[quote]Bachuck wrote...
One of the most insightful post I've read on these forums since this controversy started has been this one from a user named
atghunter. I shall quote him:
[quote]atghunter wrote...
Posted this yesterday, I'll repost here. Hope it helps to see what's on the other side of the mirror atm.
I don't think Bioware is out of touch with their customers though I agree with an earlier poster that right now they are assessing their options. Nor do I think that everyone speaking up for them at the moment is a "yes man" or shill. That said:
I don't for a moment think there are any other endings, this was a hallucination, etc. Bioware/EA is letting these speculations go on for two reasons. First, they are letting people vent. Secondly, they are weighing options.
Years ago, I worked for a PR damage control team and everything right now is going by the book. First, re-affirm and ignore (also known as doubling down), then try and define the detractors in the mainstream with things like "this is all a big mistunderstand", etc. while remaining civil in the hopes the detractors go rabid. Meanwhile go dark and use countermeasures through third part sources to prop up your position and brand the outcry as driven by hacks, haters or a minority trying to wear out the detractors on these outlets or "shock troops" while protecting the corporate core.
Next, offer something distracting (notice SWTOR is free this upcoming weekend) known as the "faux olive branch"/ask the angry people to explain their concerns (without agreeing to commit to a compromise), buy more add time (definitely going on right now), and hope it dies down. If the pressure is still on, determine the economic viability of 1) ignoring the outcry and banking on the fickle nature of consumers to get over it or 2) determining if we can make money off of fixing it.
If it is any consolation, the decision whether or not there is a fix DLC, etc, won't be made by the writers so illusions to things they wanted to convey don't matter much atm (to wit: the leads comments yesterday). I suspect he's been called in and politely told by the PR guys to not do that again. This is now a corporate problem, not an artistic struggle with fans. Somewhere in the EA bunker, attorneys, PR guys, writers and brass are sharing numbers b/c in the end this will come down to hard currency.
As one who despises the endings, I'm hoping the suits tell the visionaries that the customers are loud enough and numerous enough to swollow their pride and get them out of this storm. For those that love them, I readily accept your position and respectfully disagree.
[/quote]
His post was written yesterday (March 15) and today (March 16) Bioware announced the N7 weekend "Operation: Goliath" event encouraging gamers to play with promises of "FREE STUFF".
social.bioware.com/forum/1/topic/324/index/9993278/1Sadly, a lot of the same people who were swearing off Bioware were asking how they could take part of the event. I was disgusted by their short-term memory, so my question to everyone was - do you not see what's going on?
Soon after I created this thread,
atghunter commented again.
[quote]atghunter wrote...
Greetings All,
First, I’m flattered someone would repost this. Many thanks.
A couple follow-up thoughts for those wondering what is likely going on with the other side of the mirror in the last couple days:
First, Operation Goliath, the free Star Wars online weekend, and the recent noncommittal overtures to listen
arefaux olive branches. Sorry. Customers intrinsically want to believe companies they patronize listen and when they stop believing that, the company has to
say they are listening and do anything to get the detractors off-message. There are a dozen names for this, but the most memorable was "The Shell Game."
You will know that there’s a genuine
need for dialogue in the corporate bunker when the message turns from “we’re listening” to “we acknowledge we
may have a disconnect with our consumers and are willing to discuss a meaningful solution to the problem.” It signals an end to non-committed deflection and opening genuine talks to solve the problem (it’s knows as “Exposing Your Throat” btw). At present, you’ll notice Bioware/EA has only said they will “explain” the endings. That’s not a give, that’s a delay tactic.
But here’s the part that amazes me as an old PR guy and is totally new. The disenfranchised base here is changing the old methodology. It’s akin to comparing old-style bunker PR defenses to new blitzkrieg-style consumers. To date, the “bunker strategy” was always used because it was virtually foolproof. However, social media and the 24 hour news cycle have simply changed everything. Twenty years ago, you could not mass 30,000 protesters into a networked base without some luck, money, a GREAT cause and (most importantly) time. By the time you did get organized, folks were either burned out or lost interest. Groups like Take Back have altered the landscape and suddenly the contest is taken from the old paradigm to a crazy new (and wonderful IMO) place. Preorder sales took away customers biggest weapon in the past (i.e. don’t buy the product). Now customers who feel they have received poor value have been potentially re-empowered by the internet. Bioware/EA is feeling the full brunt of this thing while passion is hottest. They are deploying countermeasures faster than the old strategies ever would have ever suggested. To some degree, they are being outmaneuvered atm. But now it depends on how long the protest/outcry holds up.
Two more quick points and I’ll close.
First, the Child’s Play movement was brilliant. Notice over the past few days how some of the most visceral detractors to the outcry have had to shift their vitriol from “you’re spoiled selfish haters” to “sure you gave to charity, but you are spoiled selfish haters.” Nobody is drinking that Kool-Aid. Better yet, some outlets are now saying “maybe the game has problem but its still art” from the precedent message “best game ever.” That won’t fly with the mainstream. If its one thing they know is that when “art” hits the marketplace, it is a commodity, nothing more. You’ve changed the countermeasures from "unbiased" critics of the movement into drum beaters simply trying to get you angry. EA’s PR guys probably envy you (grudgingly) atm.
