Let's talk about pre-launch hype info for a MMORPG, RPG, or really any type of game. When a game is still some ways from launching, developers tend to start getting into the news cycles by releasing tidbits about lore.
Whether it's a backstory about one of the races, a profile on how a certain enemy came to be, the history of a dungeon, or even a novel about the game world as a whole, there always seems to be some emphasis on lore.
Personally, I really don't respond to it. Do you?
Sorry guys, we had a great last week with all of the E3 news to comment on and then I went dark. I once again blame my rising side business and desire to spend some free time actually playing games.
I have a bit of a cross-dimensional post for you today. As you guys know, I work in marketing. I work with a decent number of clients (~150 give or take depending on the season). I’m responsible for the marketing strategies for most of them, as well as my company. We do a lot of work on the internet with advertising, building websites, growing brands, getting leads and reaching new audiences, yada yada. I started to noticed a trend these past few weeks.
Client: “How do I rank for ‘best doctor in Los Angeles’?”
Me: “You can start by being the best doctor in Los Angeles.”
Client: “Isn’t there something else we can do instead?”
Here’s another one from today.
Client: “How come so and so is higher than me in search engines?”
Me: “So and So has built a brand. People talk about him more on the internet. There are news reports, blog posts, tweets, facebook likes, newsletters, comments, and conversations going on about So and So. Google and ‘the internet’ are able to parse So and So more naturally and understand that So and So sells better widgets. If you want to be first in people’s minds (and in search engines) as a widget seller, then you need to be the first widget seller that comes to mind when people think about your industry.”
Client: “That sounds expensive.”[su_frame align=”center”][/su_frame]
Yeah, so internet marketing sucks when you work for an agency that will take anyone on as a client. Other than that important lesson (Really, pay attention kids: Avoid agencies. Work for a company. Avoid internet marketing.), I tied this back to games while on my commute home. Screw you 91 freeway and caltrans.
This is one of those painfully obvious posts, but in my mind it comes together all eloquently and epiphany-ish.
Presentation matters. Building a brand matters. Building a community matters. Having a quality product matters. Blizzard releases a me-too product and obliterates even the thought of failure in people’s minds. No one is even thinking, “is Overwatch good?” or caring that it’s a straight up copy of so many other games. Why? They are gods at what they do. They build a masterful product (even when it’s copycat), brilliantly position that game in the market space, and print their own money on the roads they pave for themselves. I needn’t go on.
Why do some Kickstarters for games fail? The game could be phenomenal. The idea could be even better than Warcraft. Did you present it the wrong way? Did you make people care? Or better yet, SHOULD they even care? That’s one people skip far too often.
Fooling people doesn’t end well either. You can pretend to be something you’re not, slap on a beautiful facade, wow us with your graphics, and even have a team of marketing savants drum up all sorts of demand. 2-3 months later everyone quits playing, bad mouths your company, and you play catch up for the next 6 years making F2P games or doing licensing deals until people are willing to forgive you at our sheer boredom.
We’ve seen a transition away from companies making great games to companies making games they think a large group of people want. To me that’s as absurd as my client wanting to be perceived as the best before actually/even trying to be the best — or worse, knowing he will never even try but wanting to fool people into thinking he is anyway. It’s backwards, and it will fail.
In hindsight I think this made a whole lot more sense in my head, but hey this is where I dump my thoughts.
I was tossing the idea of brand loyalty around in my head this morning as I drove into work. I was thinking about how in the 90s and early 2000’s I was extremely brand loyal to many game franchises and companies. I had lots of faith in those brands/companies and would show that through the typical brand loyalty behaviors. When people are brand loyal they typically purchase without thinking too much about convenience or price. Brand loyal consumers are often unaffected by the marketing efforts of other brands, and sometimes they even disregard the fact that a certain product might be better.
