Target Market Objectives of World of Warcraft - Case Study Example

Website Planning Report (World of Warcraft) Executive summary Since the (World of Warcraft )WoW attracts a diverse range of online gamers, this report r recommends that elements such as web-based videos, social networks, wikis and blogs should be incorporated in the website development in order to cater for all the interaction, entertainment needs of the target audience comprehensively. The report also recommends that website developers should design a website that is easy to identify with the different market segments represented by the online gamers. Additionally, the report suggests that web developers should use content elements that satisfy the target market, and navigation elements that make enhance the user experience. Noting that magnitude of resources that goes into planning and developing a website that hosts a game such as WoW, this report ends by recommending developers to balance between the need to attain a quality website and the need to scale on the resources utilised in the course of website planning, design and development. Table of contents Executive summary 1 Table of contents 2 1.0Introduction 3 1.1Aim 3 1.2Scope 3 2.0 Target market for the proposed website 4 2.1Segmentation 4 2.1.1Demographic 4 2.1.2Psychographic 5 2.1.3Geographic 6 2.1.4Behavioral 7 3.0Objectives of the websites 8 4.0. Elements of the proposed website 8 6.0. Basic schematics 10 7.0. Branding 10 8.0. Colour pallet 11 9.0. Conclusions 11 10.0. Recommendations 11 1.0 Introduction With the huge success of World of Warcraft (WoW), measureable by subscription numbers, it is easy for website developers to sit back and assume that improving the website is not necessary. The likelihood of developers becoming complacent with their current success is even more with survey experts claiming that online games have gained dominance over traditional media channels (Steinkuehler, 2007, p. 297). The changing online consumer behaviour and interaction demands however indicate that website planners and developers need to improve their websites on a continuing basis if they are to attract new consumers and retain existing ones (Debeauvais, Schiano and Ducheneaut, 2010, p. 1). 1.1 Aim This reports aims at informing web developers in charge of WoW about elements that should be included in the website for purposes of improving the website’s ability to attract new subscribers, and retain the existing ones. Through a quality website, WoW is likely to command greater user trust as suggested by Gao (2005, p. 533) 1.2 Scope Although this report acknowledges that the WoW is already a complex online game with millions of subscribers across the world, it will not delve into an objective review of the same due to its complexity. Instead, the report will make some basic assumptions that will allow the author to treat the WoW website planning as a start-up project. 2.0 Target market for the proposed website Online games have the capacity to penetrate the international market due to the global nature of the internet. To succeed in the global market place however, developers need to know and acknowledge the cultural differences in their different market segments. Specifically, developers need to understand and respond to the main needs represented in their target markets (Lee et al., 2004, p. 559). 2.1 Segmentation To fit into the ‘Massively Multiplayer Online Games’ (MMOs) category, WoW requires large numbers of players to be online at the same time for it to provide an enjoyable and challenging gaming experiences. Hence, there is need for developers to identify mechanisms that will attract players and retain them in the online setting. 2.1.1 Demographic Statistics published by Bizreport.com indicate that recent activities on online gaming platforms go beyond the stereotypical demographic that contains of teenage males. The statistics indicate that the average gamer is 33 years old, 58 percent of such gamers are male, while 42 percent are women. Additionally, the statistics indicate that men play an average of 7.6 hours, while women play an average of 7.4 hours per week. The report further indicates that adult gamers reported that they had been playing for an average of 12 years, while 53 percent of those surveyed stated that they expected to continue playing the same or better games in 10-year’s time (Legatt, 2008). Schiesesel (2007) further identifies the ‘Noob’ market, which consists of new gamers who do not where to start just yet, as a rich and prospective market. This is indicative that the online game developers should target all age groups while designing the websites. 2.1.2 Psychographic Since online gaming is open to people of all ages, gender and cultural divides, web developers have to target their website designs to cater for the needs of as many people as possible. Psychographic segmentation of the market targeted by WoW will take these four divides as suggested by Erick (2008): traditional gamers; mums; slacking white-collar employees; and old gamers. Traditional gamers are aged between 18-35 years; they have decent computers and are quality gamers. They are the main target for MMOs since they do not mind paying subscription fees. When playing, the traditional gamers stay for at least an hour. The ‘Mums’ category is female aged between 30 and 50 years who have no established careers. Hence, they stay at home with home keeping responsibilities. They use their free time for online gaming. Usually, they will stop playing as soon as other commitments capture their attention. Slacking white-collar players are gamers from either gender who play online