PLEASE take time to read this if you care about the game and where it's heading
To make it clear from the get go, this is not an attack thread and I don’t want it to turn into one.
I’ve taken the time to write this
LONG post because I care about the game, the community of players, and I believe ZOS can at times be more reasonable than many other developers. So, I write this in the hope ZOS will reconsider some of these drastic changes being proposed before it hits live, or at least see why the community is in meltdown. Of course not everyone will agree with everything in the post and that’s fine by me, but please, if you do care about this game and the direction it is taking, please take the time to read.
To be clear, I think you (ZOS) are good developers, and have provided a lot of fun content, though I fear you do not always listen to your community, especially when it is in your best interest to do so as a company. I particularly think both Jessica and Gina are great and do a great job with the community, especially when they can sometimes come under fire as ZOS representatives.
This post has sections, so if you can, please don’t post until I’ve finished pasting each section:
[*] A History Lesson – Opportunity to learn from the past
[*] Customer Base
[*] Understanding Your Customers
[*] The (seemingly contradictory) Declaration of War on Sustain
[*] Contradictory Patch Notes
[*] The Pay-to-Win argument
[*] As consumers, why should we continue to invest in your product?
[*] Timing of these Changes – Unsettled Community = Loss of Sales
[*] Bombshell - creates - Uncertainty - creates - Negative Emotion - creates Doomsaying = Loss of Players = Loss of Sales
[*] Cause of Drastic Changes - PvP directly affecting PvE
[*] Possible SolutionsA History Lesson – Opportunity to learn from the past
When we first heard about these proposed changes, my friends and I were all shocked. In truth we are still in shock a few days later and are now like many, concerned about the future of the game. The reason for this… as a group, we have all been through this before in another game, DC Universe Online (DCUO); which ironically brought us to migrate to this game 2 years ago.
Around 3 years ago, new owners bought the DCUO game from previous owners. Immediately this new developer began to make drastic changes to the game based on greed and their need to make instant profit. The community was in uproar, but we all stuck through it. Many on the forums asked for the changes to be reversed, but the developers did not listen. Some players began to leave.
Just over 2 years ago the new developers decided to completely revamp and dramatically boost one of the game classes, Quantum, while nerfing other classes. The boost to Quantum wasn’t just a little, but an overwhelming amount, to the point that no other class in the game could compete with the class, even by half. New players with low-level Quantum characters and just a few skill points were able to completely out damage any other class by a frightening amount, even when it came to long-term experienced end-game players with the most skill points. Skill points (their version of champion points) were rendered completely useless by this move. The community begged for this class to be rebalanced, but the developers did not listen, even though it was obviously a serious problem. More players began to leave.
This situation led to a huge population of the community paying for class change tokens, all switching to Quantum. Needles to say, the developers were making a fortune from these class change tokens, which seemed to be their intention, and so the problem became worse. Soon most of the remaining community were Quantum. If you were not a Quantum DPS or Quantum Controller (Mana giver), you could not compete at all. Soon it became impossible to join raids because people only wanted Quantum. Every raid was asking for ‘Quantum players only’. In a raid you would have a tank, a healer, and every other person, controller or dps would be Quantum. It destroyed the game and many, many more players started leaving.
Then, 2 years ago, the developers made even more drastic changes, locking out content from the more experienced player base, forcing experienced end-game players to only be able to play the newest dlc, forcing them to buy replay badges in order to repeat the new content over and over as they were now unable to play older content. Once again the community was in uproar.
While many were bashing the devs, equally many tried to reason with them, but the result was the same, the developers did not listen. Soon even more people left the game. It got to the point that the Watchtower (the main location in the game) was completely empty as so many players had left.
At this time ESO launched on PS4 and many of us loyal DCUO fans all said goodbye to the game we loved for so many years, and we all ended up here and are still here in ESO today 2 years on.
Around a year later, in response to the mass loss of players to DCUO, the developers merged all the platform servers, so all platforms including PC were all on the same server… yet the Watchtower remained almost empty. This really showed what a loss of players the game had experienced.
It has taken the developers 2 years to win back players with new content, and many of the drastic changes that originally led to that huge loss of players were eventually reversed, meaning those changes were entirely pointless. However, many players, including our group, never returned and the community is still not what it once was.
Some important lessons can be made from that disastrous turn for DCUO. While any game is a business to the developers, with a real need for income and profit, there is a fine line between profit and greed. If a developer begins to make decisions based on greed (instead of profit), and does not listen to the community, at some point that greed will lead to loss.
Customer Base
When I say customer base, it is exactly that. Each of us here is a customer as we purchase goods from you the developer.
As an example: I personally have 12 character slots, almost every character with fully upgraded inventory space, with the last 3 slots on each being purchased from the Crown Store (CS). Almost all my characters have fully upgraded mounts, with many upgrades purchased from the CS. My bank is fully upgraded, again with purchases from the CS. I am an ESO+ subscriber and have been for almost 2 years in the game. I have frequently bought mounts and cosmetic changes from the CS, and have bought both the banker and the merchant. I recently spent 51k in crowns purchasing the Earthtear Cavern from the CS to use as our guild-hall, and making further purchases from the home editor to design the base. I recently spent another £150 on the crown sale.
I am just one player representing a percentage of players, who like me, have spent countless £’s on this game and have absolutely no problem spending money on a game or hobby we enjoy. We are your consumers who buy your product because
we enjoy your product and FEEL good about your product. Emotion and how a player feels about your product is a key component here.
I’m sure many developers of games must have business consultants/advisors, or perhaps some just make these business decisions internally. Whatever the case maybe, in business your best bet for profit and success is to develop strategic foresight, and develop a good understanding of the nature (psychology) of your customer base; in this case
‘Gamers’.
Understanding Your Customers
Many Gamers are always looking at the newest games, and many gamers will continually leave one game to explore new worlds within other games. However, there are also many other gamers that will find a game they just love so much, they will invest much time and money in that game as a hobby. If a company satisfies these type of gamers, they will invest hundreds and even thousands of £’s into the game, spending a fortune on a hobby they enjoy. These type of loyal gamers will remain with the game through all the ups and downs as long as what they have invested in is
not destroyed. If what they have invested in is destroyed, they will simply move on to another game.
In DCUO’s case, the bad business decisions messed up the game so much, they even lost the most loyal fans who had stuck with them for years. They did this by destroying the classes players had invested all their time and energy into, as well as limiting content. This all came at a time when much newer and innovative games such as ESO were being released on PS4.
This demonstrated the developer had neither strategic foresight, nor an adequate understanding of their player base. Had the new owners of that game had more foresight, and a deeper understanding of their customers, listening to their community, they could have easily avoided the mass loss of players. Instead, they alienated their most loyal fans, dismissed them on the forums, and basically carried on with a ‘we know best’ attitude. So they lost a huge amount of loyal players to other games, such as ESO. Something is terribly wrong when a company loses its most long term and most loyal client base.
In any business it’s imperative to understand your customer’s needs. The most successful companies spend a lot on research as to what their customers actually want, and then provide the customers with that need in order to make more sales and more profit. It’s a risky business when you continue to do something when your clients directly tell you they do NOT want that. If a company continues to alienate their customers and not listen to any advice or feedback, it is inevitable they will lose even their most loyal customers. It’s bad business.
Edited: Typos and more appropriate title