1. Appealing to the MMOB: Building Massively Multiplayer Online Brands Brian Robbins Executive Producer / Gaming Evangelist Fuel Industries, Inc.

2. INTRODUCTION

3. What is a MMOB? Massively Multiplayer Online Brand Massively Online Brand MOB – doesnt sound as cool

4. What does that mean? Experience engages a large number of players in the brand The brand association improves the overall experience It happens online

5. Everything is a MMOB Has a brand Need to preserve and promote that brand for success

6. THATS NOT REALLY TRUE A MMOB has a brand that primarily exists outside the game experience

7. INDUSTRY CANON

8. Coke Studios Over 7 Million users in 2006

9. Virtual Magic Kingdom 2 Million characters in 2 years Originally just part of the 50 years celebration

10. Nicktropolis 2.5 Million registered in 2 months

11. MTV Connecting all 3 with seamlessly moving between online and real-world

12. RELATED CANON

13. Toontown Approximately 120,000 paying subscribers

14. Whyville CDC and the flu shot bug was a huge success

15. NON-TRADITIONAL MMOB

16. American Dad vs. Family Guy 7 Million visits and a minor You Tube sensation

17. Retroville Rescue 800,000 players in the first week Many of those created a custom level

18. ecomagination 92,000 flowers posted

19. Candystand Online for over 10 years

20. Whats common? Almost exclusively funded by marketing Biggest driving factor across everything else discussed today

21. Pain in the Ass Approvals based on screenshots and logo usage Little to no game experience Brand wins over gameplay

22. SO WHY BOTHER?

23. No revenue – No problem Goal is to drive the brand Dont need resource sinks or a balanced economy Allows more experimentation and variation

24. Experimentation Much easier to tie to offline –Brand already exists offline! Offline interaction may be the driving factor

25. Experimentation Use game types and mechanics that dont drive revenue –But do drive usage

26. Experimentation Can target audiences that dont monetize well

27. Brand Vision Rules All Marketers worry about promoting and protecting the brand value This isnt always conducive to game design

28. Do need ROI # of players Repeat visits Length of play Offline tracking

29. CONCLUSIONS

30. Ways to Fail Ignore the brand team feedback Focus on gameplay over the brand instead of finding a compromise Try to hide the brands involvement

31. Keys to success Be honest with the users about the brand Remember your job is to promote the brand vision Find out whats important to the brand team Dont compromise game design

32. Final Thoughts Youre getting paid to work on a really hot property It comes with a brand following and almost guaranteed players You dont have to worry about milking money out of the playerbase

33. Questions Slides posted soon: –www.dubane.com/cons/ E-mail –brobbins@fuelindustries.com