According to the latest data from the Impact Marketing Practice Handbook, released this week by Gamesight, Game Marketing Analysis Company, a higher game evaluation on Steam platform can significantly improve advertising. When the fee game responds to community feedback by repairing and updating through a loophole, the increase in the evaluation from “unsatisfactory” to “specially positive” increases the conversion rate by almost twice.
By contrast, the marketing company found that evaluation scores “no measurable impact” on the conversion rate of free games, which results from the absence of a fee threshold for free games for players. However, the report emphasizes that, regardless of the price of the game, community trust remains a key factor, especially for relying on internal purchases of cash after installation. According to Marie Tandoc, a Gamesight data analyst: “In terms of data analysis and practical cooperation experience, the updating of the version, the repair of the loophole and the addition of the player’s suggested function are often the core drivers of the improved reputation.” In order to illustrate the symbiotic relationship between the evaluation score of the fee game and the conversion rate, the company uses a game with a 21-month marketing campaign as a case study.
The data show that conversion rates are rising simultaneously in the months in which the game is better evaluated. The most significant peak was in the tenth month. When the version was updated to include the function of “high expectations from players”, the game was evaluated to “good ratings”. The apparent decline in the 13th to 14th months was attributed by Mary Tandock to the experiment of trying new advertising channels: “The new channels were not working well and the team quickly turned back the budget to the core, which explains the sharp drops in data and the rebound”. Although this is a single game case, Gamesight indicates that a similar pattern was observed when analysing 46 game data. Overall, listening to the player’s suggestions for improving the game not only enhances the effectiveness of marketing activities, but is more likely to bring about lasting gains “above short-term growth”. The improvement of the game reputation will enhance business performance and have a compound effect on media placement.
At the same time, the report notes that maintaining an overall positive assessment during the marketing cycle is more conducive to maintaining a stable conversion rate. These data are derived from the Gamesight platform ‘ s marketing activities and conversion data and are combined with the pricing and evaluation indicators data set, including those provided by Gamalytic API.
