The modern media landscape is evolving very quickly. With these changes, we see new media emerging, and we are also in a better position to measure and understand the impact of specific communication efforts.
However, there are not many benchmarks around to compare performance of these actions. By building a case study, albeit around a popular game, this is a first step towards providing reference points in that field.
Why using Nier: Automata for this?
We wanted to study a game that has been a clear success, with a significant volume of coverage across multiple territories to have statistically relevant numbers.
We avoided titles that have been so successful at securing coverage that anything we would have uncovered would be useless to anyone as it would have been a “black swan”, unique on its own.