Category: Video Game Sentiment Analysis

Using Sentiment Analysis For Video Games

In today’s markets, the customer is at the top of the food chain. There are plenty of products which are your competitors as well as new ones being made. User opinions and reviews make or break a product and one of the industries where this is most apparent is gaming. A badly rated game has a direct correlation with the number of units of it sold. In comparing estimates of sales on Steam to aggregate review score averages, ArsTechnica found that better reviews do generally translate to more sales for games.


Sentiment analysis can be applied to all games, whether they’re successful or not, to improve them. It is a tool that can not only help you possibly fix your game, but by implementing it throughout your products’ lifecycles, you can improve the likelihood of success and overall quality. 

Let’s say that you’re coming out with a new game. You’ve been working hard on it to ensure it’s what you imagined, and will be a hit with your audience. However, once it launches, it fails or just somehow, falls flat. You can think about why your game is failing but you might not be sure where the issues are. Sentiment analysis can help you with these problems.

What exactly is sentiment analysis, and why is it so important?

What is Sentiment Analysis?

Sentiment analysis is a powerful marketing tool that enables you to understand customer emotions. It detects positive or negative sentiments in text and is used to gauge brand reputation, gain insights on your customers’ needs, and see how your product is being received.

Sentiment analysis for video games involves tracking and analyzing real-time audience sentiments right from when a game is announced up till the present day. It uses Natural Language Processing (NLP) and Text Analysis techniques to highlight subjective information from text from your target audiences. It even anticipates your users’ actions. Sentiment analysis also monitors opinions for each individual aspect of the game ranging from the gameplay and graphics to the story, and more. Understanding what your users think can help you evolve your roadmap as needed to maximise success.

Gameopedia has created a detailed framework which takes the sentiments of not just customers, but also those of critics and influencers to provide a comprehensive view of the industry’s opinion of your game. This framework helps us track sentiments across various individual aspects of a game such as mechanics, audio design, and narrative.

How Sentiment Analysis Can Help Your Game:

Sentiment analysis can not only help you understand what people think about your product but brings way more to the table. When the insights from sentiment analysis are applied to your product roadmap, the benefits are myriad:

  • Useful for understanding what people feel about your product during the ideation and development stages as well as post-release through surveys, competitor analysis, and the like.
  • Helpful for analysing sentiments about your competition.
  • Boosts sales and product reputation by implementing insights from analysis.
  • Helpful for tracking sentiments across various individual aspects of a game like combat, characters, and the like.
  • Helps improve product and brand recognition with your audience.
  • Track the level of advertising success.– Measures customer loyalty and satisfaction.
  • Aids in increasing customer retention.

Sentiment Analysis Throughout a Game’s Lifecycle

Sentiment analysis is a valuable tool because it can tell you what your audience thinks of your game right from when you announce it till date. This enables you to constantly improve and enhance it based on feedback which can drive up engagement and sales. Factors such as the quality of gameplay and narrative, how efficiently the game performs, the standard of graphics, the value for money it provides, and more are considered across the game’s lifecycle. Opinions for the aforementioned factors are derived from a variety of places such as critic and influencer reviews, user reviews, posts on social media and forums, and more. All of these taken into account can make your game significantly better. Let’s take a look at the game lifecycle and how sentiment analysis comes into play.

Planning and Pre-Production:
Using sentiment analysis during this stage can help you understand what game to make, what features to include, and ideate better. Competitor analysis is also something which you can do with sentiment analysis to see where your competitors are both winning and lacking and create content on that basis.

Announcement:
This can tell you whether the general idea of your game as well as the genres/ideas you have for it are received well or not. It can help improve the direction your game goes in.

First Reveal Stage and Trailer Launch:
Sentiment analysis here lets you track the buzz about your game on social media and lets you know whether it’s positive. You can also track separate sentiments about your company as well. For instance, response around your game might be mixed but feedback about your company might be positive.

Gameplay Footage Launch: Once you release footage of your game, look for sentiments about your gameplay breakdown. You can find out what your audience is hyped about or hates, be it world and audio design, character abilities, game mechanics, and more.

Game Launch: You would want to look for sentiments, positive or negative, about the game’s narrative, length, performance, gameplay, graphics, replay value, as well as any bugs or issues which might crop up so you can hot-fix or deal with them. 

Post Game Launch: Once you’ve launched your game, you want to know whether your audience feels like it’s good value for money, as well as the overall opinion regarding it.

