Marketing EQ2: Rise of Kunark

[Gnae]

I remember when EQ2 was being released.  There was a ton of very cool things SOE was doing to grab people's interest.  And I think with the new expansion they can really bring in a huge load of new players. Here is some things I think can really make EQ2 stand out from the rest.

• The summer before the release they put out a movie trailer in theaters of their intro movie.  It was incredible and I think generated allot of buzz.  DO IT AGAIN!  Put together something that will tell every WoW and Guild Wars player that EQ2 is a cut above.
• Offer a Fileplanet open Beta (after EQ2 user beta).  Why?  Because millions of gamers use Fileplanet (no I am not their salesman) and seeing EQ2:Rise of Kunark on their front page will give allot of exposure.
• Market to the "Classic EQ" refugees.  You know the one's pining for the good old days.  Many like me have decided to move on and EQ2 is my game now.
• Store Displays.  I know some of the best exposure is going to be on the top shelf at Gamestop.  Obviously the box version is going to be the one to have, make sure Gamestop has LOADS of copies.  Also with Bestbuy, they move allot of games as well.
• Do the same thing with Game.co.uk in the United Kingdom.  Europe is a ripe market and right now Lord of the Rings and WoW are dominating.  You can take some market share back by simply getting those boxes onto shelves.  Echoes of Faydwer isn't really available anymore.
• Put together a trailer of in-game footage (i.e. like for Desert of Flames) purely with the anime character graphics.  Show the player housing, and pets.  Show the new warg mount.  Show the dragons, you can't ever go wrong showing dragons for an MMORPG.  Give Asia the impression this game is for them.
• INTERVIEWS!  Can't say this enough, how many fan sites are there for EQ2?  What maybe a couple?  I mean really there is no Silky Venom for EQ2.  EQ1 pioneered the MMORPG fansites I think.  Get with the fansites, especially those in Europe, throw them some goodies.  Allakhazam and the other corporate monsters aren't going to get out the buzz.  You need grass roots fan sites that really care about the game.
• Is this a top heavy raiding game?  Well that's what most people think.  But if enough people believe this game has hype, and is something fresh with loads players coming, the game will balance out.

If you look at EQ1's highest subs it wasn't the first year, it was around Velious it was so high.  This is the time, the game has matured a bit, systems worked out a bit more, the game is ready for a huge marketing push.  I think with Kunark you will be able to really grow the game in numbers, fill up those newbie zones and hopefully a year after Kunark launches be seeing waves of new players coming in. As for features in the expansion: 

• Greater use of puzzles and movable objects in zones.  The one I can think of is those gnoll traps in Thundering Steps.  Wonderful new dimension to gameplay.
• MORE incredible player housing.  Imagine in the middle of a dangerous forest is a huge spiraling wizards tower.  With high enough level and enough status points and a quest completed, you can own an instanced version.  Or Imagine being a warrior and getting your own stronghold keep on the top of a mountain.  Imagine a thieves hideaway lurking deep in an underwater cave.  I mean if Oblivion can do it, sure EQ2 can as well.  High level highly desirable player housing.
• More complexed dungeons.  Invisible spiders in Cathoris(sp), trap floors with acid sprays, fake walls (invisible doors), breakable walls, teleporters, and various traps.
• Imagine having to crack a code writen on the stone walls to open the door, or puzzles.

Those are basically my hopes for EQ2: Rise of Kunark.  I think it's a good chance for the game to really get it's name out and to bring in those former EQ1 players as well.

[Lornick]

Gnaeus wrote:

• MORE incredible player housing.  Imagine in the middle of a dangerous forest is a huge spiraling wizards tower.  With high enough level and enough status points and a quest completed, you can own an instanced version.  Or Imagine being a warrior and getting your own stronghold keep on the top of a mountain.  Imagine a thieves hideaway lurking deep in an underwater cave.  I mean if Oblivion can do it, sure EQ2 can as well.  High level highly desirable player housing.

