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Square Enix: Building a Social Network for Enthusiasts (from WOMMA's Word of Mouth Basic Training 2007 Conference)

by Bob T on Apr 19, 2007

  • 13,225 views

When it came time to release the eighth installment of its popular video game franchise, Dragon Quest, developer Square Enix had an important question to answer: How could it generate enthusiasm for a ...

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When it came time to release the eighth installment of its popular video game franchise, Dragon Quest, developer Square Enix had an important question to answer: How could it generate enthusiasm for a game that doesn't yet exist? Learn how Square Enix reinvigorated the Dragon Quest franchise with Slime Knights, a branded, enthusiast-driven social network for like-minded gamers.

The concepts presented are applicable to any brand, product, or service, regardless of your industry.

(presentation from the Word of Mouth Marketing Association's Word of Mouth Basic Training 2007 Conference)

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  • mdamin76 John Granule , Web Developer at Home Impressive presentation of 'Square Enix: Building a Social Network for Enthusiasts (from WOMMA's Word of Mouth Basic Training 2007 Conference)'. You've shown your credibility on presentation with this slideshow. This one deserves thumbs up. I'm John, owner of www.freeringtones.ws/ . Hope to see more quality slides from you.

    Best wishes.     1 year ago Reply
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  • anisasliney Anisa Sliney Mark , Self Employed at Uni exceptional presentation..convinced me to have a hardlook at my business model..excellent Anisa http://financejedi.com http://healthjedi.com 1 year ago Reply
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  • warenpeace warren ackerman , EVP & Principal at Affinitive very nice idea! 5 years ago Reply
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  • affinibob Bob T , Founder and CEO at Affinitive Due to the limited time speakers were given to present, I was only able to provide a ‘big picture’ view of the program so hopefully this has left you with more questions than answers and has gotten you thinking about how you can truly engage and inspire your most passionate consumers. There is so much more information and data I would have loved to share – drop me a line and we can speak further!
    5 years ago Reply
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  • affinibob Bob T , Founder and CEO at Affinitive To put it simply, Slime Knights has been a huge success, and a mutually rewarding experience for both consumers and the brand. Another key metric of note is that a pre-order drive resulted in over 40% of members reserving a copy of the game in advance of release – a big factor in the process retailers use to determine how many copies of a game they will order.
    5 years ago Reply
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  • affinibob Bob T , Founder and CEO at Affinitive And here is the most important result!
    5 years ago Reply
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  • affinibob Bob T , Founder and CEO at Affinitive This chart shows a typical video game sales trend (in orange, in this case for the game Final Fantasy XII), along with the resulting sales trend for Dragon Quest VIII (in blue).
    5 years ago Reply
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  • affinibob Bob T , Founder and CEO at Affinitive Another interesting note is that after release launch buzz ended, while the official site had lost most of it’s reach, Slime Knights was able to overtake it and actually continued to grow!
    5 years ago Reply
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  • affinibob Bob T , Founder and CEO at Affinitive This chart shows the organic growth of Slime Knights since it’s inception through last fall, with the release of Dragon Quest VIII superimposed over it. Something to note is that nearly 40% of all members joined via member-to-member referrals
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  • affinibob Bob T , Founder and CEO at Affinitive The surveys have also provided lots of anecdotal insight into members’ personal experiences. For example, as a result of Slime Knights, people:

    * are more willing and comfortable talking about other games and products
    * have gained expanded knowledge and are able to make more educated recommendations
    * have developed increased loyalty

    In fact, game loyalty has spread to brand loyalty – so much so, in fact, that Square Enix is looking to expand the program into an overall brand initiative!
    5 years ago Reply
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Square Enix: Building a Social Network for Enthusiasts (from WOMMA’s Word of Mouth Basic Training 2007 Conference) — Presentation Transcript