How Sony Online Entertainment Uses Online One-on-Ones to Capture the Passion of Gamers
September 16, 2008
INTRODUCTIONS • Matt Penfield – Associate Brand Manager, SOE – Responsible for all marketing efforts for EverQuest®
• Jennifer Drolet – V.P., Client & Moderating Services – Helped develop iModerate’s technology and 2
What do you know about online gaming? 3
SOE OVERVIEW • SOE is a recognized worldwide leader in massively multiplayer online games Titles & Franchises include: • EverQuest® & EverQuest® II • Pirates of the Burning Sea™ • Untold Legends™ • PlanetSide® • Star Wars Galaxies™ 4
EVERQUEST • EverQuest is a fantasy-themed massively multiplayer online role-playing game (MMORPG). – Multiple “Game of the Year” honors – 2008 Technology & Engineering Emmy Award What has EverQuest’s impact been? 5
HOW SOE USES RESEARCH • Segmentation • Explore offerings – Fine-tune current offerings – Test future offerings
• Trend Analysis 6
iMODERATE OVERVIEW
• iModerate is an online research technology company specializing in online, real-time, one-on-one, qualitative solutions • Hybrid or stand-alone interview sessions – Delivers candid, in-depth qualitative insight – Utilizes IM-based platform 7
Respondent takes an online survey
Moderator intercepts respondent for in-depth interview session
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EverQuest Case Study
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OVERVIEW • In January 2008, iModerate conducted a research study to help SOE explore customer interest in new business models and content offerings • Research design – N=1000 quant completes – N=100 chats with EverQuest gamers • 5 minute survey via web intercept on game’s site 10
QUANTITATIVE OBJECTIVES • Short term: – Confirmation data – Satisfaction levels with current offering
• Medium Term: – Opportunities for future promotions – Platform for more robust internal data collection 11
QUALITATIVE OBJECTIVES • Identify what respondents like the most about EverQuest • Gauge reactions to holiday events and recurring live events • Understand why respondents who are interested in Live one-off events and Dynamic Interactive Elements feel the way they do 12
QUALITATIVE OBJECTIVES
• Measure baseline interest, and gauge reactions to the different expansion packs • Acquire feedback surrounding the different ideas for EverQuest’s 9th anniversary – Solicit additional ideas 13
QUANTITATIVE OUTCOMES
• Confirmation data: – High level of interest in new servers – High level of interest in “new” content in nostalgic areas – High level of engagement in solo content 14
QUANTITATIVE OUTCOMES
• New data – Desire for “base” content vs. “raid” content – Interest in quarterly modular content offerings – Communication challenges 15
QUALITATIVE OUTCOMES • Most EverQuest players are long-term loyalists • Respondents play a variety of styles but most (particularly very serious players) prefer playing in a group, guild, or raiding • Respondents liked the idea of holiday events but were of mixed opinion regarding recent holiday events they have seen in EQ 16
QUALITATIVE OUTCOMES • Nearly half of respondents were “very or extremely interested” in seeing both live one-off or dynamic interactive elements • Respondents were split over expansion packs • Respondents had many suggestions for EQ’s 9th anniversary – Revamp of old zones – Addition of new content and rewards in those underused areas 17
BUSINESS OUTCOMES • Living Legacy Promotion • New “Mercenary” feature • Using results as building blocks in exit surveys and live game surveys 18
CONTACT US
Jennifer Drolet – iModerate jdrolet@imoderate.com 303-928-8407 Matt Penfield – SOE mpenfield@soe.sony.com 858-577-3460 19