Despite how easy it has been to become jaded, I still have elements of brand loyalty hanging in there. For example, I really like Nintendo. I really like their game franchises and I like the company. The Wii U is technologically inferior, and I think Nintendo has–in many ways–screwed up their marketing over the years. However, I still buy Nintendo products and love to be an advocate. I’m a loyal Nintendo fan.
I used to really dislike the Playstation. I was never a big fan. Certainly not to the point of being a loyal consumer. While I still do not consider myself loyal, I will admit that my PS4 is my #1 console these days. I use it for most games, and if possible I will get games on the PS4 over the Xbox One or the Wii U. It simply performs the best. That’s a marked difference between loyalty and preference. I think of it like Nvidia and ATI. I prefer Nvidia because I still see them as more universally supported.
Let’s talk MMOs and companies for a second. Blizzard? I don’t know if I’m brand loyal or not anymore. There was certainly a time when they could do no wrong. Even now I have a lot of respect for the quality of their products. They’ve made and continue to make questionable (read: stupid) decisions that I disagree with, but overall they’ve made and continue to make some of the best games of all time. On the other hand, SOE or Daybreak Games has completely crushed any loyalty I had. I do not trust a single thing they say or make to be worth playing. Yet, and here’s where I struggle, I feel this immense loyalty to the EverQuest brand. I’m drawn to it and feel like no matter what I have to be loyal. It’s pure psychology at this point.
In 2015 I feel like becoming brand loyal is much more difficult in the gaming industry–especially MMOs. The products are really volatile. It’s not like we’re talking about iPhones or body wash–things people can seemingly rely on day to day. Games have this way of being really great or really bad, and more often than not even the great companies release something that blows up in the faces of their players. It’s way too easy these days for gaming companies to let their fans down, and I haven’t seen much in the way of trying to cultivate customer loyalty or build community and following around games anymore. Instead, it’s all about herding sheep with hyping streamers. It’s all flash-in-the-pan tactics. Loyalty? It’s being tossed out the window for snap judgments and cash grabs. If it fails? Try again next year!
What about you? Are you fiercely loyal to any gaming brands, companies franchises?
I completely disagree with Rob Pardo’s recent statements to Develop.
“If anything, I think people are even avoiding the term MMO. A really good example is Destiny. It clearly is an MMO. But they’re really trying to avoid calling it that, and obviously it is a very different type of game. But I think that’s a good example of how with MMOs, the term has been eliminated. But you kind of continue to see the influence in games that are persistent world games that have spawned out of that. It’s just people seem to avoid the term MMO now.”
I haven’t seen a decrease in the misuse of MMO terminology. In fact, Pardo proves my point right here. Destiny is not an MMO. I’m playing Destiny right now with Graev. This is a multiplayer co-op game — a well-built one at that. Max “group” size is three players, dungeons are auto-matched, and you can’t communicate with anyone other than the other 2 people in your group via voice comms. Destiny plays no different from Borderlands other than creating an easier online interface for people to join up. There is no “MMO” here. This is a fun multiplayer shooter.
Player expectations matter. Yes, calling your game a MMO will set expectations. Yes, the label will draw comparisons to previous MMOs. That is how it works universally, not just with MMOs. Want to avoid the comparison? Not making an MMO? Then don’t call it one! That’s why Activision didn’t call Destiny a MMO — not because the term is “poison,” but because Destiny simply isn’t one!
Insinuating that SWTOR and WildStar flopped because they were called MMOs and thus were forced to draw comparisons to World of Warcraft shows a complete lack of understanding. The bigger picture matters: Those games were not fun. Their fate was sure to be the same regardless of their genre or their label.
Flip this around for a second. What if someone releases an MMO and doesn’t call it one? Let’s actually take WildStar as an example. If NCSoft/Carbine called WildStar a “Cooperative online universe” and never once alluded to it being an MMO what do you think would happen? They would never have heard the end of, “WTF! This is just a WoW clone themepark! Evil marketing people!”
This entire discussion can and should be distilled down to setting and tempering customer expectations. Say you’re making the game you’re making, and make the game you’re saying you’ll make.
