Gaming And Video Fandom Overlap Cannibalisation Risks For Games And SVOD Releases
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20,000 Foot View: Subscription Video On Demand (SVOD), binge-watching and weekly usage of Netflix have penetrated the mainstream among gamers. Behind these propositions are companies with large marketing budgets and effective channels enabling them to reach their audiences. Depending on the degree of mutual fandom overlap, TV shows have a solid chance of competing for gamers’ digital time and vice-versa. Thus, scheduling major games releases against releases of popular TV shows poses a threat to games companies, as it creates an unnecessary engagement dilemma for consumers, interfering with the potential success of the release. An example of this was the recent launch of Assassin’s Creed on the same day Netflix’s Stranger Things came out. Considerations for release analytics and planning must be extended to monitor key releases from across the digital entertainment economy, rather than solely concentrating on one’s home turf.
Key Findings:
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of console owners and of mobile gamers pay for a monthly video subscription, compared to the consumer average
of console owners and of mobile gamers use Netflix weekly, compared to of consumers
of console owners and of mobile gamers binge watch TV shows, compared to the consumer average
- Console owners index in TV show fandom out tracked shows, while mobile over index for all of consumers are fans of Stranger Things, compared to of console owners and of mobile gamers
- Releasing Assassin’s on the same day as Things is expected to have a negative effect on the release, as of Assassin’s Creed are also fans of Stranger
- Gamers’ over in SVOD and binge watching for greater awareness among games when planning releases
- If a release is planned on the day as a TV show the degree of cannibalisation risk the two is determined by of their fandom overlap
Companies and products mentioned: Amazon Prime Video, American Horror Story, Assassin’s Creed, Call Of Duty, Daredevil, Doctor Who, Downton Abbey, FIFA, Game Of Thrones, House Of Cards, Jessica Jones, Legends Of Tomorrow, Legion, Little Big Planet, Man In The High Castle, Mr. Robot, NCIS, Netflix, Scream, Shannara Chronicles, Sherlock, Stranger Things, Super Mario Odyssey, The Big Bang Theory, The Flash, The Grand Tour, The OA, The SIMS, , The Voice, Teen Wolf, Top Gear, Transparent, Walking Dead, Wolfenstein II