Creativ Company, a new kind of market intelligence firm, has conducted a study that applies artificial intelligence to examine sentiment across 1.5 million online gamer conversations. Using large-language models (LLMs), the company analyzed discussions related to 17 major game publishers by collecting data from platforms including Reddit, YouTube, Discord, and a variety of news sources. The study covered a six-month period from November 1, 2024, to April 30, 2025, and was completed in just ten days.

What Do Gamers Think

In an interview with GamesBeat, Creativ’s CEO Wes Morton, said the study aims to change how consumer insights are collected and interpreted. Instead of relying on traditional surveys or keyword-based sentiment tools, Creativ uses AI that is trained to recognize contextual clues, slang, and sarcasm commonly found in gaming communities. This approach allows for a more accurate understanding of how gamers feel about publishers and their games.

What Do Gamers Think of Top Game Publishers

Improved Sentiment Analysis Through AI

The core innovation of the study lies in the AI's ability to interpret context rather than just scanning for individual keywords. Vibhu Bhan, the company’s Chief Operating and Information Officer, explained that typical sentiment analysis tools often misinterpret sarcasm or complex expressions. In contrast, the AI developed by Creativ is trained specifically on gaming-related language, allowing it to identify more accurately whether a comment reflects a positive or negative opinion.

Joe Lai, Creativ’s Chief Technology Officer, added that the LLMs enable the analysis to go beyond general sentiment. The models can distinguish between multiple topics in a single sentence and understand the direction of sentiment even when gamers switch tones, which is common in online discussions. This leads to a more reliable interpretation of community sentiment toward publishers and their decisions.

What Do Gamers Think of Top Game Publishers

Reactions to Media Adaptations and Publisher Decisions

One example highlighted by the study involved the response to actor Henry Cavill’s removal from the lead role in Netflix’s The Witcher series. Although the change was related to a television show, the impact was felt across the broader Witcher franchise, influencing how gamers viewed the brand as a whole. This reflects how external media, such as television or film adaptations, can affect gamer sentiment even when the games themselves remain unchanged.

In another area of analysis, the study found significant discussion around platform exclusivity. Many gamers expressed frustration when high-profile titles were made exclusive to specific platforms, particularly if they had invested in competing hardware. These opinions often contributed to a decline in sentiment toward publishers perceived as limiting access for commercial reasons.

What Do Gamers Think of Top Game Publishers

Monetization Strategies and Industry Trends

Game monetization practices were another common theme in the conversations analyzed. According to the study, gamers tend to respond negatively to monetization models that interfere with gameplay or mechanics. Companies such as Activision Blizzard, Ubisoft, EA, Amazon, NetEase, Evolution Gaming, and Roblox were often mentioned in discussions around what gamers viewed as unfavorable monetization practices. On the other hand, publishers that communicated openly about their approach to monetization or that avoided pay-to-win mechanics tended to receive more favorable feedback.

In addition to monetization, topics like industry consolidation, franchise management, and gaming platform strategies were widely discussed. These conversations provide publishers with insight into how their business decisions are being received in public forums. Creativ noted that because this analysis is based on natural, unsolicited conversations, the data offers a different level of authenticity compared to traditional polling methods.

What Do Gamers Think of Top Game Publishers

Publisher Sentiment Rankings and Performance

The study also ranked the 17 analyzed publishers according to their overall sentiment scores. While the company did not focus on any single game title, certain franchises and decisions were central to shifts in sentiment. Ubisoft received the lowest sentiment score overall, despite some positive feedback for Assassin’s Creed: Shadows. Other titles like Star Wars: Outlaws and Skull & Bones generated less favorable discussions.

Activision Blizzard drew a large volume of conversation related to both World of Warcraft and the transition from Overwatch to Overwatch 2. This shift was often mentioned in negative contexts, contributing to a lower overall sentiment score for the company. Meanwhile, Netflix, still relatively new to the game publishing space, received poor sentiment ratings, largely due to limited success in its mobile gaming efforts and its decisions related to The Witcher franchise.

What Do Gamers Think of Top Game Publishers

Faster, More Detailed Analysis Using LLMs

One advantage of using LLMs is the speed at which analysis can be completed. The entire study was conducted in just ten days, compared to the longer timelines required for more traditional methods. This enables companies to respond more quickly to changes in public perception or emerging trends. Over time, the technology could allow publishers to focus on more specific elements such as character popularity or reactions to updates and announcements.

According to Morton, the AI makes it possible to pinpoint exactly what is driving positive or negative reactions within the community. With the ability to scale and refine its analysis, Creativ’s technology offers a path toward more adaptive and informed marketing and development decisions in the gaming industry.

Final Thoughts

Creativ Company’s use of AI and large-language models marks a significant step forward in understanding gamer sentiment. By analyzing millions of unfiltered conversations across key platforms, the company offers game publishers a clearer view of how their actions are perceived. This approach not only provides faster insights but also captures the full complexity of gamer opinions—context, tone, and all. As the gaming industry continues to grow and evolve, tools like these are likely to become central to how companies engage with their audiences and adapt to their expectations.