LOTRO: Even More Community Management Problems
Video games are a somewhat unique consumer product, in so far that we, the customers, broadly seem to have a far more personal relationship with them compared to other recreational activities. For example, I subscribed to several online streaming services that produce TV and film content. However, I never worry about how well their business model is performing, nor do I particularly concern myself with their public relations image. I simply “pay and consume” and as long as I have no technical problems that impede my access, then that is the extent of my relationship with them. I also enjoy Hendrick’s Gin but I don’t worry about the manufacturer, William Grant & Sons. But for some reason, my relationship with video games is different. I am far more au fait with the activities of both the developers and publishers, as well as their overall corporate standing. I suppose it’s because video games are an interactive activity and that make things more personal.
Hence, as a long time player and supporter of the MMORPG The Lord of the Rings Online I worry about the games long term future. It can be cogently argued (and I have done so myself in the past many times) that it is pointless adopting such a stance but I think this ultimately is just a foible of the human condition. It is in our nature to form communities around the things we love irrespective of whether such communities genuinely have any impact and traction. So bearing this in mind, I think that LOTRO is at a crossroads and that a triumvirate of problems could coalesce and have a very negative impact. The first of these three are technical issues that stem from the fact that LOTRO is a 13 year old game. If a subscription game doesn’t run reliably and consistently then some players take their business elsewhere. The next problem is the business model and the way that Daybreak Game Company is squeezing too hard. Update 28 becoming a “mini expansion” is a succinct example of this. And finally there’s the community relations and communications. They’re poor and often conducted in a very peremptory tone.
There has been a conspicuous lack of information regarding The War of Three Peaks since the preview on the Bullroarer test server on 23rd September. I don’t think the player base was especially impressed with what is essentially just another content update. However, SSG recently stated that the “mini expansion” would be coming in the next week or so. But when asked for further details community manager Jerry Snook stated that SSG would not reveal details of the three different versions of the new content update until the day of its release. If this were any other developer I would’ve been surprised by such a response but after years of such indifferences from SSG, I simply shrugged. They’ve always been shocking at marketing their own content. In recent years, teaser videos have always been hastily produced and hardly make the new content look exciting. Information has always been confined to the forums and never shouted from the rooftops. So the fact that SSG feels disinclined to market The War of Three Peaks is frankly par for the course. I used to think they were just bad at this stuff. I now think they just take their customers for granted.
In the past decade there have been several occasions where the future of LOTRO has appeared to be in doubt. Whether this was the case or not is another matter. However, due to the lack of communication that habitually blights this games community management, we’ve worried about license renewals, corporate takeovers and server relocations over the game’s lifespan. Ultimately, LOTRO has survived and continues to so due to its devoted community. They love the game and its realisation of Middle-earth. The fact that there is no alternative is another major factor. Yet SSG seem to be oblivious to this and have basically given a key role that is supposed to act as a conduit between consumer and vendor to a very grumpy man who always gives the impression he’d much rather be doing something else. They need to fix this problem, along with the technical issues and the business model. God help them if The War of Three Peaks is a dog’s dinner. You can’t keep kicking your community indefinitely, because eventually it will turn on you and leave.
