LOTRO, Daybreak Game Company and Enad Global 7
It has long been suspected that Daybreak Game Company owned Standing Stone Games and was more than just their publisher. However, being a private company, DGC has been exempt from public scrutiny. Infact, they’ve gone out of their way to keep their cards close to their chest in recent years. Press releases and tweets have been posted and then deleted to try and cover their tracks. To quote Lord Melchett from Blackadder, DGC “twist and turn like a ... twisty-turny thing”. It’s all been somewhat unseemly but at the same time great fun to speculate about. However, on Monday 1st December, Swedish games company Enad Global 7 (EG7) announced that they were buying DGC. Furthermore, as EG7 are a publicly owned company, information about them is freely available. Hence an investor presentation was posted on their website, rich with details of their new acquisition.
Now the foibles and machinations of DGC have become a source of interest for numerous game journalists and bloggers over the years. I therefore strongly recommend the following articles by Bree Royce and Wilhelm Arcturus, as they dissect and delineate the information published in EG7’s investor presentation. Both make for very interesting reading, giving details of the “health and wealth” of the various titles that have been up to now, owned by DGC. I however, will simply focus on the details pertaining to The Lord of the Rings Online, as this is the MMORPG I have the strongest connection to out of all the games listed. Finally, we have some indication of LOTRO’s business performance and its playerbase. In terms of monthly active players, the game has 108,000, of which 37.9% (41,000) subscribe generating nearly $10 million per year. Overall, yearly revenue is $26.7 million. LOTRO has the third-biggest playerbase out of DGC’s (now EG7’s) game portfolio.
So business wise, LOTRO is looking quite healthy. Furthermore, the forthcoming Amazon Prime, Middle-earth based TV show is being cited by EG7 as a potential means of raising consumer awareness of the IP. Something that can then be capitalised upon to promote LOTRO. Any sort of proactive marketing has long been absent from this MMO. Many players were baffled by the lack of any tie-in with the Hobbit movie trilogy, when they were released. Perhaps we will now see a change in policy over the next 12 months. It certainly seems that EG7 has provisional plans. Perhaps the most interesting of these is a proposed graphical and systems overhaul of the current PC version of LOTRO, along with further large content updates and a conversion of the game for “nextgen consoles”. Something that was originally mooted back in 2010, when the game first went free-to-play.
The significance of a console port of LOTRO should not be underestimated. The data in EG7’s investor presentation shows that the console version of DC Universe Online is a popular title and a robust source of revenue. Let us not forget that The Elder Scrolls Online, Neverwinter and Star Trek Online have all increased their players due to the success of their respective console ports. In fact the innovative revision of the UI in STO to accommodate the use of game controllers, actually offers greater functionality than the PC version. LOTRO suffers from a cluttered UI and an excess of quickslots and at present this can only be addressed with plugins. Therefore, a revision of the game may well prove beneficial to all players. Whether the game will support crossplay is another matter. However, I would like to see a console port of LOTRO made available as it would definitely bring new players to the game and re-invigorate the existing community. Let us see whether EG7 proves to be the “new broom that sweeps clean”.
