Western Communities and how to deal with them | by Two Pi Team
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Nadja Bastawi gave a presentation on dealing with Western online gaming communities. She discussed how community management interacts with players and acts as a liaison between players, developers, and publishers. While definitions of community management vary, the main role is to build, maintain, and expand the player base through strategies and interaction. Western communities, like those in North America and Europe, have differences from region to region and country to country in terms of gaming preferences, symbols, colors, and holidays. Localization and culturization are important to properly adapt games and communication to different cultures. Leaderboards can unite competitive and cooperative styles by allowing players to compare scores.
Western Communities and how to deal with them | by Two Pi Team
- 1. Western Communities and how to deal with them: What are the Needs and Specialties of a Western Online-Gaming Community? Speaker: Nadja Bastawi, CVO and Founder at Two Pi Team
- 2. • Life before the games industry: Obtained a degree in economics • Gaming-Industry-Professional for six years • Active in Gaming – much longer • Teaching classes since 2008 • Assisting New Blood: Almost since the beginning • Life before the games industry: Obtained a degree in economics • Gaming-Industry-Professional for six years • Active in Gaming – much longer • Teaching classes since 2008 • Assisting New Blood: Almost since the beginning Western Communities and how to deal with them About me: Nadja Bastawi © Two Pi Team, KGC 2011, Daegu, Korea
- 3. • Established 2005 • Service Provider for Services around Community Management − Community Building − Community Management − Community Assistance − Community Consulting − Social Media Coverage − Education … and more • Established 2005 • Service Provider for Services around Community Management − Community Building − Community Management − Community Assistance − Community Consulting − Social Media Coverage − Education … and more Western Communities and how to deal with them Introduction of the Company: Two Pi Team © Two Pi Team, KGC 2011, Daegu, Korea
- 4. Western Communities and how to deal with them We work for or partnered with: … and more
- 5. •Gaming unites the world. Almost. •Online-gaming connects people from all over the world including the aspect of socializing and getting to know each other’s needs and cultures. •Gaming unites the world. Almost. •Online-gaming connects people from all over the world including the aspect of socializing and getting to know each other’s needs and cultures. Western Communities and how to deal with them So this is what I want to talk about today: © Two Pi Team, KGC 2011, Daegu, Korea
- 6. • Western people more and more get used to Asian entertainment. It is not only martial arts movies anymore, it is manga, anime, cosplay, etc. – and Asian games. • But though many Western gamers like the Asian games a lot, they nevertheless have different needs and preferences regarding a game, how to play and above all: How they want to be dealt with. • This lecture wants to give an overview about Western Communities and how to deal with them. • Western people more and more get used to Asian entertainment. It is not only martial arts movies anymore, it is manga, anime, cosplay, etc. – and Asian games. • But though many Western gamers like the Asian games a lot, they nevertheless have different needs and preferences regarding a game, how to play and above all: How they want to be dealt with. • This lecture wants to give an overview about Western Communities and how to deal with them. Western Communities and how to deal with them So this is what I want to talk about today: © Two Pi Team, KGC 2011, Daegu, Korea
- 7. •There are three main groups who deal with the communities: −Public Relations −Marketing −Community Management •Public Relation and Marketing normally only address the communities: It is a one-way communication •Community Management works in both directions – It interacts with the communities •There are three main groups who deal with the communities: −Public Relations −Marketing −Community Management •Public Relation and Marketing normally only address the communities: It is a one-way communication •Community Management works in both directions – It interacts with the communities Western Communities and how to deal with them Okay, that means someone has to deal with the Gamers all over the World. © Two Pi Team, KGC 2011, Daegu, Korea
- 8. • If you want an exact definition, ask some Community Managers • You will get as many different answers as people you ask • If you want an exact definition, ask some Community Managers • You will get as many different answers as people you ask Western Communities and how to deal with them So what is Community Management? © Two Pi Team, KGC 2011, Daegu, Korea
- 9. • Community Management has to define strategies to build, keep and expand a healthy player-base • Community Management has to interact with the players • Community Management is an interactive tie between the players, the developer and the publisher • Community Management has to care about the players • Community Management has to define strategies to build, keep and expand a healthy player-base • Community Management has to interact with the players • Community Management is an interactive tie between the players, the developer and the publisher • Community Management has to care about the players Western Communities and how to deal with them But there are some major points everybody agrees on: © Two Pi Team, KGC 2011, Daegu, Korea
