MMO Clerks

Filed under: Business models, Culture, Game mechanics, Player vs. Everything

The conventional wisdom in any service-driven industry is that it’s far, far cheaper to retain an existing customer than to recruit a new one. This is especially true in the MMOG industry, where your business model is largely dependent on maintaining a long-term subscriber base. The concept also applies to transaction-driven and episodic games, where you need your customers to want to stick around and continue spending money. Box sales are great, but ultimately they’re pretty useless except as an indicator of how many people actually bought the game — returning players are the bread and butter of the MMO world.

In fact, that’s exactly why companies are so interested in finding out why you’re quitting their game. If they can fix issues that are making a lot of people quit, they can retain more customers and drive up their revenue. Surprisingly, Blizzard is the only company I know of which actually makes people fill out an exit survey in order to cancel a subscription. It’s not that annoying and it gives them great information about how to make their game better for you (so if you’re adamant on copying Blizzard, that’s a good thing to copy). Unfortunately, Blizzard keeps notoriously quiet about their internal numbers like that. So why exactly do people quit MMOGs, and what can and should game companies be doing to keep you interested?

Continue reading Player vs. Everything: The retention game

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Original post by Cameron Sorden

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