Gaming Influence Study_July 2013
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Gaming Influence Study_July 2013

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This study, as seen in VentureBeat GamesBeat, explores the individuals and topics that are shaping influential conversations in gaming (based on 60 days of data taken between April 29th and June 27th ...

This study, as seen in VentureBeat GamesBeat, explores the individuals and topics that are shaping influential conversations in gaming (based on 60 days of data taken between April 29th and June 27th 2013).

The results of this study may generate as many questions as they answer:
Which companies and executives are driving the influential conversations on gaming?
Why do bloggers overwhelmingly dominate the influential conversations on gaming?
What role can executives play in boosting their brand’s influence?
Why are consoles and handhelds such a hot topic?

We hope this document is both useful and stimulating. And of course, feel free to tweet about or share the report using the hashtag #GamingInfluence, or debate the results with your peers.

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Gaming Influence Study_July 2013 Gaming Influence Study_July 2013 Presentation Transcript

  • 1 Gaming Influence Study July 2013
  • Introduction 2 This report explores the individuals and topics that are shaping influential conversations in gaming. The results of this study may generate as many questions as they answer: • Which companies and executives are driving the influential conversations on gaming? • Why do bloggers overwhelmingly dominate the influential conversations on gaming? • What role can executives play in boosting their brand’s influence? • Why are consoles and handhelds such a hot topic? We hope this document is both useful and stimulating. And of course, feel free to tweet about or share the report using the hashtag #GamingInfluence, or debate the results with your peers. Methodology This report is based on 60 days of data taken between April 29th and June 27th 2013. The scope of this report is based on the three main gaming consoles (Xbox, PlayStation, and Wii) and their manufactures, active game publishers and studios as listed by Wikipedia, and all the games published between the beginning of 2012 and the end of 2013 for consoles and PC as listed by Gamespot. About Appinions Appinions is the only opinion-powered influence marketing platform designed to give companies the unmatched ability to identify, analyze, engage, monitor and measure influencers. Built on more than a decade of Cornell University research, Appinions extracts and aggregates opinions from journey by converting faceless touchpoints into influential trust points™ to optimize marketing efforts. For more information on the science of influence marketing, visit http://www.appinions.com/.
  • How Appinions Analyzes Influence 3 Who is an Influencer? Appinions defines an influencer as a person, brand or company that expresses a contextually relevant opinion that is meaningful enough to elicit action from others. How is Influence calculated? Appinions calculates individual influence scores based on an influencer’s opinions for a given topic. Scores are determined by the following criteria: • Frequency of actions the opinions generate; • Credibility of the publications in which the opinions appear; and • Diversity of publications carrying the opinions. Appinions calculates influence at the topic level to understand the relative influence of different topics. What is the Net Influence Score (NIS)? Appinions calculates topic influence scores, or the Net Influence Scores, based on the following criteria: • Influence scores of each individual within the topic; and • Number of trust impressions created by each influencer on that topic. Trust impressions are driven and derived by what influencers are saying and the subsequent actions taken by the audience. What is the most “Actioned” opinion? The most “actioned” opinions are the influential opinions that resonate the most and thus travel the furthest. Influence scores in this report were obtained on June 27, 2013 and are based on data 60 days prior to that date.
