western communities and how to deal with them | by two pi team

Western Communities and how to deal with

them:

What are the Needs and Specialties of a Western Online-Gaming Community?

Speaker: Nadja Bastawi, CVO and Founder at Two Pi Team

• Life before the games industry: Obtained a degree in economics

• Gaming-Industry-Professional for six years

• Active in Gaming – much longer

• Teaching classes since 2008

• Assisting New Blood: Almost since the beginning

• Life before the games industry: Obtained a degree in economics

• Gaming-Industry-Professional for six years

• Active in Gaming – much longer

• Teaching classes since 2008

• Assisting New Blood: Almost since the beginning

Western Communities and how to deal with them

About me: Nadja Bastawi

© 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

•Gaming unites the world. Almost.

•Online-gaming connects people from all over the world including the aspect of socializing and getting to know each other’s needs and cultures.

•Gaming unites the world. Almost.

•Online-gaming connects people from all over the world including the aspect of socializing and getting to know each other’s needs and cultures.


So this is what I want to talk about today:


• Western people more and more get used to Asian entertainment.It is not only martial arts movies anymore, it is manga, anime, cosplay, etc. – and Asian games.

• But though many Western gamers like the Asian games a lot, they nevertheless have different needs and preferences regarding a game, how to play and above all: How they want to be dealt with.

• This lecture wants to give an overview about Western Communitiesand how to deal with them.

• Western people more and more get used to Asian entertainment.It is not only martial arts movies anymore, it is manga, anime, cosplay, etc. – and Asian games.

• But though many Western gamers like the Asian games a lot, they nevertheless have different needs and preferences regarding a game, how to play and above all: How they want to be dealt with.

• This lecture wants to give an overview about Western Communitiesand how to deal with them.


So this is what I want to talk about today:


•There are three main groups who deal with thecommunities:Public RelationsMarketingCommunity Management

•Public Relation and Marketing normally only addressthe communities: It is a one-way communication

•Community Management works in both directions – It interacts with the communities

•There are three main groups who deal with thecommunities:Public RelationsMarketingCommunity Management

•Public Relation and Marketing normally only addressthe communities: It is a one-way communication

•Community Management works in both directions – It interacts with the communities


Okay, that means someone has to deal with the Gamers all over the World.


• If you want an exact definition, ask some Community Managers

• You will get as many different answers as people you ask

• If you want an exact definition, ask some Community Managers

• You will get as many different answers as people you ask


So what is Community Management?


• Community Management has to define strategies to build, keep and expand a healthy player-base

• Community Management has to interact with the players

• Community Management is an interactive tie between theplayers, the developer and the publisher

• Community Management has to care about the players

• Community Management has to define strategies to build, keep and expand a healthy player-base

• Community Management has to interact with the players

• Community Management is an interactive tie between theplayers, the developer and the publisher

• Community Management has to care about the players


But there are some major points everybody agrees on:


The community is the heart of a game – the Community Management is its lungs.

Even if the heart might not always beat in the same pulse, the lungs should always provide enough oxygen!

The community is the heart of a game – the Community Management is its lungs.

Even if the heart might not always beat in the same pulse, the lungs should always provide enough oxygen!


Conclusion: Community Management is essential


So it is not easy to find an exact and common definition for Community Management.

Is it easier to define a community?

So it is not easy to find an exact and common definition for Community Management.

Is it easier to define a community?


Is it all about Definition?



North America



Europe


• As Asia is not Asia as one unit, Europe is not Europe and even North America is not North America in all aspects

• So there are not only differences between the continents but also between the different countries and regions of each continent

• Even holidays are not holidays. And they do not only differ from country to country and from religion to religion – sometimes they even differ from region to region

• And don’t forget about the tons of different languages

• You should bear this in mind – but in the following we will try to unite those continents and countries a little bit nevertheless

• As Asia is not Asia as one unit, Europe is not Europe and even North America is not North America in all aspects

• So there are not only differences between the continents but also between the different countries and regions of each continent

• Even holidays are not holidays. And they do not only differ from country to country and from religion to religion – sometimes they even differ from region to region

• And don’t forget about the tons of different languages

• You should bear this in mind – but in the following we will try to unite those continents and countries a little bit nevertheless


Conclusion



Can differences be united?

And if yes,

what do you have to bear in mind?



Bridge to Differences in Gaming


• Nowadays the stop-signs worldwide have one thing in common: They are red

• So is red a strong color that means to be alerted or to be careful?

