While many industries account for word of mouth as a supplemental advertisement route, the entertainment industry(video games in particular) take the grass-roots marketing campaign more seriously. In a recent study by financial agency Waggener Edstrom Worldwide found that a game’s “positive reception” by one’s friends was three times as likely to lead to a purchase when compared to other commercial strategies. In order of least to highest influence, the other observed advertising campaigns were: retail, online demos, reviews, commercials, and other promotion types.
More importantly, the study reinforced the hardcore gamer, or “influence multiplier” as the study described them, as a trusted facet to video game purchases. Despite making up only 1/5th of surveyed gamers, these players’ veteran status lead to a solid weight and credibility. The study is buffered by the fact that, although overall game and consoles sales are down, hardcore titles are up.
“Compared to all video gamers, Influence Multipliers are a hyperinfluential subset of friends who are also far more connected to other gamers,” said Dan Gallagher, senior vice president, Insight & Analytics at Waggener Edstrom Worldwide. “As a result, Influence Multipliers have an outsized network influence effect on their gaming colleagues. By targeting the media channels that Influence Multipliers rely on, marketers can optimize their marketing spending.”