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Intern & Test   Metrics & User TestGame Design     Game Production
• Studio coming out of its “Incubator” Phase• Legends to be first Monetized title• Ambitious launch goals and scope set  –...
• Facebook changed the platform (rightfully so) to  improve the user experience• Much harder to go viral• Huge advantages ...
• Brand Name  – Dragon Age Journeys proved brand strength• DA2 Marketing Campaign, Unlocks• EA publishing, Marketing & PR•...
• Getting support behind a small, unknown is a challenge• Especially when the game is early
• It’s difficult to sell “But, someday it will look like this!” … until  an example of what this is exists.
Dragon Age Legends App hit 100k likes from November 3rd to March 25th• Publicly visible, easy to make comparisons against ...
•   3 Press Releases•   IGN Frontpage•   Cinematic Trailer and 3 Promo Posters•   Closed Beta program w/Gamespot & Curse• ...
• High Activity Facebook App Page    – Photos    – Screenshots    – Blogs    – News Stories    – Competitions•   Twitter• ...
• Data from my daily logging of Likes• 101k on 3/25• 37.77% of Likes came from Big Brand Tactics   – This is counting the ...
• 11/3 – Game Announce - over 50 articles written• Favorite Press Quote Destructiod “Do you like dragons? Dig  ages? Love ...
• Opening Cinematic by Adam Phillips• Over 100k views by launch• 3 flavors cut:  – Teaser Trailer  – Launch Trailer  – “To...
•   Earning unlocks in DA2 was a huge driver of product interest and players•   This blog post received 396 Likes, 224 Com...
•   Feb 11 - Initial B R BFF post hinting at a community prize•   209 Likes, 40 Comments, 0.98% Engagement
•   Mar 4 - Second Posting attempted to be more discreet about the rewards•   256 Likes, 85 Comments, 0.83% Engagement
•   Mar 18 - Update to B R BFF•   280 Likes, 266 Comments, 0.69% Engagement
•   Mar 25 - 100k Likes was achieved, 9 days after open beta launch•   813 Likes, 273 Comments, 1.07% Engagement
•   Google Dragon Age, Legends Does not appear till the second page•   This is bad for organic user acquisition•   Dragon ...
•   Posted to the App Page wall ~= Daily•   Art/Screenshots/Game News hit the sweet spot•   Competitions had highest engag...
•   Favorite Comment: “Isildacil Valarion Pish... Viscount ravi my foot. Stand back and lemme at    em. If I conquered a b...
•   Take advantage of all the concept art you have lying around•   Have fun with your community. When a user commented “Sa...
… a guaranteed crowd pleaser in the RPG crowd
•   Screenshots are a quick and easy win for a daily post•   Have some fun with it… bugs that amuse you will probably amus...
•   Competitions driven by fan comments were hugely successful•   NPC Warcry competition: 81 Likes, 327 Comments, 3.68% En...
• Blog posts got a medium response rate, but  were very time consuming• Keep it short & simple• Started getting wider pick...
• Sometimes they’re worth the effort…  – 93 Likes, 24 Comments, 1.35% engagement• Sometimes, they’re not…  – 63 Likes, 26 ...
… trying to get Felica Day to notice your Dragon Age facebookcompanion game by putting her in the background of yourgoofy ...
• We got good mileage from posting amusing things that happened around  the office• 70 Likes, 18 Comments, 0.97% engagement
•   Even a producer’s job can provide a good update for your fans•   47 Likes, 22 Comments, 0.79% Engagement
• Mar 20 - Collage of our favorite post-launch tweets• 140 Likes, 208 Comments, 0.40% engagement
• Feb 13 - ~50 Fans showed up at Philz Coffee in SF for Beta Keys
… your fans probably don’t care about out of genre games.
• Not the best source for leads, or amusement for your fans• 45 Likes, 21 Comments, 0.21% Engagement• *Results may vary fo...
• Strong launch, but we didn’t capitalize on the  momentum• 132k Peak DAU, 814k Peak MAU    – #s from Developer Analytics•...
• D2C marketing can be a lot of fun, but it’s also a lot  of effort• Community managers are worth their weight in  gold, s...
