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Measuring Engagement of Spectators of Social Digital Games
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Examining Crisis Communication Using Semantic Network and Sentiment Analysis: A Case Study on NetEase Games.
ShaoPeng Che1,2, Dongyan Nan1,2, Pim Kamphuis2
1Department of Human-Artificial Intelligence Interaction, Sungkyunkwan University, Seoul, South Korea.
Frontiers in Psychology
|February 21, 2022
Summary
Crisis communication in the mobile game "Immortal Conquest" showed that apologies and compensation boosted positive player emotions, while excuses did not. Fair pricing and equal communication are key for game companies.
Area of Science:
- Communication Studies
- Game Studies
- Business Management
Background:
- The mobile game "Immortal Conquest" faced a significant user backlash due to a "pay-to-win" update, leading to legal action against NetEase Games.
- The company issued multiple apologies to manage the crisis, prompting an analysis of their communication effectiveness.
Purpose of the Study:
- To analyze user feedback on crisis communication strategies using semantic network and sentiment analysis.
- To understand how NetEase Games' crisis communication influenced player attitudes towards the "Immortal Conquest" mobile game.
Main Methods:
- Semantic network analysis of user feedback.
- Sentiment analysis of player communications.
- Application of Situational Crisis Communication Theory (SCCT).
Main Results:
- Diminishing strategies (excuse, justification) failed to improve player sentiment but reduced legal complaints.
- Rebuild strategies (apology, compensation) significantly increased positive emotions and player expectations.
- First identification of a litigation crisis in Chinese gaming company communications, potentially indicating heightened legal awareness among online gamers.
Conclusions:
- Effective crisis communication requires a rebuild strategy (apology and compensation) over diminishing ones.
- Gamers desire equal participation in communication with game enterprises.
- Reasonable pricing of in-game items is crucial to retain users and prevent attrition to competitors.
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