Tag Archive: marketing


In the process of reading the GamePro article I linked yesterday, I missed some critical information.  Specifically, I seem to have glossed over this damning paragraph:

To be fair to Amrich and to explore why so many community managers find themselves in these “blurry” situations, we should look at how the role of community manager has evolved over the last six years. Before Xbox Live’s Larry “Major Nelson” Hryb — who holds the ambiguous title director of programming for Xbox Live — community managers were mostly forum moderators, people whose job entailed monitoring message boards and weeding out trolls.

Now I’ve only been a community manager for about three years.  But even as a relatively fresh face in the industry, I can tell you that community management industry is older than Major Nelson.  MMO studios have been focussing heavily on community management for ages, and I believe it’s played a significant role in the explosive growth of the MMO Industry.  Early MMOs were built on the subscription model, and that means that you need to do more than market your game—you need to support it after the fact.  Your game needs to evolve, it needs to constantly add new content—and the only way to do that is to listen to your players, to get to know them, and to develop your game accordingly.

The fact is that every generation of game developers is learning and studying these lessons on their own, reinventing the wheel over and over again.  What mainstream game companies are learning now about the risks, dangers, and ultimately the value of community—these same lessons were being learned (the hard way) by MMO community managers several years before.

But that’s not where it started.  Before MMOs were managing their own communities, the fansites were doing it for them.  That’s where this all began—with the fans.  This is also why the best community managers don’t come from marketing or PR backgrounds—though a degree in marketing certainly can’t hurt (I’m studying for one myself).  The best community managers, if I may toot my own horn, come from fansites.  It’s been very heartening to see friends (like Tamat over at NCSoft) who made the jump from fansite to community manager.

This whole process has marked the very shift in focus that community management is based on from the very beginning—listening to your fans.  The very reason why community managers exist is because game companies, slowly but surely, are starting to understand that their fans are the heart of their business, and forming channels and conduits through which game studios can adopt their ideas into the games—and the game studios—only means good news for all of us.

Community Management and the New PR

GamePro posted an article yesterday which I consider required reading for anyone who doesn’t feel like they really understand what a “community manager” does. The article can be found here:

http://www.gamepro.com/article/news/215050/analysis-communication-confusion-and-community-managers-update/

The inspiration for this was something that happened to Dan Amrich, a friend of mine who recently became the Social Media Manager at Activision. This is a new position, and watching him as he defines the boundaries of his new role has been a learning experience for me—as I imagine it probably has been for him.

There was a big fuss recently on Develop and Joystiq about some conjecture Dan posted on Facebook regarding the Activision / Infinity Ward lawsuit. Basically he offered some commentary on the lawsuit which was his own personal conjecture, which the news sites interpreted as official statements. Dan quickly posted a clarification on his blog, but I can nonetheless easily imagine the Activision chewing out that I personally conjecture must have occurred—I’ve been on the receiving end of a chewout or two like that myself.

Employing someone like Dan is a very scary decision for most businesses. The purpose of hiring a community representative is to connect directly with your customers, and that means really answering their questions—and not just the easy ones. You need to be genuinely open to customer feedback. Transparency is scary—the closed culture is a tradition that goes all the way back to the beginning of corporate America. There are some things that you don’t talk about. Anything you say can and will be used against you, after all—and the Internet is a wild, vindictive place.

When community management is good, it’s really really good. Seth Killian at Capcom calls it a “superhealthy feedback loop”—the players tell the devs what they’re passionate about, and the devs tell the gamers what they’re passionate about, and everyone is richer for the experience.

But when it’s bad, it’s horrid. The true danger of snafus like this lies in the fact that when the proverbial shit hits the fan, the reaction of the company is frequently one of panic. The first thing a company often does is to tie the community manager’s hands—to lock them down and prevent them from saying anything, for fear of making the situation worse. This is a mistake, just as much as the passengers trying to take the controls away from the pilot when the flight gets turbulent. Crisis situations are a good time to make your expectations of your community team very clear, but the worst thing you can do is lock down your community manager when that happens. Community managers are your first line of defense from PR crises, and heavily restricting their ability to do their job at those critical times is only going to hurt you in the long run.

The fact is, the industry needs community managers. I belong to a generation of gamers that expects to be personally engaged. We’re interested in the companies we patronize, and if we can’t get our information from the source we’ll speculate—and that speculation is often dangerous, both to the company and to the community.

The game industry, perhaps more than any other, is dependent on direct and personal online communication with the customer—and community managers are the people making that connection. We’re still in the early stages of evolution for the community management business, but as time goes on—and as the role of the community manager becomes more clearly defined—more and more companies will be realizing the benefits of a policy of transparency and open communication with their customers. And I, for one, am looking forward to every minute.

