Study into the impact of Twitter buzz on video gaming sales in the UK.

1. @TwitterAdsUK | 2013
GAMING
MAKE EVERY ADDITIONAL £1 MORE EFFECTIVE WITH TWITTER
Twitter is where conversations about brands happen. With over 400 million Tweets
sent every day, these conversations can influence sales just as advertising does.
For video games, adding positive Twitter buzz on top of existing above-the-line
advertising may help drive more sales than spending the additional budget on more of
the same advertising.
SALES EFFECTIVENESS
SALES IMPACT
Overall, a 30% increase in positive Tweets is four times more effective in driving
sales than a 30% increase in existing above-the-line advertising. This increase
varies by genre of game.
4xOVERALL
5x SHOOTER 9x SPORTS 7x RACING
Looking at sales revenue, a 30% increase in the number of positive Tweets drives
a more significant revenue impact than a 30% increase in existing above-the-line
advertising - both overall and by genre of game.
0.9%0.7%
1.6%
6.3%6.3%
8.1%
SHOOTER SPORTS RACING
6.1%
1.6%
OVERALL
positive Tweets
other advertising
POTENTIAL SALES
Increasing the number of positive Tweets increases sales. What potential impact
would a 10% uplift in positive Tweets have on sales revenue over the first 10 weeks
of a game’s release?
source: “Tweets for Sales: Gaming” Study, Deloitte LLP, UK, 2013
source: “Tweets for Sales: Gaming” Study, Deloitte LLP, UK, 2013
= £3.2m = £1.4m
source: “Tweets for Sales: Gaming” Study, Deloitte LLP, UK, 2013
About the study
Twitter commissioned Deloitte LLP to find out
how Tweet sentiment and reach may have a
predictive impact on sales performance, using
both commercially available sales data and
gaming Tweet-specific data. The study analysed
100 best-selling Xbox and PlayStation 3 video
game titles of 2012 in the United Kingdom. The
magnitude of sales impact of different types of
Tweets on any specific title is quantified through
statistical modelling, holding other key sales
drivers, such as market dynamics, advertising
spend and price, constant.