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Good News for EverQuest Marketing

Two days ago Omeedd Dariani left Sony Online Entertainment. Omeedd was the Senior Brand Manager of the EverQuest franchise. I mean no disrespect to Omeedd as a person — none at all — but I am very glad to see this happen. You may recall my ‘Dear SOE‘ post from only 14 days ago where I basically laid it all out to SOE that I wasn’t happy with the direction they are taking the EverQuest franchise’s marketing. I didn’t want to point out names of the people I thought were to blame (though I did point out people I was okay with… read between the lines)… I’m now okay saying a big part of my problem has been Omeedd.

Here’s a quote from his post on Reddit where he explains his reason for leaving:

I chose to leave because my direct supervisors didn’t support the community-first marketing approach we’ve taken on the EQ Next/Landmark teams.

Which community? The streaming community? The real “community” hasn’t been represented at all in Landmark or even EQ Next. If you’re not an avid Twitch.tv chat user or a member of the Omeedd fan club then you probably feel like I do which is: (1) Ignored, (2) Frustrated by a lack of real information about the game(s)’ development, (3) Wondering why the huge drop in maturity level, (4) Craving some good old-fashioned MMO marketing where mechanics, lore, and even nostalgia drive hype.

I don’t know why I feel this way, but I started to feel insulted by SOE’s focus on creating an inner-circle of community members. There has been a huge sense of favoritism and a tie to people like the live streamers that has left a severely bitter taste in my mouth. This “SOE Insiders” program needs to be stopped immediately. Having to watch other streamers to get in-game items, having to have one foot in-game and another foot out to participate in this “community” has been quite ugly. The antics of promoting streamers and everything but the actual game will not be missed, and I hope SOE takes notice and continues to clean up.

I’ll say it again: I want SOE to focus on their forums again. I want a huge shift back to their own website with regular updates. Get me excited about EVERQUEST not just some guy waving his arms and drinking scotch on a live stream. I want EverQuest blog posts on a weekly basis revealing one mechanic at a time. You market an MMO by slowly releasing information and conveying it with a story and an explanation around it that reveals a bigger picture. This is elementary stuff. It’s how you properly excite this market without unsubstantiated hype.

When thinking about the EverQuest franchise, I should be thinking about how I can explore Norrath, become one of the characters I see in concept art and how my adventure will unfold; I shouldn’t think of Omeedd or Twitch. Here’s hoping that this means good things for the REAL community of the EverQuest franchise.

Dear SOE: EverQuest Next and Landmark

Dear SOE,

I’m one of your original players back from the EverQuest days. I played the original EverQuest for many years, and I have continued to follow and play just about everything you’ve released. I am a true fan of the EverQuest series and have been eagerly awaiting and watching for all things EverQuest Next. I’m writing you to express my concerns regarding the direction I see you taking this beloved franchise.

My confidence in EverQuest Next is faltering. Development for Landmark has come to a weird crawl, and when something new is announced or implemented it’s taken in a bizarre direction that none of us really expected. I started playing Landmark back when it was all about the adventure of exploring a world, finding resources, and building things. Now the Landmark name is becoming associated with awkward live streams, building contests, and …. battle arenas?

I feel like you do not truly know what Landmark is supposed to be anymore, and as a result neither do your fans. Players like me, the original core fans, saw what we wanted to see months ago and stopped playing and testing because of the lack of communication aimed at keeping us interested in your progress. The focus was lost and shifted more towards this amalgamation of appealing to a different demographic and testing marketing tactics.

I’m not sure what has happened to the EverQuest brand over the past year. I feel like the brand is truly being mismanaged. What used to be a highly-regarded fantasy MMORPG brand portraying a very dignified and mature approach to building virtual worlds is now feeling like a ‘hey look at me, I’m the class clown who will dance and tell fart jokes to get attention!’  I have to be honest… I’ve stopped watching the live streams unless it’s just Dave Georgeson or Terry Michaels or Steve Danuser on the screen, taking themselves seriously, talking about real game-related things.

I have a question for the older crowd at SOE — the men and women who love(d) the older EverQuest games — Do you guys believe in the game(s) you are making? Are these the games YOU want to play? I’m starting to question that… and it concerns me.

Hope is not lost. I’m not jumping ship. I’m still a megafan. I just need to see more from you guys showing me that EverQuest Next has substance and isn’t just another game being made for the MOBA or minecraft generation of kiddies — heck, at this point I just need to see that the game is still going to release; Some out in the blogosphere think EQNext is going to be vaporware if Landmark can’t get its act together and H1Z1 takes off.

Gaining back the confidence of the core crowd of EverQuest fans is going to take a big change in the way you convey information. Utilize your website more and release written material with well-made pages, images and clear descriptions of features — things we can get excited about. Pull back on the reins a bit with the silliness in your live streams and ways you interact with the public. Get us excited about being in Norrath again. Leverage the nostalgia factor! No one from the generation and market you’re currently targeting knows or cares about the name EverQuest, so you’re going to have to either make people care by doing something huge or get the true fans of the name to start doing it for you — you won’t get that without convincing us that you’re still making EverQuest.

EverQuest Next needs to feel like it has a clear direction and vision behind the game. It has to feel like an EverQuest game. Landmark lacks that entirely right now, and as a result the general consensus among fans like me is that it’s floundering.

Thank you for creating worlds I have loved to live in. I respect and admire many of you. I want to be in your world again, just show me that you’re creating something I can care about.

