Your Voice Is Being Heard: How Developers And Publishers Communicate With Players

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Have you ever visited the forums of an MMO?

Have you used those forums?

MMO forums act as a bridge between player and developer, providing a platform for users to voice concerns, complaints, and (occasional) praise. But have the glory days of the forum come to an end?

Forums are still an important tool for developers and publishers to communicate with their players — when was the last time a game launched and did not have a forum? But more people are playing MMOs than ever before and developers have diversified the way in which they communicate to their growing audience. YouTube videos, live streams and social media have all become commonplace in the world of player outreach.

Blizzard vice president and Overwatch game director Jeff Kaplan has taken the Developer - Player communication paradigm in a more unique, personal and maybe even preferable direction. The developer update videos posted to the PlayOverwatch YouTube channel feature Kaplan sitting face-to-face with the viewer (albeit through a computer screen) as he details upcoming patch changes and outlines the development roadmap for Overwatch. The semi-casual manner of the videos paired with the use of phrases such as: “we’ve been listening to you” and “we want to hear what you have to say” transform what would be a formal statement into a one-sided digital couch interview. The Kaplan Model of communication.

But Jeff Kaplan was not the first to open up this form of dialogue with players; other games have tested these waters. Many of you may remember the once moderately popular MMORPG Runes of Magic, a game that harnessed its WoW-clone appeal to capitalise on the developing free-to-play market back in 2009, and you may be surprised to know that they had their very own video podcast that informed players of upcoming content details and patch changes. The RoMCast pales in comparison to Kaplan’s videos—the awkward presenters and clearly scripted dialogue does not make for a pleasant viewing—but the attempt to reach out to players foreshadowed the emergence of this new form of public relations.

A more common occurrence than developer update videos are livestreams. Community and developer livestreams for MMOs have almost become standard practice to the point of obligation for game publishers. The rise in popularity of Twitch TV meant that game publishers could tap into their communities in a way that was previously unheard of. Trion Worlds is a great example of this—they stream two days a week with multiple streams running through the day to cover each of their games. Similarly, Neople streams every two weeks to inform players of the bi-weekly patch for Dungeon Fighter Online.

Developers and publishers are pulling themselves closer to their players but what are the benefits of this intimate and cosy approach to public relations?

It seems more transparent, for one. Having a community figurehead address the players allows for direct and easy access to information: videos, livestreams, community goals, blog posts, and regular patch notes create a plethora of information detailing the intentions of the developers and direction of the game. When a player is informed they know what they are buying into, this honest dialogue between developers and players is far more attractive than the silence and isolationism that often happens during controversial development blunders. For example, the dishonesty and relative silence from Kakao games (in regards to the Black Desert Online cash shop changes) and Hello Games (with No Man’s Sky multiplayer fumble) fails to address a large public outcry. People will flock from games that are seen to deceive their players.

Secondly, we have increased accountability. A promise made on video or livestream is hard to back out of. When Kaplan says “we hear you” but the next update says otherwise you know exactly who to go to with your grievance. When developers livestream you have an opportunity to direct questions and concerns to them on the spot - passing the power of scrutiny to the players in real-time.

Finally, it helps bridge the gap between the identities of customer and player. It’s easy to forget that as online gamers we are consuming a product, whether it be through purchasing the latest expansion or splashing some cash on your favourite weapon skins — even as a free-to-play player your invested time means you can enjoy the benefits of a paid-up customer status. When we raid with our guild, quest with our friends, or rank up with our clan we are a player, experiencing what the game has to offer from our perspective. In that same light, however, our investments in games ensure that developers can continue to offer experiences. The devs are fully aware of that and have extended their communication to a stage where you can be a player that enjoys the benefits of being a customer too: transparent development teams and publishers that are accountable to you.

As traditional forum communication spills out onto other media platforms we can be sure that the player’s voice carries more weight than ever. Stand up and be heard!

What are your thoughts on the current state of player-developer communication? Are you a fan of the Kaplan Method ? Do you feel more like a player or a customer?

Let us know in the comments below.

Unapologetically British, unashamedly ginger. An MMO junkie since 2006, beginning with WoW and Conquer Online. Jack-of-all games, master of none. I enjoy writing about the games I play and exploring some of the big topics in the MMO-verse. Currently grinding it out on FFXIV and Overwatch. Follow me on Tumblr, Instagram, and Twitter.