• Shorter PR time from announce to closed beta• Longer closed beta period with various phases• Metrics should drive escala...
• You can reach me at elevy@ea.com• PS… we’re hiring. www.bioware.com/careers/san-francisco
Dragon Age Legends Road to 100k Likes
Dragon Age Legends Road to 100k Likes
Dragon Age Legends Road to 100k Likes
Dragon Age Legends Road to 100k Likes
Dragon Age Legends Road to 100k Likes
Dragon Age Legends Road to 100k Likes
Dragon Age Legends Road to 100k Likes
Dragon Age Legends Road to 100k Likes
Dragon Age Legends Road to 100k Likes
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Dragon Age Legends Road to 100k Likes

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Originally from Game Developer's Conference Online 2011, this presentation details the pre-launch marketing campaign of BioWare's Dragon Age Legends. This social network game ran an innovative, pre-launch campaign that garnered thousands of likes before launch. Learn what went right and what went wrong when applying packaged goods tactics to a direct to consumer, social network game.

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Dragon Age Legends Road to 100k Likes

  1. 1. Intern & Test Metrics & User TestGame Design Game Production
  2. 2. • Studio coming out of its “Incubator” Phase• Legends to be first Monetized title• Ambitious launch goals and scope set – Pre-FB platform changes – Lots of “free traffic” easy for a game to go viral – 600k to 1m DAU target
  3. 3. • Facebook changed the platform (rightfully so) to improve the user experience• Much harder to go viral• Huge advantages for pre-change companies• Importance of Paid Acquisition On a single day, two of Digital Chocolate’s games jumped by 200k users each
  4. 4. • Brand Name – Dragon Age Journeys proved brand strength• DA2 Marketing Campaign, Unlocks• EA publishing, Marketing & PR• BioWare/Dragon Age fan base
  5. 5. • Getting support behind a small, unknown is a challenge• Especially when the game is early
  6. 6. • It’s difficult to sell “But, someday it will look like this!” … until an example of what this is exists.
  7. 7. Dragon Age Legends App hit 100k likes from November 3rd to March 25th• Publicly visible, easy to make comparisons against competitors• Talk directly to your players on their FB news feed• Ability for your stories to reach a wide audience with little work overhead
  8. 8. • 3 Press Releases• IGN Frontpage• Cinematic Trailer and 3 Promo Posters• Closed Beta program w/Gamespot & Curse• Email Marketing• DA2 Unlocks• EA.com website
  9. 9. • High Activity Facebook App Page – Photos – Screenshots – Blogs – News Stories – Competitions• Twitter• YouTube• Beta Key Giveaways• Public Event
  10. 10. • Data from my daily logging of Likes• 101k on 3/25• 37.77% of Likes came from Big Brand Tactics – This is counting the day of the event, plus 2 days of halo effect• 62.23% of Likes came from the rest of the days – D2C Tactics & general momentum
  11. 11. • 11/3 – Game Announce - over 50 articles written• Favorite Press Quote Destructiod “Do you like dragons? Dig ages? Love faces? Adore books? OH FOR GODS SAKE WEVE GOT A MOTHERSHITTER OF A TREAT! Electronic Arts is bringing Dragon Age Legends to Facebook, which is sure to make fans vomit blood out of their armpits with delight. ”• 2/1 – Closed Beta Announce and Teaser Trailer release• Hot article on Kotaku with 14,283 views, 170 comments in 24 hrs• 3/16 – Open Beta Announce• 40k DAU increase in the next 24 hrs
  12. 12. • Opening Cinematic by Adam Phillips• Over 100k views by launch• 3 flavors cut: – Teaser Trailer – Launch Trailer – “Too Hot for Facebook” uncensored version
  13. 13. • Earning unlocks in DA2 was a huge driver of product interest and players• This blog post received 396 Likes, 224 Comments, 1.41% Engagement
  14. 14. • Feb 11 - Initial B R BFF post hinting at a community prize• 209 Likes, 40 Comments, 0.98% Engagement
  15. 15. • Mar 4 - Second Posting attempted to be more discreet about the rewards• 256 Likes, 85 Comments, 0.83% Engagement