  • 37% 10% 10% 20% 10% 3% 10% 2012 Global Sales ($66B)* TV/Console Handhelds PC/MAC MMOs (PC) Smartphone (Mobile) Tablet (Mobile) Social/Casual 1,633 247 260 21 - 200 400 600 800 1,000 1,200 1,400 1,600 1,800 Consoles/Handheld PC Mobile Games Social Games Net Influence Score Consoles & handhelds win in sales, dominate in influence 4 Net Influence Score *2012 Newzoo Global Games Market Report 53% of revenue but underrepresented in conversations Global brands such as Sony, Microsoft and Nintendo propel the consoles & handhelds topic while PC, Mobile Games, and Social Games have yet to find many influential advocates.
  • Gaming is an industry where the bloggers rule the influential discussion 5 One reason why bloggers are so influential is that they publish content on various gaming topics every day. Bloggers enrich the stories by providing more context and perspective. Most “Actioned” Opinions Writers AnalystExecutives “And while much of this year’s focus has been on Sony’s new PlayStation 4 and Microsoft’s Xbox One, there’s little point to owning a console if the games aren’t any good.” Influencer: Harley Tsukayama Source: Washington Post “The console won’t ping Sony’s servers every 24 hours like the Xbox One, so gamers are free to game in areas without Internet connectivity, as long as they have disc-based games.” Influencer: Shawn Ingram Source: GottaBeMobile “When the smoke cleared, all that was left was the PlayStation 4 basking in the glory of everything that is great about the future of gaming, and the Xbox One has been stuck with the guise of being what gamers don’t want.“ Influencer: Ron Duwell Source: TechnoBuffalo Influence Score Top 10 Influencers Description 192 Sal Romano Editor In Chief, Gematsu 189 Kevin Cassidy Editor in Chief, GoNintendo 187 Shawn Ingram Writer, GottaBeMobile 183 Jack Tretton President, CEO, Sony Computer Entertainment of America 179 Ben Gilbert Senior Associate Editor, Engadget 176 Don Mattrick Former President, Interactive Entertainment Business, Microsoft 170 Michael Pachter Research Analyst, Wedbush Securities 169 Ron Duwell Writer, TechnoBuffalo 167 Hayley Tsukayama Reporter, Washington Post 166 Joey Davidson Senior Editor, TechnoBuffalo
  • Console manufacturers & game publishers top the gaming ecosystem Influence Score Top 20 companies 230 Microsoft 218 Sony 202 Electronic Arts 190 Nintendo 178 Konami 172 Activision 170 Ubisoft 169 Capcom 168 GameStop 164 Zynga 153 Square Enix 149 Facebook 149 Maxis 145 Google 143 Blizzard Entertainment 141 Apple Inc 140 Best Buy 136 Amazon 129 Nvidia 127 PopCap Games 6 Most “Actioned” Opinions by Top Companies Nintendo and its partners are concerned with Nintendo’s lackluster performance, which drives the most resonant opinions concerning the brand. “However, following Sony's announcement that the PlayStation 4 would allow used games, Microsoft has stated that the Xbox One will also allow the same.” Influencer: Microsoft Source: Forbes “Sony also drew cheers from the audience at the Electronic Entertainment Expo (E3) in Los Angeles when it said the PS4 would run second-hand games and did not require an always-on Internet connection.” Influencer: Sony Source: Reuters “EA’s gaming pipeline clearly reflects the company’s focus on the Xbox One and PlayStation 4. EA did not announce a single game for Nintendo’s platform, citing lower demand for the console compared with Microsoft’s and Sony’s.” Influencer: Electronics Arts Source: Zacks.com “The company has struggled since November with the launch of the Wii U… Nintendo Co. said it sold just 3.45 million units by the end of March, well below the company's expectations.” Influencer: Nintendo Source: Associated Press “Games developer Ubisoft has told Nintendo it'll need to start shifting some serious Wii U inventory before it grants the console any more exclusive games like the critically acclaimed ZombiU.” Influencer: Ubisoft Source: Kotaku
