The Daily Grind: Which MMO has benefited the most from cross-promotion?

    
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The Daily Grind: Which MMO has benefited the most from cross-promotion?

One of the great advantages of making an MMO in an established IP is that there are all sorts of opportunities to draw in players via cross-promotional marketing. Star Trek Online has done a whole ton of this over its decade of life, as did Marvel Heroes (RIP).

Remember when Marvel Heroes was tossing in characters and costumes from whatever Marvel movie or TV series was coming out that month? That was pretty cool. Let’s just try not to think about how much money we dropped on that game, shall we?

Anyway, back on topic! Which MMO do you think has benefited the most from cross-promotional efforts, either inside of its IP or outside? I’m going to nominate World of Warships, because Wargaming’s always setting up nutty promotions with animes and Seagals. What do you think?

Every morning, the Massively Overpowered writers team up with mascot Mo to ask MMORPG players pointed questions about the massively multiplayer online roleplaying genre. Grab a mug of your preferred beverage and take a stab at answering the question posed in today’s Daily Grind!

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Utakata

Do Mr. T mohawks for N’elves count here? >.<

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mysecretid

As much as I love the game in general, I don’t think Star Trek Online has benefited that much from cross-promotion, specifically.

We’re seeing more of that right now because CBS has started making new Star Trek series, but that sort of cross-promotion has only existed since Star Trek: Discovery came on the scene a few years ago.

If I had to specifically choose an MMORPG game which engages in cross-promotion, I’d have to cite DC Universe Online. The game promotes interest in the superhero comics, the movies, and the merchandise, and vice-versa.

My guess, anyway,

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Armsman

Are you kidding me? The cross promotion with Star Trek online started with JJ Abrams 2009 Star Trek film, when they got both Leonard Nimoy and Zachary Quinto to provide voice overs for the tutorial.

Star Trek online’s game development was also affected because they were preparing an actual romulan storyline that had to be abandoned once they were told Romulus was going to be destroyed in the 24th century as part of JJ Abrams 2009 Star Trek storyline – and they were told this while the film was in development.

I also think the game has benefited greatly from cross promotion, as they state 2018 and 2019 have been two of their most profitable years.

But yeah the cross promotion with respect to Star Trek online started long before Star Trek Discovery’s announcement and premiere in 2017.

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Pandalulz

I like that FFXIV has sort of just become the Squenix multiverse dumping ground. It amuses me greatly.

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NeoWolf

I don’t think Star Trek Online has anywhere as near as much as they’d like to have because of how drawn out the approval stage is. If you look at the game they have “some costumes”, a bunch of ships (very few actually from outside the main four Trek shows) but actual content, on the other hand, is even worse, the only other series outside of the mains ones (STO, TNG, VOY, DS9) they have touched on in content is Discovery.

There have been no enterprise era storylines, or Kelvin universe storylines etc..etc.. Even with the Discovery stuff we still cannot even make Discovery era Klingons for the KDF faction or Kelpians etc

MARVEL Heroes Online when it was around on the other hand seemed to get approval for content really quickly in comparison. So of those two I’d definitely say MHO benefitted the most from cross promotions “then”, but only STO is around now so inevitably the crown has to go to STO now :)

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Ken from Chicago

STAR TREK ONLINE is set in the 25th century. Until PICARD, barring the random time travel episodes, all of Star Trek was in the 22nd, 23rd or 24th century. STO isn’t trying to replicate stories but show the aftermath. Yes, STO has some missions that travel back in time but mostly they have characters time travel forward or have simulations of the past.

Yeah, the approval process is slow, but they aren’t just trying to add characters willy nilly into the game. They are trying to integrate all of Trek wholistically and in a way that makes sense while avoiding or at least minimizing negating content in the game.

Plus, STO got actors from TOS, TNG, DS9, VOY, DIS and PIC to voice their characters in the game. That takes time and money to negotiate.

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NeoWolf

When it is set is irrelevant the moment they put content from the other eras and shows in which they’ve done. That stuff would be way more applicable and useful WITH content. Heck look at the tutorials and the work they did on those for the other shows and eras, they were great.
It would not have taken that much to do a featured series set in the Kelvin universe or Enterprise era. etc.. ESPECIALLY when they have assets for those things at their disposal. But like I said all that falls apart for them not because of lack of assets or resource or even willingness to do it they have devs who would LOVE to make those things but because getting approval for anything takes FOREVER. Its the same reason we are still waiting many many months in for the rest of the stuff from Discovery to be okay’ed so they can use it, most of which they already have made and waiting to go!.

Its frustrating for us that the wheels turn slowly for them because people are always hungry for content in STO and must be even worse for them knowing they have the stuff they just can’t let us have it yet.. :)

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Armsman

Um, IDK if you’re actually played STO because they have pretty much all the main ship from ALL the series (including ST: D and PIC) plus all the main ships from all 3 JJ Abrams films; and yes, while they don’t have a 22nd century tab for stories from ENT; they did bring in elements (Both Daniels and the Sphere Builders – and combined them with a storyline set in multiple time periods and one in the JJ Abrams universe. Most recently they brought both the 7 of 9 version from ST: P (voiced by Jerri Ryan) and the character Michael Burnham (voiced by the first series lead actor they managed to get – Seniqua Martain Green) and put them together in a storyline that had elements (and a recreated set piece directly from ST: D Season 2 – so again I don’t get where you’re seeing a ‘long approval; process’ as they seem to get approval as the new stuff is being produced for the current series

Again, IDK how long it’s been since you actually played the game; but to say “They only have a few ships and some costumes” shows you really haven’t been keeping up with what they’ve managed to add into the game from the newest Trek series.

