How does WotC do its marketing?

[dead]

I don't know much about marketing so bear with me.

Anyway, the only signs I've seen of WotC marketing are question forms in the back of products (which TSR used to do as well sometimes) and online questionairres.

What other methods do they use to see what Joe-gamer wants?

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I like how Dragon/Dungeon listens to its audience and makes ammendments to make the majority of gamers happy. This seems very democratic.

Is it unreasonable for WotC to put out surveys to see what their customers want? And I'm talking more in depth than "Did you like this book?" or "Would you buy miniatures?"

Maybe some questions like:

"Which old settings would you like to see returned?"

Or would this be a logistical nightmare?

 

[Desdichado]

That's not necessarily democratic, that's listening to the squeeky wheel.

As for WotC doing market research on whether or not old settings should be revived, don't hold your breath. Actually putting your product out to market and seeing how it performs is the ultimate market research, and based on that, all those defunct settings were pulled. There's no better data any survey is going to give.

 

[wedgeski]

As for WotC doing market research on whether or not old settings should be revived, don't hold your breath. Actually putting your product out to market and seeing how it performs is the ultimate market research, and based on that, all those defunct settings were pulled. There's no better data any survey is going to give.

After a fashion. The RPG marketplace is a different beast these days, and other poor decisions on TSR's part ensured that a setting's success wasn't entirely (or even mostly, I would say) dependent on its quality. Enduring support for Planescape from many quarters suggests to me at least (layman alert) that of all the currently unsupported settings, that one would hold the most potential. I would love to see some stats on Malhavoc's Countless Doorways product and how its sales relate to the Planescape demographic.

As for market research - good question. Who here has participtated in any WotC surveys? I certainly haven't, but then living on the fringes of American consciousness out here in the UK, I wouldn't ever expect to.

 

[Henry]

WotC does marketing surveys all the time; it's just that they're so subtle people don't even recognize it. And if you want to do a survey, subtle is likely the best way to go about it. "Character is what you are in the dark," as the cliche goes.

Just a month ago, I completed a Web survey from WotC about some of their product - took a short while, and I was done. They have survey cards in most of their products released; they also do surveys at conventions, I'm told. They aren't deaf like the last management of TSR was; they still listen, and the choices we grognards and diehards decry and lament are usually the results of those surveys.

Sean K. Reynolds' famous "crunch and cream" story, while poignant, did not really look at it from the side that the majority (or at least plurality) of gamers want more rules-heavy materials than they do story-heavy material; Looking at Eberron, for example, rules mechanics are about 60% of the book, and story elements only about 40% of that. (maybe as wide as 70-30, I couldn't say for sure).

If you want story, you have to go to Keith Baker himself, and whatever WotC lets him divulge. Good old Ed Greenwood, now THERE's a man unafraid to tell you a story or two of the Realms (I could sit and listen to him for a whole afternoon, as fun as he is), and I'm glad Keith is continuing in that tradition; there's still so much to tell about Eberron, so many gaps to fill, and the fact that Keith is jazzed about it and ready to spill is one of the reasons I enjoy it. The book captures me; but the stories keep me.

But then, I'm a diehard on a message board, and WotC owns my soul and wallet like a pair of favorite sneakers. The majority of gamers want entertainment for an afternoon, and if they can be something cool while busting evil-guy heads, then so be it.

 

[Troll Wizard]

As for market research - good question. Who here has participtated in any WotC surveys? I certainly haven't, but then living on the fringes of American consciousness out here in the UK, I wouldn't ever expect to.

Wizards has had many surveys on their website that typically stay up for a day or two, so they are commonly missed by those that go straight to the discussion boards. The last two I remember addressed psionics material and another on minis, in the past years I remember something for additional FR flavor books and one general survey about overall gaming trends. I am sure I have missed some as I often go straight to the discussion boards as well .

