PARANOIA is targeted towards 18-35 year-olds for whom videogames are a hobby. This demographic are consumers of all media types, with social media networks being used the most frequently – Facebook, Youtube, and Instagram are the top 3 platforms used by horror fans, and therefore that’s where advertisments and marketing should focus the most. Social media and word of mouth will be important factors, as well as at the Nutshell exhibition in Winchester’s town centre for further promotion.
Horror fans are also predominantly PC players because proximity to the screen heightens fear response. PARANOIA was inspired by videogames such as Five Nights at Freddy’s, Metal Gear Sonic, and Portal, and all three were originally released on PC – so in order to attract the same demographic, marketing it as predominantly a PC game should be the goal. However, console players are also an important part of the market – Portal was also released on the Xbox 360 – and should not be overlooked.
Contents of the marketing will focus on a short still/gif/trailer, as well as additional assets, art, and a poster, all of which should emphasise the genre, tone, and aesthetic of the game.
study_id122550_target-audience-horror-fans-in-the-united-states.pdf
Statista. (2023). UK and U.S. neurodivergent teen gaming genres 2023 | Statista. [online] Available at: https://www.statista.com/statistics/1498022/uk-and-us-neurodivergent-teen-gaming-genre-preference [Accessed 3 Jan. 2025].
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