Second, don’t buy the only X people voted in the poll out of 1 billion customers, so they don’t care. That’s bunk. Are there "drum beaters" on both sides of this issue that just want to see controversy, sure. But if I was sitting in an office looking at that Bioware poll, I’d be reaching for a cigarette.
Finally remember, they have much more data at their disposal. They know how sales are going, how much time people are playing that are synced into Origin, etc. They will watch those numbers this weekend. If sales slow, watch for price cutting within 10 days (just over the two week US release date). It will mean that retailers are getting nervous and will slow new unit orders. As I’ve said before, this will come down to hard currency. If the protests start having an effect on that front, the response will come.
I’m an older gamer and again appreciate the repost. To everyone (on both sides) continue to let your voices be heard. You are consumers and have every right to engage in this discourse. The boards being locked yesterday proves someone is watching and knows this is an issue. I'm in the hated-ending camp to be sure, but I admire everyone one of you who is arguing for what believe on both sides!
Cheers.
Many men may be willing to die heroically for a noble cause, but few men will live humbly for one. Wilhelm Stekel
[/quote]
And then "
Casey Hudson" responded precisely as
atghunter had predicted.
social.bioware.com/forum/1/topic/324/index/10089946And here is
atghunters analysis on Casey's statement:
[quote]atghunter wrote...
Greetings All,
Really flattered with the responses. Respectful regards and thanks to all. Been spending a few minutes reading over Mr. Hudson’s response. Here's my PR insider perspective. Hope it helps a bit.
First, let’s simply look at
strategy over
content. 1) They definitely released this on a Friday evening to bury it in the news cycle (because it does acknowledge in passing there are unhappy customers, but more next paragraph). Btw, kudos to those who pointed that out earlier in the thread-Solid catch. 2) Several of the “anti-ending” articles (most notably Forbes) are now creeping into front page searches for “Mass Effect 3” instead of “Mass Effect 3 endings” and they are hoping this release will knock those stories to page 2. 3) They are hoping to deflect some of the current silence anger by combining this message with this weekend’s faux olive branches (discussed earlier).
All in all, the message release strategy is nothing too interesting at this point.
The content, however,
is interesting. Most of the statement is doublespeak meant to let you see whatever you want as to as to the direction this thing is heading. Mr. Hudson then clearly tries to give validity to the greatness of the game by citing a couple news sources in the hopes of getting those stories more hits and onto search page one (nicely played EA PR),
but the main thing is a clear acknowledgement that Houston has a problem with “some” fans. Mind you, he uses the term “some” and “most passionate fans” to try and minimalize the level of the outcry, but the disenfranchised fan base has reached the level of
acknowledgement. That is important. Does it mean those disenfranchised fans have won? Not by a long shot. But Mr. Hudson’s statement was written (or at least approved by someone running damage control). And ultimately any time you have to acknowledge a problem with your product or customers, you have issues.
Does he continue on holding his own line that they intended “bittersweet” endings? Yes. Is the comment that you’ll see more of Commander Shepard an illusion to an “ending” DLC? Not certain but probably not at the moment. Does he utilize the “we’re listening to feedback but not promising we’ll do anything” line used on the boards yesterday? Sure.
It is clear most of his statement is insubstantial and leaves tons of room for spin either way down the road. Whether it gets used or not, management is trying to find some wiggle room in case they have to change course.
Last bit.
A warning. PR guys know that right now many people’s emotions are on edge and often use a tactic called “Sound and Fury” (Shakespearean reference see Macbeth) to see if it gets people raging. It helps that strategy that people are looking at anything coming out of Bioware to detect wind changes. That said, I was reading through the thread burning with Mr. Hudson’s statement (though to be fair it is a Bioware/EA statement) and it seems for the most part folks are being passionate, but civil. EA PR will probably chalk up that aspect of this release as a failed
ruse de guerre (trick of war).
Stay civil, stay passionate, and stay vocal no matter which side you take. For myself, I’ll shamelessly
Hold the Line[/quote]
Shortly after "Casey's" statement, a forum thread was created for Bioware rep
Jessica Merizan to gather feedback from unsatisfied fans:
social.bioware.com/forum/1/topic/355/index/10098213/1#10098213Here is
atghunter's analysis of that:
[quote]atghunter wrote...
Greetings all,
I promise some individual answers (working my way forward from page 18 atm) and my wife thanks you all for letting me have dinner. But first, a take on the latest Bioware maneuvers from a PR perspective.
First, I’ve never met Ms. Merizan personally, but I’ve read some of her tweets and find her to be an engaging and personable individual online. She is a PR guys dream because I believe she genuinely has empathy for the players and it shows.
That said, please remember that she (like everyone else in this storm at Bioware is saying nothing more than they are being told/authorized to say).
So on to the post. Of course, we’ve covered the whole churning things out on Friday night to avoid the news cycle under Mr. Hudson’s post. Standard Operating Procedure there. However, the
tenor of Ms. Merizan's post is much better than what we’ve been seeing in the last 24 hours. Moreover, it is simply less of a CYA publicity statement acknowledging a situation but minimalizing the problem. Notice she drops the pretense of “most people love this but a few people may disagree” and heads straight into a quasi “throat exposure” by saying:
“
In order for a collaboration between the devs and the fans to work, I need you guys to CONTINUE being constructive, and organizing your thoughts. I know where to look, but I need you to help me by contributing to the dialogue.”
