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Western Communities and how to deal with them | by Two Pi Team

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Western Communities and how to deal with them | by Two Pi Team

  1. 1. Western Communitiesand how to deal withthem:What are the Needs and Specialtiesof a Western Online-GamingCommunity?Speaker: Nadja Bastawi, CVO and Founder at Two PiTeam
  2. 2. • Life before the games industry:Obtained a degree in economics• Gaming-Industry-Professional for six years• Active in Gaming – much longer• Teaching classes since 2008• Assisting New Blood: Almost since the beginning• Life before the games industry:Obtained a degree in economics• Gaming-Industry-Professional for six years• Active in Gaming – much longer• Teaching classes since 2008• Assisting New Blood: Almost since the beginningWestern Communities and how to deal with themAbout me: Nadja Bastawi© Two Pi Team, KGC 2011, Daegu, Korea
  3. 3. • Established 2005• Service Provider for Services aroundCommunity Management− Community Building− Community Management− Community Assistance− Community Consulting− Social Media Coverage− Education… and more• Established 2005• Service Provider for Services aroundCommunity Management− Community Building− Community Management− Community Assistance− Community Consulting− Social Media Coverage− Education… and moreWestern Communities and how to deal with themIntroduction of the Company: Two Pi Team© Two Pi Team, KGC 2011, Daegu, Korea
  4. 4. Western Communities and how to deal with themWe work for or partnered with:… and more
  5. 5. •Gaming unites the world. Almost.•Online-gaming connects people from all over the world includingthe aspect of socializing and getting to know each other’s needsand cultures.•Gaming unites the world. Almost.•Online-gaming connects people from all over the world includingthe aspect of socializing and getting to know each other’s needsand cultures.Western Communities and how to deal with themSo this is what I want to talk about today:© Two Pi Team, KGC 2011, Daegu, Korea
  6. 6. • Western people more and more get used to Asian entertainment.It is not only martial arts movies anymore, it is manga, anime,cosplay, etc. – and Asian games.• But though many Western gamers like the Asian games a lot, theynevertheless have different needs and preferences regarding agame, how to play and above all: How they want to be dealt with.• This lecture wants to give an overview about Western Communitiesand how to deal with them.• Western people more and more get used to Asian entertainment.It is not only martial arts movies anymore, it is manga, anime,cosplay, etc. – and Asian games.• But though many Western gamers like the Asian games a lot, theynevertheless have different needs and preferences regarding agame, how to play and above all: How they want to be dealt with.• This lecture wants to give an overview about Western Communitiesand how to deal with them.Western Communities and how to deal with themSo this is what I want to talk about today:© Two Pi Team, KGC 2011, Daegu, Korea
  7. 7. •There are three main groups who deal with thecommunities:−Public Relations−Marketing−Community Management•Public Relation and Marketing normally only addressthe communities: It is a one-way communication•Community Management works in both directions –It interacts with the communities•There are three main groups who deal with thecommunities:−Public Relations−Marketing−Community Management•Public Relation and Marketing normally only addressthe communities: It is a one-way communication•Community Management works in both directions –It interacts with the communitiesWestern Communities and how to deal with themOkay, that means someone has to deal withthe Gamers all over the World.© Two Pi Team, KGC 2011, Daegu, Korea
  8. 8. • If you want an exact definition, ask some Community Managers• You will get as many different answers as people you ask• If you want an exact definition, ask some Community Managers• You will get as many different answers as people you askWestern Communities and how to deal with themSo what is Community Management?© Two Pi Team, KGC 2011, Daegu, Korea
  9. 9. • Community Management has to define strategies to build, keepand expand a healthy player-base• Community Management has to interact with the players• Community Management is an interactive tie between theplayers, the developer and the publisher• Community Management has to care about the players• Community Management has to define strategies to build, keepand expand a healthy player-base• Community Management has to interact with the players• Community Management is an interactive tie between theplayers, the developer and the publisher• Community Management has to care about the playersWestern Communities and how to deal with themBut there are some major points everybody agrees on:© Two Pi Team, KGC 2011, Daegu, Korea
  10. 10. The community is the heart of a game –the Community Management is its lungs.Even if the heart might not always beat in the same pulse,the lungs should always provide enough oxygen!The community is the heart of a game –the Community Management is its lungs.Even if the heart might not always beat in the same pulse,the lungs should always provide enough oxygen!Western Communities and how to deal with themConclusion:Community Management is essential© Two Pi Team, KGC 2011, Daegu, Korea