• At least this is, what it wants to suggest

• But red itself means different things in different cultures like for example in Russia, China, Korea, Africa, Europe, USA

• And even the sign itself does not mean the same in every country

• So a visual thing needs to have its context to understand it better

• Nowadays the stop-signs worldwide have one thing in common: They are red

• So is red a strong color that means to be alerted or to be careful?

• At least this is, what it wants to suggest

• But red itself means different things in different cultures like for example in Russia, China, Korea, Africa, Europe, USA

• And even the sign itself does not mean the same in every country

• So a visual thing needs to have its context to understand it better


The Meaning of Symbols and Colors


• At least gaming is culture

• You have to take care that the gamers understand what they see

• You have to use symbols for making it easy –but keep them simple

• Include a story

• At least gaming is culture

• You have to take care that the gamers understand what they see

• You have to use symbols for making it easy –but keep them simple

• Include a story


Is this adaptable to different Gaming-Cultures?


Yesterday it was translation

Today it is localization

Tomorrow we talk about Culturization!

Yesterday it was translation

Today it is localization

Tomorrow we talk about Culturization!



Localization is one of the Keys:

Culturization

does not only have to happen regarding

Localization.

It is mandatory for the game itself and for the communication with the community as well.

Culturization

does not only have to happen regarding

Localization.

It is mandatory for the game itself and for the communication with the community as well.



• USA: You gain by taking directly from other players

• Europe: Players are generally competing against the game itself

• USA: Principle of “Last Man Standing”

• Europe: Players are almost never eliminated from the game

Advantage of an online-game: You can unite them

by giving them leader-boards!

• USA: You gain by taking directly from other players

• Europe: Players are generally competing against the game itself

• USA: Principle of “Last Man Standing”

• Europe: Players are almost never eliminated from the game

Advantage of an online-game: You can unite them

by giving them leader-boards!


Example: Board-Games in Europe and USA – a significant Difference


• Based on a 1996 paper by Dr. Richard Bartle

• Contains four archetypes:

- Achiever - Explorer - Socializer - Killer

If you want to know which type of players your game addressesin the western hemisphere:

Encourage them to make this test!

• Based on a 1996 paper by Dr. Richard Bartle

• Contains four archetypes:

- Achiever - Explorer - Socializer - Killer

If you want to know which type of players your game addressesin the western hemisphere:

Encourage them to make this test!


The Bartle Test of Gamer Psychology


• These players want to gain things like levels, items, points…

• They play for a long time only to achieve those things

• They want to achieve things, even if they confer themlittle or no gameplay benefits

• It is just the prestige of having it

• These players want to gain things like levels, items, points…

• They play for a long time only to achieve those things

• They want to achieve things, even if they confer themlittle or no gameplay benefits

• It is just the prestige of having it


The Achiever


• These players prefer to discover areas

• They love to create maps and find hidden places

• They do not like time-restrictions in a game

• They enjoy finding unknown glitches or hidden easter-eggs

• These players prefer to discover areas

• They love to create maps and find hidden places

• They do not like time-restrictions in a game

• They enjoy finding unknown glitches or hidden easter-eggs


The Explorer


• For these players social aspects are more important than the game itself

• They love to interact with others

• The game is a tool they use to meet others

• They do not only tend to meet fellow players ingame, but outgame as well

• For these players social aspects are more important than the game itself

• They love to interact with others

• The game is a tool they use to meet others

• They do not only tend to meet fellow players ingame, but outgame as well


The Socializer


• These players are looking to compete with other players

• They prefer fighting real opponents instead of computer generated ones

• For some of them it is about tactics and honor

• For others it is about power

• These players are looking to compete with other players

• They prefer fighting real opponents instead of computer generated ones

• For some of them it is about tactics and honor

• For others it is about power


The Killer



Overall Results as of October 2011


Source: http://www.gamerdna.com/quizzes


So how to deal with those people with all the different preferences and – ideally –

to unite them?


• Prerequisite: From our experience we strongly recommend to work with native people from the respective countries for concerns like community management, PR, marketing and localization

• Some little words sometimes can make a huge difference – so it is important that the one who talks to a special culture understands this culture

• Daily life is also important – the one who talks to the community in a country must know what is going on in this country

• Prerequisite: From our experience we strongly recommend to work with native people from the respective countries for concerns like community management, PR, marketing and localization

• Some little words sometimes can make a huge difference – so it is important that the one who talks to a special culture understands this culture

• Daily life is also important – the one who talks to the community in a country must know what is going on in this country


Unite with Communication



Where to find the Community?


