develop a game - and interact with your community | by two pi team

Lecture: Develop a Game - And interact with your Community

How close should a Korean / International Publisher / Developer stay with their Western Online-Gaming Community

Speaker: Thomas Lagemann, CEO and Founder at Two Pi Team

• Active in the gaming industry for more than 10 years

• A gamer myself: 20 years

• Teaching classes since 2008

• Assisting New Blood: Almost since the beginning

• Active in the gaming industry for more than 10 years

• A gamer myself: 20 years

• Teaching classes since 2008

• Assisting New Blood: Almost since the beginning

Develop a Game – Interact with the Community

About me: Thomas Lagemann

© Two Pi Team, KGC 2011, Daegu, Korea

• Established 2005

• Service Provider for Services around Community Management

Community Building Community Management Community Assistance Community Consulting Social Media Coverage Education

… and more

• Established 2005

• Service Provider for Services around Community Management

Community Building Community Management Community Assistance Community Consulting Social Media Coverage Education

… and more


Introduction of the Company: Two Pi Team



We work for or partnered with:

… and more


Successful Asian MMO Games in Europe


Examples: Perfect World, Rappelz, Silkroad, Last Chaos, Metin 2, Runes of Magic, Lineage


Example: Runes of Magic



History of MMOs


• Today the different genres often are mixed

• No matter which genre you choose there might be the need to adapt

Content

Graphics

Gameplay

• Today the different genres often are mixed

• No matter which genre you choose there might be the need to adapt

Content

Graphics

Gameplay


So meanwhile they play everything


• Of course gaming behavior is an individual thing

• You can hardly generalize this for huge communities or even countries

• But the major and minor preferences in each country can be figured out

• Of course gaming behavior is an individual thing

• You can hardly generalize this for huge communities or even countries

• But the major and minor preferences in each country can be figured out


The first thing to take a look at: Gaming Behaviour


• Some countries like to have it difficult and challenging

• Some countries want an environment that countenances roleplaying

• Some countries want to pit their skills against each other

• Some countries do not mind bug-using and exploiting

• Some other countries doom bug-using and exploiting

• Some countries insist on playing the game in their own language

• Some countries like to have it difficult and challenging

• Some countries want an environment that countenances roleplaying

• Some countries want to pit their skills against each other

• Some countries do not mind bug-using and exploiting

• Some other countries doom bug-using and exploiting

• Some countries insist on playing the game in their own language


Differences in Preferences – some Examples


• Gold-sellers are mostly not appreciated –Unless game-design includes it in a reasonable way

• There must be a story; at least there must be a reason to do something.

• If the player is requested to fight against something he needs a reason to do soJust Grinding is too boring for most players

• Gold-sellers are mostly not appreciated –Unless game-design includes it in a reasonable way

• There must be a story; at least there must be a reason to do something.

• If the player is requested to fight against something he needs a reason to do soJust Grinding is too boring for most players


Similarities in Preferences – some Examples


There are many religions, cultures and histories

If somebody would try to take care of all of them in a realistic setting …

he would fail

There are many religions, cultures and histories

If somebody would try to take care of all of them in a realistic setting …

he would fail


Cultural Aspects


There are always some animals that might be sacred in one or the other religion.

There are always symbols, colors or other things that might refer to difficult parts of a history.

There are always some animals that might be sacred in one or the other religion.

There are always symbols, colors or other things that might refer to difficult parts of a history.


There are many Traps out there


This might be the reason why fantasy or science fiction settings are so popular:

They are fiction with no relation to reality; nobody can feel abused.

This might be the reason why fantasy or science fiction settings are so popular:

They are fiction with no relation to reality; nobody can feel abused.


Fantasy Elements are a good Solution


You never can know all aspects of a culture, a religion, a history.

But you can ask your community about that!

You never can know all aspects of a culture, a religion, a history.

But you can ask your community about that!


Community is the best Science Book



Community is the best Knowledge Book




Oh, btw:

After a while…they will even know more about the game

than yourself.

