Why Not Stay Awhile?

This post will take care of several things I've been wanting to mention, but never took the time to do. Plus, of course, a real post with actual thoughts in it.

First, happy new year to you all. I would say "may it be everything 2009 wasn't", but that would be a huge list of things, so let's say just say "Hope it will be a goodyear" (I never get tyred of that one).

Second, let's all make a round of applause for Lews here (wave to them, don't be shy, they don't bite) who's joining us and will be writing articles alongside yours truly. Lews has his own blog, in french, "Le Nid du Dragon", which I've joined to write articles there too. let's hope the collaboration will be fruitful

Third, because it is relevant to this blog, I did quit my job last month, because it was far from satisying and stifled my need to create things. For the next two years, my goal is now to become a freelance board game designer. So you might will see articles on that kind of things here. It has already started some months ago, if you have been paying attention.
Suffice to say, the next two years should be very interesting... It will not be easy, but it should be fun.

That's it for our announcements. On to our subject, and that subject will be customer retention. And Marketing.
I've recently purchased back issues from a board game magazine (Plato magazine, which you may or may not know) as I've only recently discovered them and like their writing style. No, that's wrong. The incentive for getting the back issues was because they offered not 1, but 3 board games with it. From a rather huge list, I might add. Happy with my purchase, I talked about it with one of the person that made me discover said magazine, and saw him make a face.
"I've been a subscriber to their magazine almost since day one. Loyal. What do I get for it? Jack. You come along innocently, have now almost all the issues I have, and 3 games to boot..."
"Oh, I can see how you might have issues with that..."

Pun nonwithstanding, it got me thinking. Subscription-based magazines tend to try to attract new people by offering incentives, but completely forget about their current subscribers, as though persuaded that they would be loyal for life. Now, how do companies entice people to come, stay, or come back? Time for some research! Some necroblogging later, I have a number of rewards and incentives types.

1) Veteran Rewards

The term I'm using comes from Tabula Rasa (again), who had something called the veteran rewards, fluff things that you got after you had been a subscriber for some time: you can see the rewards for three months, six months (looking like Richard Garriot... Now that will boost troops' morale!) and nine months of fighting the Thrax.
City of Heroes has such a program too. hey, look, so does Aion.

Must be an NCSoft thing. At least they seem to understand the value of long-time subscribers. It sadly didn't save TR, though.

DDO has another take on this: for each month you are subscribing, and your reward is Turbine Points, which you can use to unlock parts of the game once you decide to cancel your subscription. Be a subscriber long enough, and you might as well have purchased a lifetime subscription.

So, the longer you subscribe, the more things you have that differentiate you from a new player, even if he can play 40 hours a day and you can't.

2) Anniversary Rewards

Not yours, but the game's anniversary. I found these two articles from the Ancient Gaming Noob about WoW and Everquest 2. And this for LOTRO second anniversary.
These rewards are only for people who are current subscribers at the time of the event, whether they've been subscribing for 1 hour or for 5 years.

3) Referee Rewards

If you can get more people to play the game you're playing, the company might offer you some rewards for the task.
Sometimes, the more people you get, the more rewards befall you. Sometimes, the rewards are split.


4) Homecoming Rewards

The reward for coming back to the game. Most of the time, it's a free coupon to play the game a few days. It's a bit like when Steam makes a full game available for an entire Week-end.
The goal here is to make lost subscribers see that the game has changed, in the hope that their tastebuds will make them want more.
If anyone knows of a game that offer "substantial" rewards for coming back, I'm interested, because now that I think about it, the coupon is free of charge. Or, you might see it as a reward for having subscribed in the past (good times, good times).

5) Preorder Reward

You are rewarded for getting the game before it has had a chance to be reviewed, and you have only seen some beta screenshots (or been in the beta). A reward based on faith, so to say. Congratulations, a (would be) early adopter is you ! I won't even bother researching the subject, just pick an MMORPG at random from the last 3 years, and you'll see plenty of them. Depending on the platform, your reward will be different, so you'll have to make your research here.

Yeah, so?
  
Many kind huh? And I'm not even talking of what you can get for F2P games where you send money, à la Kingdom of Loathing... So, online games do cater more to their customers than magazines.