- 10. The community is the heart of a game – the Community Management is its lungs. Even if the heart might not always beat in the same pulse, the lungs should always provide enough oxygen! The community is the heart of a game – the Community Management is its lungs. Even if the heart might not always beat in the same pulse, the lungs should always provide enough oxygen! Western Communities and how to deal with them Conclusion: Community Management is essential © Two Pi Team, KGC 2011, Daegu, Korea
- 11. So it is not easy to find an exact and common definition for Community Management. Is it easier to define a community? So it is not easy to find an exact and common definition for Community Management. Is it easier to define a community? Western Communities and how to deal with them Is it all about Definition? © Two Pi Team, KGC 2011, Daegu, Korea
- 12. Western Communities and how to deal with them North America © Two Pi Team, KGC 2011, Daegu, Korea
- 13. Western Communities and how to deal with them Europe © Two Pi Team, KGC 2011, Daegu, Korea
- 14. • As Asia is not Asia as one unit, Europe is not Europe and even North America is not North America in all aspects • So there are not only differences between the continents but also between the different countries and regions of each continent • Even holidays are not holidays. And they do not only differ from country to country and from religion to religion – sometimes they even differ from region to region • And don’t forget about the tons of different languages • You should bear this in mind – but in the following we will try to unite those continents and countries a little bit nevertheless • As Asia is not Asia as one unit, Europe is not Europe and even North America is not North America in all aspects • So there are not only differences between the continents but also between the different countries and regions of each continent • Even holidays are not holidays. And they do not only differ from country to country and from religion to religion – sometimes they even differ from region to region • And don’t forget about the tons of different languages • You should bear this in mind – but in the following we will try to unite those continents and countries a little bit nevertheless Western Communities and how to deal with them Conclusion © Two Pi Team, KGC 2011, Daegu, Korea
- 15. Western Communities and how to deal with them Can differences be united? And if yes, what do you have to bear in mind? © Two Pi Team, KGC 2011, Daegu, Korea
- 16. Western Communities and how to deal with them Bridge to Differences in Gaming © Two Pi Team, KGC 2011, Daegu, Korea
- 17. • Nowadays the stop-signs worldwide have one thing in common: They are red • So is red a strong color that means to be alerted or to be careful? • At least this is, what it wants to suggest • But red itself means different things in different cultures like for example in Russia, China, Korea, Africa, Europe, USA • And even the sign itself does not mean the same in every country • So a visual thing needs to have its context to understand it better • Nowadays the stop-signs worldwide have one thing in common: They are red • So is red a strong color that means to be alerted or to be careful? • At least this is, what it wants to suggest • But red itself means different things in different cultures like for example in Russia, China, Korea, Africa, Europe, USA • And even the sign itself does not mean the same in every country • So a visual thing needs to have its context to understand it better Western Communities and how to deal with them The Meaning of Symbols and Colors © Two Pi Team, KGC 2011, Daegu, Korea
- 18. • At least gaming is culture • You have to take care that the gamers understand what they see • You have to use symbols for making it easy – but keep them simple • Include a story • At least gaming is culture • You have to take care that the gamers understand what they see • You have to use symbols for making it easy – but keep them simple • Include a story Western Communities and how to deal with them Is this adaptable to different Gaming-Cultures? © Two Pi Team, KGC 2011, Daegu, Korea
- 19. Yesterday it was translation Today it is localization Tomorrow we talk about Culturization! Yesterday it was translation Today it is localization Tomorrow we talk about Culturization! Western Communities and how to deal with them © Two Pi Team, KGC 2011, Daegu, Korea Localization is one of the Keys:
- 20. Culturization does not only have to happen regarding Localization. It is mandatory for the game itself and for the communication with the community as well. Culturization does not only have to happen regarding Localization. It is mandatory for the game itself and for the communication with the community as well. Western Communities and how to deal with them © Two Pi Team, KGC 2011, Daegu, Korea
- 21. • USA: You gain by taking directly from other players • Europe: Players are generally competing against the game itself • USA: Principle of “Last Man Standing” • Europe: Players are almost never eliminated from the game Advantage of an online-game: You can unite them by giving them leader-boards! • USA: You gain by taking directly from other players • Europe: Players are generally competing against the game itself • USA: Principle of “Last Man Standing” • Europe: Players are almost never eliminated from the game Advantage of an online-game: You can unite them by giving them leader-boards! Western Communities and how to deal with them Example: Board-Games in Europe and USA – a significant Difference © Two Pi Team, KGC 2011, Daegu, Korea
