international digital entertainment agency gco 7-9-2010
TRANSCRIPT
Empowering Your Community to Evangelize for You
Why You Should Listen
• More than 15 years of business development, marketing and strategic communications experience
• Former head of international product PR for Sony Online Entertainment
• Was third-party for Ubisoft• Launched more the 460 titles• More than 20 MMO titles
A few facts
If they talk about your game, they’re passionate and care
If they are talking on forums, they aren’t likely in the game at
that time
And they become a voice for or against you anytime they speak,
or post, or comment
Everyone is part of your community
Curt Schilling and Ralf Steinenger
So how do we get people to be positive and supportive?
It’s harder to say bad things about people you’ve met
Give them good things to talk about
Coming up – new patchWe nerfed Beastmasters, but gave
them an in-game item
Like a house, you first need to build the foundation
Foundation for Positive Community
• You must provide a place for them to interact with you – Forums
• You need to listen and respond – dialogue• Identify the people that post intelligent,
articulate and accurate answers, or diffusers in the group
• Reward positive behavior (later)
Foundation for Positive Community
• Mitigate negative behavior• Always try to make the relationship positive• If all is failing:
– Timeouts – Session timeouts– Remove from groups– Remove from game– Remove from planet
Foundation for Positive Community
• Give the community ways to express themselves internally – Dev chats– Fan art contests– Lore
Foundation for Positive Community
• …and externally – Fansite kits– Cosplay– Video contests (Like their videos and promote)– Facebook, Twitter (Native language!)
Reduce Barriers
• Let them tell others about your game and their achievements – make it easy to share (Facebook, etc.) – Champions Online
• Reward their friends for knowing them (friends of Lothar get 2 weeks free, an awesome mount)
• Give them positive things to talk about
Let Them Meet In-Game
• Housing• Guild halls• Open spaces • Have GMs in central areas• Train your GMs!!!
Let Them Meet in Person
• FanFaire/FanFest• Official (EverQuest) - Brittney• Unofficial (PlanetSide) – Georgeson• Personal relationships in the game and
outside of the game strengthen community• Developer Roundtable• Community council to represent players
Stuff that is basically free
A special forum tag
I am Uber and Special
In-game trophies/non-stat items that can be shown to others
Items that are instantly recognizable as special
Fireworks, Glow Around Character, Wings
Acknowledgement and validation from the development
team
Hire from your community!
You too could be in the game industry!
It’s about attention and respect
Facebook and Twitter are great
Build from (competitors)#YOURGAME
Everyone in your organization should care
John Smedley takes your calls
My Answers to Questions from Before
Small Company
• – Identify guilds that play similar games– What do you differently than their current games– Find people that voice interest in your features
• Build from MMORPG.com, Online Welten, Mondespersistants, etc.
• Facebook and Twitter
Hardware Company
• Identify 26 different community representatives and an agency to manage it
• Hold regular (quarterly roundtables – host dinners)
Thank You