A data-driven approach to evaluate gaming behavior in Pakistan
Project background:
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:
Luckily, digital technologies and the penetration of mobile internet access increased over the last few years. With over 80% of the population with Internet access in Kazakhstan and 50% of mobile penetration, it provides chances to reach various segments. However, the penetration of online panels is low in this country, and its focus is in urban areas, which creates significant challenges for conducting typical online studies.

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