- 22. • Based on a 1996 paper by Dr. Richard Bartle • Contains four archetypes: - Achiever - Explorer - Socializer - Killer If you want to know which type of players your game addresses in the western hemisphere: Encourage them to make this test! • Based on a 1996 paper by Dr. Richard Bartle • Contains four archetypes: - Achiever - Explorer - Socializer - Killer If you want to know which type of players your game addresses in the western hemisphere: Encourage them to make this test! Western Communities and how to deal with them The Bartle Test of Gamer Psychology © Two Pi Team, KGC 2011, Daegu, Korea
- 23. • These players want to gain things like levels, items, points… • They play for a long time only to achieve those things • They want to achieve things, even if they confer them little or no gameplay benefits • It is just the prestige of having it • These players want to gain things like levels, items, points… • They play for a long time only to achieve those things • They want to achieve things, even if they confer them little or no gameplay benefits • It is just the prestige of having it Western Communities and how to deal with them The Achiever © Two Pi Team, KGC 2011, Daegu, Korea
- 24. • These players prefer to discover areas • They love to create maps and find hidden places • They do not like time-restrictions in a game • They enjoy finding unknown glitches or hidden easter-eggs • These players prefer to discover areas • They love to create maps and find hidden places • They do not like time-restrictions in a game • They enjoy finding unknown glitches or hidden easter-eggs Western Communities and how to deal with them The Explorer © Two Pi Team, KGC 2011, Daegu, Korea
- 25. • For these players social aspects are more important than the game itself • They love to interact with others • The game is a tool they use to meet others • They do not only tend to meet fellow players ingame, but outgame as well • For these players social aspects are more important than the game itself • They love to interact with others • The game is a tool they use to meet others • They do not only tend to meet fellow players ingame, but outgame as well Western Communities and how to deal with them The Socializer © Two Pi Team, KGC 2011, Daegu, Korea
- 26. • These players are looking to compete with other players • They prefer fighting real opponents instead of computer generated ones • For some of them it is about tactics and honor • For others it is about power • These players are looking to compete with other players • They prefer fighting real opponents instead of computer generated ones • For some of them it is about tactics and honor • For others it is about power Western Communities and how to deal with them The Killer © Two Pi Team, KGC 2011, Daegu, Korea
- 27. Western Communities and how to deal with them Overall Results as of October 2011 © Two Pi Team, KGC 2011, Daegu, Korea Source: http://www.gamerdna.com/quizzes
- 28. Western Communities and how to deal with them So how to deal with those people with all the different preferences and – ideally – to unite them? © Two Pi Team, KGC 2011, Daegu, Korea
- 29. • Prerequisite: From our experience we strongly recommend to work with native people from the respective countries for concerns like community management, PR, marketing and localization • Some little words sometimes can make a huge difference – so it is important that the one who talks to a special culture understands this culture • Daily life is also important – the one who talks to the community in a country must know what is going on in this country • Prerequisite: From our experience we strongly recommend to work with native people from the respective countries for concerns like community management, PR, marketing and localization • Some little words sometimes can make a huge difference – so it is important that the one who talks to a special culture understands this culture • Daily life is also important – the one who talks to the community in a country must know what is going on in this country Western Communities and how to deal with them Unite with Communication © Two Pi Team, KGC 2011, Daegu, Korea
- 30. Western Communities and how to deal with them Where to find the Community? © Two Pi Team, KGC 2011, Daegu, Korea
- 31. • They play together – online • But while they are playing they are sitting at home on their own (unless there are special events) • Playing in internet-cafes is not that popular for several reasons for most of the western communities • They play together – online • But while they are playing they are sitting at home on their own (unless there are special events) • Playing in internet-cafes is not that popular for several reasons for most of the western communities Western Communities and how to deal with them Where does the Community play? © Two Pi Team, KGC 2011, Daegu, Korea
- 32. Western Communities and how to deal with them How to address the Community on all these Platforms © Two Pi Team, KGC 2011, Daegu, Korea
- 33. • Every culture has its different opinions regarding humor • Religious and political topics can be difficult – and sometimes it is the same even for sports • Forum rules are mandatory – but it differs from culture to culture how they should be enforced • Every culture has its different opinions regarding humor • Religious and political topics can be difficult – and sometimes it is the same even for sports • Forum rules are mandatory – but it differs from culture to culture how they should be enforced Western Communities and how to deal with them But it differs in the Style of how they want to/have to be addressed: © Two Pi Team, KGC 2011, Daegu, Korea
- 34. It would go too far to explain all the motivations – actually this would be enough material for at least one alone-standing lecture. This are some of them. It would go too far to explain all the motivations – actually this would be enough material for at least one alone-standing lecture. This are some of them. Western Communities and how to deal with them What motivates a western Gamer to play a Game and spend Money on it? © Two Pi Team, KGC 2011, Daegu, Korea
