LGC: Twitter activity trumps ad spend for boosting game sales

Twitter UK MD Bruce Daisley says the social media platform is the most effective way to drive games sales.

Addressing those in attendance at this year’s LGC Conference, the MD detailed how positive interaction on Twitter proved more effective at driving game sales than increased marketing budgets.

Drawing on research from analyst Deloitte, Daisley claimed that rasing ad revenues by 10 per cent delivered just a 1 per cent increase, while increased Twitter communication netted a 6.1 per cent sales rise.

With the PS4, sharing is an increasing part of everyday gaming. They are the originators of content by sharing clips and scores. They increasingly represent a marketing opportunity,” said Daisley.

He continued to highlight how the two biggest releases of 2012 could have increased sales by taking advantage of Twitter’s 15m UK users – 3.3m who are gamers.

Dasiey claimed FIFA 13 would have generated an additional 1.4m in sales by increasing its Twitter activity by 10 per cent. Likewise, Call of Duty Black Ops II could have netted an additional 3.2m in revenue.