Moving to San Francisco and working at Perfect World Entertainment

I've got a job!

Senior Social Media Marketing Coordinator – That's my new position at Perfect World Entertainment, a video game developer and publisher in Redwood Shores (South Bay of San Francisco, CA).

After about two months on the job hunt and several interviews and meetings with various companies, I was able to find a great opportunity with an exciting company – Perfect World Entertainment.  I will be joining the Marketing and PR team in just a couple weeks, working alongside ambitious and energetic folks that are trying to take over the Free to Play MMO space in the US.

Perfect World is probably most commonly known as the developer publisher of Perfect World International, their main MMO in the states which gamers can play for free, but can also buy items in-game through their cash mall.  You've also probably seen the Perfect World cash cards at your local 7-11 or GameStop.

Perfect World also has two other games out now, Jade Dynasty and Ether Saga Online.  They've got a number of new games coming out next year, with Kung FOO! coming out very soon.  What most people probably don't know, though, is that Perfect World published the popular PC RPG "Torchlight", which is a game that released this fall and was developed by former Diablo/Blizzard devs at Runic Games in Seattle.

To sum things up – Perfect World is a very ambitious company that is very successful in China and they want to make a big impact in the US.  Their current games are doing pretty well (1 million active players across their three F2P MMOs right now, I read in an article most recently), and they've got quite a few coming out in the new year and beyond.  They're doing some exciting publishing deals (Torchlight for example), and I'm very excited join Perfect World as they transition into a new phase of growth and expansion.

As I mentioned in my last post, the prospect of focusing 100% of my energy on using social media to build game communities and market games is *very* exciting to me..and it is ultimately what made this position a real winner for me.  I'll be joining a great team with some big goals and a totally open canvas in terms of what we can do.

Perfect World has community managers for their games, and I'm very excited to work with them to help build stronger and bigger communities around their games. With three games out now (and more coming next year), we should have a wealth of content to share and talk about with our community.  I'm going to try to really push things forward in the F2P MMO space, which based on some of my research doesn't seem to get a lot of love in the community department.  I'm very excited to get on Twitter, Facebook, build our blog presence, and hopefully get into other mediums/platforms so that we can interact with our community in the places that they are online.

Ironically, the week that I accepted the position, Perfect World relaunched their web portal and launched a new company blog.  I encourage you to check out the site – Nice work guys!

This job successfully rolls up my passion for community, social media and marketing into one role – and I'm very excited.  I've got big goals for myself in the social media/game space, and I think this company and this team will help me attain those goals.  I'm looking forward to starting in just a couple of weeks!

The whole F2P MMO space is new to me, and working directly for a game developer/publisher…but I'm looking forward to learning what works, what doesn't, and taking the journey along the way.  If anyone has any suggestions/insights on F2P MMO community, please feel free to contact me!

On a different  note – I now need to find a place in SF in a very short period of time. If anyone needs a roommate, or knows someone that does, *please* contact me ASAP.  I need everyone's help, since I need to move cross country *very* soon.  Thanks for any help you can provide!

In summary…I'm scared, excited, and very anxious to start a new chapter of my life in San Francisco at an awesome game company and in a dream role of a job.  It was a great Christmas/Birthday present, and I want to thank everyone for all the encouragement, support, and help that got me here!

Thanks!

Sam "QforQ" Houston

The possible changes and impact of the EA layoffs & Playfish Acquisition

Yesterday our industry saw some of the biggest changes we’ve seen in one day, with EA announcing the $400 million acquisition of social gaming startup Playfish, and the 1,500+ person downsizing and studio closures at EA. I totally agree with Shacknews’ Garnett Lee when he wrote in a column yesterday, “As the dust settles this marks one of the most dramatic signs of the times for the videogame industry“.  What I would like to do is share some of my thoughts on what this might mean for the game industry and some possible outcomes that I see from this huge change.  Some of this may dip more into “What is the new game industry”, rather than just what will happen in the aftermath of the changes at EA.

