Battlefield 3 vs Call of Action – Customer perspective


Share on LinkedIn

In the past we have analyzed customer generated content for many different consumer electronics and computer product. This time we want to look into Customer Experience of two popular computer games from Electronic Arts and Activision. We focused on content generated by 1,936 customers who experienced two specific games on the same gaming platform – Xbox 360. Below is Market (segment) Intelligence Analysis report of Battlefield 3 vs Call Of Action – Black Ops.

Opinion Mining

This is an not-exhaustive list of Customer Experience Attributes (see explanation here) our analysis has discovered using our Opinion Mining methodology. The bars indicate a difference between customer’s expectations and their experience with a specific Attribute, while the green line across the bars shows an Importance of these Attributes to the customers.

I would like to point out two findings:

  • Experience of Electronic Arts customers with Quality of Graphics and Sounds is decisively better than the Activision customers. The difference is quite significant and it would be interesting to see how it affects sales numbers.
  • The Reliability and Customer Support experiences of both games customers are incredibly low and makes me wonder if any other competitor would be able to emerge if it decided to differentiate on these relatively important customer experience Attributes. Many industries have been disrupted by focusing on improvement of customer experience in these areas, however not being a Gaming industry insider I leave this speculation to those who are more familiar with psychology of the gamers.

Republished with author's permission from original post.

Gregory Yankelovich
Gregory Yankelovich is a Technologist who is agnostic to technology, but "religious" about Customer Experience and ROI. He has solid experience delivering high ROI projects with a focus on both Profitability AND Customer Experience improvements, as one without another does not support long-term business growth. Gregory currently serves as co-founder of, the software (SaaS) used by traditional retailers and CPG brand builders to create Customer Experiences that raise traffic in stores and boost sales per customer visit.



Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here