But... Only one catering is for current, long standing customers. It's (mostly; see below) comprised of fluff, which is fine, because you shouldn't get a gaming advantage for time spent paying and not time spent playing, IMO. Now that is another can of worms I am not opening. For now...
All the others are oriented towards getting new customers. Or getting back lost ones. Which maybe they wouldn't have lost if the game had been finished before getting rushed - oooo, can of worms, again ! They're just everywhere.

So what? Why am I bothered by these rarities ? Well, a well known motto is that "getting new customers is [insert favorite number] more expensive than keeping existing ones". It should be a given to care for them, then, no?
But a motto is easy to say, and I can't really give expenses numbers to back it up.

Consider EVE online. There is a reward for staying subscribed, and that is skill points. You constantly gain them overtime. So, someone who has been p(l)aying for years will have more than someone who has been playing 24/24 last month. This gives them an edge on the field, although it's more of a multifaced edge than a Two-Handed Sword of Extreme Slashiness, as each skill has a maximum level reachable. It's not gamebreaking, as someone who has paid less, but played more will have earned more money (I hope).
The result is that people have a reason to continue paying even if their interest in the game has temporarily waned. Yes, there are people who leave the game, but EVE has been growing organically since its opening, garnering more than 300k paying customers to this day.

Now consider WoW. Or Everquest. When someone's interest in the game has waned, he has no real interest in continuing to pay (laziness excluded): if he does not play for 6 months, in one case, he will have lost 6*month cost of the game for no benefits, in the other, he won't have lost the money, and still no benefits.
In EVE, 6 months of skill growth is still something to keep in mind.

True, it won't save a game that lacks basic fun, like Tabula Rasa, which found its fun months after its grand debuts. Months too late. But it will make people think twice before unsubscribing. And think twice in a good way. Not think twice in a "oh-god-they-want-me-to-write-a-6500-words-essay-about-why-I'm-leaving-and-make-3-phone-calls,one-of-them-in-India,let's-just-stay-subscribed" way.
See the difference? One will make people talk about they like the game, just not now, to their friend, the other will make them bitch to their friends. Guess which one...

[Insert Blank Slate Joke here]

I know, I know, the closing of Tabula Rasa is sooooo 2 months old. But I’ve got things I have to get off my chest… Because, you see, I LIKED Tabula Rasa !
Of the different MMORPG I played (which to date, are DAoC, WoW and GW. I’ve made a lot of above-the-shoulder EQ watching), it’s the one I enjoyed the most. But I came in late, and only enjoyed it for its last 2 months…

There are many good articles on that game, like Mike Darg's serie on it (part 1, part 2, and part 3)

Some from people that were part of the team, like Adam Martin, or some that were just in the same company, like Scott Jennings

And, to my mind, it was a good game, at least in the end, with design decisions that I’d like to see again…

1) Immersion
I’m not an immersion fanboy. But still, having monsters *pop* suddenly out of nowhere, or having NPCs standing in one place day in and day out is always kinda grating for me. Even if knowing that Joe Blacksmith is always there to buy my junk makes my life easier.
But here, they really had an attention for details: Banes were teleported from dropships, tripods were dropped from the sky as metal “seeds” that bloomed in a mechanical monstrosity, pyrosaurs were born in a lava blast.
And striders clawed themselves from the ground… Gods above, if I have to remember a single “wow” moment, it will be the time a strider clawed its way from right under my feet. At the time, facing a strider alone was almost sure death for me. You can imagine how I ran…
NPCs did rounds in the camp. They chatted with one another when they crossed paths. They fought with you in the entire map instead of only in camps. Planets were coherent. No tundra near a jungle here, nu-hu.
The game was consistent. Everything had a reason to be. And, the little spawning animations were awe-inspiring in their own right, and had the added value of giving you time to prepare yourself at least mentally.

2) Dynamic maps
Control Points… Bases which could either belong to your army, or to the banes, which needed to be conquered, or defended from invaders. CPs were always great moments for me. Because almost every time, I wasn’t alone doing it. Granted, sometimes, there were just NPCs, but I was part of a team, part of a squad. We wouldn’t let these goddman banes take our goddman bases, or keeping their goddamn nodes on our goddamn planets, nosiree. And sometimes, taking these points unlocked quests, or instances.
Yes, the constant assaults of the Banes were perhaps a bit too frequent, yes, as Richard Bartle said concerning WAR “RvR is never resolved, so it is pointless”. Yes, there was a statu quo.
I didn’t say it was perfect.
But it was an incentive for people to play together without forcing you to group.
Dynamic story points would have been interesting (like in Asheron’s Call, if I understand correctly). For example, a huge Bane base with heavy defence needing a massive and cohesive player army to bring it down, which would have been a unique moment in play. I know it’s much more work for developers, but if they did it in AC or EQ, why can’t they do it now?


