By Jenny McBean, Director at Bryter
Releasing a video game is never the end of the journey - it is the beginning of an entirely new phase. Once a title is in the hands of players, the real-world reception, market performance, and community sentiment start to shape its future. This is where post-launch analysis is essential, not only for understanding the level of market penetration but also for identifying the underlying reasons why a game is succeeding or struggling. Without it, developers and publishers risk blind navigation, missing opportunities to enhance engagement, address weaknesses, and plan future content effectively.What is post-launch analysis?
Post-launch analysis is largely based around two components – the product and the campaign...
Product: Understanding player perceptions of the product itself.
Campaign: Assessing effectiveness of the campaign that brought it to market. By correlating marketing spend and tactics with measurable outcomes such as awareness and engagement, publishers can identify what worked and what underperformed.
When is post-launch analysis useful?
Post launch analysis can be effective for any game, helping to inform future strategies. For single-player games, this could mean refining messaging for DLC or planning more effective marketing strategies for other future releases.
For live-service titles, post-launch analysis is arguably the most critical phase of the entire lifecycle. These games thrive on a continuous cycle of updates, events, and expansions. Robust research informs every decision, from prioritising new features and balancing gameplay to determining the timing of DLC and promotional events. In every case, the loop between feedback, analysis, and implementation is what ensures a game’s long-term success.
Quantitative research to measure performance
Large-scale quantitative research provides the statistical confidence needed for strategic decisions. Covering multiple markets and various gamer audiences, surveys can effectively measure the level of cut-through across the market and identify where the strengths and weaknesses are.
Awareness alone is not enough to convert interest into sales. The next critical step is measuring consideration; did the marketing and pre-release communications succeed in conveying the core gameplay experience, genre, and USPs. Do potential players understand what the game offers, and how is this effecting consideration to play?
The most actionable insights often come from identifying why players choose to play or not play a game, understanding motivations and hesitations behind player decisions. This can include exploring themes such as reviews & community buzz, replayability, unique features, breadth of content at launch, and context of competitor releases.
Qualitative research to understand why
Once a game is in players’ hands, the conversation shifts from marketing promises, to actual experiences. Monitoring community sentiment - through reviews, forums, social media, etc. - can provide a broad view of how the game is being received, identifying recurring praise and criticism.
Additionally, 1-on-1 interviews with players can add extra depth of understanding, breaking down the player experience bit by bit. Here you may uncover something that isn't widely cited in online reviews but really effects the individual experience.
Over time, improvements based on community and player feedback can transform negative perception into positive advocacy.
Conclusion
In the competitive world of video games, post-launch analysis is essential. It provides a clear view of a game’s market position, community sentiment, and performance drivers. By measuring awareness, consideration, purchase factors, and marketing effectiveness, developers and publishers can make informed decisions that extend a game’s lifecycle, strengthen the brand, and deepen player loyalty.
Do's & Don'ts for positioning research
✅ Speak to a broad range of player types
✅ Analyse across multiple channels (e.g. social listening, reviews, communities, individual interviews etc.)
✅ Benchmark awareness and performance against competitors
✅ Use a mix of qualitative and quantitative methodologies, for statistically reliable results, but also depth of feedback
🚫 Don’t overlook non-players – find out why they didn’t purchase
🚫 Don’t just think about the current product, consider how these insights can be used for future strategies and games
🚫 Don’t reply solely on a few reviews
Bryter Post-launch Research
At Bryter, we create tailored solutions, depending on the business objectives and needs. The ultimate goal of post-launch analysis is not simply to collect data, but to act on it. We ensure that insights can translate into decisions that improve the product, enhance player satisfaction, and strengthen commercial performance.
Take a look at one of our Post-launch Case Studies here
You can read more about how to leverage market research & player insights throughout the game lifecycle on our website.
Ready to move beyond guesswork? Get in touch with one of the insights team if you want to learn more about different approaches to market research and to understand which methodology may be most appropriate for your insight needs.
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