Some internal documents Microsoft shares with its Xbox partners have leaked, giving us a look at some statistics about Xbox One ownership in the US that drive Xbox strategy.
The documents were picked up by Windows Central, and show results from a survey of about 2000 Xbox One owners across the U.S.
◆ Xbox One ownership is 42 percent female and 58 percent male
◆ Most Xbox One gamers are 25–34 years old, next largest group is 35–44
◆ 56 percent of Xbox One owners live with spouse or partner, 10 percent live alone, 23 percent live with parents
◆ Autonomy is a good predictor of player engagement, age and gender are not
One part of the survey results placed respondents into categories based on their purchasing and playing behaviour. The sizes of these categories then shaped Xbox feature strategy.
About 53 percent of respondents fit into the "socialising" category: they played the most multiplayer each week (an average of 17 hours), had four times more friends than average, and were more likely to subscribe to Xbox Live Gold. Microsoft chose to implement features like Looking For Group and Clubs for these players.
Almost half of respondents were "Explorers": players who played an average of 15 different games a year. Microsoft implemented Game Pass and EA Access for these players.
A third of respondents were placed in the "Achievement" category: they had double the average Gamerscore, high multiplayer time, and had been with Xbox longer. These players were served by Leaderboards and Achievement features.
Microsoft also used focus groups and other surveys to try and figure out players' motivations for gaming. About 8000 players across four markets were surveyed, and from this data, Microsoft identified 12 motivations for gaming and nine types of players.
◆ "Experts" spend the most money and time, prefer explorative sci-fi/fantasy RPGs
◆ "Contenders" are competitive players who enjoy customisation and achievement
◆ "Companions" play to bond with family and friends
◆ "Soloists" prefer immersive single-player experiences and have longer play sessions