3) A good incentive to group
Yes, you could solo. I did a good part of the 36 levels I gained that way. But I did all instances in groups, mainly PUGs.
In most games I tried, when you group, XP per kill is divided by the number of people in the group. Quite fast, you gain a trickle of experience, and even if you kill more mobs per second than before, it’s still not enough to leverage. In TR, you had a “group bonus” to XP that got bigger the more you were. True, XP was still divided, but with the bonus, it was close to when you soloed. And as you plowed through monsters more quickly, you had a rage bonus on top of that.
Not to mention that the different classes played quite well together.

4) The community
… You just laughed, didn’t you?
Ok, it’s not a design decision, and I’m aware that it was linked with the fact that the game was doomed and thus only fans stayed. But still, I encountered many helpful people when I had questions, I never had any trouble in finding a group, and 95% of the time, I had fun with that group. That’s far more than I can say about WoW for example…

5) The cloning system
Not used as intended, but it allowed me to play with friends that had been playing for far longer. As they had clones at lower levels, we could play together even if we weren’t at the same level.
Still, I think I’d prefer something à la CoH and their mentoring system (the sidekick gets boosted to the level of the master, or the other way around, I don’t really know) to help people play together whenever they want. As I said, ot used as intended ^^
Also, it allowed you to level alts without having to redo the whole game (something that some people really loathe as they are here only for the “endgame”)

6) The weapons
I really felt that all weapons were different and had their pros and cons. Some did AoE damage, others had a long range, or ignored armor. Not only that, but you did not use 2 different weapons the same way (auto attack, anyone?). Everyone could find their preferred style, and everyone was different. Just because you could use a higher tier weapon did not mean you had to, as lower tier weapons could still pack a punch.
Also, I liked the fact that you could have 5 different weapons on quickwield buttons, enabling you to adapt to a good range of situations

7) Dynamic fighting

No auto aim, here. You aim at your enemy, and then you shoot. Some weapons needed a longer time to aim than others, and you had to decide whether to stay unmoving, aiming faster, or moving, so the enemy could not draw a bead on you. Yes, you used action buttons, but at the same time, you did aim and shoot. I was far more “awake” than in most MMOs. And the fact that the more enemies you killed, the greater the experience multiplier was a real incentive to continue.
Also, as soon as you were out of combat, the regenerative qualities of your character were greatly enhanced, enabling you to go back into the action quickly.

8) A dedicated team
I know, that’s no design decision… But it is still important !
Even though the game was doomed, the developers continued to issue bug fixing, and to add content during the last throes of the game instead of just letting it die. You have got to respect that… Alo, they did pay attention to their customers, from what I’ve read. I mean, adding gloves and a boxing arena because some players did pistolbutt one another for fun? I find that cool.

9) Choices in quests
Choices, dammit ! You did a quest, and you could have 2 different outcomes based on your decisions. Would you take the young pacifist to be trained as a soldier, or let him become a shaman, serving his people in a way that more befitted him?
Did you poison the bane to make him talk, or try to gain its confidence?
That way, your character lives ITS story. It’s not exactly the same as Joe Soldier on your left..
True, there weren’t many choices, and some had no reason (the Bane that asks you to give him the serum, because the disease kills banes as well… I have no reason to feel empathy to these creatures, why should I begin now? It’s a shame, it could have been a very interesting dilemma). But there were choices, and that is a step in the right direction.

Damn, 9… 10 would have been so perfect !

Others have talked far better than I did of the downside effects of being able to fight quasi non stop, with no downtime: (I’ll update as soon as I find the links again…)


So I’ll leave you with the fact that I hope the people working on that project have been able to find something else to work on, and that they will be as dedicated. Let’s just hope their next project does not see its core idea changed twice, and a too early release (meaning “compared to the moment a fun core was found”)