Launching MMO Games
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Transcript of Launching MMO Games
LAUNCHING MMO GAMES
May 2, 2012
LAUNCH STRATEGIES
Types of Launches Limited Access – good for games with some polish
or the need to keep some things behind the curtain Full Access – Highly polished and ready to go Stealth – Keep it mysterious as long as possible
(bad for pre-orders, but may delay a potential negative wave)
Ways to Get the Word Out Community Empowerment (can relieve
approval process hold-ups) - Granted Permission
LeaksSanctioned but not publicizedUnsanctioned
Getting the Word Out Incentivize virality Build 2 lists – Large releases (6-9X) and core
releases (30-40X) to minimize spamming editors Twitter, Facebook – you already know this, but
there needs to be a reason to “Like” something Look at other virality tools – Overwolf, VCast
EXCLUSIVES
“Assets are currency that can be used to drive traffic to partner sites”
Assets Art-Related Assets
Concept Art Screenshots Videos Hi-Res Renders
Other Assets Interviews Developer Chats/Community Roundtables Developer Blogs and Video Blogs
Centralized Aggregation Philosophy External - Sites which are partners for acquisition
and interest creation In pre-launch and launch – 99% of new information and
assets go to media outlets before the forums. Internal - Product/Community Sites are for
retention or committed interest. Link to all external posts through forums.
DAILY PROGRAMS
“Get them expecting something everyday and into a routine of checking your site and partner sites.
Daily Programs There should be something new everyday – create a flow You are giving traffic to a site = value for advertisers There are a lot of potential daily programs:
Beastiary Enemies Heroes Weapons NPCs Community member of the day Spells/abilities, zones/areas Bosses Quests Instances Etc.
COMMUNITY FLOW
Flow You control where the community goes
each day Online scavenger hunts make the process
of daily news and discovery a game
EVANGELIST CULTIVATION
Look for protectors in the forums Empower positive reinforcement Celebrit-ize and reward individuals – third-party
spokespeople are the most credible with media Create cosmetic rewards – Beta 1 Badge, Trophy
for house
ASSET PLANNING
Asset Planning Build a bank Carrot the end-game, but save things for players
to discover in game, and through later releases The team doesn’t like surprises, but will get you
what you need if it’s worthwhile Key art and master screenshots are essential for
brand building and association
MAGAZINE COVER LAUNCH STRATEGY
Only 2-3 magazines available in U.S. (Game Informer doesn’t do launch covers), 40-50 relevant worldwide Beckett PC Gamer @Gamer
Pitch and create specific packages for 3 months out
Need to request renders and cover art for each outlet
EVENTS
“It’s harder to say bad things about people you’ve met and are speaking to in person”
Reward supporters with interaction and access Correct detractors through clarification and
understanding Let them leave with assets and exclusive info
(interviews, video, screenshots) Make sure devs have a clear understanding of the
goals and what can and can’t be said at a specific time
PREVIEW PLANNING
Plan official assets and exclusives for each outlet
Servers need to be full or have liquidity Be specific in what is going to be shown at
each time Support with pizza, In-N-Out truck, etc. can
help with getting people to stay at their desks during play times
BETAS AND IN-GAME TOURS
Closed server Limited access Guided tours and set times to create
liquidity
REVIEWS PROGRAMS
Consumer – fully guided Gaming – guided and then free access MMO/Core – offer guided and free
access
BETA AND ITEM GIVEAWAYS
10-10,000 depending on site Use as currency Support the supporters Can also be for community A good way to build the Twitter and Facebook
feeds at the same time
Contact