  16. 16. • Mar 18 - Update to B R BFF• 280 Likes, 266 Comments, 0.69% Engagement
  17. 17. • Mar 25 - 100k Likes was achieved, 9 days after open beta launch• 813 Likes, 273 Comments, 1.07% Engagement
  18. 18. • Google Dragon Age, Legends Does not appear till the second page• This is bad for organic user acquisition• Dragon Age Journeys appears on the first
  19. 19. • Posted to the App Page wall ~= Daily• Art/Screenshots/Game News hit the sweet spot• Competitions had highest engagement• Engagement on a post measured as (Story Likes + Comments)/App Likes
  20. 20. • Favorite Comment: “Isildacil Valarion Pish... Viscount ravi my foot. Stand back and lemme at em. If I conquered a blight and lived, I can beat a couple of pathetic critters.”• 140 Likes, 72 Comments, 1.03% Engagement
  21. 21. • Take advantage of all the concept art you have lying around• Have fun with your community. When a user commented “Sanjeev Sripathi Look guys, I love these weapons and they look really cool. But isnt it a little late in the day to be concepting stuff?” we posted the final art the very next day!• Concept Art – 99 Likes, 37 Comments, 1.06% Engagement• Final – 85 Likes, 29 Comments, 0.88% Engagement
  22. 22. … a guaranteed crowd pleaser in the RPG crowd
  23. 23. • Screenshots are a quick and easy win for a daily post• Have some fun with it… bugs that amuse you will probably amuse your fans• 49 Likes, 30 Comments, 0.48% Engagement
  24. 24. • Competitions driven by fan comments were hugely successful• NPC Warcry competition: 81 Likes, 327 Comments, 3.68% Engagement!• Getting something in the game is hugely valuable currency for your players.• Example entry: “*POW* THATS FOR NOT PREORDERING DA2!!!”
  25. 25. • Blog posts got a medium response rate, but were very time consuming• Keep it short & simple• Started getting wider pickup using notes• Currency helps… – We gave away beta keys to the first 50 commenter on some FB note posts – This resulted in a post with 240 comments! – Beta Keys are more difficult to distribute in bulk then you would imagine
  26. 26. • Sometimes they’re worth the effort… – 93 Likes, 24 Comments, 1.35% engagement• Sometimes, they’re not… – 63 Likes, 26 Comments, .80% engagement – 2.8k Views
  27. 27. … trying to get Felica Day to notice your Dragon Age facebookcompanion game by putting her in the background of yourgoofy promo materials.
  28. 28. • We got good mileage from posting amusing things that happened around the office• 70 Likes, 18 Comments, 0.97% engagement
  29. 29. • Even a producer’s job can provide a good update for your fans• 47 Likes, 22 Comments, 0.79% Engagement
  30. 30. • Mar 20 - Collage of our favorite post-launch tweets• 140 Likes, 208 Comments, 0.40% engagement
  31. 31. • Feb 13 - ~50 Fans showed up at Philz Coffee in SF for Beta Keys
  32. 32. … your fans probably don’t care about out of genre games.
  33. 33. • Not the best source for leads, or amusement for your fans• 45 Likes, 21 Comments, 0.21% Engagement• *Results may vary for bigger, AAA games
  34. 34. • Strong launch, but we didn’t capitalize on the momentum• 132k Peak DAU, 814k Peak MAU – #s from Developer Analytics• Not enough content• Couldn’t produce content fast enough• Buggy release• Inconsistent platform stability
  35. 35. • D2C marketing can be a lot of fun, but it’s also a lot of effort• Community managers are worth their weight in gold, so hire them early• A few Kotaku articles and IGN front pages does not a hit make• Make sure that your game is in a position to capitalize on all the momentum you build with pre launch hype!
  36. 36. • Shorter PR time from announce to closed beta• Longer closed beta period with various phases• Metrics should drive escalation in phases of the beta• Unlocks were great for driving installs, but did not guarantee retention• The brand can drive Installs, but the game has to drive day 2, day 3, etc…
  37. 37. • You can reach me at elevy@ea.com• PS… we’re hiring. www.bioware.com/careers/san-francisco

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