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Situation:
A leading video game publisher turned to Umbria and the online
community to help predict the eventual success of new game
titles. The goal was to create benchmarks that could inform
the marketing strategy behind a specific game title’s
release.
Solution:
Umbria was able to go back in time to examine blog and message
board comments about the video game publisher’s most
successful title over the course of the pre-release, launch
and post-release phases of the game’s life cycle. We
then compared this buzz to that surrounding the client’s
most recently launched title, paying particular attention
to the way gamers talked about each title before the official
release dates and how that conversation differed from the
post-release discussions.
Outcome:
Umbria’s analysis revealed several key insights, including
the fact that the gamer message board communities tended to
be more active during the pre-release phase for each title
than their counterparts in the blogosphere. In addition, these
message board discussions focused on specific title features
and game play attributes, proving to our client that the online
community’s pre-launch feedback could provide valuable
messaging insights to drive title launch marketing campaigns.
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