  • Sony execs Jack Tretton, Shuhei Yoshida and Adam Boyes experienced substantial boosts in influence at E3 as their message drowned out their peers. Executive influence lifts Sony at E3 7 Influence Score before E3 Influence Score after E3 Top 20 executives Description 92 191 Jack Tretton President, CEO, Sony Computer Entertainment of America 168 170 Don Mattrick Former President, Interactive Entertainment Business, Microsoft 171 168 Mark Pincus Former CEO, Zynga 149 164 Satoru Iwata President, Nintendo 163 161 Larry Hryb Director of Programming, Xbox Live, Microsoft Gaming 151 153 Eric Hirshberg President, CEO, Activision 130 152 Shuhei Yoshida President, Worldwide Studios, Sony Computer Entertainment 149 149 Hideo Kojima Director, Metal Gear Solid V 138 149 Masahiro Sakurai Director of Software Development, Sora Ltd 147 149 Phil Spencer VP, Microsoft Game Studios 127 147 Frank Gibeau President, EA 123 147 Yves Guillemot Chairman, CEO, Ubisoft 150 146 Marc Whitten Chief Product Officer, Xbox One, Microsoft 128 145 Reggie Fils Aime President, COO, Nintendo of America 97 142 Adam Boyes VP, Third Party Relations, Sony Computer Entertainment America 124 138 Pete Hines VP, Public Relations, Bethesda 123 138 Eiji Aonuma Game Producer and Designer, Nintendo 109 135 Peter Moore COO, EA 118 134 Shigeru Miyamoto Game Producer and Designer, Nintendo 135 131 Neil Druckmann Creative Director, Naughty Dog
  • Executives’ most “actioned” opinions reinforce the narratives “Shu Yoshida, president of Sony Worldwide Studios, said the company's studios have more than 30 PS4 games in development, including 12 brand new intellectual properties.” Influencer: Shu Yoshio, President, Sony World Wide Studios Source: E3 Presentation 8 “PlayStation 4 disc-based games don’t need to be connected online to play or any type of authentication.” Influencer: Jack Tretton, President, CEO, Sony Computer Entertainment of America Source: E3 Presentation “Xbox boss Don Mattrick believes concerns over connectivity are overblown, recommends Xbox 360 for those without an Internet connection.” Influencer: Don Mattrick, Former President, Interactive Entertainment Business, Microsoft Source: Gamespot “Major Nelson, in a Reddit video interview, contradicted Xbox Support, stating, "Absolutely not, you will always have access to the games you purchase.” Influencer: Larry Hyrb, aka Major Nelson, Director of Programming, Xbox Live, Microsoft Gaming Source: Reddit “In an interview this week for CNN, Iwata admitted the company made missteps with the introduction of the Wii U. But he remains convinced a strong lineup of upcoming Wii U software will get gamers excited about the living-room console.” Influencer: Satoru Iwata, President, Nintendo Source: CNN
  • 0 200 400 600 800 1000 1200 1400 5/12 5/19 5/26 6/2 6/9 6/16 6/23 Timing matters: Xbox’s launch lifted its influence when competitors were out of the spotlight 9 Net Influence Score E3 Conference and PS4 Launch Xbox One Launch Xbox expanded its lead by launching Xbox One before E3 Microsoft layers success by launching Xbox One during a time with less industry “noise” and leading influential conversations during E3. Sony’s launch of PS4 during E3 gave it a single boost in influence and Nintendo, having launched Wii U months earlier, is left behind.
  • Wii shut out of conversations & industry comparisons 10 Influential opinions before E3* Influential opinions during E3** Xbox: 13,969 Opinions PlayStation: 8,418 Opinions Wii: 1,496 Opinions Xbox vs. PlayStation Comparison: 4,190 Opinions * Weekly average opinion volume before E3 (5/12 – 6/8) ** Opinion volume the week of E3 (6/9 – 6/15) Wii: 708 Opinions PlayStation: 2,572 Opinions Xbox: 5,377 Opinions Xbox vs. PlayStation Comparison: 1,252 Opinions
  • 0 500 1000 1500 2000 2500 3000 3500 5/12 5/19 5/26 6/2 6/9 6/16 6/23 Xbox One Launch E3 Conference and PS4 Launch Microsoft’s Xbox had five times more exclusive coverage than Sony’s PS4. Xbox One wins by reaching a much broader audience compared to PS4 11 10% 41% 50% No. of publishing sources Total no. of publishing sources 2788 and
  • 0 20 40 60 80 100 120 140 0 100 200 300 400 500 600 5/19 5/26 6/2 6/9 6/16 6/23 Microsoft initiated the DRM conversation but Sony took advantage of the issue 12 No. of Influential Opinions Regarding DRM DRM Net Influence ScoreSony hijacks the DRM discussion during E3 Xbox One Launch boosts DRM discussion Microsoft responds; Sony exits the conversation Others DRM Net Influence Score
  • 13 Contact Us! To learn more about Appinions and our modular approach to influence marketing, contact us at info@appinions.com or +1 646-532-3062. Web: www.appinions.com Twitter: @appinions LinkedIn: http://www.linkedin.com/company/appinions