Joshua Dyal is correct that the best survey is "sales" are the best indicator of what people want. Also WOTC has the old financial documents of TSR, so they can mine those data sources for information as to what sold and did not sell profitably (box sets, having too many settings, adventure modules, & individual minis specific to D&D to name a few). Of course Wizards does test the water with new material (Book of Vile Darkness, Book of Exalted Deeds, Ghostwalk, and Unearthed Arcana).

Of course Wizard's designers and developers often browse the board looking for input and "constructive feedback", though they rarely post (except for Andy Collins and Ed Stark, though even they not recently).

I know a lot of people on these boards and on Wizard's board would like (love) a Planescape Campaign setting to be published. I get the impression from Wizard's that while there is a devoted and perhaps fanatic group of fans the original sales of the Planescape setting does not warrant a specific setting book, which is why they have done more generic books of the planes that might appeal to a broader audience and therefore achieve greater sales for their investment. People often accuse WOTC of only being in it for the money, which rightly so as that is their purpose and obligation to their shareholders. So if the sales and potential profit of a Planescape Campaign book were deemed worth it I don't doubt that they would publish it. So IMV it seems that they don’t believe the sales are not there for them to develop and publish it. Also since we now have seen their product list through the first quarter of 2005 (and a PS book is not in the immediate future) therefore I don’t believe I am too far of the mark.

If the numbers that one of the distributors in the Publisher’s board posted last year that something like a ¾ million PHs have been sold and the typical WOTC non-core books sells in the 250,000 - 100,000 range and a product under 50,000 sales (Silver Marches) is considered sub par, then a Planescape Campaign book better have a larger number of fanatic followers. I am not one of them and among my large gaming group (ten 20-40+ year olds) only one person generally buys everything.

 

[johnsemlak]

I don't know much about marketing so bear with me.

Anyway, the only signs I've seen of WotC marketing are question forms in the back of products (which TSR used to do as well sometimes) and online questionairres.

What other methods do they use to see what Joe-gamer wants?

----------------------
I like how Dragon/Dungeon listens to its audience and makes ammendments to make the majority of gamers happy. This seems very democratic.

Is it unreasonable for WotC to put out surveys to see what their customers want? And I'm talking more in depth than "Did you like this book?" or "Would you buy miniatures?"

Maybe some questions like:

"Which old settings would you like to see returned?"

Or would this be a logistical nightmare?

Just a word of advice

Mind the difference between Market Research and Marketing. very differet fields.

Market Research is basically finding out what Joe Gamer or the public want. Questionairres fit into that.

Marketing is (basically; I also don't know much about marketing) making Joe Gamer/the public aware of existing products. This would include advertising, webpage design, and other methods. Other than WotC's website, I am unaware of any particular marketing WotC does for D&D.

 

[Desdichado]

Joshua Dyal is correct that the best survey is "sales" are the best indicator of what people want. Also WOTC has the old financial documents of TSR, so they can mine those data sources for information as to what sold and did not sell profitably (box sets, having too many settings, adventure modules, & individual minis specific to D&D to name a few).

Of course as wedgeski cautions, there's no guarantee that WotC is evaluating sales data properly; are they truly understanding the causes of the failure of these items to hit sales targets?

Who knows?

 

[Turanil]

What other methods do they use to see what Joe-gamer wants?

1) They propose a huge contest, the winner will get 100,000 dollars.
2) They get 10,000 entries.
3) They read all the 10,000 entries and discover that very few people want a new setting like Greyhawak again. However, they notice that an overwhelming majority want technology and pulp action mixed with DnD.
4) They select an entry which is the best representation of this tendency, and which is also well written.
5) Eberron is published.
6) Will the people at the marketing be fired or augmented? We'll see...

At least, this is what I believe.

Sorry Dead, I know how much you hate Eberron...

 

[Amal Shukup]

Market Research is basically finding out what Joe Gamer or the public want. Questionairres fit into that.

Marketing is (basically; I also don't know much about marketing) making Joe Gamer/the public aware of existing products....

Not a bad summation - and thank you for putting up a paper wall between 'Marketing Research' and 'Marketing' per se. It so happens that I do know a fair bit about Marketing - my job, after all (for a decade or so), and I teach classes in it every so often...