Great post.  I think this in particular is a neat concept.  High level unique housing outside the city limits would rock.  Ownership would probably require adding another "call" spell to make it feasable though.  I think it would be neat too if your house was a solo instance and you had to kick out the previous tenant =p

[Nakaru-Nitepaw]

I don't go into wallmart anymore because the only MMO they carry anymore is that "OTHER" we game a lot of us don't like that starts with a W, and city of heroes... I don't think their even trying anymore. But yes SOE needs to get the word out about this game. More people need to know it exists and how great it is.

[zerfall]

Eschia@Antonia Bayle wrote:

I don't go into wallmart anymore because the only MMO they carry anymore is that "OTHER" we game a lot of us don't like that starts with a W, and city of heroes... I don't think their even trying anymore. But yes SOE needs to get the word out about this game. More people need to know it exists and how great it is.

I agree.  I had originally made the mistake of getting EoF for myself and my wife using Digital Download.  Once I had learned about everything I had missed out on by not buying the box, I decided to actually get the EoF boxes from a store (cheaper that Digital Downloading DoF and KoS x2 each).  Well, wasn't that just a right mess.  After about two weeks I had my hands on two copies of the EoF box because darn near every store that carried computer games in this city (Winnipeg, MB, Canada) didn't have it. Oh, I found lots of EQ2 for $9.99 but that was just the original.  I found a handful of EQ2 + DoF for $19.99, but that didn't include KoS.  Future Shop, Best Buy, EBGames... all of the ones I went to didn't carry it.  Don't even bother with Walmart, all they carry is WoW and CoH/CoV. When I found the first EoF box, it was at a small EB store and it was just one single copy.  I asked and they didn't have any more, nor did they plan on getting any more anytime soon.  A couple of days later I found the second copy in a different EB in a mall halfway across the city from my house.  Again, it was the only copy they had and they had no intention of getting any more soon.  However, I'm glad I don't live in the UK... I understand they have it even worse. I really hope RoK is marketed and distributed better.  I'd really like to be able to actually get two box copies from the same store at the same time, close to release.

[LordPazuzu]

I have to wholeheartedly agree with the OP.  EQ2 needs to be marketed alot better than it is.  This game *is* superior to WoW, but it's marketing and hype is not.  Spread the word.  Sony makes movies right?  Bundle SOE game trailers with Sony movies.

[mamasan]

OPs suggestions are simply awesome. Here, have a cookie. And some champagne to go with that.

[Sordes]

Just wanted to comment on the housing.  This is something i've wanted to see for a while, but I was thinking more along the lines of guild housing that isn't within a certain aligned city.  I mean let's face it, most of us are not in guilds that are only evil or only good.

Would like to see ones for guilds only, and certain features for guilds only in them as well.  Don't wanna deny the individual anything, but an actual guild house with a merchant, crafting stations, bank, etc. would be wonderful. 

[Devilsbane]

Eschia@Antonia Bayle wrote:

I don't go into wallmart anymore because the only MMO they carry anymore is that "OTHER" we game a lot of us don't like that starts with a W, and city of heroes... I don't think their even trying anymore. But yes SOE needs to get the word out about this game. More people need to know it exists and how great it is.

Well you know retail stores. If they could sell you a $250 tv and a $50 power cord instead of a complete $200 HDTV, they would.

[Zabjade]

Team up with a cartoon franchise to have the gamesprites and world appear in it...oh wait it's be done.

[Glamourpuss]

Huzzah to the OP!

Couldn't agree more

[AnAnimatedcorpse]

I really hope the devs or the marketing team takes a look at this!

[Wunabei]

I agree with stores needing more marketing. I work at GameStop and we have 3 SoE games. Vanguard (which doesn't sell), EQ2 classic and EQ1: Prophecy of Ro are the only SoE products we have in stock. Stock the shelves! Also, get some marketing posters! We have WoW postered ALL over the place, which I HATE seeing, but can't do a thing about because its who paid us.

 SoE should definetely step up marketing, especially for this expansion. I was LUCKY to get my copy of EoF in stores.

