THE PLAYER PROFILES
The Player Profiles: Why Socializers are your brand’s secret weapon.
Play isn’t one-size-fits-all.
Just like no two fans binge Netflix the same way, no two players engage for the same reasons. Some chase trophies. Others chase connection.
ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X ENTER THE SOCIALIZER X X
Enter: the Socializer.
According to Richard Bartle’s player typology—originally designed to understand motivations in multiplayer games—Socializers make up the lion’s share of players. About 80%, to be exact. And whether your brand leans toward performance, innovation, or storytelling, chances are most of your audience includes Socializers at heart.
They’re not here to win. They’re here to belong.
Driven by community, expression, and shared meaning, Socializers thrive in environments where they can co-create, connect, and shape the narrative. For them, the thrill isn’t in the prize—it’s in the participation.
And when brands recognize that? Magic happens.
DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X DON’T NOD X THE LOST RECORDS ARG X
Take The Lost Records: Bloom & Rage ARG we created for Don’t Nod.
Instead of traditional ads or paid influencers, we built an entire world—then invited fans to help us shape it.
The experience took place within a nostalgia-soaked 1990s universe. We embedded the story in a fictional movie-streaming platform, moviepalaceonline.com, and launched a multi-week scavenger hunt rooted in mystery, puzzle-solving, and character-based storytelling.
Here’s what made Socializers show up—and stay:
—Fans cracked codes and unlocked secrets in real time.
—Fan theories posted on Discord became canon—we listened, and the story evolved.
—A fan-pitched film? We made it.
—Characters DMed players directly.
—Fans wrote “get well soon” notes to in-game characters.
What started as a campaign turned into a collective experience. An ever-evolving world, powered by the people inside it.
The numbers speak for themselves: 20+ hours average playtime per user. 355K messages exchanged on Discord. Over 500K organic views across TikTok, Instagram, and Twitter
NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX X NIC LALOUX NIC LALOUX X
Let’s take Nic Laloux.
A fictional Gen Z film bro brought to life through Instagram.
His story unfolded through cryptic captions, surreal visuals, and subtle game mechanics. Fans debated his intentions, unpacked his secrets, and ultimately helped move the plot forward both online and IRL.
For Socializers, that’s the dream: not just to witness the story, but to shape it.
To feel seen, heard, and essential.
We didn’t just build an ARG.
We built a world worth belonging to.
And that’s the kind of loyalty algorithms can’t manufacture.
Stay tuned for the other player profiles: Achievers, Explorers, and Challengers.