Updates/DLC Launches: Here you consider user and critic reviews and ratings apart from sentiments on social media and forums. You want to find out whether your new releases provide your customers with value for money, as well as what they feel about the quality of the releases.

Who Sentiment Analysis can Benefit

  1. Game Developers and Publishers: Apart from letting you know the overall sentiment about the game, negative feedback can help you identify specific problems that need to be solved while knowing your entire game isn’t negatively received. Positive sentiment about certain characters or mechanics can also be noted to create more content around them like DLCs.
  2. E-commerce Portals and Retailers: You will get an idea before a game’s launch about how it’s being received. When pre-order time is coming up, if the hype and sentiment surrounding a particular game is good, you can highlight or promote it to ensure more sales. On the contrary, if a game’s sentiments are negative, you can remove them from your list of recommendations and replace them with better performers.
  3. Advertisers/Marketers: Sentiment analysis is an excellent tool for knowing which games to market and promote, as well as help in identifying those with high click rates to focus on more. It can also help with monitoring brands and look at the volume of brand mentions, as well as the quality of those mentions.
  4. Game researchers and analysts: Sentiment analysis can help you understand games better, how they work, and learn more about them by looking at what your audience likes or dislikes about them.

The Challenges Associated with Sentiment Analysis

The biggest challenge for a sentiment analysis tool is to find technology that can understand nuance. Things which machine learning and NLP might have trouble with are:

  1. Polarity and Context: if you ask a question where you ask for likes and dislikes, even if a user likes your product, they might give sentiments based on whether your question is positive or negative.
  2. Irony and Sarcasm: People can express their negative sentiments using words which are detected as positive by machines. For instance, if someone asks if you like a game you don’t, you can be like “Yeah, sure, it was really fantastic <puke smiley>” which technology can have trouble interpreting.
  3. Emojis: When it comes to social media, especially tweets, a lot of them incorporate emojis which can be hard to read and interpret.
  4. Comparisons: Sometimes it can be hard for ML tools to understand whether comparisons being made are positive, negative, or neutral. A statement like “This is better than having nothing, I guess.” can be hard to classify.
  5. Individual Aspect Sentiment Identification: It can be hard to capture the sentiments for individual aspects of a game such as the gameplay mechanics, story, music, and the like.

    We fact check our results manually to ensure we capture these nuances perfectly and to train our tool better.

Our Technology

Gameopedia’s vision for sentiment analysis is a hybrid of Machine Learning (ML) and Natural Language Processing (NLP) technology and human insights. The first two will help pick up on positive and negative keywords in text as our tool analyzes content from social media, forums, reviews, and the like, while the latter can help with nuance and things like sarcasm to make sure our analysis is accurate.

Sentiment-Analysis-for-video-games
Sentiment analysis can be useful across a game's entire lifecycle.

Gameopedia’s vision for sentiment analysis is a hybrid of Machine Learning (ML) and Natural Language Processing (NLP) technology and human insights. The first two will help pick up on positive and negative keywords in text as our tool analyzes content from social media, forums, reviews, and the like, while the latter can help with nuance and things like sarcasm to make sure our analysis is accurate.

If you require sentiment analysis for your needs, Gameopedia can help you out. We combine the latest in AI, NLP, and human expertise to accurately measure consumer and critic sentiment across user reviews, social media, discussion boards, editorials, web stores, and more. Talk to our game data experts or email us at [email protected]

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Why Large Firms In The Video Gaming Ecosystem Rely On Niche Partners Like Gameopedia

The Current Demand For Video Games

The COVID-19 pandemic has forced a lot of people to stay indoors. One pastime that has seen a spike in interest as a result of this forced isolation is video gaming. This sudden increase in the demand for video games has been a huge boon for the Video Game industry. The number of gamers have increased on all platforms, be it mobile, console, or PC. Video game publishers and stores have also reported rapid growth during this period. Even better, this growth has been observed across all sectors of gaming, ranging from the big AAA market to the niche Indie/AA market.

This growth has led to increased collaboration between large companies and smaller firms to tackle the rapidly changing trends in the video game ecosystem.

Video Gaming Ecosystem

Traditionally, large companies find it a challenge to be agile when it comes to decision-making. Their policies are controlled by a huge leadership team, which in turn is influenced by the interests of the company’s investors and shareholders. As a result, bigger companies turn to outsourcing to adapt to changing trends. They partner with smaller, boutique firms that can provide them with various services at a fraction of what it would have cost to set up the same in-house. These smaller firms are focused on a very specific niche in the industry, such as Game Teardowns or Sentiment Analysis of game reviews. This sharp focus allows them to become subject matter experts faster than most large firms. This is just as true in the gaming ecosystem.