[Wunabei]

I agree with stores needing more marketing. I work at GameStop and we have 3 SoE games. Vanguard (which doesn't sell), EQ2 classic and EQ1: Prophecy of Ro are the only SoE products we have in stock. Stock the shelves! Also, get some marketing posters! We have WoW postered ALL over the place, which I HATE seeing, but can't do a thing about because its who paid us.

 SoE should definetely step up marketing, especially for this expansion. I was LUCKY to get my copy of EoF in stores.

[Dalwhinnie]

I think SOE's lack of creative marketing hurts the player base growth more than any single thing other than system requirements.  My 2 ideas for ROK marketing would be...

1) a joint marketing deal with Dell & Alienware that the game comes preinstalled with a month free with every new pc.  They will make more off subscriptions than they will off the expansion.  These are supposed to be their partners time for them to step up to the plate.

2) credit card swag with American Express and others.  Send out the expansion dvd with the brand new credit cards new colledge students are applying for and getting in their student unions next fall.  The first month is only free if they pay with American Express etc.

[Kiester]

I wish they would completely redo the arena.  Make it like Roman gladiatorial combat or a Mad Max Thunderdome deal.  Have crowds, traps and animals in the arena the could hurt you.  And make it worthwhile, have prizes for top winners and such.  Something 'cause the current arena sucks.

[afarak]

I'd like to see TV commercials like what WoW has.  If they really want to compete, they need to get on this because frankly, if you don't advertise a product, it's not going to sell.  However, I doubt EQ2 will ever get WoW's numbers simply due to the fact that so many children play that game.  It just appeals to them with its art style and easy gameplay.  EQ2 is more difficult to pick up and play, and the art isn't as childish or cartoony, which is probably why you see a lot more adults playing this game. I would also like to see one or two (not a lot, mind you) instances that are always unique when you enter them, like a randomly generated dungeon, I guess, with different puzzles and routes and names (not a lot of different ones, otherwise you risk AA farming, but they could place them in different locations each time).  I think this would be really interesting and unique.  I do like the idea of player housing outside of the city.  Guild housing, to be more specific.  That's something they've been promising for a very long time.  They say it's on the backburner now and it's eventually going to get done, but darnit, I want a cool house for my guild with lots of fun stuff to do inside.

[Lightbearer007]

I totally agree with everyone here. Working at CompUSA with a BestBuy right across the street has taught me wonders about marketing, product availability and overall awareness of certain brands in the publics eye. So SOE definitely needs to make sure to have enough copies for all the stores that its getting distributed too. I know I always have a hard time finding a copy of the latest expansion if I can get one at all. A little off topic but is relevant to the subject, but Bose speakers is another type of company who advertises a TON and a lot of people think they are great speakers all because of their advertising. SOE get with the picture. Its not like you guys DONT have enough money for this sort of thing. Advertising is a big investment but it pays dividends. Promote EQ2: Rise of Kunark on Sony Pictures movies in the previews but dont stop just there! Make a CGI type short film with say Iksar and Sarnak waging war against each other at the door step of Sebilis and Trakanon trying to kill them all. Have a group of adventurers in the thick of battle wielding just a few concept CGI renditions of the new epic weapons. SOE has always had a real talent for music scores so add in something epic sounding. Add in the new rhino mounts as well. Display some NEW armor models that might actually be in game since the skeletal revamp will HOPEFULLY go live by then. Making it simple in concept with not too much dialog or text but something to catch the ears and eyes. Id say something like how the flash website for the expansion starts out with a crack of lightning. Always have to add a touch of comedy and nostalgia so Id have to go with a gnome looking back franticly over his shoulder at a train in Karnor's Castle. Have a cliffhanger ending making everyone wonder why they arent playing Everquest 2 RIGHT NOW!

[Windowlicker]

You need to spend money to make money.

With some advertising this game could be adding servers instead of merging them.

[Miss_Jackie]

The last time I saw any type of marketing was way back when EQ2 first came out. I saw it on Tech TV (before they became crappy G4) and they were having a contest, where you could win a collector's edition. That's about it. Since then, I have never seen any magazine ads in any gamer magazines, or any commercials on any type of gamer tv shows. Nothing.

