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Appealing to the MMOB: Building Massively Multiplayer Online Brands Brian Robbins Executive Producer / Gaming Evangelist Fuel Industries, Inc.
What is a MMOB? Massively Multiplayer Online Brand Massively Online Brand MOB – doesnt sound as cool
What does that mean? Experience engages a large number of players in the brand The brand association improves the overall experience It happens online
Everything is a MMOB Has a brand Need to preserve and promote that brand for success
THATS NOT REALLY TRUE A MMOB has a brand that primarily exists outside the game experience
Coke Studios Over 7 Million users in 2006
Virtual Magic Kingdom 2 Million characters in 2 years Originally just part of the 50 years celebration
Nicktropolis 2.5 Million registered in 2 months
MTV Connecting all 3 with seamlessly moving between online and real-world
Toontown Approximately 120,000 paying subscribers
Whyville CDC and the flu shot bug was a huge success
American Dad vs. Family Guy 7 Million visits and a minor You Tube sensation
Retroville Rescue 800,000 players in the first week Many of those created a custom level
ecomagination 92,000 flowers posted
Candystand Online for over 10 years
Whats common? Almost exclusively funded by marketing Biggest driving factor across everything else discussed today
Pain in the Ass Approvals based on screenshots and logo usage Little to no game experience Brand wins over gameplay
SO WHY BOTHER?
No revenue – No problem Goal is to drive the brand Dont need resource sinks or a balanced economy Allows more experimentation and variation
Experimentation Much easier to tie to offline –Brand already exists offline! Offline interaction may be the driving factor
Experimentation Use game types and mechanics that dont drive revenue –But do drive usage
Experimentation Can target audiences that dont monetize well
Brand Vision Rules All Marketers worry about promoting and protecting the brand value This isnt always conducive to game design
Do need ROI # of players Repeat visits Length of play Offline tracking
Ways to Fail Ignore the brand team feedback Focus on gameplay over the brand instead of finding a compromise Try to hide the brands involvement
Keys to success Be honest with the users about the brand Remember your job is to promote the brand vision Find out whats important to the brand team Dont compromise game design
Final Thoughts Youre getting paid to work on a really hot property It comes with a brand following and almost guaranteed players You dont have to worry about milking money out of the playerbase
Questions Slides posted soon: –www.dubane.com/cons/
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