This was emailed to me over the weekend asking for my commentary. The Pathfinder CEO took to the very public Pathfinder Online (PFO) forums last week to make what he felt was a heartfelt and genuine push for his players to help grow what is currently a rather stagnant player population. You can read the entire post if you wish, but I’ll quote a summarize.
“In my opinion, Settlement recruiting activities in the wider MMO community continue to be almost zero. […]
We need recruiting activity in the EVE community. I don’t know what the best vehicle is for that, so any and all suggestions are welcome.
Settlements that are committed to growing should have someone delegated to be visible in these places making regular posts and talking about the cool stuff their Settlement is doing. When the wider community sees activity and fun, that is a powerful attractant.” – Ryan Dancey
Within his post he points out a few places like MMORPG.com and TTH for players in settlements to go and essentially advertise the game, their settlement, how much fun they’re having, etc. Should players do these things? Yes, I talk about this all the time when I instruct MMO devs to have their players champion their game. Should the CEO make a public post telling people to do this? No, that’s suicide. This translates to the following: Our game isn’t popular, people think it isn’t fun, and our population is shrinking so we need you to go out and spam advertise – HALP! Continue reading
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.
You guys know I’m not a fan of streamers or how they have encouraged horrible marketing trends. Hopping on the streamer hype train and riding it hard is a very clear tell that your marketing team lacks creativity and a deeper understanding of how to build a lasting and dedicated following for your game.
Streamer hype is out of control. Companies fly dozens of them out to their headquarters, load them up on sugar, swag, and free access to the game then set them free. I have my own personal belief that more than a few of their palms are being greased despite Twitch’s supposed rules against it. From what I have heard (and can not find written verification), Streamers are not allowed to take money to speak highly of a game.
The streamer hype credo: Play it if it’s new. Play it if it gets viewers. Act like a buffoon.
(Okay I added that last part.)
Very few of the streamers who make $10k+ a month are doing so for the love of the games they play. They are doing it because it’s now a job — an awesome job that makes them ridiculous amounts of sponsorship cash. When something risks the cash (like viewer boredom), they jump ship and hop onto the next new/popular game. I don’t fault them for making money, nor do I fault them for playing what they want when they want. Those are their rights and I respect that. I think it’s crap for game companies to abuse it, especially when it’s detrimental to the games.
Most of these streamers have fan clubs that follow them and lick their heels like lovestruck pups. When the streamers jump ship a couple weeks after launch, so do a huge number of players. When the streamers stop broadcasting, suddenly the marketing for that game dries up. Suddenly you start seeing a lot of banner ads and other knee-jerk reactionary marketing tactics to increase visibility. Wouldn’t it be nice if you had a true following of players rather than illegitimately inflated numbers?
Streamers getting games for free and playing them to hype everyone up are killing the industry one game at a time. This type of flash-in-the-pan crap is being used to augment early access antics. Toss a dozen streamers free copies of your early access, give them private servers, and ‘encourage’ them to speak highly of your game when launch is less than ideal. I shouldn’t have to say more.
All of that said, let me get one thing straight: I enjoy watching streams. I watch some of the big names like Cohh and Lirik. I find them entertaining at times (albeit sometimes I have to stop watching because they go too far and start acting up for attention). I especially like Lirik who will openly act like a complete dick and decline being a puppet just to be different. It’s his shtick. But he’s definitely a sponsor-whore like the rest. Smaller streams are where you’ll find more of the real fans of the game and less of the hypers. Not always, but it’s reliable.
You and I might be intelligent. We can watch someone playing a game and hyping it all in that moment as super fun and think, “yeah but I wonder what it’s REALLY like…” But Some people watching streams get sucked into the hype and think the game is awesome because their favorite streamer is playing. Their favorite streamer is showing a version of the game that will not resemble their own experience. It’s an illusion.
Using streamers to market your game is asking to be a flavor of the month. If your goal is to grab a bunch of cash in the first 14 days then go for it. If your goal is to attract ‘real’ players who stick around, and you have long-term goals for your game then I recommend you look elsewhere.
