New Metrics to Measure the Industry By

[MerricB]

For instance, why doesn't WOTC have a player registry?

Go here:
http://www.wizards.com/rpga

And here:
http://events.wizards.com/rpgaweb/external/calendar.asp

 

[Maggan]

The strategy for doing has not been very effective.

Out of curiosity, what metrics do you have to support that claim?

Sales?
New player aquisition?
Customer satisfaction?

Also, when claiming that the strategy has not been very effective, have you considered the tremendously successful (saleswise) D&D Miniatures game as well, as a part of a strategy lowering the entry barrier to the D&D RPG?

I think WotC are already doing a lot of what you are aksing for. Some things they are not doing, because their market research has indicated that, at this time, it is not a viable strategy for them.

/M

 

[Sholari]

You speak as someone who has no money.

The price of the Basic Game (us$25) is incredible. Compare it to almost any other game. Only the real mass-market games such as Monopoly go cheaper.

You are also missing the support Wizards gives through its retailer programs and the RPGA.

For me personally, I wouldn't balk at a $25 price tag for the Basic Game for someone who has never played D&D before it might seem like a lot to invest in something where I don't have a stake. I'm just saying the Basic Game should be more a form of marketing where you lower the barriers to new people entering the game. Look at it as the AOL subscription model, where you give lots of free hours on the front end to get people into the system and then charge them a monthly fee. In this case you give them the basic materials for free, because once turned on to gaming they are likely to make a lot more purchases down the road. If I use a low cost medium like the Internet to contain my costs then it shouldn't be too bad of a proposition.

 

[Maggan]

In this case you give them the basic materials for free, because once turned on to gaming they are likely to make a lot more purchases down the road. If I use a low cost medium like the Internet to contain my costs then it shouldn't be too bad of a proposition.

How would you reach those non-gamers that would be interested in a free downloadable version of Basic D&D (sans miniatures)? Massive advertising on computer game sites is the only way I see to make a dent, and I am not certain that strategy would work.

Don't get me wrong, I'd love to see a free downloadable Basic Rulebook, but I really don't see it as a magic bullet for gamer aquisition.

Cheers!

/M

 

[Sholari]

Out of curiosity, what metrics do you have to support that claim?

Sales?
New player aquisition?
Customer satisfaction?

M

Let's not be silly here. Not being a company myself of course I don't have raw data no more than the next guy does. However, if I see something that can be improved I'm going to say something about it, especially if it is an area I know something about. The Basic Game would be a lot more effective tool for recruitment if you see it as a marketing vehicle and use a low cost channel of distribution. It would also be more effective it the more widely you could get it distributed.

 

[Troll Wizard]

Next I would take a more active role in facilitating group formation and retention as much as possible. I think it is common sense to say that active gamers have a much higher customer lifetime value than non-active gamers. For instance, why doesn't WOTC have a player registry? This would be a very low cost support tool that would positively impact the group formation metric. Anytime a person moves it is a challenge to find a new gaming group. What are other major reasons that groups fall apart and how can the industry combat it?

They don't have a specific player registry because a large percentage of their patrons are under 18 years of age. There are way too many legal and other potential problems if they "specifically" collected data (game focused or not) on anyone under 18 years of age that would be of benefit to a gamer’s registry.

They have a gamer's wanted board, where people can post information to a limit they feel comfortable and voluntarily when seeking fellow gamers.

 

[Sholari]

How would you reach those non-gamers that would be interested in a free downloadable version of Basic D&D (sans miniatures)? Massive advertising on computer game sites is the only way I see to make a dent, and I am not certain that strategy would work.

Don't get me wrong, I'd love to see a free downloadable Basic Rulebook, but I really don't see it as a magic bullet for gamer aquisition.

Cheers!

/M

You would have to look at the ROI but you could use online direct mail, direct mail, contextual online advertising, search engine marketing, sample bag programs, point of purchase displays at targeted retailers, etc. The point I was trying to make though is there is a lot more that could be done cost effectively to move the needle on new gamer acqusition and this is one of the metrics they should be looking at. A more effective method of delivering the Basic Game is just one way to do that. There are certainly quite a bit more.

 

[Troll Wizard]

You would have to look at the ROI but you could use online direct mail, direct mail, contextual online advertising, search engine marketing, sample bag programs, point of purchase displays at targeted retailers, etc. The point I was trying to make though is there is a lot more that could be done cost effectively to move the needle on new gamer acqusition and this is one of the metrics they should be looking at. A more effective method of delivering the Basic Game is just one way to do that. There are certainly quite a bit more.

One tid-bit of marketing information that Charles Ryan leaked out was that less than 1 in 12 of WOTC customers get their gaming information from online sources. This is in regards to why they are putting advertisements in the back of their books; i.e. in order that purchasers will read about and potentially purchase more books and minis. This is also why they are placing 4-page catalog style ads in Dragon magazines listing all their most recent and soon to be released D&D books and minis.

 

[jasper]

Look at it as the AOL subscription model, where you give lots of free hours on the front end to get people into the system..

Great system. I have to tell my dad every other month to trash can the disks that come to his home with my name on it.

You would have to look at the ROI but you could use online direct mail, direct mail, contextual online advertising, search engine marketing, sample bag programs, point of purchase displays at targeted retailers, etc. The point I was trying to make though is there is a lot more that could be done cost effectively to,,,,
Oh goody fancy words and abbreviations. How much are you willing to spend? I willl talk about Direct mail… I help with mail outs in my company. Even with bar coding, zip code sorting, etc our cost for postal averages around twenty five cents per piece. Now Multiply that by 200 k of our customers and see why the bosses what to make sure all address are correct and we are not duplicating customers.

 

[eyebeams]

Depends who you talk to, and what sort of sales (company versus category). Charles Ryan has said on these boards that D&D sales last year were very good. I've also seen some other publishers say that they're doing well.

It's Charles Ryan's job to tell you D&D is doing better than ever in situations up to and including the WotC offices being on fire while he's typing from a smoke-choked cubicle.