It is a direct communication to the offended customers. No promise of change to be sure, but probably the first genuine offer to discuss this issue in terms of possible
collaboration vs.
discussion/explanation. It won’t make the news b/c of Mr. Hudson’s statement issued shortly before as a media "screen" (though honestly, this was probably the intended message the PR guys want us to have all along).
As I mentioned before, once you gain acknowledgement, you have taken the first step in a PR campaign towards a compromise. Lots of road ahead, but to that end, well done.
Also take that Ms. Merizan acknowledges the
positive aspect of the RetakeME3 movement. From a PR standpoint, it’s like acknowledging the people you are presently struggling with actually have virtue. You’re not saying they are right, but you aren’t simply acknowledging their presence either. Mind you this can also be a gambit to 1) deflect (as we’ve previously discussed) or 2) to enrage (i.e. hope that the players will refuse to communicate and thus be seen as unreasonable at this overture). Best PR counter response: strength, civility, a touch of wariness and loads of conviction.
The only troubling thing I can see is the collecting feedback data for “weeks” comment when the game went into full release only about 12 days ago, but I’m guessing that was possibly a PR guy’s oversight who assumed (based on the historical curve of these kind of things) that this matter has devolved in a much longer time that has actually elapsed. But it is equally possible she has been keeping track as well. Still doesn’t detract from the tone of the message.
Much less deflection, a bit more acknowledgement. If it hasn’t become clear, these fights (and make no mistake, they are fights be it abet civil ones) are of move and counter-move.
Continue to make your voices heard. Give them the concise arguments I’ve read on this forum a hundred times (regardless of your side). This is a game of choices, and call me an old optimist, but I have to believe there is enough room on my hard drive for some endings for both the producers and we consumers. Continue to post respectfully, but with the passion and conviction that inspires an old gamer like me. If you do, and this ultimately turns out to be a deflection, it is a dangerous one for EA/Bioware.
Here's why. One of the greatest lessons of PR is don’t offer to negotiate, unless you mean it. Doing so and ultimately being outed is called “Brokering Solutions but Delivering Stonewalls”. Not to be melodramatic, when I did this work, we called it something else…
Sudden Death [/quote]
As this thread progressed, a Bioware employee - Jarrett Lee - entered and began posting.
[quote]Jarrett Lee wrote...
Most of these things you see as olive branches aren't that at all. They are part of the already planned launch period of ME3 (Star Wars I can't speak for). The N7 MP weekend was planned some time ago - before the ending situation came to light. Not everything revolves around this controversy. It's just unfortunate timing. Same goes for the recent strategy videos for example - we filmed those weeks ago. I think Corey and Eric did a great job in them and was dismayed at the vitriol in the YouTube comments.
You're complaints are being heard, and considered and discussed etc, but I wouldn't read so much into some of the marketing stuff we're doing. I know a lot of you won't buy that - i cant "prove it" - but I've actually always been honest with you guys all the way back to ME1. Operation Goliath is an event we planned because the multiplayer is really fun, and we want to engage the players with it (i just completed the challenge tonight myself!). Of course we had events and releases planned for the week after launch-week. There are no nefarious scheming evil meetings on this topic. We take it seriously, and are discussing it internally. Nobody is happy or dismissive about the fan reaction, at BioWare. Quite the opposite really. These are good people who care deeply about the work they do.
I would suggest patience but not sure there's receptiveness to that at this point.
Guess that's all I wanted to say for now. Have a good night/weekend.[/quote]
At which point the thread was derailed into
"Thank you for talking to us like human beings" and
"I feel bad for you Jarrett" comments.
atghunter replied to Jarrett:
[quote]atghunter wrote...
Mr. Lee,
Thanks for joining the dialogue. I haven’t read ahead, but I hope the discourse over your post remains civil and positive as I think this thread has been.
First, I wholeheartedly believe that there are good people at Bioware that care about the work they do. But I hope you can equally agree that sometimes the best people in business, with the best intentions, can misstep when it comes to consumer relations. It does not make them bad or wicked, just human. And when that happens, a tedious (and sometimes strained) relationship occurs requiring ultimately a dialogue between the conflicted parties brokered by PR folks. I don’t think anyone (certainly I haven’t) ascribed Bioware’s response as “evil”, but it is most certainly calculated. It has to be given the stakes.
We should also probably agree that atm the PR folks are directing the course of Bioware’s response (with lots of input to be sure). Were some/all of the events going on this weekend pre-planned? I don’t know but I’ll take your word for it. Could those same events have been planned as firewalls (aka potential faux olive branches) or for just plain fun? I don’t know. However, while I certainly wasn’t the most savvy PR guy, it simply seems illogical that someone wouldn’t build some firewalls into a worldwide pre-sale release just in case. Again, no evil intentions, just solid market share defense. Those same firewalls turn into great media boosters if the game had been acclaimed and unneeded. In short, they get repurposed.
