So Colin talked about the GW2 community being the nicest online. But instead of fostering that community, the marketing at Arenanet has made two serious blunders recently, one stacking on the other that may be burning up the company’s goodwill with its playerbase.
First: having players farm for portals for a 6 hour total beta, without announcing the details of the beta. Some players farmed in excess of 60 hours to get a portal (I’m not one of them, I don’t even think I spent a third of that, but hey, gotta stand up for those who did), hoping for a lengthy beta test, or at least a weekend. We got tons of complaints about how much farming people were having to do and how much people hated the system … and then… we learn it’s only 6 hours long, split into 2 hour chunks, in the middle of the week… during a time inconvenient for Europeans. I already said that was a blunder on Arenanet’s part for hyping a beta event that you earn your way into without giving details, resulting in upset people before the beta details were released, and more afterward. Transparency from the getgo would have resulted in a lot less people upset. People would have decided “well I can’t do that beta anyway because I’m working” and not farmed, or “well I farmed for 6 hours, didn’t get a portal, it’s not worth getting frustrated over for a 6 hour test, I’ll go do something else”
Discussion of that led to "well what if this portal gets you access to other beta events aside from this one? Yet another thing Arenanet could have been transparent about, but wasn’t, then they drop blunder #2: HoT presales.
The only presale bonuses for HoT, are a title… and access to all future beta events. So the portals were really just for one 6 hour event.
Another factor in HoT presale marketing being a blunder, was price. People are in their head comparing HoT’s announced features to other MMO expansions, namely Guild Wars 1 expansions, and not seeing the $50 value. Then to add into this, they announce GW2’s core game being included in this price. This of course confuses people because if they’re selling HoT + GW2 as a package for $50, that means the expansion alone for GW2 owners should be $40, which many saw as a more reasonable price for what we’re being offered.
Now mind you, I purchased it for $50 right away because I see a game I’ll be playing for thousands of hours so it’ll be worth $50. But I’m still understanding how some people don’t see it that way.
The other major issue with the presale blunder, could almost be considered blunder #3. As was said earlier, giving GW2 Core Game with HoT purchase. Seems like a nice bonus for new players sure, while making Veterans who’ve been here since the beginning feel like they’re getting a raw deal, and perception is everything, I’m finding it hard to believe that Arenanet’s marketing team couldn’t forsee that one. But here’s what could be considered blunder #3:
When HoT was announced, on the FAQ page it said that GW2 would be necessary to play HoT, with no mentions of any intent to make GW2 come as a free bonus for purchasing HoT. There were then sales for the GW2 base game, and people bought it and began playing it for the first time, excited for the expansion. Some people even bought it for full price between sales. A little transparency about any plans to release GW2 base game as a part of HoT would have saved those people some money, or, if the intent wasn’t there at the time, another thing would have helped… committing to your prior statements. If you say “You will need to own Guild Wars 2 to play Heart of Thorns” stick to that, and I don’t mean some hand waving “well if they’re giving away GW2 as part of HoT they’re still fulfilling that statement”. Not from most customer’s point of view. They feel lied to.
2 things Arenanet marketing needs:
Transparency
Consistency
Deceiving your community, even unintentionally, does not foster the “nicest MMO community” it creates a bunch of salty people who feel betrayed. More so when your deception costs people money, they feel most deceived and betrayed. The people who bought GW2 between HoT announcement and HoT presales probably feel ripped off, because if it hadn’t been for Arenanet’s prior statement, they probably could have just waited.