Retention, Part Two: Let the Users In

by Sanya Weathers

Contrary to popular belief, Blizzard wasn’t the first MMO developer to encourage player modified UIs, tools, display applications, and other kinds of player-made programs that integrated with the game. And they weren’t the first to feed their data to third party sites to enable wonderful support tools.

But they made it easy. And easy access to information and solutions equals retention.

Why? The big reasons:

–    Because developers aren’t perfect. Things can be forgotten and overlooked in the crush leading up to launch. Why not let the users help?

–    Because designers cannot possibly come up with a display that answers every possible question/thought/wild hair of a user. Not only would such a display be hideously complex and ugly, it wouldn’t actually help. Not all users want all features. Why not hit the highlights and let the players handle the fringe stuff?

–    Because developers have designed their game for an ideal, not for the way people will actually use the product. If a developer puts in a sheep to provide wool, it’s a sure bet that players will be dining on mutton that night. Don’t fight it, expect it.

–    Because a sense of ownership, of having created an integral part of the world, will keep someone subscribing long after a passive consumer would have quit.

What can developers do to make it easy?

–    Make the data available. Stats, images, the works. Stream it all out there. Sure, avoid data that could allow a user to harm the game (create bots, or hack), but if the data is available to the users in the game, give it to them.

–    Celebrate the accomplishments of the community. Promote the most valuable tools. Thank people publicly.

–    BUY the best tools, but leave the player’s name on them. Yes, buy. Why duplicate the efforts in house? The product will be inferior, given that the player spent more time on it than the developer with multiple calls on his time ever will. And the good will is worthwhile.

This applies outside the gaming space. Twitter got big by letting the users in. They won’t risk anything if they start cutting the user out, but why be evil? Just a thought.