论文标题
回答应自我出版的视频游戏开发人员在Twitter上推销他们的游戏
Answering Should Self-Publishing Video Game Developers Market Their Game on Twitter
论文作者
论文摘要
在自我出版，独立开发人员制作的视频游戏的营销中，有共同的建议可以使用社交媒体平台Twitter推销游戏。但是，源于行业来源的建议有些矛盾，许多自我出版的独立开发商选择完全不使用Twitter。这为研究人员提供了一个调查这种张力的机会，并确定使用Twitter是否确实通过使用因果数据科学技术的相对较新的发展对游戏的成功释放产生了因果影响。从这个意义上讲，本文着重介绍了这些因果推理的发展，同时又通知了自我出版的独立开发人员是否应该使用Twitter推销游戏。发现使用Twitter会导致发行周平均增加85.4个评论，对应于314％的积极差异。使用Twitter还使发行周达到关键的10次概念拐点阈值的机会增加了一倍。然而，这些效果由游戏的特征来调节，以“标签”表示，但在任何情况下，Twitter使用的效果都降低到0。根据这些发现，建议新的，自出版的视频游戏开发人员确实使用Twitter来推销他们的游戏。
In the marketing of video games made by self-publishing, independent developers, there is common advice to market a game using the social media platform Twitter. However, the advice that stems from industry sources is somewhat contradictory, and many self-publishing independent developers elect not to use Twitter at all. This presents an opportunity for researchers to investigate this tension and determine if using Twitter does have a causal influence on the successful release of a game by using relatively recent developments in causal data science techniques. In this sense, this paper highlights these causal inference developments while simultaneously informing self-publishing independent developers whether they should indeed market their games using Twitter. It was found that using Twitter results in an average increase of 85.4 reviews during release week, corresponding to a 314% positive difference. Using Twitter also doubles the chance of reaching a critical 10-review inflection point threshold on release week. These effects, however, are moderated by the characteristics of the game, expressed as 'tags', yet in no case is the effect of Twitter use reduced to 0. Based on these findings, it is advised that new, self-publishing video game developers do use Twitter to market their games.
