Here's a presentation I've given many times on how to plan an MMO game launch. It's pretty top-line, but it should get the basic concepts across.

1. May 2, 2012

3. Types of Launches
 Limited Access – good for games with some polish
or the need to keep some things behind the
curtain
 Full Access – Highly polished and ready to go
 Stealth – Keep it mysterious as long as possible
(bad for pre-orders, but may delay a potential
negative wave)

4. Ways to Get the Word Out
 Community Empowerment (can relieve
approval process hold-ups) - Granted
Permission
 Leaks
 Sanctioned but not publicized
 Unsanctioned

5. Getting the Word Out
 Incentivize virality
 Build 2 lists – Large releases (6-9X) and core
releases (30-40X) to minimize spamming editors
 Twitter, Facebook – you already know this, but
there needs to be a reason to “Like” something
 Look at other virality tools – Overwolf, VCast

6. “Assets are currency that can be used to
drive traffic to partner sites”

7. Assets
 Art-Related Assets
 Concept Art
 Screenshots
 Videos
 Hi-Res Renders
 Other Assets
 Interviews
 Developer Chats/Community Roundtables
 Developer Blogs and Video Blogs

8. Centralized Aggregation
Philosophy
 External - Sites which are partners for acquisition
and interest creation
 In pre-launch and launch – 99% of new information and
assets go to media outlets before the forums.
 Internal - Product/Community Sites are for
retention or committed interest. Link to all external
posts through forums.

9. “Get them expecting something everyday and into a
routine of checking your site and partner sites.

10. Daily Programs
 There should be something new everyday – create a flow
 You are giving traffic to a site = value for advertisers
 There are a lot of potential daily programs:
 Beastiary
 Enemies
 Heroes
 Weapons
 NPCs
 Community member of the day
 Spells/abilities, zones/areas
 Bosses
 Quests
 Instances
 Etc.

12. Flow
 You control where the community goes
each day
 Online scavenger hunts make the process
of daily news and discovery a game

14.  Look for protectors in the forums
 Empower positive reinforcement
 Celebrit-ize and reward individuals – third-party
spokespeople are the most credible with media
 Create cosmetic rewards – Beta 1 Badge, Trophy
for house

16. Asset Planning
 Build a bank
 Carrot the end-game, but save things for players
to discover in game, and through later releases
 The team doesn’t like surprises, but will get you
what you need if it’s worthwhile
 Key art and master screenshots are essential for
brand building and association

18.  Only 2-3 magazines available in U.S. (Game
Informer doesn’t do launch covers), 40-50 relevant
worldwide
 Beckett
 PC Gamer
 @Gamer
 Pitch and create specific packages for 3 months
out
 Need to request renders and cover art for each
outlet

19. “It’s harder to say bad things about people you’ve met
and are speaking to in person”

20.  Reward supporters with interaction and access
 Correct detractors through clarification and
understanding
 Let them leave with assets and exclusive info
(interviews, video, screenshots)
 Make sure devs have a clear understanding of the
goals and what can and can’t be said at a specific
time

22.  Plan official assets and exclusives for each
outlet
 Servers need to be full or have liquidity
 Be specific in what is going to be shown at
each time
 Support with pizza, In-N-Out truck, etc. can
help with getting people to stay at their
desks during play times

24.  Closed server
 Limited access
 Guided tours and set times to create
liquidity

26.  Consumer – fully guided
 Gaming – guided and then free access
 MMO/Core – offer guided and free
access

28.  10-10,000 depending on site
 Use as currency
 Support the supporters
 Can also be for community
 A good way to build the Twitter and Facebook
feeds at the same time

29. Contact