games while at work, in college, or between classes. Since they do not have much time to spare, their indulgence in online games is usually brief. However, they are always keen to capture and utilise any opportunity to play online games. Such people perceive online gaming as a means of killing boredom, unwinding and relaxing, or simply as a means of having fun and interacting with others. Older gamers are aged above 30 years who are committed to other undertakings such as family and work. Hence, such people do not have as much time for online games, but they still miss it. Usually, the old gamers will engage in a game whenever their commitments allow. Erick (2008) notes that people in this category notice the quality of graphics used in a game, just as all other gamers do. 2.1.3 Geographic Since WoW targets an international market, geographical considerations are essential since they determine cultural characteristics such as perceived behavioural control, attitudes and subjective norms. Pavlou and Chai (2002, p. 241) define behavioural control as the “consumer perception of control over a potential transaction, drawn from facilitating conditions that render such control”. Following this argument, web developers need to note that the perceived behaviour control differs in various geographical locations (e.g. China and the U.S.), and thus may affect Chinese’ and Americans’ intentions to transact, and even their actual transactions. In the online gaming context, Pavlou and Chai (2002, p. 2410 defines attitude as the “overall evaluation of desirability of a potential transaction...” Using China and the US as examples, the former has a collectivist culture, while the former has an individualist culture. Web developers hence need to consider that group preference and harmony may affect the attitudes of gamers in China, while personal needs, preferences and needs are the main considerations for American gamers. Subjective norms affect consumers by pressurising them to adhere “to the larger societal fashion” or to opinions from their friends, peers and family members (Pavlou and Chai, 2002, p. 244). Subjective norms have more effect on collectivist societies such as China, and less effect on individualist cultures such as the US. Such trends mean that website developers need to decide how well to deal with the two scenarios. 2.1.4 Behavioral The most prominent words described behavioural norms of online gamers are ‘casual gaming’ and ‘hardcore gaming’. The former is used to describe a category of gamers who view online gaming just as a pastime and hence do not spend a lot of time playing, and neither are they huge money spenders on the same. Hardcore gaming is on the other hand used to define the behavioural tendencies of people who spend many hours on a gaming platform. Such people not only have the time to spend, but finances too. Ederly (2006) however argues that the two terms are too wide and non-specific; hence, he quotes further segmentation by Parks Associates as being a better. The six segments and their respective market sizes are: power gamers (10%); social gamers (13%); leisure gamers (14%); dormant gamers (24%); incidental gamers (12%); and occasional gamers (24%). According to the report, the power gamers account for 30 percent of all earnings by online gaming sites since they are loyal customers. Social gamers on the other hand enjoy gaming because it gives them a platform to interact with other people. Leisure gamers prefer challenging games, and such people also like exploring new games. Dormant gamers love gaming but miss the same due to family, school or work commitment. Whenever they find time, the dormant gamers prefer challenging games and they also interacting with friends. Incidental gamers often play out of boredom, but can easily translate into social or power gamers on realising that the online games are a good way to spend time. Finally, the occasional gamers can be defined as those people who almost exclusively play board, word and puzzle games (Edery, 2006). 3.0 Objectives of the websites The proposed website has the following objectives: To develop a gaming experience that reward gamers with a sense of “accomplishment, content, power and fellowship” as identified by Kelly (n.d., pp.3-4). Through accomplishment, WoW gamers will obtain satisfaction from their gaming experience regardless of whether they lose or win. Through content, gamers will obtain satisfaction from the aesthetic value of the website, the play content, and technical competence of the game. Through power, gamers obtain some sense of control and autonomy. Finally, the proposed website is intends to forge a sense of fellowship among players as they meet, compete and collaborate in the course of online gaming. Since the gaming environment is computer-mediated, awkward and anonymous, mashups will ideally serve to enhance fellowship amongst gamers. 4.0. Elements of the proposed website 4.1. Blogs: these will allow users to access the authors’ postings such as web links, videos, images, sounds, and text. Users can also post comments in reaction to the postings hence enhancing interaction. 4.2. Wikis: These allow users the right to develop and edit web content in the same space. WoW gamers can use such to build collaborative specialist knowledge on the game. 4.3. Social networking activities: The most famous of such as Facebook, MySpace and Twitter. By incorporating them in the website, developers will encourage interactivity amongst users. By sending ‘friend’ requests and being accepted as a ‘friend’ by the respondent, an online gamer develops personal identity and is able to cultivate online relationships with other gamers who share similar interests. 