Launching games with an online mode -- how to get players
by Joshua Dallman · in General Discussion · 01/22/2005 (3:58 pm) · 9 replies
One of the problems with casual games that have an online multiplayer mode is that when the game launches these multiplayer servers are often empty. This then turns off players playing the demo version because they have nobody to play with and are forced into single player mode (which hopefully is robust enough to sustain the player's interest on its own). This is a topic that has been discussed extensively elsewhere, especially with Zap and ThinkTanks. A clever work-around is the placement of bots in the servers who are then auto-booted when a human joins the game to replace them. That's a good technical solution... but what about a marketing solution?
I've been thinking about how to tackle this, both for a title in development and just in general, and had an idea I wanted to submit for feedback/comments. I was thinking that if the game launched at a reduced price -- as much as half off -- this would spur more people to buy it early, and therefore the game would have more of a base on which to play online. Once this base is established, the full price would resume.
I know this is counter-intuitive -- marking the game down upon launch, rather than marking it down as it fades out -- but I think it would ultimately add value to the product in the long run, if it led to more online players making for full servers. I can see a potential back-fire of the product being viewed as less quality due to the low price, which is why it would be clear in the marketing that it's a "limited time only" or "early purchasers" discount.
Thoughts?
I've been thinking about how to tackle this, both for a title in development and just in general, and had an idea I wanted to submit for feedback/comments. I was thinking that if the game launched at a reduced price -- as much as half off -- this would spur more people to buy it early, and therefore the game would have more of a base on which to play online. Once this base is established, the full price would resume.
I know this is counter-intuitive -- marking the game down upon launch, rather than marking it down as it fades out -- but I think it would ultimately add value to the product in the long run, if it led to more online players making for full servers. I can see a potential back-fire of the product being viewed as less quality due to the low price, which is why it would be clear in the marketing that it's a "limited time only" or "early purchasers" discount.
Thoughts?
About the author
#2
I don't think any "price point" will spur enough online community when people can play online with the demo for free. If a demo isn't fun because no one is online then you wont convert them to sales.
One the other side of things. I do feel that user would understand the concept you have if it marketed as a "Mail in rebate" sale, "Limited time offer" or the like. These are common in the sales world and I think people would accept them.
01/23/2005 (10:12 am)
Why would a reduced price spur more online players than a free demo? In your original example you stated:Quote:
the game launches these multiplayer servers are often empty. This then turns off players playing the demo version because they have nobody to play with
I don't think any "price point" will spur enough online community when people can play online with the demo for free. If a demo isn't fun because no one is online then you wont convert them to sales.
One the other side of things. I do feel that user would understand the concept you have if it marketed as a "Mail in rebate" sale, "Limited time offer" or the like. These are common in the sales world and I think people would accept them.
#3
1. Build anticipation for the release. Adverts, articles, developer interviews... whatever publicity you can get.
2. Launch with a big bang, even if it's just beta. Have a large event. Timing it to coincide with an alignment of the constellations or some other divine event may help.
3. Free, feature-limited or time-limited demos always available so potential players can try it out and get hooked. Once they're hooked, they'll just have to upgrade.
4. Promise the moon and the stars.
How to maintain the player base
1. Give players something to play for. Whether it's just a ranking on the web, or special equipment that gets saved in the server, or persistent characters.
2. Have active forums for people to talk about the game while not in the game. Let them discuss strategies and flame the devs and whatnot.
3. Constant modification and changes to keep things interesting. Not necessarily upgrades.... just changes, even small ones.
4. Don't break any promises.
01/23/2005 (10:41 am)
How to build the initial player base1. Build anticipation for the release. Adverts, articles, developer interviews... whatever publicity you can get.
2. Launch with a big bang, even if it's just beta. Have a large event. Timing it to coincide with an alignment of the constellations or some other divine event may help.
3. Free, feature-limited or time-limited demos always available so potential players can try it out and get hooked. Once they're hooked, they'll just have to upgrade.
4. Promise the moon and the stars.
How to maintain the player base
1. Give players something to play for. Whether it's just a ranking on the web, or special equipment that gets saved in the server, or persistent characters.
2. Have active forums for people to talk about the game while not in the game. Let them discuss strategies and flame the devs and whatnot.
3. Constant modification and changes to keep things interesting. Not necessarily upgrades.... just changes, even small ones.
4. Don't break any promises.
#4
01/23/2005 (10:42 am)
Quote:Why would a reduced price spur more online players than a free demo?Sorry -- I'm operating on the assumption that the demo is time-limited (like Orbz), not unlimited (like Zap).
#6
Take early orders for the game at a reduced price, before the "shipping deadline" (which keeps getting delayed because of technical issues). Once enough people have payed, the game is ready for "release" because the "technical issue" of not enough players has been addressed. Once the game has shipped, increase the price slightly for latecomers, but all the early birds will be playing at around about the same time.
04/08/2005 (8:34 am)
How about this:Take early orders for the game at a reduced price, before the "shipping deadline" (which keeps getting delayed because of technical issues). Once enough people have payed, the game is ready for "release" because the "technical issue" of not enough players has been addressed. Once the game has shipped, increase the price slightly for latecomers, but all the early birds will be playing at around about the same time.
#7
There was a half-price Zap coupon available at Penny-Arcade during launch. That seemed like a good idea to me.
I think such a marketing tactic is also useful for single-player games to help build word of mouth. This is the model music CDs use. New releases are often available for about $12 while getting a copy of an older favorite is more like $17. Are DVDs priced in that way too or do they just keep getting cheaper and cheaper (like games)?