I don’t ascribe Bioware as a malevolent group bent on the destruction of its fan base. At the moment I do ascribe them in one sense as you do:
We take it seriously, and are discussing it internally. Nobody is happy or dismissive about the fan reaction, at BioWare And that is, in my opinion, is because the situation cannot be ignored. As I’ve posted previously, Bioware/EA seems to have acknowledged a problem. Now it is simply a matter of how a business determines the economic viability of its response.
Again, I’m glad you chimed in. I always enjoy good discussions. And please don’t believe there isn’t “receptiveness” to your point. It’s fatalism. Honestly, people here have been passionately, but in an overwhelmingly civil tone, chiming in all week hoping for a modicum of acknowledgement with virtually no response from Bioware, and most still seem possessed of great hope for that same receptiveness.
[/quote]
During Jarrett's time in the thread, emotions were running high and there were disagreements (naturally) between members with some people believing he was sincere, while others did not.
Even
atghunter and myself didn't exactly see eye to eye on the situation.
social.bioware.com/forum/1/topic/355/index/10084349/44#10111527social.bioware.com/forum/1/topic/355/index/10084349/47#10112703
It's all good.
Next we have posts that require mention. The first is by
Gexora[quote]Gexora wrote...
I have just read this whole tread, from the page one (and yep, I am probably getting fired soon). I think I have some valuable insight as someone who could see the way situation unraveled.
So I read 35 amazing pages of people being mostly civil and discussing our movement; atghunter's posts were fascinating, I have seen the first one before and was amazed by how insightful it was, and glad he continued to help us.
Then Mr. Lee waltzes in, says some vague stuff while being polite and humorous, ignores all questions but the most innocent one, waltzes out - and everyone falls head over feet praising him. Then, some pages later, people are slowly realising they were played like little vorcha, and start arguing about that. I agree with someone saying we were so tired of Bioware treating us like bull****, we are at the point where anyone treating us like humans is idolized.
Then the thread got back to the topic again, but it just didn't have the same fire, had a lot of off-topic and arguing. So, the result?
Jarett Lee just nuked the promising thread while being nice.
[/quote]
Indeed.
social.bioware.com/forum/1/topic/355/index/10084349/52#10116224The second is an analysis of the "battle situation" from
KeldorKatern.[quote]KeldorKatarn wrote...
The same holds true here as in every negotiation. There are trained PR people at work here. They are experts in double talk, delaying action and deception here. I cannot speak in PR stuff here, but as a former military I can say you this (and the PR guy from the first post will most likely agree):
The only viable strategy for you guys is doing exactly what the other side cannot handle: Keep the pressure up! DON'T fall in line, don't respond to false offers of peace.
The strategic position is this. On your side you have a vast military but still rather disorganized. On the other hand you have a very well trained and organized but outnumbered army.
The other side is currently in the following position: They are attacked on all fronts but still mostly disorganized so
they, being better trained, have been able to mostly hold the line for now. They are also most likely experiencing the first signs of sales losses, of dropping multiplayer counts and they have predictions on their tables of dropping DLC sales. In military terms: They are experiencing attrition effects, they have supply problems. The only viable strategy in that situation is: Keep your forces together, make only very thought through moves, do as many delaying and distracting moves as possible, because that's the only thing where you still have the advantage: The enemy is unorganized and cannot yet strike as an organized whole. If that were the case... bye, bye.
So what you guys have to do now is use YOUR advantages and exploit their weaknesses. That means: Keep the pressure up and increase it. Organize, do organized large scale strikes. They have NO way to defend against those. The more organized you become, the more they will be able to feel your numbers. They cannot defend against a full-blown strike. They can only delay you and try to disrupt you. If you don't let them do that, you'll
win outright.
So the best way to achieve this is to organize loud protests, organized, and well thought through. Also don't ever respond positively to ANYTHING but your initial demands. Don't even think about responding to "maybe"s or "let's talk"s. What you want is a full surrender; NOTHING else. DON'T stop before they bow down and literally talk to you on YOUR terms. YOU are the customers. Use that. This also means:
DON'T play the game, DON'T buy and DLCs unless they are EXACTLY what you want. They will feel the dropping numbers, they have Origin. Many people didn't like Origin, but now it is YOUR weapon. Don't play and the WILL see that. They do have the statistics. The fewer people order anything, the fewer people use origin the heavier you are threatening their supply lines.
Kill their supply lines while holding up the pressure and you WILL win this. But DON'T ever give in. YOU have the upper hand, DON'T let them take that away from you.
Also never become angry or uncivil, because that is another one of their strategies. If you become an angry mob, they will be able to sell you as such, gathering allies. You don't want them to be able to do that. Think of this as a war between a rebel force with huge numbers and the loyalist army of the head of state. If the head of state manages to picture you in public opinion as an angry mob, as terrorists or whatever, they might be getting help by powerful allies (read: the press). If however you remain civil, fight a gallant war and voice your concerns in a reasonable way, then YOU might be getting help and in the end the UN might intervene on your behalf (read again: the press will force them to give in or lose a ****load of money).
Keep this up people. Don't take the pressure of.
The minute you do, they have won.
