fbpx

Diving into The Division: Breaking down Pre-release hype

by | Mar 8, 2016 | Analysis, Social Media, Video Games

Today saw the release of the latest Tom Clancy game for PS4, Xbox, and Microsoft Windows—The Division. And while the game’s release has already caused a multitude of problems for creator UbiSoft, we’ve put our media monitoring and analysis software to work measuring the pre-release hype on social media leading up to the game’s release.

We analyzed all Twitter content using the hashtag #TheDivision from March 5 to 12:00amET on March 7 just before the game’s release today, in order to provide some perspective on the Twittersphere.
division twitter charts

Note: Handles directly associated with the game such as @Xbox and @UbiSoft were omitted from the above charts.

GameSpot’s Twitter handle @gamespot was the top influencer by followers at 1,876,095, and almost cracked the top five by retweets with 431. It acknowledged delay in providing a review in its Twitter feed — Ubisoft purposefully withheld the game’s release to reviewers until the release date  — but reaffirmed its commitment to “marathon the game” once it was released at midnight.

Most of the top five influencers by retweets, such as @PoufyGB and @GoofballWebb, held contests for either copies of The Division or gaming packages that required either follows or retweets:

However, amongst the top five influencers (by retweets) that did not include contests or giveaways, top influencers included @Arekkz (independent gaming channel) and @DivisionBlog (Games Intel’s blog for the game):

Microsoft certainly did its part in promoting the game as several of the top influencers, including @gamespot and @TPAIN, tweeted about an invitation-only midnight release party for The Division in New York City (the game’s main setting):

Other top influencers focused on the midnight release aspect, with the word “midnight” getting more than 1k mentions alone:


So while the reviews might not be out yet for this latest title from UbiSoft, hype for the game is especially high today.

Daily PR Updates

Essential PR industry news, opinion, and analysis delivered to your inbox daily.

Donald Den

RECENT ARTICLES

4 tips for optimizing your on-page SEO PR success

4 tips for optimizing your on-page SEO PR success

Regardless of whether you’re gearing up for the holidays, or are preparing for any other sales boost, it’s essential that your website is ready to experience greater volumes of traffic and purchase intent, especially if you have a new PR campaign on the horizon. With...

Examining the state of small business this holiday season

Examining the state of small business this holiday season

As we approach the busiest season of the year, online business formation and startup services firm Incfile asked small business owners from cities, suburbs, and rural areas for details on how they're getting prepared and looked closely at how holiday planning,...