A Word About Education

What I had expected to be 1 post has now become 4.  For those just joining us, here is part one, part two, and part three.

I’ve been following Seth Godin’s blog for a long time now, and I’ve got a copy of his latest book which I’m trying to set aside the time to read.  But yesterday he posted something that tied in to what I’d been discussing here for a while, in a post entitled Accepting Limits.

It’s absurd to look at a three year old toddler and say, “this kid can’t read or do math or even string together a coherent paragraph. He’s a dolt and he’s never going to amount to anything.” No, we don’t say that because we know we can teach and motivate and cajole the typical kid to be able to do all of these things.

Why is it okay, then, to look at a teenager and say, “this kid will never be a leader, never run a significant organization, never save a life, never inspire or create…”

Just because it’s difficult to grade doesn’t mean it shouldn’t be taught.

This is a video that my mother, who works in children’s television, sent me a little while ago.  She found it exceedingly powerful, as did I.

I was a bright kid, but I was never exactly a straight-A student.  In kindergarden I took some standardized tests, and scored in the “highly gifted” bracket.  When my parents received my test results they asked for advice on what to do—whether I should transfer to a new school, etc.  The test administrators gave my parents what they later told me was the best advice they ever received about education, and that was this:  ”No one has any idea what to do with highly gifted students.  The educational system as it is now is designed to accomodate people who are average.  People may tell you that they know what is best for your child, but no one knows for sure.  Ultimately, you have to make the choices that you think are best for your child.”

I barely squeaked by in my high school classes with Cs and the occasional D—mostly because I wasn’t doing the homework.  I had to make up a class in summer school every year, from 8th grade through 12th.  In my junior year I went to see the school psychologist, who recommended that I be tested for ADD.  I was whisked away to take a series of tests with a man named Dr. Colegrove, who I remember fondly to this day.  When he was finished, he wrote up a report to send back to my parent’s saying basically, “Casey doesn’t have ADD—he’s just really bored.”

When I graduated high school I attended community college for a year and a half, took a very intense six month course to become a recording engineer, and then went to work.  I bounced around the workplace trying to find the job that was right for me, and finally was lucky enough to be hired at my current company when I had basically no relevant experience (except for being a WoW player, which we have learned is more experience than it seems).  Now I’m taking classes online for a BA in Marketing, and eagerly awaiting the day when all these general eds are finished so I can learn something interesting.

In the whole of my life I have never found anything in the American educational system that did not come from the determined, singular effort of either myself—to make my own learning—or the handful of brilliant teachers who were willing to break free of the “educational system” and engage me.

And why would I? I was just like every other kid.  I would much rather be playing games.

Games are proving themselves to be the best way to teach, motivate and cajole the average teenager into doing something.  Let’s make games that teach them to be leaders, to run organizations, to inspire, to create, and to save lives.

The Power of Games

Apparently I’m not the only one who’s had this on my mind lately.

The Escapist just published an article entitled Technology Will Turn your Life Into A Game.  It talks in some detail about how game design principles are being applied to corporate marketing.  Examples are given, like the new Starbucks Gold Card, which lets you earn “experience points” by buying coffee, which earn you “level-ups” that grant you “new abilities” (like discounts, free drinks, free wi-fi, etc.).  The privileges also expire if you don’t buy enough coffee.

Sound familiar?  These are the same principles of addiction that were discussed in the Cracked article I linked yesterday.

Here’s what I’m taking away from this: Games have the power to make people do things.  There are already hundreds of thousands of people out there who know about these principles, and are using them to make money.  There’s only one industry that is founded on the idea of using these principles of addiction to create enjoyment, rather than just money—and that’s the game industry.

We, as conscientious members of the game industry, have a responsibility to look into ways to use these game design principles for GOOD, rather than for evil.  To create games that educate the players, inform them, show them truths about the world and each other.

We need to fight back with educational games—and I’m not talking about “educational games” the way we’re used to thinking of them. I’m talking about turning our classrooms into a game the same way Starbucks has turned buying coffee into a game.  I’m talking about abandoning letter grades, and teaching our kids with experience points and level-ups.

I’m talking about corporate games—internal systems in companies that encourage people to do their best work using game design principles.

I’m talking about games that encourage charitable behavior and volunteer work.

I’m talking about using game design principles to encourage young people to vote, to research local laws, and otherwise get involved with their community.

This is why I think gaming can change the world.  And it’s the people who are in the game industry, who make games and who play them, who are going to change the world—because we’re the ones for whom gaming is more than just a way to make money.

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