To make more money (generally the goal driving marketing strategies) one (or more) of three things has got to happen. I'd suggest that WoTC is doing a fair bit on all three fronts:

1. Increase Number of Customers ('grow the hobby')​

The Miniature Game is aimed at luring in new gamers, as is the Basic Boxed Set coming out. Tie-in Fiction is a lure. Heck, rationalizing the rules as per 3rd Edition lowered the 'barrier to entry' for new players. 25th and 30th anniversary promotions are targeted at 're-activating' old customers and finding new ones. Making products that PLAYERS (as opposed to GMs) purchase has increased their customer base fourfold (although, the REAL money is still GMs). yada, yada yada..

2. Increase Number of Purchases (per customer)
Extending interrelated product lines, the 'trading card' aspect of miniatures, updates and revisions of course. More subtly, strategies to 'upgrade' Players to DMs (like the DMG 'how to' content, the 'Behind the Screen' articles etc.). Each newly minted DM theoretically attracts a new clusters of players too...

3. Increase Revenue/Profit PER Purchase
Offloading low margin products (adventures/supplements/magazines etc.) to 3rd party publishers via the license etc. and concentrating on hardback and 'premium' product lines.​

Research
Every discussion on every discussion board provides insight - typically at a higher resolution than surveys - into their 'core' market. Buying patterns (not just their products but board games, computer games, movie ticket sales and so forth). Online Polls, customer service 'complaints', 'focus groups' (known to you and me as playtesters, organized play afficionados, et al). That Setting Search Contest was pure GOLD in terms of design input - not to mention an effective way of seeding the market for the eventual winner promotion...

Promotion
The most 'visible' aspect of marketing. Product, Position, Price, People, Place etc. tend to fall below most people's radar, even if right in front of them - and despite the fact that great deal of marketing budget goes in to optimizing those strategies as well.

Making Joe Gamer AWARE of the product is the first of SEVEN (in the model I use) steps that need to be achieved as part of a succesful 'Promotion' plan.

Awareness -> Knowledge -> Belief -> Intent -> *Purchase* -> *Repeat Purchase* -> ADVOCATE

How succesful is WoTC at this? Well, ask yourselves: Are you actively promoting (ADVOCATING) the game on their behalf? Yes? Well, then they're doing a WHOLE LOT right.

Historically, gamers' complaint has been that WoTC doesn't do enough to 'grow the hobby' - and generally clamor for more TV spots or mainstream magazine adverts. Those methods are middling effective for generating AWARENESS, and for passing on exceedingly high level messaging (tastes better, less filling, new, cleaner, faster etc) - but let's be honest: the mainstream market is already AWARE of D&D and there's a wee bit more relevant detail to convey. Unless the advert can instill KNOWLEDGE or BELIEF ("It sounds like something I would enjoy") or INTENT ("I'm going to try it"), and - better yet - tie in to an opportunity to experience the game (reducing anxieties about cost, complexity, enjoyability[/I]), then it's just a waste of money...

Tie-In Fiction, Basic Game Boxed sets, Computer/Console gaming, DM training, Organized Play, 'World Wide D&D Game Day' (30th Anniversary) promotions are MUCH more cost-effective techniques for 'growing the hobby'.

Also, it is (approx) five times more expensive to find a new customer as it is to sell a new product to an existing customer - hence the focus on promoting extended product lines to the 'converted'. We extant customers are absolutely their bread and butter...

Hope this puts to rest the notion that WoTC isn't at least middling serious about their marketing... Now, could they be doing better? Well, sure - but I charge for that sort of work

A'Mal

 

[MerricB]

Current marketing of Wizards products, as Amal notes, is quite incredible at the moment. They are still moving to the new model, so there are teething problems, but you might want to investigate this link:

Retailer Kits: http://www.wizards.com/default.asp?x=rpga/hq/retailerkits
Contents: http://www.wizards.com/default.asp?x=rpga/hq/campaignseasons

Cheers!