[thejadegames]

Genius!

SOE please take this man and/or woman's advice! I remember when EQ2 first caught my eye it was with its marketing in movie theatres with its CG Starting Movie in the lobbies, EQ2 was even on the drinking cups! If SOE were to create a similar buzz with RoK it would pull in so many new customers. Also I think they should market using commercials with the similar CG-Movie formula. I ALSO had the problem of finding a copy of EoF in any stores near me and I live in a big city. Please please please SOE, market EQ2 better!

More copies, Commercials, Adds in Magazines & stores, CG Trailers, Anything~

We want more people to play with! =)

[idonthe]

if i can redo eq2, i will make it less hardware intensive. like wow, it can run on a piece of [I cannot control my vocabulary] pc how many kids can get a video card upgrade and memory upgrade that cost around $300 to $600?

[idonthe]

thejadegames wrote:

We want more people to play with! =)

try wow, 10 mil cant be wrong

[Apocroph]

idontheal wrote:

thejadegames wrote:

We want more people to play with! =)

try wow, 10 mil cant be wrong

Sure they can. Lots more than 10 million can be wrong.  But I'm not going to turn this into a political debate. The OP has lots of great suggestions.  Trailers at theaters would be good.  Getting the boxes in the stores is the most important part though; if you can't buy the product, there's no point in marketing it. The best thing SOE could do for EQ2 is just increase the exposure.  Stay away from gimmicky things like bundling with Sony movies, and for the love of god, stay away from Alienware.  That's a sure way to get people to stay away.  SOE already has to fight to fix their own image from the EQ1 days; getting in bed with another company that has a terrible image is bad for business. So the most important things are: 1. Boxes on the shelves. 2. ??? 3. Profit. But seriously, boxes on the shelves.  Posters and promotional giveaways are good too, like the character creator that was given away with original preorders.  People need to be aware the boxes are (or are going to be) on the shelves.  Let the customer know they can preorder, and give them a toy to play with until it releases.  Get a demo reel on in-store play units at Target, Best Buy, etc. Exposure, exposure, exposure. Edit: Screwed up my colors going back from yellow.

[idonthe]

Apocrophex@Butcherblock wrote:

idontheal wrote:

thejadegames wrote:

We want more people to play with! =)

try wow, 10 mil cant be wrong

Sure they can. Lots more than 10 million can be wrong.  But I'm not going to turn this into a political debate.

found this chart @http://www.mmogchart.com/ Plus, majority of the low levels today are alts anyway.

[Armawk]

WoWs (made up) numbers will soon make it appear that more people than actually live on earth have played it..

Think about it.. they have an average user turnover of like 3 months or so (awful) which means if they are really only counting active accounts how many millions have signed up and played?

Smells like bad fish.

[ltpyromacc]

/agree

I like all the ideas the op made.

[Zarafein]

@idontheal Gues you did't get the point, even something most of mankind are doing might be wrong, there are plenty(thousend if not millions) of players which tried word of warcraft but left it because of different reasons, how is this possible if 10 millions can't be wrong?

[Apocroph]

Lhangion@Innovation wrote:

@idontheal Gues you did't get the point, even something most of mankind are doing might be wrong, there are plenty(thousend if not millions) of players which tried word of warcraft but left it because of different reasons, how is this possible if 10 millions can't be wrong?

The other thing to remember about WoW's subscription numbers is that they're artificially inflated. All those $1.99 trial discs at Best Buy that the farmers gobble up are counted in the numbers they post. All the 7-day, 10-day, 14-day buddy keys, all the $1.99 trial discs, all the banned accounts from before these promotions....  They're all counted in the subscriber numbers. Come to think of it, a promotion like those $1.99 trial discs wouldn't be a half-bad idea if the EQ patching system wasn't configured the way it is.  So instead, they'll just have to find another way to make the public aware that we're going back to Everquest's favorite continent.