THE CHALLENGE
A great trailer can build or sink a game - getting it right or pivoting swiftly is critical in today’s saturated gaming landscape.
Yet traditional trailer testing tools do not allow for this agility.
A reimagined methodology - fast, flexible, with objective & actionable insights - is key to meeting the market's needs.
THE PATH FORWARD
Viewers of online trailers are incredibly engaged and share tons of feedback.
The responses are contextual, authentic and visceral, no lab effect.
We only need to know what to listen for and how to translate this feedback into actionable insights & market outcomes.
CONSUMER RESEARCH REIMAGINED
De-risking decision-making: deep listening to viewer feedback
TRAILR gives you real-time insights into trailer performance:
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Rely on authentic gamer feedback used within a robust analytical framework developed by a multi-functional team of industry veterans
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Clean data only, no noise, no trolls - only the data that matters is fed into the model
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Track trailer performance and gain a quantitative breakdown of its drivers and limiters. Use these insights to delight gamers across your campaign
Interested in how your competitors are doing? You can use the full power of TRAILR to gain in-depth insights into the performance and perceptions for any competitive trailer.
WHY ONLINE COMMENTARY IS A GREAT DATA SOURCE
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AUTHENTIC - Thousands of comments, real-life reactions, community dynamics
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Traditional market research techniques typically rely on much smaller base sizes, feedback is collected in an isolated research environment, not representative of real world dynamics and actual competitive in-market environment
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FAST - Real time access to comments, evolution tracked over time
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Immediate access to data is unparalleled - traditional survey and focus group methods take weeks and rely on one off waves of data collection
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FLEXIBLE - Possibility to dive into custom question or pull historic data for retroactive analyses
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Data is incredibly rich and allows for post-factum exploration of various topics - as opposed to traditional data collection methodologies which run one survey and are limited by the data collected during field
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Interested in learning more about the value of using online commentary for consumer research?
BENCHMARKED PERFORMANCE TRACKING
Transform data into meaningful insights to track performance & optimize communications
Our KPIs and diagnostics framework has been developed by industry-leading games research experts and is powered by advanced AI and NLP tech - the merge of the two is what enables a unique system that delivers clean and actionable insights on trailer performance in real-time.
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Each metric is easily interpretable thanks to a rating system grounded in market (a benchmark set of other trailers that match the profile of the test trailer - in game genre and trailer type)
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Measured performance is predictive of potential thanks to the calibration of our KPI framework against actual in-market sales for over 1,000 games
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Drivers and limiters of your specific trailer performance are extracted from gamers feedback thanks to our advanced regression models
Want to learn more? Schedule a live demo and we'll show you how it works!
TRAILR
The robustness of classic consumer research paired with the agility of modern tech
PERFORMANCE TRACKING
TRAILR continuously tracks trailer performance along a set of key performance indicators | KPIs that have been calibrated against in-market game sales.
KPIs are exhaustive and give you a comprehensive view of trailer performance:
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Committed interest / urgency
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General interest
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Liking
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Advocacy
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Uniqueness
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Value
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Fit with expectations
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Communication
Performance on each KPI is benchmarked against a set of competitive trailers to offer guidance on how to interpret performance levels.
USEFUL DIAGNOSTICS
Our framework is built by a team with 20+ years of experience with consumer analytics for the games industry - we know what metrics matter, where to look to optimize communication and how to build a roadmap to a successful launch.
Our diagnostics shed light into your perceived strengths and weaknesses and flag risks and opportunities. Diagnostics look at both the trailer itself and the game it presents and cover a variety of topics:
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General game and trailer feedback, world, lore/story, characters, graphics & performance, soundtrack, gameplay, IP/franchise, platform acceptance, post launch care, game awards and recognition, among others
In addition, our framework can accommodate deep-dives into each of these topic as well as exploration of any other topic relevant to gamers - with the speed and robustness of the original framework.
How does it work
TRAILR stands out with its exclusive, state-of-the-art, 6 step data processing technology. It allows us to turn commentary posted by trailer viewers into solid quantitative insights on performance and its drivers.
Data Qualification
We only use vetted data sources and comb through thousands of comments to clean out spam and other irrelevant data - only commentary about the trailer and the game it represents are pulled in
ClearVoice©️
Unique AI-powered model transforms each comment into single-thought units for analysis that use the same language style while keeping the original emotional load
Sarcasm Check
Model detects sarcasm and transforms the comment to reflect a straight message - this ensures it can be properly interpreted at the later stages of the analysis
Comment sorting
Machine-learning model assigns each comment to predefined dimensions within a robust analytical framework with multiple layers of analysis - KPIs, diagnostics, emotions
Context injection©️
AI-powered model assigns context to each comment (IP, franchise, game, studio, platform) to enable a proper interpretation of its semantic core and all references within it
Sentiment assignment
AI model teases out the sentiment behind each statement within a comment - sentiment types vary by metric to ensure performance is measured in a meaningful way