04/08/2005 (10:23 am)
Good topic.There was a half-price Zap coupon available at Penny-Arcade during launch. That seemed like a good idea to me.
I think such a marketing tactic is also useful for single-player games to help build word of mouth. This is the model music CDs use. New releases are often available for about $12 while getting a copy of an older favorite is more like $17. Are DVDs priced in that way too or do they just keep getting cheaper and cheaper (like games)?
#8
Give a taste of what the game is like, maybe a few of the "big guns", but hold off the REALLY fun stuff in reserve. Make your potiential customers say "Damn, I want that gun too" (ala DH:L).
Another option is 10 minutes of online play per execution of the application. Each time you run it, you get 10 minutes of online play and then you must restart the application. Really annoying if you are enjoying the game. :)
04/08/2005 (10:38 am)
I'm a big fan of the partially functional free product.Give a taste of what the game is like, maybe a few of the "big guns", but hold off the REALLY fun stuff in reserve. Make your potiential customers say "Damn, I want that gun too" (ala DH:L).
Another option is 10 minutes of online play per execution of the application. Each time you run it, you get 10 minutes of online play and then you must restart the application. Really annoying if you are enjoying the game. :)
#9
that problem you mention earlier Joshua is correct no matter how many times I run a demo with multiplayer options there is never a server around to play it.
My solution is using the old ragnorok as a example you had newbie areas that gives you a generous taste of the whole game. But when your ready to leave the confines of these newb server zones you needed to purchase the full game.
Actually you already had the full game but limited to where you character could go.
The process would be like this..
1. User goes to website creates a char account, even design the character on the site. Limitation number one you only can create 1 char at this time.
2. User download Client inputs his login and password and his character he created shows up in a list of playable chars.
3. User plays the game, decides he wants to explore more of the world and logs off.
4. User returns to website pays the one-time fee of xx dollars, the website upgrades his account. The same way GG does.
Now he can create up to 5 Chars and now he's not limited to newb areas anymore.
Bonus: 5. Now the User can also download world building tools and create his own bit of the world and tie it into the main universe.
Only if his buddies are full members will they have access to custom portions of the world. they won't be able to just jump to his world.
The Master server is the go-between for all users so if they dont pay they dont play.
I feel that IMHO that GG method of paying for products and services are top-notch. Anyone can sign up, you can enjoy the forums and public information but once you buy that SDK:).....
It upgrades you to another level. Now the whole site is open to you. You get more information and a nice SDK owner under your name.
For a small MMORPG 300 or less model this is the way Iam going, and the way I already worked out in my planned guide. The technology is there just have to be implemented.
Games I think would fit this model: Worlds not level-base like games
Animal Crossing
Elite-like Game (But not Elite but ELITE_LIKE heh)
lemmings World (ok I made this one up but I did find my Lemmings Game)
Zelda: Link to the past_Like game
Any good racing game. Design tracks and upgrade cars
JohnH
04/08/2005 (10:51 am)
A idea I have been entertaining is making the client portion of the game free for downloading. But heres the deal.that problem you mention earlier Joshua is correct no matter how many times I run a demo with multiplayer options there is never a server around to play it.
My solution is using the old ragnorok as a example you had newbie areas that gives you a generous taste of the whole game. But when your ready to leave the confines of these newb server zones you needed to purchase the full game.
Actually you already had the full game but limited to where you character could go.
The process would be like this..
1. User goes to website creates a char account, even design the character on the site. Limitation number one you only can create 1 char at this time.
2. User download Client inputs his login and password and his character he created shows up in a list of playable chars.
3. User plays the game, decides he wants to explore more of the world and logs off.
4. User returns to website pays the one-time fee of xx dollars, the website upgrades his account. The same way GG does.
Now he can create up to 5 Chars and now he's not limited to newb areas anymore.
Bonus: 5. Now the User can also download world building tools and create his own bit of the world and tie it into the main universe.
Only if his buddies are full members will they have access to custom portions of the world. they won't be able to just jump to his world.
The Master server is the go-between for all users so if they dont pay they dont play.
I feel that IMHO that GG method of paying for products and services are top-notch. Anyone can sign up, you can enjoy the forums and public information but once you buy that SDK:).....
It upgrades you to another level. Now the whole site is open to you. You get more information and a nice SDK owner under your name.
For a small MMORPG 300 or less model this is the way Iam going, and the way I already worked out in my planned guide. The technology is there just have to be implemented.
Games I think would fit this model: Worlds not level-base like games
Animal Crossing
Elite-like Game (But not Elite but ELITE_LIKE heh)
lemmings World (ok I made this one up but I did find my Lemmings Game)
Zelda: Link to the past_Like game
Any good racing game. Design tracks and upgrade cars
JohnH
Torque 3D Owner Stephen Zepp
Customers are finicky though--even though if you call it an extended open beta they have no problem with it, my gut instinct tells me that if customers "know" that the game used to be cheaper, but has been increased in price, they would get pissed off and ultimately not buy it.
You could explain until you are blue in the face that this "cheaper sales period" only helps them, but I just don't think it would be accepted--of course this is only my opinion, and I'm not a marketer!
What might work is kind of a semi-funded beta--where you charge anything from a nominal to a full fee for participation in beta. This has some advantages, some disadvantages, and some problems, but it's an interesting paradigm shift to explore.