📓Creativ Brief: Gaming Perception Report and MGI
World's First Machine-Generated Study. Prime Video show data. Meta AI campaigns. Ad Age Cannes predictions. Global investment into AI. Meeting a gaming legend.
Dear gamers and marketers,
This week we launched the world’s first consumer competitive research study, generated by machines.
17 top publishers. 40 of their games. 9,300 individual pieces of YouTube, Reddit, and News articles on the game industry. 1.5 million consumer conversations. All ingested, summarized, and organized by our first-to-market Machine-Generated Insights product (MGI).
You can download the entire study here.
Over the past six months, we’ve tasked our machine intelligence stack, ellain 1.0, to collect and summarize over 1.5 million anonymized, randomly selected consumer conversations directed at the 17 largest game publishers by market cap.
The MGI results were collected, processed, and summarized approximately 1000x faster than individual analysts. Two analysts then reviewed the results to ensure accuracy and quality assurance.
Using our novel machine intelligence approach to consumer insight on real online conversations, we can now…
Rank publishers, franchises, IP, and brands against each other
Identify emerging consumer trends by summarizing millions of opinions
Understand how consumers think and feel about anything via the reading and summarization of public and 1st party client data
The study is an astounding cross section of summarized consumer opinion on the gaming industry. No surveys. No focus groups. No panels. Machine-generated insights distilling millions of online consumer conversations.
Welcome to the future of consumer insight.
3 Stories Shaping the Media and Tech Industries
Prime Video has launched a new feature that gives advertisers real-time access to detailed data on where their ads run, including breakdowns by show title, genre, and content rating. This level of transparency allows marketers to see impressions, CPMs, and content adjacency, enabling more informed decisions about ad placements and campaign effectiveness
Why it matters: Amazon and other streamers are being pushed by advertisers to offer more granular show-level data. Streamers have avoided the topic as they prefer to distribute ads across their inventory evenly, instead of specific to shows. The issue is reshaping how advertisers approach media buying and challenging competitors to provide similar levels of insight and control.
Meta is developing AI tools to fully automate the creation and targeting of advertisements by the end of 2026, allowing businesses to generate complete ads—including images, video, and text—from minimal input. These tools will enable advertisers to input a product image and budget, with AI handling ad creation and audience targeting across Facebook and Instagram; however, while this could benefit small businesses, larger brands express concerns over relinquishing creative control and the quality of AI-generated content.
Why it matters: Meta’s move signals a turning point in advertising, where human creativity is no longer a requirement but an option—and that raises urgent questions about who controls the message, how it’s made, and what’s lost in the automation.
Leading creatives have shared their predictions for the campaigns likely to win big at the 2025 Cannes Lions International Festival of Creativity. These forecasts highlight a diverse mix of campaigns, such as KFC’s “Think Name Project,” which explores identity through innovative branding; Telstra’s initiative promoting digital inclusion; Apple’s “SATO 2531,” a futuristic exploration of AI’s impact; Penny’s grocery redesign aimed at reducing food waste; and Gucci’s immersive virtual fashion experience.
Why it matters: Cannes is the most prestigious award show in the advertising industry. Agencies vie for a precious Lion to prove their creative chops and parade them in front of potential brand clients.
Creativ Spotlight - Interview and Feature of Our Gaming Report in GamesBeat
Editor and Chief of GamesBeat interviewed our COIO, CTO, and myself on our report in GamesBeat, the largest independent gaming trade magazine in the United States.
“Creativ Company is emerging today as a new kind of market intelligence company. It used AI to do do sentiment analysis on 1.5 million conversations about the top game publishers and their titles.”
Read the entire interview and feature here.
Stat of the Week - Global Private Investment in AI by Geographic Area, 2013, 2024
AI continues to receive massive investment across the world. However, the United States far out strips Europe and China by an order of magnitude of 10 to 5x. This chart is in the billions of dollars.
One Fun Thing - Meeting a Gaming Legend, Founder of Tetris
This week I met a gaming legend… Henk Rogers, the founder of the Tetris Company. He developed Japan’s first turn-based role player game and later discovered Tetris in Soviet Russia, and negotiated with the government to provide him with the worldwide license to distribute it globally.
Tetris is the best selling game of all time. He’s out with a new biography on Amazon which I got. You can watch the Hollywood adaptation in film on Apple TV.
I asked him how to spot a great idea. He said, “You are the first test. It has to arrest you. If you can’t stop thinking about it, it probably has the same effect on others.”