Appealing to the MMOB: Building Massively Multiplayer Online Brands Brian Robbins Executive Producer...
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![Page 1: Appealing to the MMOB: Building Massively Multiplayer Online Brands Brian Robbins Executive Producer / Gaming Evangelist Fuel Industries, Inc.](https://reader035.fdocuments.in/reader035/viewer/2022062303/551a55eb550346545e8b5763/html5/thumbnails/1.jpg)
Appealing to the MMOB:Building Massively Multiplayer Online Brands
Brian Robbins
Executive Producer / Gaming Evangelist
Fuel Industries, Inc.
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INTRODUCTION
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What is a MMOB?
• Massively Multiplayer Online Brand
• Massively Online Brand
• MOB – doesn’t sound as cool
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What does that mean?
• Experience engages a large number of players in the brand
• The brand association improves the overall experience
• It happens online
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Everything is a MMOB
• Has a brand
• Need to preserve and promote that brand for success
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THAT’S NOT REALLY TRUE
A MMOB has a brand that primarily exists outside the game experience
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INDUSTRY CANON
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Coke StudiosOver 7 Million users in 2006
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Virtual Magic Kingdom2 Million characters in 2 years
Originally just part of the 50 years celebration
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Nicktropolis2.5 Million registered in 2 months
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MTVConnecting all 3 with seamlessly moving between online and real-world
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RELATED CANON
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ToontownApproximately 120,000 paying subscribers
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WhyvilleCDC and the flu shot bug was a huge success
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NON-TRADITIONAL MMOB
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American Dad vs. Family Guy7 Million visits and a minor You Tube sensation
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Retroville Rescue800,000 players in the first week
Many of those created a custom level
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ecomagination92,000 flowers posted
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CandystandOnline for over 10 years
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What’s common?
• Almost exclusively funded by marketing
• Biggest driving factor across everything else discussed today
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Pain in the Ass
• Approvals based on screenshots and logo usage
• Little to no game experience
• Brand wins over gameplay
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SO WHY BOTHER?
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No revenue – No problem
• Goal is to drive the brand
• Don’t need resource sinks or a balanced economy
• Allows more experimentation and variation
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Experimentation
• Much easier to tie to offline– Brand already exists offline!
• Offline interaction may be the driving factor
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Experimentation
• Use game types and mechanics that don’t drive revenue– But do drive usage
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Experimentation
• Can target audiences that don’t monetize well
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Brand Vision Rules All
• Marketers worry about promoting and protecting the brand value
• This isn’t always conducive to game design
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Do need ROI
• # of players
• Repeat visits
• Length of play
• Offline tracking
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CONCLUSIONS
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Ways to Fail
• Ignore the brand team feedback
• Focus on gameplay over the brand instead of finding a compromise
• Try to hide the brand’s involvement
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Keys to success
• Be honest with the users about the brand
• Remember your job is to promote the brand vision
• Find out what’s important to the brand team
• Don’t compromise game design
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Final Thoughts
• You’re getting paid to work on a really hot property
• It comes with a brand following and almost guaranteed players
• You don’t have to worry about milking money out of the playerbase