• Most countries have different languages – And many of them want to be addressed in their language

• Most countries have different languages – And many of them want to be addressed in their language


Languages


•Despite that MMO communities meanwhile are used to getthe game localized only in English, French and German

•Other than Browser-Communities: Those want to have their game in their language

•If you localize a game, make sure that it is a proper localization, done by native-speakers of the respective language

•Despite that MMO communities meanwhile are used to getthe game localized only in English, French and German

•Other than Browser-Communities: Those want to have their game in their language

•If you localize a game, make sure that it is a proper localization, done by native-speakers of the respective language


Languages



Visual preferences – A Monstrous Example


It is not only about the preferences itself -

It is what people associate with special things!

Attributes for character creation: Cool Cute Beautiful Ugly

Monsters in western games primarily have to be ugly or scary.

If they start to get beautiful, cute or cool players might wish to play on their side.

Monsters in western games primarily have to be ugly or scary.

If they start to get beautiful, cute or cool players might wish to play on their side.


The Evil looking Evil


• There is one thing western gamers are keen on:

They want to be involved!

• They will be glad to help and they will be very helpful in the end if you bear some things in mind:

Each person feels individual, so you might get as many different answers as people you ask

Not those who yell the loudest are necessarily those who represent the opinion of the masses

• There is one thing western gamers are keen on:

They want to be involved!

• They will be glad to help and they will be very helpful in the end if you bear some things in mind:

Each person feels individual, so you might get as many different answers as people you ask

Not those who yell the loudest are necessarily those who represent the opinion of the masses


Options to involve Western Communities into the Development Process



In which Aspects of a Game should the Community be involved?


Caution!

Action Replay!


They can be involved in many parts including


Story

Gameplay

Content-Design

Character-Design

Community Management

• It really depends on the game – in some cases it might not be necessary to change a lot, but in some cases it might be

• If your game for example is a manga style, western people most likely will appreciate its visuals like they are or with only small changes.

It will not be the bulk of the western players, but there actually are huge and growing fan groups for manga meanwhile

• It will be appreciated if you for example take down the need to grind and give the story more importance

• Interact with your community and they will tell you what they like

• It really depends on the game – in some cases it might not be necessary to change a lot, but in some cases it might be

• If your game for example is a manga style, western people most likely will appreciate its visuals like they are or with only small changes.

It will not be the bulk of the western players, but there actually are huge and growing fan groups for manga meanwhile

• It will be appreciated if you for example take down the need to grind and give the story more importance

• Interact with your community and they will tell you what they like


So is there the need to change a lot?



At which stage does it make sense to involve the community?

Try to involve them as early as possible!


• Involve the community in the early process to use their feedback to find gaps in level progression

• In the best case, this will result in an overall improved progression experience

• Missing content can be identified and masked if necessary

• Involve the community in the early process to use their feedback to find gaps in level progression

• In the best case, this will result in an overall improved progression experience

• Missing content can be identified and masked if necessary


Example: Involving the Community regarding Level Progression


• Focus tests are a good option - run them as early as possible.

• Best is to have a row of them

• Even after launch it might be useful to set up special focus tests

• Focus tests are a good option - run them as early as possible.

• Best is to have a row of them

• Even after launch it might be useful to set up special focus tests


Active Testing


• Keep communicating about things you want to improve

• Keep communicating about things you are not sure about Example: Localization

If you are not sure about a term in its context or how to name a place or a character…

Ask the community what they would prefer

• Keep communicating about things you want to improve

• Keep communicating about things you are not sure about Example: Localization

If you are not sure about a term in its context or how to name a place or a character…

Ask the community what they would prefer


As always: Communication is the Key


• Set up test-servers where players can test and give feedback for updates

• You will get great plaudit if they can meet the developers directly on those servers

• It might even be useful to start with a marketing campaign in an early stage in addition, to show people what they can expect

• Try to find the right ones to test your game

• Set up test-servers where players can test and give feedback for updates

• You will get great plaudit if they can meet the developers directly on those servers

• It might even be useful to start with a marketing campaign in an early stage in addition, to show people what they can expect

• Try to find the right ones to test your game


Give them a Home


You need to find people who:

• Are not only keen on just testing another game for free

• Give reasonable feedback

• And above all who will explain why they do or don’t like something

You need to find people who:

• Are not only keen on just testing another game for free

• Give reasonable feedback

• And above all who will explain why they do or don’t like something


Who are the Right Ones?



