When a Gaming Company Jumps the Shark

Years ago, I used to be a seriously addicted Ultima Online fan. I played it every day. I became a counselor in the game, which meant I officially worked for EA as one of the in-game special operators who helped other people who were having problems in the game. I ran community events that were quite popular. I mean, I lived and breathed the game.

Then EA decided to do something really stupid. The game population was having problems at the time due to a segment of the population that was preying on other players. The forum community was in an uproad, demanding something be done about it. There were all sorts of alternatives EA could have taken, including to continue to ignore the problem. But they decided to take the easiest route, which was to create a completely “safe” environment in the game by completely duplicating the entire world and then making that “new” area safe. Oh, sure, you could stay in the dangerous area, or you could go to the completely safe area and eat candy canes with the rest of the safe population. And that’s what everyone did. And the old lands died out because no one went there.

But something else happened, too. People stopped playing the game because it became too easy. You couldn’t be killed, and suddenly the game seemed like a joke of its previous existence. So people left in droves. And then new games appeared, like Everquest, so that became the new stomping ground. UO died out. Oh, sure, it’s still around, but it’s a shadow of its once great self.

To me, the reason was that the owners of the game listened to the players, and then when it came time for really listening to the feedback, they decided to take the easier path and then stopped listening. The players, pissed, and practically screaming at the developers, kept begging them to listen to what was happening to the game. The developers not only didn’t listen, but they closed down the forums, figuring that as long as they didn’t have to listen to the complaints, then the problems didn’t exist.

So a LOT of people just dumped the game. I did as well. I realized they weren’t paying attention to the players any more, so I went and found another game.

Fast forward some years to Star Wars Galaxies, and wow, it’s like they didn’t learn a thing. What’s even funnier is that some of the same names were there making the same mistakes. When the game started going down hill, instead of listen to the player base, they went ahead and completely changed the game to one they thought players would want to play. Boy, were they wrong. The player base disappeared overnight. Realizing they made a mistake, but refusing to admit it, they made another abrupt change, causing the few remaining players to say “screw you” and leave. The game is less than a shadow of its former self. To this day, they refuse to admit they did anything wrong, but in all areas where they discuss how to screw up a game, Star Wars Galaxies is ALWAYS mentioned as the showcase of an example of what NOT TO DO EVER.

Well, fast forward to today, and we have the most popular game on the planet for MMORPGs: World of Warcraft. Yesterday, they made an announcement to do something that has me shaking my head because it’s like I’m reliving those two previous examples over again.

You see, some weeks ago, WoW decided that it was going to implement this new feature called REALID, which meant that in order to group with your friends, you had to present your real identification and play as yourself, not as a character name. If someone wanted to know who you were, they would know. This pissed people off, but Blizzard, the maker of WOW, said that you don’t have to use REALID if you don’t want to. Then they announced yesterday that in order to use the forums for WOW or their new game coming out called Starcraft 2, you have to use REALID. What they didn’t really mention is that as their parent company Activision is now partnered with Facebook, this is more about giving identification information to Facebook than it is in presenting a new way to socialize in the game. People are pissed. People don’t like having their ID out there when playing a game.

To prove how dangerous this is, one of the trash-talking employees for Blizzard stated it was no big deal and put his own information out there. In no time, all of his private information was out there, and suddenly his phone was ringing off the hook from angry players, and his Facebook account had to be shut down because of the onslaught of attacks. The problems he’s experiencing are still going on. Blizzard’s response wasn’t to realize they made a mistake but to unofficially announce that its employees wouldn’t have to comply with REALID, just the players would.

This has started a nightmare of bad publicity for Blizzard, which is treating it like the old ad business, thinking that as long as people are talking about Blizzard, it must mean good business.

I’m starting to hear A LOT of people talking about dumping WOW because of this. And that’s interesting because up until now I’ve always believed that the only thing that could ever destroy WOW would be WOW itself. I just didn’t think it would happen by allying itself with the scuz bucket that is Facebook.

This should play out to be a very interesting situation. I’ll be watching this closely.