Design optimism, marketing pessimism

I'm optimistic about 4e, because the design considerations the designers are talking about are the ones I think need to be addressed the most. The power of the OGL to allow others to improve on that design and challenge Wizards to stay fresh excites me even more. For the first time in maybe 20 years, we're seeing an edition made from a company in a position of strength. They're not trying to save the game, because it doesn't need saving: they want to make it better, and they have the tools, the long design cycle, the feedback about the previous edition, and the talented designers to do it. So I have great optimism when it comes to their design approach: They clearly want to make the game easier to learn and more fun to play. I want that too.

But I think there's an essential problem with the marketing strategy right out of the gate, and it's causing a lot of speculation and negativity around here as people hear their first tidbits about the new edition. WotC's vision for D&D is to connect the tabletop experience with the internet (be it via online subscriptions, community website hosting, or connecting gamers with gamers). That's fine. The problem is that this drive towards this connection is being sold as a part of the new edition.

When the designers talk about the game, you're hearing about pens and paper. But the official line still swings back into talk of digital offerings, the online community, and how 4e is intertwined with the online experience. The second half of the message dilutes the first, and I think they know that because of the caveats we hear throughout the discussion of the digital offerings.

This is what I'm hearing:

"4e is coming, and it's better designed. You'll play faster and have more fun. There's 4 parts. Well, there's 3 parts: PHB, DMG, MM like always. But those are just one part of the bigger 4-parts that we're designing as 4e. Try not to freak out, though, because the other 3 parts involve computers. Still, you're going to love it. Unless you prefer playing with your friends, in which case you'll love it anyway, because of the good design. Now three-quarters of the game involve computers. But don't worry, the computer isn't necessary. But the online stuff is going to be the key to the experience. Oh, you don't NEED the online stuff. It's just better. Not that the game is wrong without it. But you'll like it so much that you will want to pay for it. And games will be better with the online content. Now let's talk about how much better the design is."

That's a mixed message.

If I were at WotC right now, I'd be saying this:

"Let 4e be 4e, and while the digital offerings are part of our company's strategy, let's not try to say they're the same thing as this edition. We're making a great game here, and we're making great online tools for people who play that game. But they're not the same thing, and there's no point in trying to act like they're interlocking parts of a single product if every few sentences we have to reassure people that they're separate."

I think the computer elements are there for two reasons:

First, to keep players in the game. If I were to move to a new town where either a) there were no gamers, b) I don't fit in with any of the gaming groups, or c) all the DM's are incompetent morons, chances are I won't be playing D&D. If I could connect to the internet and play a real RPG, not some MMORPG where people's idea of fun is hanging around in a field and waiting for monsters to spawn, I'd jump at the chance.

Second, with D&D Insider, they could put out support material on the web which some players want but would not do well on the market. You could say Dungeon and Dragon were the same thing, but Insider would not have ads, won't be forced to pick and choose material based on space constraints, and would probably be overall cheaper to produce.

Although nobody at WotC has said this, I get the impression that they want to support many worlds without dealing with the competing lines that killed 2E. With Insider, they could put out say a trilogy of print products for each campaign setting and then continue to support each line with web only support.

Howndawg

Any idea if there is a succesful model of a D&D Insider-like product anywhere? Something that is a successful product in its own right, but then has an online pay-for-additional-content counterpart?

So many online sites are moving away from pay-for-service and to advertising-supported models that I wonder how much support they need to make this successful.

I see that D&D insider is an attempt to keep players in the game - the mistake I'm talking about is calling D&D Insider, Organized Play & Gleemax a "part" of 4e. I think it's an attempt to get people attracted to the other 3 because they know they've got something good with 4e and want to use it to brand those other things. That's what's screwing up the marketing message.

I think it's fine. I know I'm not going to carry a laptop to the game but I do spend an awful lot of time meta-gaming over the computer. Frankly I meta-game about three quarters worth of time I spend with D&D.

I agree Ryan. There's a problem in the way 4E is being presented. The message needs to be much, much clearer, but since the announcement, rumors, misguided information and all sorts of cries for doom have been hijacking the channel, if you see what I mean.

Let's hope things improve over the next few weeks. I think they will.

Odhanan said:

Let's hope things improve over the next few weeks. I think they will.

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The newer YouTube-interviews (James Wyatt, Andy Collins, Robert Heinsoo, Mike Mearls) sound much more sane and less-internet-fixated... way to go!

Additionally, I think, since we're in the internet, it's greatly exaggerated - after all, people who read these announcements ARE in the internet, increasing the chance, that they WANT internet products.

And, of course, since we're in teh intarnetz, everything IS SERIOUS BUSINESS! - hence the cries for doom and gloom.

Cheers, LT.

Olgar Shiverstone said:

Any idea if there is a succesful model of a D&D Insider-like product anywhere?

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SJG's Pyramid, perhaps? It started off a printed zine and was moved squarely into the electronic realm several years ago. It seems to be a precursor to the DI in that it's the gateway to GURPS product previews, playtests, and an avalanche of support articles and supplemental game material. By all accounts, it has been a giant money magnet for SJG since its launch (the printed Pyramid, by comparsion, has been equated to a giant money pit).

[Edit: The DI is obviously much more ambitious, though the precendent was set long ago and the DI seems to simply be raising a well-established bar.]

jdrakeh said:

SJG's Pyramid, perhaps? It started off a printed zine and was moved squarely into the electronic realm several years ago. It seems to be a precursor to the DI in that it's the gateway to GURPS product previews, playtests, and an avalanche of support articles and supplemental game material. By all accounts, it has been a giant money magnet for SJG since its launch (the printed Pyramid, by comparsion, has been equated to a giant money pit).

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So it's an online, subscription-based service? Interesting.

Olgar Shiverstone said:

So it's an online, subscription-based service? Interesting.

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Yep -- that said, they leak a few freebies for the public to maintain interest, much as I suspect the DI will. It also costs less than the DI, though that's because it's largely limited to zine content and forums. The DI seems to step-up the Pyramid model with its specialized software, etc.