PUBG - Social Media Monitoring Project Part Two

Recap

PlayerUnknown's Battlegrounds is a highly successful game that has dominated 2017. As a  multiplayer onlinebattle royale game,  it has monopolized the market of many similar games and attracted a large number of players from FPS games. But, with the increasing number of players, the problem of server quality becomes more and more obvious. In addition, with the emergence of cheaters, every players are undergoing a bad game experience, the result of which led many players to give up this game.

PUBG has made some measures to face the loss of players. How is the effect?

Campaigns

PUBG has some very successful campaigns which make the player be full of expectations of the game.

Upate

In addition to day-to-day maintenance, PUBG has some new elements to be updated. From guns to clothes, these new elements make players have a new game experience every time they update the game and, of course, there will be a desire to charge money. Because if I could wear a dress with a beautiful pattern, I wouldn't wear a white shirt. Well, every pattern needs $20.

The emote system is one of the highlights in the current update. The appearance of the expression can allow players all over the world to say goodbye to the language barriers and communicate better. After all, there is no emotion that can't be showed by expression. 

Let's take a look at the latest news from PUBG's official website.The new game background "night mode" and "snow mode" are being designed. Such a rich and colorful game model is absolutely a driving force for players to return to the game.

Competitions

Through the competition, we can not only enjoy the wonderful performance provided by pro-players, but more importantly, we will learn the skills that no one can teach us at ordinary times. It's very difficult to give up when a person really knows how the game is going to play. In addition, with the promotion of the competition, more and more people will know this game.

Social Analytics

GoogleTrends

I opted to look at the 7 day graphs, because larger stretches of time did not provide an adequate distinction.

In the past 7 days, the changes in Google trends are relatively regular. People like to play games after work or after school, so we find that the curve is on the rise from 6 p.m. to 11 p.m. PUBG Mobile is available for iOS and Android in the US today. So we noticed that Google trends rose sharply today.

We can see that PUBG's social media attention has been nearly smooth. The downward trend at the beginning of the year has been curbed. This result indicates that the measures made by PUBG are useful. 

We added two contrast terms, CS:GO and Overwatch. They are the same type of games as PUBG. we can notice that PUBG can be equal to the social attention of these two very popular games. It is very remarkable for a game which was released for just one year.

Social Mention

The lapse of time does not reduce the social mention of PUBG. As I said in Project one, because PUBG often has maintenance and updates, the result of which lets it be discussed all the time.

Through social mention, we can find that PUBG has a better reference rate on micro-blog. When we go to the images, The strength dropped to 29%.

SWOT Analytics

Strengths

• PUBG has won the player's pursuit because of its changeable game style and exciting game experience.
• The social media of PUBG is active and progressive which can help them attract more people to join the game.
• The team model in the game allows players to communicate with people all over the world.

Weaknesses

• The quality of the server is far from the player's expectations.The appearance of the cheaters seriously affects the player's game experience.
• They have some problems energizing the groundswell. It has no interaction with the player on twitter.
• Many players have a vertigo when they play 3D games, so the game can't be accepted by all players. It also means that PUBG's publicity on social media is definitely not to be noticed by some people.
• Some national policies do not allow too much violence in the game.

Opportunities

• Taking the time to listen the groundswell can ease the tension between the official and the players.
• In addition to social media, the live platform is another very good publicity channel

Threats

• The success of PUBG may attract the attention of other agents. If the Bluehole fails to solve its own problems, other agents may issue a better FPS game to replace PUBG.
• If this lack of communication continues, PUBG makes itself susceptible to more serious consumer complaints when the company refuses to solve problems.

Goals & Suggestions

The emergence of PUBG broke the calmness of the game industry and unfolds a vigorous upsurge of "chicken dinner". In order to keep this game hot, I think the following suggestions can provide some help.

1. Taking advantages of Live platform

With the development of the network, live broadcast is becoming more and more recognized as a new way of entertainment. Watching live has become a habit for many people to spend time.

According to Esportsobserver, there are 18 million visitors watching PUBG per hour on twitch. Although it has fallen after 2018, it has also maintained about 10 million of the audience.

I think people who stay on the live platform are full of love for the game. So I think every platform can hold some internal friendly games on a regular basis. I think all the platforms will accept this activity, because the publicity of the friendly match is also the promotion of the game platform.

2. Communication with players

PUBG need to become fully conscious of the ways where people choose to communicate with them on each social platform. By doing so, PUBG will be able to better anticipate the needs of their consumer base as it continues to grow.
PUBG can also post some questions on social media, or let players share interesting events in the game.

3. Advertisement

First of all, let's appreciate a player's homemade micro film. Because I think no official video is better than this film.

PUBG seems to have forgotten the important role of advertising in propaganda. A product can do nothing without advertisement. So the Bluehole should allocate some attention to the advertisement. The exciting battlefield scene, the real game background can make the viewer feel the glamour of the game.

Finally

To conclude, I think listening, dialogue, motivating, supporting, and embracing these five words can be a good summary of how does a successful product face the groundswell. PUBG can be regarded as a successful game. But its performance on social media is also preventing it from getting better. The addition of new elements can not solve the fundamental problem. They need to  Make full use of the player's groudswell to make the game continue to be popular.