Evaluating Campaign Effectiveness for a Narrative-Driven Game Launch

The Challenge

Our client, a global gaming studio renowned for narrative-driven games launched a campaign for its October 2021 release of an upcoming game, aimed at superhero fans and AA game enthusiasts. The studio sought to measure market reach, assess campaign effectiveness, and analyze profiles of Buyers, Non-Buyers, and undecided players. Key goals included identifying purchase drivers and barriers and evaluating attitudes toward pre-ordering, both generally and for the upcoming game.

Our Approach

The study had two stages to capture both market insights and detailed audience profiles. First we surveyed gamers to assess awareness, campaign impact, and purchase intent for the upcoming game, focusing on superhero and action-adventure fans. Next we used targeted analysis of buyers, considerers, and non-buyers, examining campaign asset impact, buyer profiles, and purchase drivers and barriers.

The Outcome

The study shows how targeted research can optimise campaign effectiveness, support product success and lead to key insights on how to improve a specific title and future AA title campaigns. It revealed metrics on audience reach, highlighted the most impactful marketing assets, and provided understanding of gamer motivations to shape targeted messaging. Additionally, insights on gamer pre-order behaviour informed future strategies.