Edit: To Bioware:Don't take this the wrong way. I truly love you guys and I'm a huge fan. But this thing just won't fly. What you did here was just bad judgment and I think the best way for you to handle this is to fix this ASAP and maybe make some money with it (although if I were you, I'd be real careful with that one).
You have achieved something here that is really incredible. You should actually be proud of yourselves to some degree. If you hadn't done a whole lot of things right, people wouldn't be here complaining. They would sit at home and say "Who gives a sh*t!?"You have created a franchise that is so wonderful and so loved that people actually DO care. All you have to do now is make you that stays that way. And that will not be achieved by PR bullsh*t by the books. It will be achieved by showing them that this industry is not just about money and about sales counts and quarterly reports but that it is still about wanting to give people a great time and about making people happy with your creations.
Sorry I have to be against you guys this time. But see it like this... this entire army that is kicking your nuts right now... if you play things right you'll have all of them behind you, whenever you need them, in the next war.
I'm really hoping this war will end in a way that benefits both sides in the end.
So long...[/quote]
social.bioware.com/forum/1/topic/355/index/10084349/59#10122930And here's atghunter's most recent post on Jarrett's involvement.
[quote]atghunter wrote...
Good Morning (for me), Afternoon, or Evening All,
Some absolutely amazing posts an insights from folks overnight! And as always, thank you for the complimentary remarks. KeldorKatarn had some great thoughts on this from his perspective which overlap in one aspect or another with so many things PR teams practice. I’m probably going to end up spending a couple hours this afternoon wrapping my head around the philosophical parallels and constructs of his post!
Just one quick thought and then I’m off to answer all the great e-mails I've received. I was happy to see Mr. Jarrett stop by last night. He came by to try and do a bit of “humanizing” (and yes, that is something every PR team uses extensively) of Bioware. A completely fair deflecting maneuver btw. I readily acknowledge there are probably some great people at Bioware, who love their work, do great things and may even be quite personable (please see my remarks yesterday re. Ms. Merizan). It’s genuine to that degree in his message, but the strategic goal is to try and merge the “corporation” which is pretty easy to be angry at, and the individuals who they want you to feel empathy for. It’s putting a face on your corporate entity much like many food brands have a face on their products.
So how do you resolve empathy for overworked and disappointed employees vs. a company you feel delivered an inferior/defective product? Simple. You can do both. Feel empathy for the workers, but continue to demand accountability from the corporation. As I’ve mentioned previously, at this point, this isn’t a struggle with the writers. And in the end, to be blunt, those hard-working, personable emplotees will do what the corporate entity ultimately decides. If EA instructs the writers and developers to write an ending with pink ponies and chocolate bars falling from the sky, that’s what will happen.
Just remember the bottom line is, well, the bottom line for EA. Please continue to remain civil and express your views (no matter which side of this debate you favor). Since I can’t see the other side of the chessboard, no prognostications on where the game stands, but it is pretty clear the pieces are moving.
Cheers![/quote]
social.bioware.com/forum/1/topic/355/index/10084349/62#10124980Next up is
redknight38 who provides suggestions on how the "Retake ME3" movement can best proceed forward.
[quote]redknight38 wrote...
I sigh at myself. I really did promise to stay out of this, but that's clearly me lying to myself since last night. I've been involved...
So I am about to get a PhD in military history, with a specialty on insurgencies and conflict management. I'm not active military but what the hell. The gentleman in active duty was right-- this movement needs to get organized. Bioware has been getting better at playing by the PR handbook because they're getting a handle on things. Therefore they are in for the long haul and therefore
people here have to be as well.
That means getting organized and having consistent, coherent, simple and clear tactics and messaging. The Tea Party and the Occuppy movements both had to do that, hence their staying power after initial passionate outbursts.
How do insurgencies or even COIN ops operate?
1)
Get a message out. So this Retake movement has to get a message out. Some suggestions have been offered: google bombing and review bombing. I have a
lot of qualms about the latter because it has the potential to irreparably drive down the reviews to the point of not being able to repair it. Later, when this movement has become more articulated, you might be able to promise to attempt to drive that review rating
up, however.
Either way, find a way to spread this on the Internet and build awareness for it. Have simple talking points and try to agree on them.
I suggest remaining polite and even being a little positive. You like ME, you don't hate Bioware. You just want changes. That'll build a sympathetic message because a key point in COIN and insurgencies is winning over neutrals.
2)
Repeat the message as often as you can. Self-explanatory. However, it can't just be "I hate the ending" or "hold the line." You'll have to keep repeating your simple, bullet-pointed list of complaints. Groups like the IRA don't repeat long treatises (as I've been seeing on the boards) on their complaints. Nobody will read that. Keep it simple and keep it consistent.
That clearly means people on this forum will have to come to an agreement of the basic points they all agree with. The majority of resistance movements have internal problems and divisions that are often more important than external ones. The IRA, the VC, Mao, they all killed as many or more of their own members as their enemies. Failed insurgencies like the Philippine NPA did so to the detriment of their mission.
Incidentally, that means that instead of saying "bump" or "hold the line" or "I support this thread" you might want to say "don't play SP or MP" in trying to bump it. Something constructive. The message.
