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 inuence 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
Overall, a 30% increase in positive Tweets is four times more eective in driving sales than a 30% increase in existing above-the-line advertising. This increase varies by genre of game.

OVERALL

4x

5x SHOOTER
SALES IMPACT

9x SPORTS

7x RACING

source: Tweets for Sales: Gaming Study, Deloitte LLP, UK, 2013

Looking at sales revenue, a 30% increase in the number of positive Tweets drives a more signicant revenue impact than a 30% increase in existing above-the-line advertising - both overall and by genre of game.

6.1% 1.6%
OVERALL

positive Tweets other advertising

8.1% 6.3% 6.3%

1.6%
SHOOTER

0.7%
SPORTS

0.9%
RACING

source: Tweets for Sales: Gaming Study, Deloitte LLP, UK, 2013

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 rst 10 weeks of a games release?

= 3.2m

= 1.4m
source: Tweets for Sales: Gaming Study, Deloitte LLP, UK, 2013

About the study

Twitter commissioned Deloitte LLP to nd out how Tweet sentiment and reach may have a predictive impact on sales performance, using both commercially available sales data and gaming Tweet-specic 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 dierent types of Tweets on any specic title is quantied through statistical modelling, holding other key sales drivers, such as market dynamics, advertising spend and price, constant.

@TwitterAdsUK | 2013