I’m still catching up on some news as I get settled back into the captain’s chair (that’s what I call my desk chair). Just a few days ago, some of the first [public] footage of Camelot Unchained’s alpha made its way to the eyes of the masses, and there’s a few things I want to say regarding both the footage and how it was delivered.
First, the footage. Any DAoC vet will agree that it looks like… DAoC. Zergs? Check. Bolt spells with ridiculous distance? Check. Milegates? Looks like a check. No complaints there (except for zergs but that’ll never stop). Some of the things I liked or at least felt intrigued by were the summoning of blockades, destruction, and of course the ability builder (all of which we knew about already but it’s nice to see publicly). Overall, I love what I’m seeing and the game is still so far away. MJ and his team are on track to make a great game. I can’t wait to share my thoughts from having been in the testing so far!
Okay, now on to a very serious topic: Marketing your MMORPG in 2015.
Utilizing ‘Streamers’ is one of the biggest mistakes you will ever make in marketing a MMORPG. At first glance it may appear like a very basic marketing tactic where companies use influencers to gain exposure for their brand. However, MMORPGs are not like Crest toothpaste. You can give a famous mommy blogger some free toothpaste, pay her $250, and have her write about why her kids love your toothpaste. Try that with an MMO and you’re in for a world of hurt.
There’s more to MMORPG marketing than getting that huge upswing. When a streamer like Cohh, even though he really is one of the more legitimate experienced MMO streamers out there, plays games he does so for an audience. Streamers move on quickly, and when they do they take their following with them. Every single game that someone like Cohh hypes or plays because they’ve been given “special dispensation” ends up being a game they play for 2-3 weeks then move on. Why? Because the next company in line is ready for him to hype their game.
Pop Quiz: Do you want to see big peaks and big valleys in your player base? If you answered ‘NO’ you are correct.
MMOs are all about building that stable foundation — the community. Instead of handing your game out to a few streamers who can hype your game and be your brand champions, why not build an entire community of brand champions? Do you want a handful of people saying “Camelot Unchained looks amazing let’s all get excited!” Or, do you want thousands of brand champions because you’ve marketed your game around building a community from the ground up.
While CSE hasn’t yet gone the route of SOE in this regard, they’ve taken the first step. I strongly caution against this. Please continue doing what you’ve already done by rallying players to your forums, live streaming your office to bring the players into the experience, and communicate yourselves on websites, forums, and streams. You guys should be the ones streaming this footage on your own channels and letting others pick up on it. Yeah, that means streaming to 500 people rather than 5,000, but those 500 people have a much higher chance of being your strong foundation than any of the 5,000.