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.
Okay, so this happened.
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:
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.
Yesterday while pondering the direction Trion will take, I casually mentioned a few market dominance strategies that I want to expound upon a bit more today. These apply to any industry, but I really think they’re perfect for MMOs, especially if you twist them slightly to represent categories as well.
If you’ve followed the MMO industry at all you should immediately be able to name a few games for each. There are a lot of really interesting and quite awesome tactics for each strategy to use, but I’ll only skim the surface and give my opinions about how the MMO industry fits this model.
Most of the original MMORPGs were leaders like EverQuest and UO. I’m struggling to classify any MMO in the last nine years as a leader, other than World of Warcraft. The leader is a company (game) with the most market share, and usually has the most flexibility, and the power to set the strategy for the rest of the industry. The weird part about the MMO industry is that everyone seems to think there’s going to be some new emergent leader — or that one will come at least every time the next MMO releases. In reality, this is incredibly false. One of the only ways for the leader to lose their spot is for some catastrophic misstep wherein they miss the paradigm shift (buzzword) completely, and fail to come up with a new product offering.
We really do not have any challengers in the MMO industry. These are like Pepsi to Coke. They’re in a really strong position but not quite capable of taking down the leader. A lot of companies think they’re challengers. They think they are going to step up to the plate and hit a home run, snag a huge chunk of market share, and be 2nd place — by the way, 2nd place is an awesome place to be when you can’t be #1. Here’s the key to being a great challenger: You have to target weaknesses and realign resources quickly to continually strike. No one does that in the MMO industry. They tend to make the same games. When a challenger comes up and fails, it usually disappears quickly because the company didn’t have the resources to be a true challenger. Perhaps they should have been a follower.
Here’s where the bulk of every MMO after 2005 falls. These can be perfectly good companies, but their strategy is simply to align themselves along the same trajectory as the market leader. They get all the upside without much of the risk… that is to say, in most industries. In the MMO industry, the players are predators. We don’t just ignore a follower we don’t like — we attack! We sink companies who don’t act like challengers. I think Rift tried to be a challenger. Remember the ads directly targeting WoW? They still run ads — I’ve seen them on this website — targeting WoW. I think Rift has done much better after sliding back into a follower position.
This is the focus strategy. Companies here keep narrowing and tailoring their segments until they find a group large enough to be profitable. These are the EVE’s and the Camelot Unchained’s. It’s all about realistic profit margins over market share, and providing value to the player. Perhaps it’s even about making the game the dev(s) want to make. The games don’t have to be blockbusters, and they’re made to appeal to that one person in the crowd who finds that game fun.
So where does a game like FFXIV fall? WildStar? How about TESO? None of these games will be market leaders — absolutely none of them. FFXIV is clearly a realign to take the follower spot. WildStar and TESO, however, are tougher. I think WildStar and TESO want to be challengers. Here’s where things get tricky. I see games all the time following the wrong strategy. TESO and WildStar might try for challenger, but have to slide back to follower. Had they started as a follower from the beginning, perhaps they could have utilized that capital spent fighting a face-to-face battle with the market leader. Instead, they’ll likely spend inordinate amounts of money in advertising but in the end have to lower the quality of the product to survive. You can name a few of those games, I’m sure.
SoE just announced that they’re looking to take the lead with EverQuest by being the company who once again pioneers the next step forward. Lofty goal. EQ Next is indeed different, and that’s what it will take to successfully enact change. Pepsi could surpass Coke, but in the end it would still be a cola. As with all innovation, failure is a component. I’m curious, though. Could the real future be with the nichers? Could the small idea spark a revolution? When EverQuest originally propelled the industry forward, it wasn’t because they were taking an industry and evolving — they were a relatively unknown, small team of people. Not that EQ Next, WildStar, TESO, and FFXIV won’t be solid games, but I bet the future of MMOs will come out of left field where we least expect it, from a team small enough to only care about making the game they want.