• They play together – online

• But while they are playing they are sitting at home on their own (unless there are special events)

• Playing in internet-cafes is not that popular for several reasons for most of the western communities

• They play together – online

• But while they are playing they are sitting at home on their own (unless there are special events)

• Playing in internet-cafes is not that popular for several reasons for most of the western communities


Where does the Community play?



How to address the Community on all these Platforms


• Every culture has its different opinions regarding humor

• Religious and political topics can be difficult – and sometimes it is the same even for sports

• Forum rules are mandatory – but it differs from culture to culture how they should be enforced

• Every culture has its different opinions regarding humor

• Religious and political topics can be difficult – and sometimes it is the same even for sports

• Forum rules are mandatory – but it differs from culture to culture how they should be enforced


But it differs in the Style of how they want to/have to be addressed:


It would go too far to explain all the motivations – actually this would be enough material for at least one

alone-standing lecture. This are some of them.

It would go too far to explain all the motivations – actually this would be enough material for at least one

alone-standing lecture. This are some of them.


What motivates a western Gamer to play a Game and spend Money on it?


It can and it has!

And it is huge!

•One of the most desirable things for people is: They want to get the impression that they are cared for.

•In addition community management has to build a pleasant environment

It can and it has!

And it is huge!

•One of the most desirable things for people is: They want to get the impression that they are cared for.

•In addition community management has to build a pleasant environment


Can community management have an effect on motivation?


• Platforms, where players can interact and express themselves

• Taking care that the concerns of the community are taken seriously

• Involving the community wherever it is possible

• Platforms, where players can interact and express themselves

• Taking care that the concerns of the community are taken seriously

• Involving the community wherever it is possible


So a Community Manager has to care for



Finally, some examples

for special needs –

that need special attention


• Example: Germans don’t like credit cards – US people love them

• There are so many different payment-systems – make sure your payment-provider supports all of them for the countries you want to address

• Example: Germans don’t like credit cards – US people love them

• There are so many different payment-systems – make sure your payment-provider supports all of them for the countries you want to address


Payment Systems


• Example: Be aware of different tax-systems in different countries(Taxes are always something the community will

argue about)

• Make payment simple – just like you should do for the sign-up-process, too.

• Always think of security and data-protection

• Example: Be aware of different tax-systems in different countries(Taxes are always something the community will

argue about)

• Make payment simple – just like you should do for the sign-up-process, too.

• Always think of security and data-protection


Payment Systems


• Marketing tells a vision –Community Management tells the truth!

• So called marketing-talk differs from country to country

• Marketing-talk is not enough for the community

• Especially when things are not running smooth, people appreciate a more factual communication

• Marketing tells a vision –Community Management tells the truth!

• So called marketing-talk differs from country to country

• Marketing-talk is not enough for the community

• Especially when things are not running smooth, people appreciate a more factual communication



Ad from a 1951 comic book promoting the release of the live-action movie

Marketing

• Example: In some European countries like for example Germany it is not allowed to hold competitions when their prerequisite is to purchase something

• Showing too much blood and violence is restricted inGermany - in the USA there are some rules regarding sexual topics

• In some countries there are strong rules regarding youth protection

• Example: In some European countries like for example Germany it is not allowed to hold competitions when their prerequisite is to purchase something

• Showing too much blood and violence is restricted inGermany - in the USA there are some rules regarding sexual topics

• In some countries there are strong rules regarding youth protection


Legal Restrictions


• It might happen, that a game and its assets get differentclassifications

• Be aware that you even have to take special actions when showingyour game on a fair for example in Germany

• Sometimes there are different classifications systems – And sometimes they compete

• It might happen, that a game and its assets get differentclassifications

• Be aware that you even have to take special actions when showingyour game on a fair for example in Germany

• Sometimes there are different classifications systems – And sometimes they compete


Youth protectionThis is worth having a closer look:


USK – German Classification PEGI – European Classification

•It is not easy to unite all players world-wide

•It is even not easy to unite all players from one continent

•So you have to address them in a way they accept and understand

•Pay special attention to localization

•Implement a community-team consisting of people from therespective countries

•It is not easy to unite all players world-wide

•It is even not easy to unite all players from one continent

•So you have to address them in a way they accept and understand

•Pay special attention to localization

•Implement a community-team consisting of people from therespective countries


Conclusion


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…

COMMUNITY

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