How to Use Social Media Marketing to Promote Computer Games?
4. Limitation and Conclusions
Table 2.The number of followers and subscribers.
CD PROJEKT RED
CYBERPUNK
2077 GWINT WIED ´ZMIN GOG.COM
in thousands
2019 2020 2019 2020 2019 2020 2019 2020 2019 2020
Facebook 296 349 253 416 520 520 1000 1500 429 446
Instagram 287 497 0 329
Twitter 426 645 340 704 100 104 1000 1200 330 333
YouTube 142 199 431 759 80 88 300 328 49 56
LinkedIn 44 77
Twitch 142 182 55 62
bilibili 352
Reddit 122 274 72 93
Discord 56 129
VK 44 79 87 87 84 110
Weibo 56 59
WeChat 40 56
Others 91 92 25 54 25 40
From the conducted analysis, we can see that the number of followers and subscribers of social media accounts of CD Projekt company is increasing. It is worth mentioning that during the analyzed period, the company was creating new accounts which became very popular and gained many fans.
It is important to point out the number of portals and platforms in social media which are used as marketing tools. We can notice that in every project, the company uses three main platforms—Facebook, YouTube and Twitter, which points out the strong and stabilized position and very strong impact of social media on the prospective customer.
To sum up, it has to be stated that the analyzed creative enterprise utilizes social media marketing to a significant extent. Interesting graphic materials and content encourage prospective customers to purchase the game. What is more, the popularity of the production all over the world makes even the skeptic users of social media to be more willing to give The Witcher a try.
study was aimed at combining theoretical considerations on social media marketing and its practical application in brand identification and promotion. This article could be the source of inspiration for the creative companies and for the people responsible for marketing strategy in this field. From our research, we conclude that social media are the main source of information and a marketing tool, which is developing very quickly, and which is used to consolidate the position on the market and to point the direction in building dominance over the competitors. Currently, social media play an important role in marketing, including in the creative sector. Based on the analysis of promotional undertakings performed by the CD Projekt Capital Group, it has been discovered that it has been actively operating on various fields. The article offers a comprehensive analysis of selected social media-oriented promotion forms. It has been proven that social media marketing can cover various fields that are adjusted to the needs and capabilities of the client. Content published on various websites encourage prospective clients to purchase the advertised game (especially during a sale).
Interesting graphical elements, revives, and articles may increase the interest of a purchaser-to-be.
Furthermore, pieces of information published on various portals and informing about the overall success of the production make people more willing to give The Witcher a try. Based on empirical examinations, it has been proved that social media marketing-oriented undertakings performed by creative companies are sensible and may yield satisfactory effects. It is important to mention the weak points of the creative sector. Mainly, it is based on the innovative concepts of the individuals. It can be very difficult to maintain a high level of the numbers of followers having such a big number of the competitors. According to the activities of the company, a properly integrated marketing strategy should be used (with the usage of the specific social media platform).
Computer games companies mainly direct their products to the young Z generation, who do not have the stable source of income. The best way to get to them is through social media. A constant contact with the purchase stimulates opinion exchange and establishing mutual relations. Games produced by CD Projekt are being purchased by clients from all over the world. Positive opinions of the users may encourage prospective clients from all over the globe to purchase the game as well.
Author Contributions:Conceptualization, I.O.; Investigation, B.W.; Resources, B.W. and I.O.; Writing—original draft, B.W. and I.O.; Writing—review & editing, B.W. and I.O. All authors have read and agreed to the published version of the manuscript.
Funding:This research received no external funding.
Conflicts of Interest:The authors declare no conflict of interest.
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