MARKET CASE STUDY: PAKISTAN

A data-driven approach to evaluate gaming behavior in Pakistan

How were online research surveys used to understand the overall gaming behavior by platforms in Pakistan?

Project background:

Constantly increasing internet penetration in emerging countries introduces more possibilities for digital growth. For example, Pakistan, a country of 220 million inhabitants, declares a relatively low internet penetration rate at the level of 36,5 percent. However, only between 2021 and 2022 did the group of internet users increase by 22 million, which is approximately 36 percent. Gradually, more digital activities provide the user with some income, for example, from the online gaming sector.

Pakistan's total revenue for online gaming tripled between the last five years ($22,5 million in 2021 vs 7,9 million in 2017) and is expected to reach over 55 million by 2026. This one is connected with the current development of multiple income-generating options related to the development of the NFT space. In general, online gaming in Pakistan is an activity admired by youth and is very prevalent.

Due to increased interest in online gaming in Pakistan, one of our Clients initiated a project aiming to understand the overall gaming behaviour by specific platforms. The project concerned gaming frequency, popularity, general opinions about specific platforms, gaming motivations, etc.

Challenge:

The recruitment of the targeted audience defined by the specific parameters was the most challenging point of the project. Profiling expectations included specific quota distribution on age, socio-economic status, and nine regions (Karachi, Lahore, Islamabad, Rawalpindi, Faisalabad, Multan, Peshawar, Quetta, and others); this required precise market knowledge to set realistic fieldwork delivery parameters.

Methodology:

  • Sample: N=800
  • Targeted Audience: gamers, defined as anyone who has played a digital game on any device/platform within 15 days
  • Quotas: age, gender, regions, and socio-economic classification
  • Age: 13-40

Outcome:

TGM Research successfully delivered data within ten days by using an online research methodology. To reach the inaccessible regions of Pakistan, TGM used multiple sampling methods for data collection. Thanks to these methods, the understanding of the overall gaming behaviors wasn’t limited to specific regions but included all parts of the country.
As the leading online data collection agency, TGM Research has conducted multiple market research projects, pioneering online research in both Asia and Africa. To learn more about our recent projects in Pakistan or other countries in South Asia and our expertise, please contact us.

We hope you have found this short case study useful.

If you have any further questions about how best to set up your online research study in Asia or Africa, please don’t hesitate to get in touch with us.

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TGM Research FZE

A2-102B Building no. A2, Al Hamra Industrial Zone-FZ, Ras al-Khaimah 1005, United Arab Emirates

3rd floor, 100 Nguyen Thi Minh Khai Street, District 3, Ho Chi Minh City, Vietnam

ul. Długa 29/226, 00-238 Warszawa, Poland

We are living in the digital world with new opportunities for the market research. Join the mobile journey. TGM Research specializes in mobile market research and online panels.

© 2022 TGM Research FZE