Gaming communities and company feedback strategies

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Gaming communities and company feedback strategies

  1. 1. Vanessa Brasfield Purdue University GAMING COMMUNITIES AND COMPANY FEEDBACK STRATEGIES
  2. 2. <ul><li>Research Idea </li></ul><ul><li>Research Question </li></ul><ul><li>Literature Review </li></ul><ul><li>Methodology </li></ul><ul><li>Results </li></ul><ul><li>Discussion </li></ul><ul><li>Limitations </li></ul><ul><li>Review/Questions </li></ul>OVERVIEW
  3. 3. <ul><li>Interest in </li></ul><ul><ul><li>Gaming communities </li></ul></ul><ul><ul><li>Feedback on Facebook </li></ul></ul><ul><ul><ul><li>Interaction with others </li></ul></ul></ul><ul><ul><ul><li>Interaction with larger companies </li></ul></ul></ul><ul><ul><li>Feedback across all social media </li></ul></ul><ul><li>Recently released game receiving substantial feedback </li></ul><ul><ul><li>Multiple outlets, multiple feedback </li></ul></ul><ul><ul><li>What is relevant? </li></ul></ul><ul><li>Gaming companies </li></ul><ul><ul><li>Many against social media use </li></ul></ul>RESEARCH IDEA
  4. 4. <ul><li>How is the gaming community’s attitude before/after game add-ons changing, despite crowdsourcing of gamer requests?  </li></ul><ul><li>Is it worthwhile for gaming companies to pursue more vigorous social media use? </li></ul>RESEARCH QUESTION
  5. 5. <ul><li>New Product Development </li></ul><ul><ul><li>In need of overhaul </li></ul></ul><ul><ul><li>Changes depending on primary focus </li></ul></ul><ul><ul><li>No set process </li></ul></ul><ul><li>Game Development Process </li></ul><ul><ul><li>Pre-production </li></ul></ul><ul><ul><li>Production </li></ul></ul><ul><ul><ul><li>Beta testing </li></ul></ul></ul><ul><ul><li>Milestones </li></ul></ul><ul><ul><li>Post-production </li></ul></ul><ul><li>Social Media as Marketing Outlet </li></ul><ul><ul><li>Reluctance to join social media scene as a large company </li></ul></ul>LITERATURE REVIEW
  6. 6. <ul><li>Radian 6 Software </li></ul><ul><ul><li>River of news </li></ul></ul><ul><ul><ul><li>Used to find hot topics amongst community </li></ul></ul></ul><ul><ul><ul><li>Help define primary topics </li></ul></ul></ul><ul><ul><li>Conversation clouds </li></ul></ul><ul><ul><ul><li>Used to monitor change in conversation topics </li></ul></ul></ul><ul><ul><ul><li>Gauge severity of issues in comparison to others </li></ul></ul></ul><ul><ul><li>Sentiment Analysis </li></ul></ul><ul><ul><ul><li>Used primarily to funnel results, NOT for sentiment values </li></ul></ul></ul><ul><ul><ul><li>Only analyzed positive/negative results </li></ul></ul></ul><ul><ul><ul><li>Use of individual posts with specific thoughts, requests, feedback </li></ul></ul></ul><ul><li>2 time frames: Feb. 14-March 14; March 15-April 16 </li></ul>METHODOLOGY
  7. 7. <ul><li>5 primary categories </li></ul><ul><ul><li>Overall sentiment </li></ul></ul><ul><ul><li>Balance issues </li></ul></ul><ul><ul><li>Dislike of roster </li></ul></ul><ul><ul><li>Online connectivity issues </li></ul></ul><ul><ul><li>Additional content (DLC) </li></ul></ul>RESULTS
  8. 8. <ul><ul><li>Generally more positive than negative posts </li></ul></ul><ul><ul><li>High activity at game release, thins out before release of DLC </li></ul></ul>RESULTS: OVERALL SENTIMENT
  9. 9. <ul><ul><li>DLC: addition of two new characters </li></ul></ul><ul><ul><li>Initially positive; shifts to negative on specific dates </li></ul></ul><ul><ul><li>Positive gains more influence toward end of time frame </li></ul></ul>RESULTS: OVERALL SENTIMENT
  10. 10. <ul><li>Complaints throughout about AI, character strengths and weaknesses </li></ul><ul><li>Call for ‘more accurate’ adjustments </li></ul>RESULTS: BALANCE ISSUES
  11. 11. <ul><li>Attempted crowdsourcing for character roster </li></ul><ul><li>Some in community feel ignored, requests not met </li></ul>RESULTS: DISLIKE OF ROSTER
  12. 12. <ul><li>Issues connecting to online networks or staying online in general </li></ul><ul><li>Player rankings/matches affected </li></ul>RESULTS: CONNECTIVITY ISSUES
  13. 13. <ul><li>Call for additional modes, characters, costumes, etc. as a whole </li></ul><ul><li>Popular topic across both time frames, more frequent in second time frame </li></ul>RESULTS: ADDITIONAL CONTENT(DLC)
  14. 14. <ul><li>Opportunity for more companies to engage social media </li></ul><ul><ul><li>Community is using Twitter, Facebook, blogs, etc. to get more feedback out </li></ul></ul><ul><ul><li>Feedback is readily available </li></ul></ul><ul><li>Reciprocate feedback </li></ul><ul><ul><li>Demand of gaming community </li></ul></ul><ul><ul><li>Assures that demands are not going unnoticed </li></ul></ul><ul><li>Stream of feedback is constant </li></ul><ul><ul><li>Regardless of critiques and complaints of being ignored, feedback is still substantial and useful </li></ul></ul><ul><ul><li>This test: 46,000 posts || All feedback: over ½ million </li></ul></ul><ul><li>Data suggests immersion would prove good for large companies </li></ul>DISCUSSION
  15. 15. <ul><li>Sentiment analysis is NOT 100% reliable </li></ul><ul><ul><li>Uses standard definitions of terminology; ignores slang </li></ul></ul><ul><ul><li>Used primarily for filtering </li></ul></ul><ul><ul><li>Neutral sentiment returns irrelevant information </li></ul></ul><ul><ul><ul><li>“ Going to go play MvC3” </li></ul></ul></ul><ul><li>Requires extensive filtering </li></ul><ul><ul><li>½ million posts….what’s useful? </li></ul></ul><ul><li>Diverse population </li></ul><ul><ul><li>Opinions will vary based on demographics, namely game preference, age, and gamer type (hardcore v. casual) </li></ul></ul><ul><ul><li>Opinion will not remain constant; projection of personal feelings and not always ‘objective’ </li></ul></ul>LIMITATIONS
  16. 16. <ul><li>Research Idea </li></ul><ul><li>Research Question </li></ul><ul><li>Literature Review </li></ul><ul><li>Methodology </li></ul><ul><li>Results </li></ul><ul><li>Discussion </li></ul><ul><li>Limitations </li></ul><ul><li>Review/Questions </li></ul>REVIEW
  17. 17. Vanessa Brasfield Purdue University GAMING COMMUNITIES AND COMPANY FEEDBACK STRATEGIES

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