Benefits Of Working With Niche Gaming Partners

Let’s see why using niche firms is a more attractive proposition as compared to setting up a new business unit in-house:

  1. Focus – A niche market offering is all about solving those crucial time-consuming and error-prone problems faced by businesses. Niche players do not cast their net wide but are very specific about whom they serve and how they do it. This focus helps bigger companies as they get to take advantage of an expert team’s services without a huge upfront investment.
  2. Scale – Large firms are often skeptical about collaborating with other larger players. Niche firms are a safe bet, as they are more focused on developing their expertise, and the smaller scale at which they operate negates the risk of competition, thus making them an ideal partner for larger firms to collaborate with.
  3. Speed – Niche firms in general do not deal with a lot of bureaucracy and red tape. They operate with much leaner and faster processes, which enables them to constantly adapt to their clients’ needs. This in turn makes it possible to deliver results faster. This speed can rarely be found when collaborating with a larger firm.
  4. Customizability – Expanding on the previous point, given that niche firms are more flexible with their processes, they are also able to offer more customized solutions without compromising on speed. Their clients are also comfortable discussing more customizable options, as they know that the dedicated team of experts will do their very best to meet the requirements. This is not to say that a larger firm would not be able to offer the same, but it would likely take much longer to get back with a similar offering, not to mention at a significantly higher cost.
  5. Pricing – Speaking of costs, hiring niche firms remains profitable for most large companies, as the former have a small employee base. Every person hired in these firms is chosen after careful consideration and this reflects in the very reasonable pricing structure offered to clients. In these uncertain times, these firms place great emphasis on building relationships, so they are unlikely to increase their rates overnight. This makes them an economical choice to work with.
  6. Dedication – While every service firm does its best to treat its clients with equal priority, the fact remains that the larger the firm, the more likely it is that the client will be given only as much response as contractually obligated. Smaller firms realize the need to treat their clients with utmost priority and can focus on delivering the very best customer experience.

Services that Niche Gaming Firms Can Offer to the Video Game Industry

  • Video Game MetadataMetadata provides essential information about a game such as its developer and publisher, release date, age ratings, and so on, including custom game data as well if necessary. This data is essential to maintain several kinds of game databases and plays an important role in data analysis as well.
  • Game Teardowns – Looking into what makes a game successful can help other developers and publishers understand what makes a game tick. A game teardown offers a vast and comprehensive breakdown of what a game consists of and how all of its moving parts work. This work is best done by experts in the gaming ecosystem who do similar work on hundreds, if not thousands of games each year.
  • Game Insights – Part of the process of making a game involves understanding how the market is reacting to certain elements in a game. A proper analysis of multiple games which have already been released in the market can provide these insights, and not every developer can or will want to do this analysis in-house.
  • Sentiment Analysis – Another service that niche firms in the gaming ecosystem are best suited to offer is sentiment analysis. This involves analyzing the conversations and general sentiment about a game after its release. A game may garner varying opinions from critics and the public. As it is these reviews that influence sales in the long term, understanding these sentiments is important for developers of upcoming games.
  • Game Content For Reference Fingerprints –  Automatic Content Recognition helps identify the game being played on a screen, be it a Smart TV or a Smart Device connected to a TV. ACR data is used by several players in the market, and for the recognition to be made possible, Reference Fingerprints of the game being played are required to match against the sample collected from the consumer.
  • Video Game Media – Some companies – especially stores – require specialized video game media to use on their portals. This includes custom box art, descriptions, short clips, and so on.
  • Customized Services – There are services which are unique to the company looking for them. These services may not have been defined by the industry yet. Resolving them requires a team of experts from the gaming ecosystem who are well-versed with the multitude of games coming into the market each year and can provide custom game data and solutions.

While the gaming industry has been fortunate to come out strong during the pandemic, the world economy continues to remain uncertain. It is also riskier for large firms to take new initiatives in these unpredictable times. In such a period, it is beneficial for large firms to entrust niche companies in the gaming ecosystem to help them adapt to the changing trends, instead of trying to develop new in-house capabilities from scratch.

Gameopedia is one such provider of niche solutions in the gaming industry amidst the video game ecosystem. For more than a decade, we have been building our expertise in providing game metadata, recommendations, and insights, which makes us the top choice for meeting these niche services. We offer a wide range of solutions in the gaming ecosystem that cater to various companies. Interested in what we have to offer? Reach out to us to learn more about our service offerings.

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