3)
Disrupt the enemy's internal cohesion. Attacking Bioware
people is highly counter-productive so no ambushing or isolating. These people are just doing their jobs and I sincerely doubt they're maliciously laughing at your discontent. Neither are they having money fights at your expense. Come on people, this is the gaming industry, not Goldman Sachs. These people are not rolling in it.
They try to humanize themselves to win your sympathy.
DO THE SAME. Stop attacking Casey Hudson and the like but instead tell them you love the game, you always liked his writing and you always had faith in him. This will be easier because it's essentially true. Tell them you don't hate them, that you'll go back to the fold if they meet your demands.
What you are trying to do is
build sympathy and win defectors. The biggest prize for an insurgency movement are defectors, especially high profile ones. In the case of this Retake thing, you want to do it so that during their meetings there will be someone advocating for you. Hopefully more than one someone. Incidentally, this might involve having to accept paid ending DLC. Much earlier in this thread I opined why it would have to be paid: remember, they claim the game is
done. The story is finished to their satisfaction. Any ending DLC they release they can legitimately (i.e. in court) claim as
bonus. You don't
need to get it.
Be careful of them trying to do the same. They'll try to win you over so someone here will suddenly be advocating for
them. Hence the skepticism regarding Mr. Lee. He came here and suddenly everybody was telling others to back off, the Bioware guys had a long week. This is true, and don't be rude to him. However, nobody was, but people were losing their skepticism and resolve.
4) Disrupt the enemy logistics which means disrupting sales. Since you can't meet them head-on, this is one thing you can do.
However, threatening to boycott products not yet made is absolutely meaningless.
Newsflash, if you threaten not to buy something a company has not yet made, what will they do? Not make them.Bioware hasn't lost money on products not yet made because they haven't sunk resources into making them and marketing them. If you threaten not to buy it, they will find another product, one which does not cater to you. The next Bioware game could therefore very well be a multiplayer game or a shooter. That being said, threatening to boycott Bioware in the future is
not a bad idea since AGTHunter noted that it turned you into cautious consumers. You just have to do more.
However, they have ME3
now. I can guarantee you the sales of ME3 and its future content are
part of their current budget plan and profit projection. It's part of their logistics. Disrupt that and you are actually making a message regarding their money.
You don't need to do anything dramatic but it might be hard. Too hard. Playing SP offline and not playing MP is honestly the best way to do it-- they track your playtime so by not playing you are telling them you are unhappy with the current product and will therefore not buy future DLC or anything of the sort. Since they alread have money sunk into your product, one likely response from Bioware is to attempt to find ways of luring you back since that would be easier than making an entirely new game. If you keep emphasizing you would
love to be lured back if they meet your demands, even better. Remember that video games are actually cheaper than you think and a lot of their profitability comes from DLC so you do hold some leverage here.
Discouraging others from buying it works as well.
Not playing MP seems a no go since too many people want to. So be it-- it's their right and they're being smart consumers still. They paid for it, why not enjoy it? Don't criticize them for it. Someone suggested continuing the protest on MP and if it is possible change your name to reflect Retake or Hold the Line. Add it to your online avatar's name. I don't know if that's possible.
Basically-- if you kids are serious about this, remember a) this won't be easy and it'll take a while,
there will be no clear win, insurgencies or COIN ops don't end cleanly, c) there is risk. There is always risk and you'll have to accept that. The biggest risk is that Bioware might simply abandon you and ME3. Another is that you might damage Bioware to the point that it can't make its games. I don't like that, you don't like that and it's why a lot of "haters" are mad at you. They have good cause, but that's beside your point.
One last
cynical thing you can offer Bioware: if they meet your demands and you are happy...
well you can essentially offer this online advocacy network to them. Most companies would give their right arms to have a passionate, far-reaching and dedicated group of people pushing their products for free.
So good luck to you kids.
[/quote]
social.bioware.com/forum/1/topic/355/index/10084349/69#10131523Next we have
cokohpuffs41 who analyzes how EA/Bioware can turn this situation around and not only please the fans, but make a profit in return.
[quote]cokohpuffs41 wrote...
Happy St. Patty's Day, everyone (in the States, anyway...)!
I've been lurking on these forums for a while now, reading most of what I could manage on this ridiculously fast-paced board. This thread was up my alley, as I work as an analyst for a financial institution (insert joke here regarding the finance industry).
Before I share my analysis with you all, I want to let it be known that I share the majority of everyone's sentiments in this, and most other threads: 99% of the
entire trilogy, from beginning to almost end,
was to a sci-fi fan/dreamer such as myself, gaming nirvana. It's funny...we live in such a "what have you done for me lately" world, that the last thing you see is the last thing that you remember...journey be damned!
Anyway, I just wanted to shed some perspective regarding EA/Bioware's financial situation with the current landscape of the public outcry.
Here are the variables we know to be true -- at least close to accurate for estimation/general forecasting purposes (again, in regards to finances):
- 3.5 (of which 2.36 million has already been sold by retailers) million copies of Mass Effect 3 shipped by EA/Bioware
- $60 (or comparable in other parts of the world) per standard copy of the game, regardless of platform
- 50-10-10 rule of game publishing -- in essence, EA/Bioware ends up receiving approximately 40.5% of retail prices -- which does not include their own "Origin" platform where there is no middleman since there is no distributor OR retailer involved
- ME1 and ME2 combined have sold over 7 million copies -- rounded up to 7.5 million since the article is 1 year old.