One Option to gain such Feedback


Involve Sub-Communities like guilds

• Though good European guilds are well organized not all of them have a too military-like structure

• They interact and often discuss things democratically outgame

• This means you will get feedback that is not only affected by the most powerful people in the guild

• The social aspect of an MMO means a lot to them – playing is not working

• Nevertheless they are keen on being efficientThat means they want to have the game supporting efficiency and therefore will help you getting there

• Though good European guilds are well organized not all of them have a too military-like structure

• They interact and often discuss things democratically outgame

• This means you will get feedback that is not only affected by the most powerful people in the guild

• The social aspect of an MMO means a lot to them – playing is not working

• Nevertheless they are keen on being efficientThat means they want to have the game supporting efficiency and therefore will help you getting there


What is so special about Guilds?



InGame communication and Socialization


• Western communities love to interact – give them tools to do so

• Be sure that there are special features for guilds in the game

• Be sure to implement tools that allow Game Masters to act properly

• Try to implement possibilities to entertain the gamers not only with the game: Implement tools that allow to build ingame-events –

epic and spontaneous ones alike

• If you even give the gamers tools to build their own smaller events or assist them with doing so you will have most loyal customers

• Western communities love to interact – give them tools to do so

• Be sure that there are special features for guilds in the game

• Be sure to implement tools that allow Game Masters to act properly

• Try to implement possibilities to entertain the gamers not only with the game: Implement tools that allow to build ingame-events –

epic and spontaneous ones alike

• If you even give the gamers tools to build their own smaller events or assist them with doing so you will have most loyal customers


InGame communication and Socialization



Most important Points of Interest


The following points are what we recommend to all of our customers and what we remind our students to think of

when developing a game.

It is all about what communities in the western markets want.

No matter in which part of the world the developer is located.

• It is most important to think about localization as soon as possible during the development-process as it will get more difficult to implement a proper localization in a later stage of the development process

• If possible include tools that make the work for translators easier

• Text should not be hard-coded

• Involve your community -Not to translate the game but to find mistakes in translations

• It is most important to think about localization as soon as possible during the development-process as it will get more difficult to implement a proper localization in a later stage of the development process

• If possible include tools that make the work for translators easier

• Text should not be hard-coded

• Involve your community -Not to translate the game but to find mistakes in translations


Languages / Localization / Culturization


• Different languages need different space

• Do not use automatical translations

• Make sure that the translator gets the context

• Different languages need different space

• Do not use automatical translations

• Make sure that the translator gets the context


Technical Issue with Localisation


• Not every payment method is appreciated or even availablein all countries

• Be sure to have a good provider for payment systems

• Be sure to have a good support for payment issues

• Again involve your community. Ask them in advance, which payment system they prefer

• Not every payment method is appreciated or even availablein all countries

• Be sure to have a good provider for payment systems

• Be sure to have a good support for payment issues

• Again involve your community. Ask them in advance, which payment system they prefer


Payment-Systems



Conclusion


If you want your community to play your game – give them a game they like.

You do not know what they like? Ask them!

Owner:Thomas Lagemann (CEO)Nadja Bastawi (CVO)

Otto-Hahn-Str. 8D-40721 HildenGermany

Tel: +49 (0) 2103 – 929 555 0www.two-pi-team.com

Thank you for listening! Any Questions?


COMMUNITY

The future of gaming is…

COMMUNITY

COMMUNITY COMMUNITY!

Quote: David Perry on GCDC, Leipzig 2008

Member of…

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develop a game - and interact with your community | by two pi team

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