Two of our UK Sales team - Alex and Jake - attended the recent Gaming Frenzy event, hosted by Barclays Bank. Here are some of their key insights.
Complementary Work Across the Industry
It turns out, a lot of what happens in the creative and gaming spaces aligned really well with our mission at Arwen. Take PR firm Percy & Warren, for instance—they believe their clients in studios, production houses, channels, and theaters would greatly benefit from Arwen’s auto-moderation and crisis management tools. Then there's Player XP/Hertzian, which provides sentiment analysis from social media and beyond. While they report on what’s being said, we take it a step further by taking action. Not to mention, Barclays Eagle Labs, known for being trusted advisors, are eager to introduce solutions like ours to their network, spanning startups to enterprise companies. At times it felt like a match made in gaming heaven!
Hyping it up - massive investment to generate excitement pre-launch
The gaming industry has a well-defined cycle, especially around game launches. Building traction before a game’s release is crucial. One pre-revenue business mentioned they have a waitlist of over 2 million people eagerly awaiting their MVP launch. Talk about pressure! This highlights the importance of a safe, welcoming, and positive community to prove demand and attract investment. A hostile or negative environment can derail even the most promising projects.
Trust and Safety: The Heartbeat of Gaming
From indie developers to major studios, everyone in the gaming industry understands the importance of trust and safety in their communities. Social media word-of-mouth is invaluable for gaining traction. The smallest developers know they need to create safe spaces where players feel welcome and valued. After all, no one wants to hang out in a toxic social media comments section, when they could be basking in the glow of a supportive, fun community.
The Quest for Meaningful Feedback
Game developers of all sizes are eager to capture feedback, even if it’s critical. Sifting through countless comments to find those golden nuggets of insight—like responses to patches, updates, or new game releases—is no small feat. Studios are often developer-heavy with lean social teams, making it a challenge to respond to and engage with their community effectively. This is where AI steps in, helping to identify and elevate those crucial pieces of feedback that might otherwise get lost in the noise.
Conclusion
The event underscored the massive potential for AI in enhancing social media and marketing management within the gaming industry. From building safer, more welcoming communities to effectively managing feedback and leveraging complementary industry work, AI tools like Arwen can make a significant impact. Really great to speak to so many people keen to level up their social media game with AI and create the best possible experience for your communities. Happy gaming everyone!