LOTRO: Password Reset for Dormant Accounts

Here’s a nugget of information that passed under the radar, or at least it passed under mine. The following post appeared on the official LOTRO forums last week regarding resetting password on dormant player accounts. “As part of our effort to keep people's game accounts secure we have reset the passwords for all game accounts that have not been logged into in more than two years. Your game account and all of its data remains intact! In order to log in, you will need to reset your password through the Forgot My Password? reset procedure. To further help protect your account, we also recommend that you regularly update your password details, and never share your password with anyone. If you need further assistance, please contact Account Support”. Cordovan (Community Manager).

I am not directly affected by this situation as I regularly log in to The Lord of the Rings Online, regardless of whether I am actively playing or not. I do so to take screen captures for posts, check on new content added to the game or to see if there have been any messages left by kinship members. However, I know lots of people who have not logged into the game for 24 months but do not consider themselves “done” with the game. From a players perspective, two years may not seem like an especially long period of time to be absent from LOTRO. Real world events may mean that they can’t play at present or they may be awaiting a specific expansion or some new content. However, from a game developer’s point of view, an account that has been inactive for two years is not only not playing the game but not spending money. Such data must be very telling and certainly must give SSG food for thought.

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Dormant, not Dormouse…

I understand why SSG has decided to reset the passwords on such accounts from a security perspective. But I also think that this situation presents a golden opportunity to do some proactive public relations work and marketing. In the past Cryptic, developers of the MMORPG Star Trek Online, would email players with dormant accounts and offer them incentives to return to the game. This would sometimes be a rare ship that wasn't available elsewhere. I’m not sure how effective this approach was but you would  see these unique ships in-game and know that it belonged to a returning player. Would it really be too much to ask for SSG to adopt a similar approach and to offer an incentive to those players who have drifted away from LOTRO to return? Alternatively, if targeting lapsed players is too controversial (as there would naturally be complaints from some current players), why not run a welcome back event with benefits available to all? As ever with LOTRO and SSG, such obvious ideas remain conspicuously absent.