News: Creutz: Word of mouth more important than scores
The Cowen Group’s Doug Creutz has released conclusions drawn from the company’s latest research into what motivates consumers to purchase , with review scores apparently having the least impact.
With the cost of development on the current generation of platforms higher than ever, coupled with a difficult macro-economic situation, the pressure is on publishers to try and ensure product success – something which has led to some companies using strong tactics, usually involving the threat of cancelling advertising spend, if scores aren’t quite what they’d hoped for.
But Creutz believes this is largely a waste of time, and it would be better for businesses to spend that time on polishing the product, reports Gamastura.
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