This site was created to advance the belief that community engagement should be every game company’s top priority. In the “Games as a Service” (GAAS) era, most game publishers have only embraced a limited definition of service, one primarily focused on leveraging metrics to squeeze more revenue out of each player while clamping down on piracy, without necessarily improving the gamer’s experience.
We believe that this approach is fundamentally flawed.
The real shift in the new games landscape is one from commodity to community, and the real focus should be on the lifecycle of the player. Why? Because it benefits both gamers and game makers, translating into a better gaming experience and more robust revenue. Raptr has defined the core competencies needed to foster relationships with players in a way that leads to long-term growth (in both revenue and engagement). “Community as a Service” (CAAS) is the central focus of this site, and our goal is to provide insight into what works and what doesn’t, with case studies to back it up.
We’re updating this site each week with new case studies, community news from around the Internet, and data points that showcase community engagement successes and failures, based in part on exclusive gameplay data from Raptr’s 17+ million gamers.
Game companies commonly create product plans without deep community programs in mind; aside from maintaining an official forum, they consider a game’s launch the end of the communications cycle until new for-pay DLC rolls out. Without a platform to engage users and foster user-generated content, players inevitably move on to other games.
We believe that CAAS begins with a player-first approach to design and marketing, as opposed to revenue-first. Well-designed community activities and features can dramatically increase user acquisition, keep existing players engaged, and even bring back gamers who have moved on from a game. If game makers treat building community as merely a cost function designed for generating simple goodwill, chances are they will miss out on the full potential of every game they create. Community as a Service should become a core mantra for game companies; especially companies that create online and F2P games.
Four key pillars define the Community as a Service approach:
- Reward loyal players as they advance through a game
- Keep players engaged in-game, so they play longer
- Provide ways to keep a game top of mind for gamers when they aren’t playing
- Developing clear insight into each individual fan and their gaming behavior, so you can communicate with them on a personal level.
Want proof that a Community as a Service approach works and can help your business? Raptr has already compiled a number of compelling case studies on some of the hottest games out today in their latest Raptr Report.