eSports and Gaming Peripherals: Exploratory research for Belkin
As consumer electronics company Belkin looked to expand their portfolio, setting their sights on gaming peripherals, they contracted Vidlet to lead an exploratory user research study. I led the research initiative, seeking to understand what peripherals both hobby and pro gamers are currently using (and how), and to determine what makes a successful product from both a design and marketing standpoint based on our insights from my panel of experts.
Objectives
To understand current gaming peripheral usage and purchasing habits of PC and console gamers, to gain insight into their current gaming setups, and to identify key opportunities for Belkin to meet their needs.
To investigate the unique role that eSports play in the lives of these gamers, identifying opportunities for Belkin to partner with an organization for backing of future peripherals.
Recruiting
n= 12
Ages: 15-30
Location: Recruited to ensure geographic spread across North America and EMEA
Gaming Style: A mix of PC gamers, console gamers, and gamers who used both PC and console for gaming
Approach
We used mobile diaries to capture unfiltered insights and rich visual content. A mobile diary approach allows participants to respond to questions comfortably from where they’re gaming daily.
We asked our participants to give us a tour of their current gaming setups, prompting them to show us and talk through all of the current devices and peripherals they use, what’s unique about their setups, and what they feel is still missing.
Observations
Brand Perceptions
This segment as a whole is very willing to try new products from different brands, especially established gaming brands, when backed by reviews.
For a brand like Belkin entering the gaming peripheral market, there are some key differences between those already familiar with the brand and those who have not yet tried a Belkin product:
Familiar with Belkin:
Those who are already familiar with Belkin trust their products and would need little convincing to try a Belkin gaming peripheral and/or accessory
Unfamiliar with Belkin:
Those who are unfamiliar with Belkin would need more convincing to try a gaming peripheral and/or accessory. These gamers feel that backing from an eSports organization would give them the confidence to try a Belkin gaming peripheral.
Purchase Drivers
I investigated the purchase drivers which prompted gamers to pull the trigger on a particular gaming peripheral, and the two predominant drivers were a need to replace (“My controller is broken” or “the keys on my gaming keyboard are sticking”) or that a particularly exciting product hit the marketing, catching their eye. I found it to be imperative that Belkin catch them when they need to replace or pique their interest to prompt replacement.
Needed for optimal performance: More pragmatic gamers tend to only replace peripherals when they are no longer performing optimally, and as a result, interfering with gameplay. It’s imperative to catch them when they need to replace.
New and buzzworthy: Other gamers are more likely swayed by new and buzzworthy products, and the draw of 'playing better' with new tech is attractive for many. New and disruptive products can be enough to drive purchase.
“Performance” means…
In speaking with our gamers, I sought to understood what they considered a “good” gaming peripheral product. One word we heard consistently was “performance”. But what is meant by "performance”?
I found through the mobile diary interviews that participants had some very clear notions of what optimal performance looks like:
Noise cancellation and spatial audio output from headsets for immersive experience
Additional buttons on gaming mice for elevated gameplay
Minimal keystroke latency for quicker response time
Ergonomic design for extended gameplay
Extended battery life for wireless devices
High refresh rate for gaming monitors
Performance evaluation
Probing further on this notion of “performance”, I wanted to understand how participants were evaluating a product’s performance, prior to purchasing. I found that performance evaluation can be tricky - you have to be consistently good, and pride of decision plays a role. You have to allow them to make their own decision but you also have to allow others to talk about it.
Network of personal advisors
Gamers tend to source reviews from both their personal network of trusted advisors (fellow gamers they know personally)
Crowdsourced online opinions
Gamers are apt to trust reviews gathered from across the web. Reddit is a favorite source for honest reviews due to unfiltered feedback.
Influencers / Streamers
Influencers were very scarcely mentioned, though participants did feel that some trustworthy streamers make reliable recommendations because they know they will have to 'answer to' their subscribers and loyal viewers if the products they endorse don't live up.
Influence of eSports
Even people who are not eSports fans respect it. There is an opportunity, but you have to get it right, and you have to get it right the first time.
What does “wrong” look like when it comes to an eSports partnership?
Controversy surrounding a particular organization
Disconnect between core values
“I don’t see myself represented in this organization.
Past endorsements that don’t feel genuine
What does “right” look like when it comes to an eSports partnership?
Keep performance
Be honest about price
Find the right partner
“Someone like me”
Aligned with my values
Stands behind the products they promote
Headset: key driver for performance
eSports teams: 100 Thieves, TSM, NRG