4.4. Mashups: These will be used to create new applications that will be used to combine existing website resources that utilize data with web APIs. As Benslimane, Dustdar and Sheth (2008, p.13) observe, Mashups are essential in facilitating the “design and development of novel and modern web applications based on easy-to accomplish end-user service compositions.” As such, WoW developers should create or enhance existing Mashups platforms in order to enhance the user experience. 4.5. Web-based videos: Sharing web-based videos can be done through linking to platforms such as Youtube. Through such an element, developers of the WoW website will facilitate easier sharing of user-generated content amongst gamers. 4.6. Navigations elements: Simple navigation menu, set in eye-catching graphics should be used in order to allow users to easy navigation, and the same time get wowed by the site’s graphical presentations. 4.7. Content elements: These aspects of WoW give it substance. The elements include the game play, stories, sounds, art and other items that populate the gaming world. Developers will also need to consider the technical details that will support the content elements. Such include graphics technology, the network infrastructure and the database infrastructure. Developers will also need to keep a constant eye on the gaming environment in order to provide improvements, fix bugs and provide new content that will capture players’ interest. 5.0. Homepage layout This is a good example of layout for the homepage (see sketch below): 6.0. Basic schematics Some of the basic schematics that developers should retain, make amendments and improve include Jeeves, MekGineer’s Chopper, Mechano-hog, and Lil’ Smokey. 7.0. Branding World of Warcraft and its abbreviations WoW are already a brand that is universally recognised. The brand owner Blizzard Entertainment has succeeded in creating what Hemp (2006, p. 49) refers to as a “branded virtual world”. Developers can improve the brand name by checking the criticism for legitimacy and addressing any quality concerns. 8.0. Colour pallet A 256-colour palette will be used since it is universally compatible with all display modes. The palette will also be easy to manipulate, in addition to having a good rendition of colours (Feldman, 2000). Hence, it will make the game developers’ quest to develop special effects easy. 9.0. Conclusions This report recognises that website planning for purposes of hosting a game such as WoW takes years of brainstorming, design and development. As such, the recommendations made herein are partly made on the assumption that WoW is still a start-up game. As noted in the beginning of the report, it seeks to inform web developers in charge of WoW about elements that should be included in the website for purposes of improving the website’s ability to attract new subscribers, and retain the existing ones. 10.0. Recommendations Developers working on this project should balance strive at attaining an effective website that not only captures the attention of first time visitors, but also keeps them coming back through the provision of easy navigation, good content and entertaining games and forums. While it is true that developers need to strike a balance between the cost of web development and the quality, quality should be perceived as one of the key factors that will drive numbers to the proposed website. As such, significant resources should be spent in its development in order to guarantee quality. References Benslimane, D., Dustdar, S., & Sheth, A (2008), ‘Services Mashups: the new generation of web applications’, Internet Computing, vol. 12, no. 5, pp. 13-15. Debeauvais, T., Schiano, D., & Ducheneaut, N (2010), ‘If you build it they might stay: retention mechanisms in World of Warcraft’, Conference, vol. 10, no. 1-2, pp. 1-8. Edery, D (2006), ‘Game consumer market segmentation study’, Game Tycoon, Available from http://www.edery.org/2006/09/game-consumer-market-segmentation-study/, viewed on Sept. 18, 2011. Erick, N. N(2008), ‘Define your target audience’, Elder Game, Available from http://www.eldergame.com/2008/05/define-your-target-audience/, viewed on Sept. 19, 2011. Feldman, A (2000), Designing arcade computer game graphics, Wordware Publishing, Inc, Plano Texas. Gao, Y (2005), ‘Factors influencing user trust in online games, The Electronic Library, vol. 23, no. 5, pp. 533-538. Hemp, P, 2006, ‘Avatar-based marketing’, Harvard Business Review, June 2006, pp. 48-57. Kelly, J. N (N.d.), ‘Playtime: the problem of abundance in MMORPG’, Wants, Constraints and Game Goods, Available from http://www.anthemion.org/file/playtime_abund.pdf, viewed on Sept. 18, 2011. Lee, S., Suh, Y., Kim, J., & Lee, K (2004), ‘A cross national market segmentation of online game industry using SOM’, Expert Systems with Applications, vol. 27, pp. 559-570. Legatt, H (2007), ‘Study: Gamer demographic complex’, Biz Report, Available fromhttp://www.bizreport.com/2008/04/study_gamer_demographic_complex.html, viewed on Sept. 19, 2011. Pavlou, P. A., & Chai, L (2002), ‘What drives electronic commerce across cultures? A cross-cultural empirical investigation of the theory of planned behavior’, Journal of Electronic Commerce Research, vol. 3, no. 4, pp. 240-253. Schiesel, S (2007), ‘Casual fans are driving growth in video games’, The New York Times, available from http://www.nytimes.com/2007/09/11/technology/11video.html> viewed on Sept. 18, 2011. Steinkuehler, C (2007), ‘Massively multiplayer online gaming as a constellation of literary practices’, E-Learning, vol. 4, no. 3, pp. 297-318. Read More