[Industry news] We Are Collider Launches ‘Sonar’: AI-Powered Gamer Profiling for Enhanced Audience Strategy

This is a press release posted alongside our usual editorial content.

We Are Collider – the go-to experiential agency for gaming brands including Amazon Games, Red Bull and Riot Games – has launched Sonar: an AI-powered gamer profiling tool designed to supercharge audience strategy in the gaming world.

By inputting basic information such as activation type and objectives, Sonar builds robust gamer personas with psychological profiles that can indicate preferences for IRL and digital activations. The tool was designed to help predict how a target market will react to different iterations of a campaign concept.

Sonar also generates a creative springboard, with actionable strategy suggestions such as pinpointing which channels and content styles will most motivate the target archetype, supported with case study inspiration where relevant. By combining profiling, channel resonance and creative springboards, marketers gain increased confidence in channel planning and ROI.

The tool was conceived and developed in-house by We Are Collider’s innovation team, as headed by Charlotte Bunyan. Having been trained on a decade of We Are Collider gaming campaigns, Sonar integrates the agency’s proprietary behavioural science frameworks (MARVELS and STAGE) alongside unfiltered community voices and is informed by the gaming industry psychographic models, Quantic Foundry and Bartle’s Taxonomy.

An open access model of Sonar is available at https://sonar.wearecollider.com/, whilst premium services such as testing a concept on the targeted persona will only be available for use on We Are Collider campaigns.

We Are Collider’s Head of Innovation, Charlotte Bunyan, says: “Sonar is, in effect, an always-on focus group. Forget embarrassingly basic demographics like ‘males aged18 to 35’, our tool creates multi-layered psychological profiles based on academic models, social media discourse and behavioural science. It tells a gaming brand how their players behave, what engages them, plus where and how to reach them. This is a breakthrough for the efficacy of gaming campaigns; be it a brand experience, a creator-led campaign or PR stunt.”