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

sean@ide-agency.com

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