- 35. It can and it has! And it is huge! •One of the most desirable things for people is: They want to get the impression that they are cared for. •In addition community management has to build a pleasant environment It can and it has! And it is huge! •One of the most desirable things for people is: They want to get the impression that they are cared for. •In addition community management has to build a pleasant environment Western Communities and how to deal with them Can community management have an effect on motivation? © Two Pi Team, KGC 2011, Daegu, Korea
- 36. • Platforms, where players can interact and express themselves • Taking care that the concerns of the community are taken seriously • Involving the community wherever it is possible • Platforms, where players can interact and express themselves • Taking care that the concerns of the community are taken seriously • Involving the community wherever it is possible Western Communities and how to deal with them So a Community Manager has to care for © Two Pi Team, KGC 2011, Daegu, Korea
- 37. Western Communities and how to deal with them Finally, some examples for special needs – that need special attention © Two Pi Team, KGC 2011, Daegu, Korea
- 38. • Example: Germans don’t like credit cards – US people love them • There are so many different payment-systems – make sure your payment-provider supports all of them for the countries you want to address • Example: Germans don’t like credit cards – US people love them • There are so many different payment-systems – make sure your payment-provider supports all of them for the countries you want to address Western Communities and how to deal with them Payment Systems © Two Pi Team, KGC 2011, Daegu, Korea
- 39. • Example: Be aware of different tax-systems in different countries (Taxes are always something the community will argue about) • Make payment simple – just like you should do for the sign-up-process, too. • Always think of security and data-protection • Example: Be aware of different tax-systems in different countries (Taxes are always something the community will argue about) • Make payment simple – just like you should do for the sign-up-process, too. • Always think of security and data-protection Western Communities and how to deal with them Payment Systems © Two Pi Team, KGC 2011, Daegu, Korea
- 40. • Marketing tells a vision – Community Management tells the truth! • So called marketing-talk differs from country to country • Marketing-talk is not enough for the community • Especially when things are not running smooth, people appreciate a more factual communication • Marketing tells a vision – Community Management tells the truth! • So called marketing-talk differs from country to country • Marketing-talk is not enough for the community • Especially when things are not running smooth, people appreciate a more factual communication Western Communities and how to deal with them © Two Pi Team, KGC 2011, Daegu, Korea Ad from a 1951 comic book promoting the release of the live-action movie Marketing
- 41. • Example: In some European countries like for example Germany it is not allowed to hold competitions when their prerequisite is to purchase something • Showing too much blood and violence is restricted in Germany - in the USA there are some rules regarding sexual topics • In some countries there are strong rules regarding youth protection • Example: In some European countries like for example Germany it is not allowed to hold competitions when their prerequisite is to purchase something • Showing too much blood and violence is restricted in Germany - in the USA there are some rules regarding sexual topics • In some countries there are strong rules regarding youth protection Western Communities and how to deal with them Legal Restrictions © Two Pi Team, KGC 2011, Daegu, Korea
- 42. • It might happen, that a game and its assets get different classifications • Be aware that you even have to take special actions when showing your game on a fair for example in Germany • Sometimes there are different classifications systems – And sometimes they compete • It might happen, that a game and its assets get different classifications • Be aware that you even have to take special actions when showing your game on a fair for example in Germany • Sometimes there are different classifications systems – And sometimes they compete Western Communities and how to deal with them Youth protection This is worth having a closer look: © Two Pi Team, KGC 2011, Daegu, Korea USK – German Classification PEGI – European Classification
- 43. •It is not easy to unite all players world-wide •It is even not easy to unite all players from one continent •So you have to address them in a way they accept and understand •Pay special attention to localization •Implement a community-team consisting of people from the respective countries •It is not easy to unite all players world-wide •It is even not easy to unite all players from one continent •So you have to address them in a way they accept and understand •Pay special attention to localization •Implement a community-team consisting of people from the respective countries Western Communities and how to deal with them Conclusion © Two Pi Team, KGC 2011, Daegu, Korea
- 44. Owner: Thomas Lagemann (CEO) Nadja Bastawi (CVO) Otto-Hahn-Str. 8 D-40721 Hilden Germany Tel: +49 (0) 2103 – 929 555 0 www.two-pi-team.com Thank you for listening! Any Questions? Western Communities and how to deal with them COMMUNITY The future of gaming is… COMMUNITY COMMUNITY COMMUNITY! Quote: David Perry on GCDC, Leipzig 2008 Member of… COMMUNITY