- Bioware has generated revenue from DLC from the previous 2 games, as well as day one DLC for ME3
- Bioware also has generated extra revenue from Collector's Edition versions of the games as well
Ok. In a nutshell, these are the values I worked with in the following analysis. Also, I will provide links to where I obtained these figures.
Using the aforementioned values, we can calculate that EA/Bioware has generated $85 million in revenue to date. This, again, does not include the extra revenue generated from day one DLC, Collector's Editions, Origin downloads, etc. Knowing this information, we can already deduce that ME3 has already generated as much revenue after one week of sales as ME1 alone, and ME2 alone in their entire lifespans. Also, since ME1 and ME2 are older games and many of the 7.5-8 million in sales were heavily discounted, we can be more confident in our assumption that ME3 has already generated as much, if not more than either ME1 or ME2. Remeber, we are speaking only of revenue, not profit.
Granted, we do need to account for extra expenses on ME3 vs. either of the earlier games since EA/Bioware, assumingly, spent much more on marketing, development team expenses, etc. vs. the other two games, but still, the point is still clear that after one week of ME3 sales, they are in a great position relative to their earlier two entries in the franchise as far as generated revenue is concerned.
Now, EA/Bioware may have been
extremely aggressive in their sales projections for ME3, but I would guess that EA/Bioware's analytics team would be savvy enough to not overproject sales too highly compared to their previous games. In the case they were conservative to mildy aggressive (to offset added expenses mentioned earlier in marketing, etc.) with their projections on ME3, regardless of the public outcry, they will, in their worst case scenario, fall short of their projected sales goals, but not enough to call ME3 an abject and utter failure. In essence, even if they do nothing now, it won't hurt their bottom line to a crippling degree at the end of the fiscal year. Again, this is assuming EA/Bioware didn't go balls to the wall in their projections because they were overconfident in their hype-machine.
Here's where EA/Bioware's business sense should overshadow merely concentrating on the bottom line.
Let's suppose that EA/Bioware really does listen to the public outcry and appease fans with new, high quality endings via DLC (and perhaps, if EA/Bioware
really wants to get in the good graces of their fans, they'll release a supplimental disc for those who do not have online access on consoles -- of course, at a reasonably higher price than the DLC since they still have to manufacture and distribute the hard content). Unfortunately, if they indeed make the ending DLC high quality, we will most likely have to pay for their efforts/expenses, no matter what we do or say...but most of the passionate fans "holding the line" will gladly shell out a bit of extra cash to get the closure we wanted to our beloved trilogy.
After releasing this content, not only will fans be appeased, but their credibility as a massive company who not only listens to their fans/consumers, but also reacts to the feedback will be heightened. This will lead to better press not only for the game itself, but for the company's image as a consumer-minded entity.
For EA/Bioware's books, this will generate future revenue in the short term and the long term:
Short term: Ending DLC will generate revenue, although it may only be enough to cover expenses, planned DLC will also generate revenue (these can be priced as planned as long as they please fans with their Ending DLC), and more copies of the full priced game will be sold due to the positive exposure EA/Bioware will inevitably garner after this plan of attack.
Long term: Now, being analogous to the Star Wars trilogy in the gaming world, EA/Bioware will be able to package their trilogy to enhance legacy sales a-la Blizzard's Battle Chests for their franchises (notice how Blizzard still sells copies of WC3 B
attle Chests a decade later?), which they would not be able to accomplish to the degree I'm suggesting if they do nothing. Also, if EA is extremely confident that the "Origin" platform will be successful sometime in the future, there will be another stream of mostly unmitigated revenue generated from their epic franchise. In essence, if EA/Bioware pulls the right triggers, they will be able to milk revenue from the trilogy (not to mention the Mass Effect universe as a whole) much more than if they stand pat to not risk further damage to this fiscal year's bottom line.
Apologies for the wall of text, but I thought I'd add my two cents from the financial perspective. The people that are good at making money in this world -- for better or worse -- take advantage of disadvantageous situations. This is a time in which EA/Bioware can turn this situation into a win-win: appease the fans, and put their franchise in a situation where it will be residual income to them for decades.
Links:
[/quote]
social.bioware.com/forum/1/topic/355/index/10084349/95#10157135
[*]
[*]Some members have been asking for "leaders" of the movement. Here's atghunter's take on that.[*]
[*][quote]atghunter wrote...
Good Morning (for me), Afternoon, and Evening All,
Its clear from reading through the 20+ pages of posts since I left last night you've all been having a party in here! There have been some amazing, passionate (yet civil) discussions on a myriad of topics that you can all be proud of. I promise I'll get back to my inbox but I wanted to jot down a few thoughts:
Leaders vs. Organizers: As I mentioned yesterday, one of the marvels of the present disenfranchised player movement is that it can be anyone, young or old, from any walk of life, from around the globe. I've seen banners and posters from throughout the world in just the last 20 pages. PR folks know it is widespread. That said, does the disenfranchised base need leaders? Just one voice here, but my take is that is ultimately for the base to collectively decide. There are advantages and disadvantages to that call. One charismatic leader can unite a movement, one misguided one can destroy it.
