The major entertainment brand I chose was the Penny Arcade Network because they incorporate a mix-model revenue stream and represents a large part of the videogame market. Also, the company started as a small independent web-comic and grew into one of the largest of its type (as seen below).
Sadly, when you see the demographics for the site, white males ages 18-34, most without kids, who make 30,000 to 100,000, dominate this market place. This proves a lot of stereotypes about gamers and reinforces the reason why shooters make more money on console gaming (i.e. white guys like shooting stuff). I find this shocking because many gamers I play with have been female and non-white on Xbox live. Female and non-white statics are in the minority. As far as education, it’s about half and half with those who have a college education.
Most users view the site from home. Other demographic habits seems to be looking at similar video games sites such as 1up.com, Gametrailers, GameStop, Game FaQs, which I may add are sites I visit and have mentions or advertisements on the Penny Arcade website from time to time. Interesting enough the teen-sites affiliated to the data have also had mentions or advertisements on Penny Arcade’s website such as Gaiaonline.com and Imvu.com. Techknology sites such Gizmodo and CNET.com also had fair mention at least; note, I never saw advertisements for the information sites. Bottom line, it seems that if a web-service advertises or are mentioned on Penny Arcade and do something related to interests of the community, a service can gain followers for their website.
The media vehicles used by this particular audience would be websites, events, and videogame consoles. Keep in mind Xbox Live, and the Playstation Network have similar digital services like a computer and even extra things particular to those services such as downloadable exclusive content. More people I know would rather watch streaming video on Netflix on their Xbox, than the actual TV show on Televsion. Not to mention that new cell phones interface with Penny Arcade’s web service. Also note, the Penny Arcade Expo (PAX), which is held in multiple locations and is a major part of the Penny Arcade’s success, drives the idea that public appearances in the digital age are just as important as virtual appearances. Thus, I contend this demographic is hungry for public events driven by home media experiences.
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