Free Game Marketing Strategy.

Talk about massively multiplayer game design here. Theories, design ideas, critiques of current games. And, if you have any other commentary on things like art, sound, code, etc., feel free to talk about them within this forum despite its design-centric name.

Free Game Marketing Strategy.

Postby AgeofLegends on Tue Sep 05, 2006 12:04 pm

I read this interesting article about WoW this morning in the NY Times.

Although the article is much longer I am quoting some of it here.

Less than two years after its introduction, World of Warcraft, made by Blizzard Entertainment, based in Irvine, Calif., is on pace to generate more than $1 billion in revenue this year with almost seven million paying subscribers, who can log into the game and interact with other players. That makes it one of the most lucrative entertainment media properties of any kind. Almost every other subscription online game, including EverQuest II and Star Wars: Galaxies, measures its customers in hundreds of thousands or even just tens of thousands.

And while games stamped "Made in the U.S.A." have often struggled abroad, especially in Asia, World of Warcraft has become the first truly global video-game hit since Pac-Man in the early 1980's.

The game has more players in China, where it has engaged in co-promotions with major brands like Coca-Cola, than in the United States. (There are more than three million players in China, and slightly fewer than two million in the United States. And as with most video games, a clear majority of players worldwide are male.)

There is a rabid legion of fans here in South Korea, which has the world's most fervent gaming culture, and more than a million people play in Europe. Most World of Warcraft players pay around $14 a month for access.

Perhaps more than pop music or Hollywood blockbusters, even the top video games traditionally have been limited in their appeal to the specific regional culture that produced them. For example the well-known series Grand Theft Auto, with its scenes of glamorized urban American violence, has been tremendously popular in the United States but has largely failed to resonate in Asia and in many parts of Europe. Meanwhile many Japanese games, with their distinctively cutesy anime visual style, often fall flat in North America.

One of the main reasons Western software companies of all kinds have had difficulty in Asia is that piracy is still rampant across the region. Games like World of Warcraft circumvent that problem by giving the software away free and then charging for the game service, either hourly or monthly.

I doubt if US or European games would consider this approach although the reason Blizzard is doing it, strike me as giving in to "piracy". I wonder if they charge more to play because they lose the initial sale of the game?
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Postby Omni on Wed Sep 27, 2006 3:29 pm

Compared to what I've spent on Monthy fee's, I would say my investment in the actually core software and expansions of games has been small. That being said, all of my gaming for the last 10 or so years has been a fraction of what I have spent on the hardware to run them. I think the real winner is Dell and suches.
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