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NeoWolf

I’ve been in STO since the very first round of beta after Friends and Family (as in LITERALLY the first round that wasn’t in house), and been a lifetime holder since day dot :)

You don’t seem to have followed the point I was making, which is not that they do not have the ships, those they have (well some at any rate from the other era Treks). What they do not have is any “content” I.e storylines etc.. that are set in the other eras with the exception of original Trek, Discovery and their own future timeline, which is a shame.

As for how long since I played.. less than twenty-four hours, I play it every day lol. And when I say they have only a few ships I’m talking specifically about the other era Treks like the Kelvin Universe, Enterprise era etc.., which I specifically made mention of. :)

As for where I get the long approval process from, that would be Cryptic directly from their own mouths, they pretty much make mention of how long the approval process is in almost every twitch stream they do. Mike Fatum has specifically stated it MANY times and given it as a reason WHY we are waiting on certain content time and time again.

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Bryan Turner

Certainly not GW2.

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Hikari Kenzaki

Star Trek Online definitely takes the most advantage of an in-universe brand. Lots of cool crossovers from the other media.

I will say though, the Black Desert to Cursed tie-in is the best executed cross-brand crossover I’ve seen to date.

They presented a logical point in the story of Cursed when it could have happened and they gave us an in-game story that was more than “random person fell out of the sky, so I decided to help them.”

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EmberStar

Star Trek Online also has the advantage that because the whole in-game story is a giant ball of wibbly wobbly timey wimey stuff, tying in the latest movie or TV series or whatever doesn’t actually break things as badly as someone might expect. And the stuff that can’t be handwaved with “alternate reality / alternate timeline duplicates” gets brushed off with “Hard light Holograms!” How can we both have Bashiir and Lek from DS9 in our crew? Simple, neither of us do, they’re mobile emitter hologram simulations. (Actually a thing you can do, Lek is from lockboxes and Dr Bashiir was given out as the Federation part of a recent promotion.)

Marvel Heroes did pretty much the same thing. You and I and that person over there could all be Wolverine, or Dr. Doom, or Squirrel Girl because part of the giant disaster going on was that every universe ever was getting shoved through a french fry press. So in *some* version of reality Dr Doom and Magneto and Ultron were all either “good guys” or fixated enough on wiping out their “imposters” to work with the other playable heroes. I’m not sure if any version of Dr Doom is a good guy, but the one thing I’m pretty sure he WILL NOT tolerate is someone pretending to be him. There can be only one Dr Doom, therefore anyone else is an imposter who must be disposed of immediately.

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Schmidt.Capela

My big issue with cross-promotion is that it often involves exclusive content; if game A has a bit of content I can only access by playing game B, and game B has a bit of content I can only access by playing game A, then if I wasn’t already playing both games there’s now a good chance I will avoid them both and even leave whichever of them I was already playing. It’s part of the reason I don’t play Blizzard games anymore, when they do cross-promotions between two or more of their games it makes me less willing to play any of the participating games.

Even when it doesn’t involve exclusivity, it’s often a time-limited offer — and time-limited anything makes me look at everyone involved in a negative light.

So, cross-promotions don’t really work with me. For the most part, their effect on me range from none (the best possible result) to actually making me leave the game(s).

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McGuffn

Even better are the limited time promotions where all you eat and drink for months is mountain dew and chips and pizza rolls so you can get useless and annoying codes for Call of Duty.

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Schmidt.Capela

Like I said, this kind of promo tends to drive me away from both products. Though, granted, I don’t think I’m very representative of the general audience.

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agemyth 😩

If Fortnite is the metaverse that some claim it is or will be then it wins. The majority of Fortnite’s identity is either official promotions for other products or unofficial references/homages to popular things.

I’ve been playing a lot of Pokemon Go lately and that thing probably drove a lot of interest in Game Freak’s games and vice versa. I’m not sure how many companies are sponsoring PokeStops to this day, but I still get some “gifts” from other players that are just ads for Starbucks and tell me to ask about their official Pokemon Go Frappuccino. This probably doesn’t make it the biggest thing out there though.

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I don’t know how to embed this image without it being larger than I like.

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Hikari Kenzaki

Fortnite will eventually be selling 90% of your screen.

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McGuffn

That’s some gift.

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Robert Mann

I’m not sure. Usually my response is “How is this relevant to the game in question?” Usually it isn’t. Which turns it into something that is 4th wall breaking, a common element of many MMOs that I dislike.

I’m not above some fun and frivolity. I just tend to enjoy something creative that doesn’t reference the real world so much. It’s similar to how I’d love to see religions, festivals, and holidays that are less similar to real life in games.

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Sleepy

Yeah me too. I’ve always seen cross promotion as developers not respecting the integrity of their IP.

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PanagiotisLial1

Marvel Heroes is definitely missed – usually most diablo-like games limit themselves in order to fully immitate the original diablo, even negative things like ladders while MH was a more out of the box design paired with a popular IP and concentrated on having direct fun action gameplay without overcomplicating things. Best diablo-like and best superhero mmo ever.

Now about who benefits most it would be STO easily but their setbacks at times werent letting them to capitalise on it. For example when Discovery season first came on STO while DSC was still running, despite many who hate DSC left due to it, a lot more flocked first 1-2 months which would had benefitted them but their server is so bad it started super-rubberbanding with the extra traffic and DCing and instead not only most of the new ones didnt last but a lot longtimers left. So it was instead a back and forth instead going straight forward