  11. 11. So it is not easy to find an exact and common definition forCommunity Management.Is it easier to define a community?So it is not easy to find an exact and common definition forCommunity Management.Is it easier to define a community?Western Communities and how to deal with themIs it all about Definition?© Two Pi Team, KGC 2011, Daegu, Korea
  12. 12. Western Communities and how to deal with themNorth America© Two Pi Team, KGC 2011, Daegu, Korea
  13. 13. Western Communities and how to deal with themEurope© Two Pi Team, KGC 2011, Daegu, Korea
  14. 14. • As Asia is not Asia as one unit, Europe is not Europe and evenNorth America is not North America in all aspects• So there are not only differences between the continents but alsobetween the different countries and regions of each continent• Even holidays are not holidays. And they do not only differ fromcountry to country and from religion to religion –sometimes they even differ from region to region• And don’t forget about the tons of different languages• You should bear this in mind – but in the following we will try tounite those continents and countries a little bit nevertheless• As Asia is not Asia as one unit, Europe is not Europe and evenNorth America is not North America in all aspects• So there are not only differences between the continents but alsobetween the different countries and regions of each continent• Even holidays are not holidays. And they do not only differ fromcountry to country and from religion to religion –sometimes they even differ from region to region• And don’t forget about the tons of different languages• You should bear this in mind – but in the following we will try tounite those continents and countries a little bit neverthelessWestern Communities and how to deal with themConclusion© Two Pi Team, KGC 2011, Daegu, Korea
  15. 15. Western Communities and how to deal with themCan differences be united?And if yes,what do you have to bear inmind?© Two Pi Team, KGC 2011, Daegu, Korea
  16. 16. Western Communities and how to deal with themBridge to Differences in Gaming© Two Pi Team, KGC 2011, Daegu, Korea
  17. 17. • Nowadays the stop-signs worldwide have one thing in common:They are red• So is red a strong color that means to be alerted or to be careful?• At least this is, what it wants to suggest• But red itself means different things in different cultureslike for example in Russia, China, Korea, Africa, Europe, USA• And even the sign itself does not mean the same in every country• So a visual thing needs to have its context to understand it better• Nowadays the stop-signs worldwide have one thing in common:They are red• So is red a strong color that means to be alerted or to be careful?• At least this is, what it wants to suggest• But red itself means different things in different cultureslike for example in Russia, China, Korea, Africa, Europe, USA• And even the sign itself does not mean the same in every country• So a visual thing needs to have its context to understand it betterWestern Communities and how to deal with themThe Meaning of Symbols and Colors© Two Pi Team, KGC 2011, Daegu, Korea
  18. 18. • At least gaming is culture• You have to take care that the gamers understandwhat they see• You have to use symbols for making it easy –but keep them simple• Include a story• At least gaming is culture• You have to take care that the gamers understandwhat they see• You have to use symbols for making it easy –but keep them simple• Include a storyWestern Communities and how to deal with themIs this adaptable to different Gaming-Cultures?© Two Pi Team, KGC 2011, Daegu, Korea
  19. 19. Yesterday it was translationToday it is localizationTomorrow we talk about Culturization!Yesterday it was translationToday it is localizationTomorrow we talk about Culturization!Western Communities and how to deal with them© Two Pi Team, KGC 2011, Daegu, KoreaLocalization is one of the Keys:
  20. 20. Culturizationdoes not only have to happen regardingLocalization.It is mandatory for the game itself and for thecommunication with the community as well.Culturizationdoes not only have to happen regardingLocalization.It is mandatory for the game itself and for thecommunication with the community as well.Western Communities and how to deal with them© Two Pi Team, KGC 2011, Daegu, Korea
  21. 21. • USA: You gain by taking directly from other players• Europe: Players are generally competing againstthe game itself• USA: Principle of “Last Man Standing”• Europe: Players are almost never eliminated from the gameAdvantage of an online-game:You can unite themby giving them leader-boards!• USA: You gain by taking directly from other players• Europe: Players are generally competing againstthe game itself• USA: Principle of “Last Man Standing”• Europe: Players are almost never eliminated from the gameAdvantage of an online-game:You can unite themby giving them leader-boards!Western Communities and how to deal with themExample: Board-Games in Europe and USA –a significant Difference© Two Pi Team, KGC 2011, Daegu, Korea
  22. 22. • Based on a 1996 paper by Dr. Richard Bartle• Contains four archetypes:- Achiever- Explorer- Socializer- KillerIf you want to know which type of players your game addressesin the western hemisphere:Encourage them to make this test!• Based on a 1996 paper by Dr. Richard Bartle• Contains four archetypes:- Achiever- Explorer- Socializer- KillerIf you want to know which type of players your game addressesin the western hemisphere:Encourage them to make this test!Western Communities and how to deal with themThe Bartle Test of Gamer Psychology© Two Pi Team, KGC 2011, Daegu, Korea
