To understand motivations and barriers to using social tools in and around game within the Community Network Game (CNG) project, i2 media research conducted in-depth qualitative and large scale, international quantitative survey research.

Using key factors such as motivations to play and gaming hours, i2 developed a segmentation that allocated gamers to one of the 5 segments identified ranging from Casual Classic Gamers, the biggest cluster, all the way through to Gaming Purists and Community Minded Game Fanatics, CNG's core market.

Identifying the right target audience, and therefore their characteristics and dynamics, was key for the project as it allowed to develop an ideal market and distribution strategy for CNG.