But regardless, any movement ultimately needs organizers. Men and women who will step from the ranks of the masses to set up threads, start pages like the Take Back and Child's Play campaign, letter writing campaigns, etc. In short, folks who become willing to help build consensus and focus energy. No one upset with a circumstance wants to mill around forever. PR deflection is used to wear out a voice that has nothing else to do except be vocal and then claim that ultimate silence is tacit approval. Ultimately do organizers become leaders? Sometimes. But please bear in mind, this present circumstance is about a very vocal group of consumers upset at a product. So put forth your thoughts and build consensus through civil dialogue to that end. Does it mean you'll go along with the consensus, perhaps or perhaps not (especially if you liked the product). But it lets the Bioware/EA know you are still
engaged in the discussion.
A Continuing Chorus of Voices will Continue to be Heard but you Can Go Hoarse: Stay involved (for as long as you wish, of course), be loud, passionate, and proud (no matter what side of this discussion you take) but understand from a PR standpoint (as mentioned above) that the whole stratagem of going into your bunker and using deflection is to wear out the outcry then dismiss it as a minor issue. Being involved takes effort and being upset takes energy. My suggestion, stay involved, but take breaks. I have no doubt EA is assessing this constantly, discussing options, but not every person is at the helm 24/7. Get a good meal, get some rest, watch a favorite movie, and decompress then come back to share more epic tales of Marauder Shields with the rest of us.
Resolve sustains a movement. Become galvanized, stay passionate, but take care of yourself as well as the things you believe in!
The 'Galvanized" Veteran and the "Fiery" Newcomers Unite: This one is mostly for the mass of disenfranchised players here but ending approval folks might fit in here too. All of us (on the disapproval side) are at different stages of the "I'm an unhappy consumer and I'm doing something about it!" spectrum. Some have become resolved, some are downright angry and want to vent, some are proposing solutions and some are talking about how let down they feel.
All of those people belong here. And what I’m seeing catching up on this thread this morning is a genuine banding together of those voices. Some upset folks finished the game an hour ago, some a week ago—All should be welcome here. Embrace the passionate (yet civil) fire of the new poster and the stoic, galvanized conviction of those who have been here longer and everyone in-between. Each has a voice to be used in this discussion!
Short Term Gains vs Long Term Campaigns: Last point. Lots of folks are asking, will Bioware address this on (fill in your selected date here)? I suspect that some folks even in the know at Bioware don’t know. As I’ve mentioned previously, Bioware/EA seem to have acknowledged a genuine disconnect with a very vocal portion of their client base. The PR damage control team is evaluating everything and assessing the costs of all options. The data involved is mind boggling and far more detailed than I can imagine with the proliferation of information potentially available in today’s business environment (weekend sales figures, new unit orders, online use, press reaction, fan feedback, cost of a variety of “fix” DLC platforms, projected long term losses to not fixing the game, customer short term/long term impacts, etc). To that end, I will give the same cautionary note I mentioned before: A meaningful solution to a serious disconnect between customers and a business takes time. Moreover, would it be reasonable to see EA release more of the same countermeasures/deflections/faux olive branches this week? Definitely. If for no other reason, you are testing the consumer’s resolve and hoping to keep the news headlines towards the corporate base somewhat positive with articles claiming “we’ll respond to our customers”.
The "ending" press right now certainly isn't what Bioware/EA wants and they want to get past this as soon as the best economically viable solution is decided on.
I said this a dozen times on the thread yesterday, but it bears repeating. I applaud the folks on both sides of this issue who have let their voices be heard. You are patrons, customers, and consumers. You can passionately praise or decry a company’s product so long as you are civil. You can buy their next product or refuse to do business with them ever again. This
is the marketplace and ultimately comes down to the bottom line for EA. To claim any business can produce products with impunity to customer satisfaction is myopic and unrealistic. Conversely, companies should be willing to be bold with new products but with a clear understanding that customer disapproval is a potential outcome and could impact the long term business/customer relationship. And finally when that consumer disapproval happens on a significant scale its time for a business to economically do what it can to redress that disapproval to repair/preserve the relationship with their customers.
Again, I salute everyone on this post sharing their views civilly on both sides. I’m enjoying reading the views, the suggestions for direction, and the well thought-out discussions. Keep letting your voice be heard!
[/quote][*]
Updates shall continue...
Related Links:
Official "Retake Mass Effect 3" Facebook pagewww.facebook.com/DemandABetterEndingToMassEffect3Child's Play donation drivesocial.bioware.com/forum/1/topic/355/index/9845819Forbes article on this threadwww.forbes.com/sites/erikkain/2012/03/17/former-bioware-designer-brent-knowles-on-day-one-dlc-and-the-mass-effect-of-public-relations/CNN piece about the "Retake" movement (starts @ 4:00)social.bioware.com/forum/1/topic/355/index/10084349/99#10160998[/quote]
[*]Get a Life. Shepard would have wanted it
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