"Even the most expensive advertising campaigns are nothing without a good Steam review score. A studio that manages to shift a game's review score from "Mixed" to "Very Positive" can as much as triple its chance of making a sale from a marketing campaign, a new games industry report has shown. Games marketing firm Gamesight published the statistic in its latest Performance Marketing Playbook, as reported by GamesIndustry.biz."
"The game generally saw a higher conversion rate when its review score was higher, with the conversion rate peaking at over 7% when the game briefly achieved a rating of "Overwhelmingly Positive." Gamesight says it saw similar patterns in other games it studied, while the firm also identified how studios could improve their review scores. "Both from this analysis and our experience working with game developers, we consistently see things like game patches, bug fixes, and adding player-requested features tend to be at the center of these sentiment improvements,""
Analysis of 30 premium games compared conversion rates to Steam review scores and found every title with a conversion rate above 2% had a Steam rating over 80% positive. A 21-month case study tracked a single game's marketing performance alongside its review score, showing conversion rates rising with better sentiment and peaking above 7% when the rating reached "Overwhelmingly Positive." Improvements in sentiment commonly followed patches, bug fixes, and the addition of player-requested features. Listening to player feedback proved as important to marketing success as ad spend. Free-to-play titles showed no measurable impact from review scores, since players can try them for free.
Read at GameSpot
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