Sensor Tower: How Bethesda and Microsoft Launched Starfield
Deep dive analysis of main marketing beats.
Before Launch
Announcement and First Trailer
Bethesda announced Starfield in September 2018, noting that it was the company's first major new IP in 25 years.
The first trailer was shown in June 2021. The company allocated 90% of its marketing budget to advertising on desktop YouTube, 9% on Twitter, and 1% on Facebook. Interestingly, the trailer on Twitter spread organically, accounting for 24% of all views (YouTube had 74%).
In the debut trailer, the company emphasized that Starfield would be available on Game Pass from day one.
First Gameplay Demonstration
Gameplay was first revealed at E3 2022, one year after the teaser trailer. This time, the company focused on YouTube and major gaming platforms such as Reddit, Twitch, and GameSpot. It's worth noting that the company once again ignored mobile devices for these showings, allocating all expenses to desktop.
Pre-Orders
Pre-orders opened in June 2023. Bethesda launched a multi-channel advertising campaign, covering Twitch, YouTube, TikTok, Facebook, and Instagram.
The premium edition of Starfield was highlighted in the advertising campaign, allowing players to start playing five days earlier. Bethesda actively referenced The Elder Scrolls, Skyrim, and Fallout 4 in its creative materials.
Collaborations
Microsoft actively promoted Starfield through the Xbox Game Pass.
Bethesda collaborated with AMD, MSI, CLX Gaming, and NZXT to reach a more hardcore audience.
Target Countries for Marketing
70% of the entire advertising budget was allocated to the United States. The debut trailer was also advertised in Canada.
In 2022, after showcasing gameplay, the advertising spread to Germany. Later, Bethesda added the United Kingdom and Italy.
After Launch
Advertising Approach
35% of Bethesda's budget after launch went to OTT (advertising on various streaming services). They actively advertised on Twitch, YouTube, and TikTok.
Most creatives, lasting 15-30 seconds, conveyed the message that the game was available for purchase.
Countries
The share of the United States in marketing expenditures increased to 77%. The United Kingdom accounted for 10.7%, and Canada for 8.2%.
Results
Starfield became Bethesda's biggest launch in history. Within a couple of weeks after release, more than 10 million people played it.
However, the quality of the game proved to be a subject of debate. The game has a rating of 3.3 out of 5 on Game Pass and 72.09% positive reviews on Steam. Critics on Metacritic rated the game at 84 points, but users gave it 6.6 points.
In terms of marketing budgets, Starfield, with combined spending from Bethesda and Microsoft, exceeded Hogwarts Legacy ($33 million). According to Sensor Tower's estimates, the companies spent over $40 million promoting the game in the United States.
The popularity of the game on Twitch was highest during its release. After that, the number of views steadily declined, with the game trailing behind in views compared to games like Baldur's Gate III.