Future-Proofing Lead Strategies

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Unfortunately, the software publisher did not want to capitalize on this type of player. It simply wanted to make more money.

What audience strategy?

According to the case study, players can be identified into three categories: whales, dolphins and small fish :

“Whales” typically represent less gambling data south africa than 10% of players, but contribute over 50% of the game’s total revenue .
The “ small fish ” represent more than 50% of players, but spend little or nothing.
“ Dolphins ” fall somewhere in between.


Source: French Agency for Video Games

While it is natural for a video game designer to focus primarily on "whales" (a term used to refer to high rollers in casinos), this case study emphasizes that small and medium sized players are also very important in the audience strategy.

You will likely attract “whales” and keep them around longer if you first focus on increasing your base of small fish and “dolphins.” These are often the “social players” who will make the big players feel welcome. In addition, small and medium players play an important role in moderation.