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PlayStation5 launch in November 2020 was next level. We share why using social listening research

By Kirsten Sluggett|25/11/2020

State of the Nation: Using social listening for insights

Even before the pandemic hit, gaming was already the biggest entertainment industry in the world. With 2.3billion gamers in 2018 it had already surpassed music and film, both continue to grow year on year. 

We have taken a dip into our social listening research pool of 20million gaming conversations. Using Talkwalker we wanted to understand:

1. Who is winning in the battle of the consoles Playstation5 launch or XBox Series?

2. More understanding about the appeal of gaming and gamer motivations

3. What that can mean to brands

PlayStation has a 52% Share of Voice of 6.4m mentions

On top of their legacy, what worked for PlayStation was drip feeding information to create excitement.

Every time an announcement was made, the conversations erupted and so did pre-sales.

The conversation peaks below from Playstation in pink clearly shows the buzz and impact they caused amongst the gaming audience. As part of this we were able to track sentiment – was all of it positive towards Playstation, how did Xbox compare and what were the common themes being talked about. 

As as launch strategy keeping their core target audience engaged at different points in the journey really worked for them. Ultimately it created a surge in demand for the latest console, especially with the lockdowns.  End result was Playstation selling out across the UK. 

Social Listening For Insights Playstation5 launch chart volume of mentions
Source Tallkwalker: Source: Talkwalker 01/11/2020 to 15/11/2020

With the Xbox Series X and Playstation5 launch, gamers are feeling good!

Social Listening for Insights Playstation5 launch common themes

Delving into gamer’s online conversations tells us the top motivations to play and gives real-time insights

Social Listening for Insights Playstation5 launch motivations

Brands can learn about their consumers by the types of games they play. 39% of the UK Adult population play console or computer games. That is a huge overlap of audiences.

If you want to understand more about how Playstation won over its audiences and what was most relevant to gamers, get in touch and we can share the more detailed report.


We use Talkwalker as our social listening tool. To find out more about it or if you want to explore other reports that Talkwalker have used to show the power of social listening have a look at their comprehensive site