Survival Games Need Survival

h1z1 zombie survival

I’m really looking forward to SOE’s upcoming zombie survival game called H1Z1. With MMOs completely failing to live up to what I want in a persistent world that I can log in to for hours and days on end, I’m really starting to crave a great jump-in-jump-out persistent game that won’t require the commitment but will still provide a meaningful experience. H1Z1 is looking like a great candidate.

One of my biggest complaints with survival games in general is the player’s complete lack of regard for anything around him. When you spot another player there’s no reason to let that player live. Kill that player immediately because he has stuff you want — the goal is to get stuff. Here’s why it’s so easy to kill other players in DayZ:

  • Zero environmental threat
  • There’s really nothing else to do but kill other players

h1z1 base building

Survival games have to incorporate reasons to let other players live and not simply kill them on sight. Zombies or nature itself has to be a greater threat. Seeing a zombie should terrify the player so much that if another player runs by the two of them desperately want each other’s help. People should want to gather together to pool resources and survive.

Common goals are important. Surviving can be a common goal. Crafting and trading can also be common goals. Communities can form around the idea that players go out and find things and trade amongst themselves. Creating a base can be a common goal.  If there is no common goal then the goals will be created by the individual, and chances are that goal will involve killing everyone else out of boredom.

As alluded to already, there has to be more to do in a survival game besides killing zombies and other players. Eventually players will tire from shooting NPCs and turn on each other. Base building is a really cool idea if given the proper attention and fleshed out to be a meaningful and rewarding goal. Whatever features are added, there needs to be depth to these games or else they’ll simplify to the least common denominator: Trolling each other.

As my chosen title notes, survival games simply need survival. Animals, Zombies, weather, sickness & disease, fatigue, hunger, thirst, shelter, etc., can all be elements of surviving. What the player is having to survive against can still include other players, but if the environment isn’t a huge part of survival then the game is simply PvP.

Landmark’s Massive Discount

Okay, so this happened.

landmark-markdown

Some people are miffed. Some people are laughing. Some people wonder what the early adopters think. Hey there, I’m Keen — I’m an early adopter of EverQuest Landmark. Here’s what I think.

I got my money’s worth, and I recognize that this is simply SOE marketing their product. Do I wish I payed $34 instead of $100? Yeah. Do I regret having paid $100 8 months ago?  No more than I regret buying an iPhone knowing in 6 months there will be a new one — anything related to computers or technology for that matter.

SOE isn’t marking this down because no one is playing. They aren’t struggling for cash. Landmark isn’t failing. Think about it… this is now on the Steam top sellers list. People are blogging about it and putting it into the news site rotation. Let’s evaluate what has happened:

  • More people bought a “free” game
  • More people are talking about a game still in beta
  • The real fans are still going to play and be happy regardless; The EQ brand has not lost any value

That sounds like marketing success to me.

If this is the type of thing that bugs you then don’t be an early adopter. Unfortunately (or fortunately), this founder pack stuff is a growing trend for games. We’ll have to see how these companies balance integrity with marketing. That’ll determine how all of this plays out.

H1Z1 … hmm

h1z1-teaser

SOE just officially revealed (sort of) H1Z1, the game John Smedley hinted at 2 months ago when he said:

 “SWG PLAYERS – OUR NEXT GAME (not announced yet) IS DEDICATED TO YOU. Once we launch it… you can come home now.”

As a former / current SWG super-fan, I think I’m qualified to address how I feel after learning a bit about the game, as well as some of my initial thoughts and ramblings on why SOE is making H1Z1.

H1Z1 & SWG

I don’t get it.  I see DayZ meets Rust in a massively multiplayer persistent world.  Don’t get me wrong… that’s sounds like it can be a fantastic game, but that’s not SWG.  SWG was about building a community and living your life in a galaxy far, far away. H1Z1 is about surviving, hiding in the shadows, and being afraid.  I think, perhaps, the only trait the two will share is a sandbox nature and an involved crafting system.

Why a zombie survival game?

Simple. SOE is targeingt a completely different market.  They were live streaming about Landmark at the exact same time they did this first-look at H1Z1 on someone’s live stream show.  This isn’t for the fans who are hyped up about Landmark, EQ Next, or heck even Planetside.  This isn’t for the people who go to fanfare (SOE Live) or post on message boards.  H1Z1 from the moment they came out of the gate has been aimed directly that that L337 crowd of DayZ gamers – the “bros” of gaming.

I get why they are trying new things.  SOE went for the kiddie market for a while, the F2P Eastern model for a bit, the shooter market, then heavily back to the Fantasy RPG crowd (their roots), and now they want a taste of the growing zombie survival scene.

There’s no accounting for taste

Personally, I’m not a big fan of post-apocalyptic settings.  I’m also not big on zombies.  I prefer elves, magic, swords, etc. I’m not interested in games where the aforementioned ‘bros’ run around circle strafing and looting your backpack.  I’m not a big fan of FFA PvP, so I would probably play on a PvE server or a ruleset where I have to opt-in when I’m ready.  I’m not big of dark and scary, and I really hate how most post-apoc games are all brown and gross terrain.

H1Z1 may not be the game for me, but I am intrigued by the scope of a game where Smedley claims people can build anything, burn anything, and drive or fly vehicles all over the place.  Put that on a console (like they plan) and maybe this will be a great ‘sit back on the couch for a few hours’ kind of game.