Update (3/14/2012) – As Barry (see the comment) pointed out today, I did not select correctly the games for this comparative analysis. He asserts that Call of Duty Modern Warfare 3 is the appropriate competitor to Battlefield 3, not Black Ops I have selected. Fortunately the Opinion Mining Software I use for these studies allows for a very quick and easy turn around. Below is the result of the changes in game titles. The content for this sample was generated by 2,089 customers for Xbox360 platform.
(Original post) In the past we have analyzed customer generated content for many different consumer electronics and computer products. This time we want to look into Customer Experience of two popular computer games from Electronic Arts and Activision. We focused on content generated by 1,936 customers who experienced two specific games on the same gaming platform – Xbox 360. Below is Market (segment) Intelligence Analysis report of Battlefield 3 vs Call Of Duty – Black Ops.
This is an not-exhaustive list of Customer Experience Attributes (see explanation here) the analysis has discovered using our Opinion Mining methodology. The bars indicate a difference between customer’s expectations and their experience with a specific Attribute, while the green line across the bars shows an Importance of these Attributes to the customers.
I would like to point out two findings:
- Experience of Electronic Arts customers with Quality of Graphics and Sounds is decisively better than the Activision customers. The difference is quite significant and it would be interesting to see how it affects sales numbers.
- The Reliability and Customer Support experiences of both games customers are incredibly low and makes me wonder if any other competitor would be able to emerge if it decided to differentiate on these relatively important customer experience Attributes. Many industries have been disrupted by focusing on improvement of customer experience in these areas, however not being a Gaming industry insider I leave this speculation to those who are more familiar with psychology of the gamers.