  23. 23. • These players want to gain things like levels, items, points…• They play for a long time only to achieve those things• They want to achieve things, even if they confer themlittle or no gameplay benefits• It is just the prestige of having it• These players want to gain things like levels, items, points…• They play for a long time only to achieve those things• They want to achieve things, even if they confer themlittle or no gameplay benefits• It is just the prestige of having itWestern Communities and how to deal with themThe Achiever© Two Pi Team, KGC 2011, Daegu, Korea
  24. 24. • These players prefer to discover areas• They love to create maps and find hidden places• They do not like time-restrictions in a game• They enjoy finding unknown glitches or hidden easter-eggs• These players prefer to discover areas• They love to create maps and find hidden places• They do not like time-restrictions in a game• They enjoy finding unknown glitches or hidden easter-eggsWestern Communities and how to deal with themThe Explorer© Two Pi Team, KGC 2011, Daegu, Korea
  25. 25. • For these players social aspects are more important thanthe game itself• They love to interact with others• The game is a tool they use to meet others• They do not only tend to meet fellow players ingame,but outgame as well• For these players social aspects are more important thanthe game itself• They love to interact with others• The game is a tool they use to meet others• They do not only tend to meet fellow players ingame,but outgame as wellWestern Communities and how to deal with themThe Socializer© Two Pi Team, KGC 2011, Daegu, Korea
  26. 26. • These players are looking to compete with other players• They prefer fighting real opponentsinstead of computer generated ones• For some of them it is about tactics and honor• For others it is about power• These players are looking to compete with other players• They prefer fighting real opponentsinstead of computer generated ones• For some of them it is about tactics and honor• For others it is about powerWestern Communities and how to deal with themThe Killer© Two Pi Team, KGC 2011, Daegu, Korea
  27. 27. Western Communities and how to deal with themOverall Results as of October 2011© Two Pi Team, KGC 2011, Daegu, KoreaSource: http://www.gamerdna.com/quizzes
  28. 28. Western Communities and how to deal with themSo how to deal with those people with allthe different preferences and – ideally –to unite them?© Two Pi Team, KGC 2011, Daegu, Korea
  29. 29. • Prerequisite: From our experience we strongly recommendto work with native people from the respective countriesfor concerns like community management, PR, marketingand localization• Some little words sometimes can make a huge difference –so it is important that the one who talks to a specialculture understands this culture• Daily life is also important – the one who talks to thecommunity in a country must know what is going on inthis country• Prerequisite: From our experience we strongly recommendto work with native people from the respective countriesfor concerns like community management, PR, marketingand localization• Some little words sometimes can make a huge difference –so it is important that the one who talks to a specialculture understands this culture• Daily life is also important – the one who talks to thecommunity in a country must know what is going on inthis countryWestern Communities and how to deal with themUnite with Communication© Two Pi Team, KGC 2011, Daegu, Korea
  30. 30. Western Communities and how to deal with themWhere to find the Community?© Two Pi Team, KGC 2011, Daegu, Korea
  31. 31. • They play together – online• But while they are playing they are sitting at homeon their own (unless there are special events)• Playing in internet-cafes is not that popular for severalreasons for most of the western communities• They play together – online• But while they are playing they are sitting at homeon their own (unless there are special events)• Playing in internet-cafes is not that popular for severalreasons for most of the western communitiesWestern Communities and how to deal with themWhere does the Community play?© Two Pi Team, KGC 2011, Daegu, Korea
  32. 32. Western Communities and how to deal with themHow to address the Community on all thesePlatforms© Two Pi Team, KGC 2011, Daegu, Korea
  33. 33. • Every culture has its different opinions regarding humor• Religious and political topics can be difficult –and sometimes it is the same even for sports• Forum rules are mandatory –but it differs from culture to culturehow they should be enforced• Every culture has its different opinions regarding humor• Religious and political topics can be difficult –and sometimes it is the same even for sports• Forum rules are mandatory –but it differs from culture to culturehow they should be enforcedWestern Communities and how to deal with themBut it differs in the Styleof how they want to/have to be addressed:© Two Pi Team, KGC 2011, Daegu, Korea
  34. 34. It would go too far to explain all the motivations –actually this would be enough material for at least onealone-standing lecture. This are some of them.It would go too far to explain all the motivations –actually this would be enough material for at least onealone-standing lecture. This are some of them.Western Communities and how to deal with themWhat motivates a western Gamerto play a Game and spend Money on it?© Two Pi Team, KGC 2011, Daegu, Korea
