5:25PM June 28 2011
Welcome to the Five by Five social media report on the E3 2011 conference. We thought it would be interesting to see which titles, publishers and platforms made the most noise at this year’s event in terms of mentions/posts on social media sites.
We used Brandwatch to trawl for mentions of E3 and then focused on the social media type sites of blogs, video, forums and Twitter. The date range was restricted to 7th - 9th June in order to filter out the pre-event buzz.
Because we were looking for mentions of platforms, publishers and game there was inevitably double counting, but that is unavoidable, and we used Twitter only for the sentiment results.
At the event this year, five different companies held major press conferences and this is reflected in the volumes for Nintendo, Sony, Microsoft, EA and Ubisoft. Each had their own hotly anticipated and surprise announcements to make, and demos to show, that would ensure substantial buzz around their brands.
Compared to EA and Ubisoft, the volume of mentions for the other publishers was quite a lot lower – reflecting the value of having a media press conference. Activision was the best of the rest thanks to the promotion of the new Call of Duty title: Modern Warfare 3. Sega and THQ followed closely behind, then there was drop in volume to Square Enix, Konami and Disney.
The volumes around the platforms reflect the announcements made by the three platform holders (Sony, Microsoft and Nintendo) apart from volume around the 3DS, which was surprisingly low.
In terms of new platforms the Wii U generated the most mentions, but the Kinect wasn’t far behind as the news of new features and games were announced.
The big winner in terms of games was Battlefield 3 (EA), followed by Modern Warfare 3 (Activision), Mass Effect 3 (EA), Halo 4 (Microsoft), Elder Scrolls V (Bethesda), Uncharted 3 (Sony) and Bioshock (2K Games).
Certain games seemed to be better received than others, with high positive sentiment percentages around Tomb Raider, Batman: Arkham City, Bioshock: Infinite and Elder Scrolls V.
Breaking out the games by genre it’s clear that First Person Shooters still rule the roost, with RPGs and Action/Adventure games following behind. The relative interest level in Driving Games was low and surprisingly the sport games promoted (FIFA 12 and Madden NFL) did not feature highly in terms of mentions.
The surprise winner from the event then was the Microsoft Xbox Kinect peripheral thanks in no small part to the games that are being developed specifically with it in mind. The figures also show the value of having a media press conference to promote the brand and its product titles and how well established IPs such as Tomb Raider, Bioshock and Elder Scrolls have a sizeable and passionate fan base.
Check out our detailed report of E3 2011 below: