Earned Media Value (EMV)

$183,546

Estimated Earned Media Value

9,177,300

Estimated Total Impressions

3,600,000

Estimated News Media Impressions

Project background

As Communications Manager for Skyblivion, the ambitious volunteer-led project to port The Elder Scrolls IV: Oblivion into the Skyrim engine, I was responsible for shaping and disseminating the project's narrative, managing its public image, and fostering community engagement. A critical period for Skyblivion occurred between April 15 and May 23, 2025, following the unexpected launch of an official Oblivion Remastered. My strategic communications efforts during this time were pivotal in transforming a potential challenge into an unprecedented wave of positive earned media, significantly enhancing Skyblivion's global visibility and perceived value.

The Challenge

The announcement and release of an official The Elder Scrolls IV: Oblivion Remastered by Bethesda presented a unique communications challenge for Skyblivion. There was a risk of confusion or a perception of redundancy that could undermine our volunteer efforts and dampen community enthusiasm.

My objective was to:

  1. Clearly differentiate Skyblivion from the official remaster.

  2. Maintain and boost community morale and volunteer engagement.

  3. Capitalize on the broader "Oblivion" conversation to increase Skyblivion's exposure.

  4. Showcase the project's unique value as a passion-driven, community-built endeavor.

My Strategic Approach

My communications strategy focused on proactive, transparent, and appreciative messaging across all channels:

  1. Proactive Positioning: Immediately following the remaster announcement, I crafted and disseminated official statements emphasizing Skyblivion's continued development, unique scope (bringing Oblivion's world into Skyrim's engine with new assets), and welcoming stance toward the official release.

  2. Highlighting Bethesda's Support: When Bethesda extended its support to the Skyblivion team (gifting game keys, inviting the team to their studio, and facilitating a meeting with Todd Howard), I quickly amplified this narrative. This not only validated our project but also showcased a rare and positive collaboration between a major publisher and a fan project.

  3. Multi-Channel Dissemination: I ensured consistent and tailored messaging across various platforms, leveraging the strengths of each:

    • Gaming News Outlets: Updated Skyblivion's press package making it easier for leading gaming journalists to cover our unique story.

    • Official Social Media: Managed content distribution on X (formerly Twitter), Facebook, Instagram, and BlueSky to maximize organic reach and engagement.

    • Community Platforms: Engaged directly with our passionate community on Reddit and Discord, providing updates and fostering discussion.

Emphasizing Volunteer Dedication: Throughout all communications, I underscored the immense dedication and skill of Skyblivion's volunteer team, framing the project as a testament to community passion and talent.

Traditional Media Coverage

  • Secured prominent features and mentions in leading gaming publications such as IGN, Game Rant, GameSpot, Eurogamer, GamesRadar+, DualShockers, and PC Gamer.

  • Highly engaged discussions on major Reddit communities (r/gaming, r/Games, r/pcgaming) further amplified reach, with top posts achieving viral status.

Social Media Coverage

  • Facebook: Achieved 3,000,000 views across our posts, demonstrating a vast organic audience.

  • X (formerly Twitter): Generated approximately 1,950,000 impressions through key posts, with each receiving nearly 10,000 likes and 1,000 retweets, significantly expanding our reach through community sharing.

  • Instagram: Secured 510,100 views and 24.1K content interactions, showcasing the strong visual appeal of our updates to a highly engaged audience.

  • BlueSky: Despite its niche, our BlueSky presence garnered an estimated 117,200 impressions, including a standout post on April 22nd that received 2,390 likes and 295 reposts, demonstrating deep community interaction.

Conclusion

This period is a testament to the power of strategic communications in maximizing a project's impact and value. I successfully navigated a potentially challenging industry event by proactively shaping the narrative, effectively leveraging key developments, and utilizing a multi-channel approach.

The resulting $183,546 in estimated earned media value not only provided unparalleled exposure for Skyblivion but also solidified its position as a highly anticipated and respected community-driven endeavor in the gaming world. This achievement underscores my ability to generate significant brand visibility and positive public sentiment through effective and agile communications management.

Methodology

Core EMV Formula: The fundamental formula applied is: EMV=(Total Impressions/1,000)×CPM×Adjustment Factor

Key Assumptions:

  • CPM (Cost Per Mille (Thousand) Impressions): $10 per 1,000 impressions

  • Adjustment Factor: 2.0 (reflecting high credibility, positive sentiment, and Bethesda's positive participation)

Impression Calculation Breakdown:

A. Impressions from News Articles & Viral Reddit Discussions:

  • Major Gaming Publications (8 articles @ 200,000 impressions/article): 8×200,000=1,600,000 impressions

  • Highly Viral Reddit Posts (4 posts @ 200,000 - 1,000,000 impressions/post): 1,600,000 impressions

  • Other Niche/Community Articles/Posts (8 instances @ 50,000 impressions/instance): 8×50,000=400,000 impressions

  • Subtotal News/Reddit Impressions: 1,600,000+1,600,000+400,000=3,600,000 impressions

B. Impressions from Official Skyblivion Social Media Channels:

  • Facebook (Total Views): 3,000,000 impressions

  • Instagram (Total Views): 510,100 impressions

  • BlueSky (Estimated from Posts/Reposts):

    • Top Post (April 22nd): 50,000 impressions

    • Other 14 Posts (based on avg. reposts): 67,200 impressions

    • Subtotal BlueSky Impressions: 50,000+67,200=117,200 impressions

  • X (formerly Twitter) (Estimated from Retweets/Followers):

    • From Retweets (4,000 retweets @ 300 impressions/retweet): 4,000×300=1,200,000 impressions

    • From Direct Follower Reach (Estimate for high engagement): 750,000 impressions

    • Subtotal X Impressions: 1,200,000+750,000=1,950,000 impressions

4. Grand Total Impressions Calculation:
Grand Total Impressions = News/Reddit Impressions (3,600,000) + Facebook Impressions (3,000,000) + Instagram Impressions (510,100) + BlueSky Impressions (117,200) + X Impressions (1,950,000)

Grand Total Impressions = 9,177,300 impressions

5. Final EMV Calculation: EMV=(9,177,300/1,000)×$10×2.0 EMV=9,177.3×$10×2.0 EMV=$91,773×2.0 EMV=$183,546

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