Activision’s Call of Duty has been the biggest console gaming franchise for ten years in a row. It attracts gamers who are very active and engaged on a global scale and, when they love something or hate something about the game, trust us, they’ll let you know. Yet in Japan, where Call of Duty is huge, there were minimal engagements on their Facebook page. Our brief was to get the audience to engage with us. Without player feedback, it is difficult to tailor content for them.
What we usually deem appropriate as a form of interaction on social media is different for a country like Japan, where the idea of hierarchy is entrenched in the language they use.