  35. 35. It can and it has!And it is huge!•One of the most desirable things for people is:They want to get the impression that they are cared for.•In addition community management has to builda pleasant environmentIt can and it has!And it is huge!•One of the most desirable things for people is:They want to get the impression that they are cared for.•In addition community management has to builda pleasant environmentWestern Communities and how to deal with themCan community managementhave an effect on motivation?© Two Pi Team, KGC 2011, Daegu, Korea
  36. 36. • Platforms, where players can interact and express themselves• Taking care that the concerns of the community are takenseriously• Involving the community wherever it is possible • Platforms, where players can interact and express themselves• Taking care that the concerns of the community are takenseriously• Involving the community wherever it is possible Western Communities and how to deal with themSo a Community Manager has to care for© Two Pi Team, KGC 2011, Daegu, Korea
  37. 37. Western Communities and how to deal with themFinally, some examplesfor special needs –that need special attention© Two Pi Team, KGC 2011, Daegu, Korea
  38. 38. • Example:Germans don’t like credit cards – US people love them• There are so many different payment-systems –make sure your payment-provider supports all of them forthe countries you want to address• Example:Germans don’t like credit cards – US people love them• There are so many different payment-systems –make sure your payment-provider supports all of them forthe countries you want to addressWestern Communities and how to deal with themPayment Systems© Two Pi Team, KGC 2011, Daegu, Korea
  39. 39. • Example: Be aware of different tax-systems in differentcountries(Taxes are always something the community willargue about)• Make payment simple –just like you should do for the sign-up-process, too.• Always think of security and data-protection• Example: Be aware of different tax-systems in differentcountries(Taxes are always something the community willargue about)• Make payment simple –just like you should do for the sign-up-process, too.• Always think of security and data-protectionWestern Communities and how to deal with themPayment Systems© Two Pi Team, KGC 2011, Daegu, Korea
  40. 40. • Marketing tells a vision –Community Management tells the truth!• So called marketing-talk differs from country to country• Marketing-talk is not enough for the community• Especially when things are not running smooth,people appreciate a more factual communication• Marketing tells a vision –Community Management tells the truth!• So called marketing-talk differs from country to country• Marketing-talk is not enough for the community• Especially when things are not running smooth,people appreciate a more factual communicationWestern Communities and how to deal with them© Two Pi Team, KGC 2011, Daegu, KoreaAd from a 1951 comic book promotingthe release of the live-action movieMarketing
  41. 41. • Example:In some European countries like for example Germanyit is not allowed to hold competitions when theirprerequisite is to purchase something• Showing too much blood and violence is restricted inGermany -in the USA there are some rules regarding sexual topics• In some countries there are strong rules regarding youthprotection• Example:In some European countries like for example Germanyit is not allowed to hold competitions when theirprerequisite is to purchase something• Showing too much blood and violence is restricted inGermany -in the USA there are some rules regarding sexual topics• In some countries there are strong rules regarding youthprotectionWestern Communities and how to deal with themLegal Restrictions© Two Pi Team, KGC 2011, Daegu, Korea
  42. 42. • It might happen, that a game and its assets get differentclassifications• Be aware that you even have to take special actions when showingyour game on a fair for example in Germany• Sometimes there are different classifications systems –And sometimes they compete• It might happen, that a game and its assets get differentclassifications• Be aware that you even have to take special actions when showingyour game on a fair for example in Germany• Sometimes there are different classifications systems –And sometimes they competeWestern Communities and how to deal with themYouth protectionThis is worth having a closer look:© Two Pi Team, KGC 2011, Daegu, KoreaUSK – German Classification PEGI – European Classification
  43. 43.  •It is not easy to unite all players world-wide•It is even not easy to unite all players from one continent•So you have to address them in a way they accept andunderstand•Pay special attention to localization•Implement a community-team consisting of people from therespective countries •It is not easy to unite all players world-wide•It is even not easy to unite all players from one continent•So you have to address them in a way they accept andunderstand•Pay special attention to localization•Implement a community-team consisting of people from therespective countriesWestern Communities and how to deal with themConclusion© Two Pi Team, KGC 2011, Daegu, Korea
  44. 44. Owner:Thomas Lagemann (CEO)Nadja Bastawi (CVO)Otto-Hahn-Str. 8D-40721 HildenGermanyTel: +49 (0) 2103 – 929 555 0www.two-pi-team.comThank you for listening!Any Questions?Western Communities and how to deal with themCOMMUNITYThe future of gaming is…COMMUNITYCOMMUNITY COMMUNITY!Quote: David Perry on GCDC, Leipzig 2008Member of…COMMUNITY

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