Nightengale
Member
In regards to the social media and marketing engagement metrics thing that was talked a page back... it's hard to explain without going into assumptions of marketing and ATL logic, but I'll share my perspective ( ex-marketing for FMCG & O&G ) on why it's important.
First, you have to look at how reveals are framed for big games by big publishers. By and large, publishers put a lot of stake into how their initial reveal are pictured, because first reveals are traditionally the buzz generators and it's also how excellent media attention, awareness leaks out to broader mainstream awareness.
This is why established franchises like Call of Duty, Battefield, Assassin's Creed can easily own their respective spaces of how they want to initially reveal their games. They already have the brand credence, and that on its own generates the buzz.
New IPs, however, are more often than not revealed at big events like E3, because there is the fear that without the E3 tide, it may not get the attention it could have.
The long and short of it is...
The assumption that marketing folks make for audiences are that the biggest audiences are fickle, easily unimpressed. has low attention span and have very low conversion rate from awareness to interest.
This is why first impressions matter, and why poor social metrics, even out the gate matters.
Because if you botched the first reveal, or your impression to the broader audience of your first reveal is a "not interesting", or your first reveal didn't gain a big enough audience attention to carry forward to the second update...
Chances are you'll lose a chunk of your audience there and then.
The prevalence of open betas have given games more chances than before, but it's still a matter where it's really essential that your game can generate buzz on its own merit before relying on other tide factors like E3 or a 2nd big trailer.
Because 2nd chances are rare in terms of holding audience attention.
First, you have to look at how reveals are framed for big games by big publishers. By and large, publishers put a lot of stake into how their initial reveal are pictured, because first reveals are traditionally the buzz generators and it's also how excellent media attention, awareness leaks out to broader mainstream awareness.
This is why established franchises like Call of Duty, Battefield, Assassin's Creed can easily own their respective spaces of how they want to initially reveal their games. They already have the brand credence, and that on its own generates the buzz.
New IPs, however, are more often than not revealed at big events like E3, because there is the fear that without the E3 tide, it may not get the attention it could have.
The long and short of it is...
The assumption that marketing folks make for audiences are that the biggest audiences are fickle, easily unimpressed. has low attention span and have very low conversion rate from awareness to interest.
This is why first impressions matter, and why poor social metrics, even out the gate matters.
Because if you botched the first reveal, or your impression to the broader audience of your first reveal is a "not interesting", or your first reveal didn't gain a big enough audience attention to carry forward to the second update...
Chances are you'll lose a chunk of your audience there and then.
The prevalence of open betas have given games more chances than before, but it's still a matter where it's really essential that your game can generate buzz on its own merit before relying on other tide factors like E3 or a 2nd big trailer.
Because 2nd chances are rare in terms of holding audience attention.
