalise on the genre’s popularity. However, the unique gameplay mechanics, procedural generation, and high skill ceiling maintain its status as a niche within the broader action-adventure category.

Major hits like Hades have set a high standard, meaning that new entrants must offer unique gameplay elements or innovative storytelling to stand out. This competitive nature drives developers to innovate continuously.

Challenges and Opportunities

**Challenge:** Since many rogue-like games rely on procedural generation, creating compelling narratives or coherent storylines can be difficult. Balancing story elements with randomness remains a significant challenge.

**Opportunity**: The growing interest in games that challenge players emotionally and provide profound, rewarding gameplay experiences presents a unique opportunity. Developers can combine themes such as grief, loss, and personal growth with rogue-like mechanics, creating a more profound experience for players.

**Opportunity**: Incorporating new genres, such as turn-based strategy or roguelite elements, can help attract a wider audience. Blending rogue-like elements with established genres allows developers to differentiate their games and appeal to players from various backgrounds.

Market Growth

The action rogue-like genre is expected to grow, with more titles entering the market and established franchises experimenting with rogue-like mechanics. 

The increasing popularity of platforms like Twitch and YouTube also helps boost visibility for action rogue-like games. Streamers and content creators often showcase high-skill, high-difficulty games, making them a natural fit for this genre.

Conclusion

The action market of rogue-like games has experienced significant growth over the past decade, fueled by the rise of indie game development and the increasing popularity of games emphasising replayability, procedural generation, and difficulty. Here’s a more precise breakdown of the current market landscape for action rogue-like games: