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PlayStation Named No. 1 Engaging Brand Thanks To Fortnite

Strong fanbase moves the social needle

Fortnite’s tide rises (most) boats, according to the rankings from one analytics firm.

Engagement Labs, which generates analytics based on social-media engagement, released its 2018 TotalSocial ranking of consumer electronics brands, and Sony PlayStation topped the list thanks to a vibrant Fortnite fanbase on that platform.

The analysis combines offline and online consumer conversations, said the firm, and the brands in its top 10 have earned the highest TotalSocial scores in the category for the last six months. Also released were how ranks changed vs. the previous list in November 2017.

Among the reasoning behind the changes:

  • Apple, previously No. 1, dropped to No. 4, but when taken collectively with the company’s iPhone and iPad brands, it would “easily dominate the No. 1 position,” said Engagement Labs.
  • Bose rose five spots from last year, thanks to strong reviews for its noise-canceling headphones and new Sleepbuds.
  • Nintendo suffered from a less-than-impressive E3 showing, said Engagement Labs, while Asus dropped a whopping 17 spots (to No. 22) because of increased competition in the notebook market from Apple.

See also: 6 New Features Of Apple iOS 12

“In consumer electronics, social performance sometimes is driven by having the hottest or newest toy, as we are seeing with PlayStation’s Fortnite game. But it also helps to have widespread adoption and use, which are key to the social success of Kindle, Samsung and Bose,” said Ed Keller, CEO of Engagement Labs. “It’s counter-intuitive but also true that offline conversation is extremely important to technology brands. We find that nearly 30 percent of electronics purchases are explained by consumer conversations, and more than half of the impact comes from face-to-face and voice-to-voice conversation.”