More social game company investment and development

A $400 million exit is a pretty good indicator that the social game market is huge, and that doesn’t even take into account the hundreds of millions of dollars a year companies like Zynga are making (Zynga is a competitor to Playfish, with games like Farmville and Mafia Wars in their portfolio).  These companies are crushing it, with what I’m guessing is huge profit margins.  These games aren’t particularly complicated..and in most cases aren’t even original.  They’ve got to be cheap to make and maintain, and the money that is made on microtransactions and offers is huge.  This market was already expanding quite rapidly, but I’m betting this encourages more game developers (that are now unemployed?) to create new businesses, and it encourages more Venture Capitalists to invest a few million in a social gaming startup.

More “social” elements and micro-transaction models in EA portfolio games

This isn’t anything particularly new, considering EA has been dabbling with this stuff for awhile now.  Most recently we saw them launch Battlefield Heroes, a free-to-play, micro-transaction funded game based on the popular Battlefield franchise.  I’m not sure how well it has done since launch, but I’m interested in seeing how many more games we’ll be seeing from EA that are micro-transaction based.

This should also manifest itself in the form of more paid DLC for released games, which EA has said “extend the life and profitability of our disc-based games“.  Last week Dragon Age: Origins released and had DLC immediately available, and EA reports that they have “seen strong early performance”.

More engaging social game experiences

In my opinion..most Facebook games are pretty lame.  I don’t feel particularly invested or engaged with the games, with most of the motivation for playing coming from the competition with friends to be a higher level Mobster/Farmer/whatever.  Ultimately everyone is the same, with your character and farm looking exactly the same as all the other players.  I never feel invested in my characters or the games themselves, which I think is a lost opportunity.

I personally would like to see more engaging and interesting experiences – something more along the lines of Quake Wars or even Battlefield Heroes, but in the browser and as a Facebook game.  I’ve never played a Facebook game that blew my socks off, and I’d like to see that changed.

Enthusiast Press will start covering the social game space

I think it has been interesting to note the lack of coverage of the social game market by the enthusiast press (Joystiq, 1up, Shacknews, Kotaku, Destructoid, etc).  I understand why they do it, though, since they’re writing content for their community, and most of their community probably doesn’t find this stuff very interesting.  If perhaps the game experiences become more interesting and advanced, the coverage of the space will start to increase.  Or maybe if EA continues to dump millions and millions of dollars into the space the enthusiast press (and hardcore gaming community) will have to take notice.

It’s probably worth noting that EA owns Pogo.com, a company that makes free internet games and casual retail games, and the enthusiast press don’t really cover that side of EA’s business…so perhaps this one won’t come true

Opportunities for game developers and publishers

I’m wondering what Activision thinks about all of this…Do they see a big opportunity to take market share in the vacuum that may form from all of the EA titles being canceled, or will Activision follow suit and join the social gaming market?

Since so many developers are now out of work, now is a great time for new businesses to be created.  Hopefully we will see all these creative and talented folks start new game companies that will push the boundaries and do interesting things.  The traditional big publisher model of funding isn’t the only way to go, with alternative funding models like Venture Capital investment being real opportunities for developers.  Riot Games recently spoke to Gamasutra about how they have funded League of Legends without taking money from publishers and sacrificing IP ownership.

These new indie studios could partner up with hungry publishers like Warner Bros. Interative Entertainment, who seems to be pretty eager these days to try new things.  They’ve been acquiring quite a few studios over the past year, and most recently published 5th Cell’s Nintendo DS game Scribblenauts.  With 194,000 unit sold in the first month, I’d guess that 5th Cell is pretty damn happy with that arrangement.

What are your thoughts on the impact of the EA changes?  Where do you think the game industry is going next year, and beyond?  Am I full of shit?

Interested in your thoughts!

-Sam

What I did at E3: TweetMyGaming.com

Wow…I can’t believe it’s been a week since E3!  It feels like it was so long ago now, everything has been a bit of a blur and I’ve been pretty busy at work.  Lots of exciting stuff going on, and now I can finally talk about most of it!

First off, E3 was tons of fun!  It was a great chance for me to see some new friends (mostly people I met at GDC/on Twitter) and meet lots of new folks, as well as get an introduction to a different side of the industry.  There is a big difference between the attendance of GDC (students/developers and press) and E3 (markters/sales, press, and buyers), so it was really interesting to meet more folks on the marketing/sales side of things.

GamerDNA sent me to E3 to do all of our press interviews for a new project that we launched, called TweetMyGaming.com .  TweetMyGaming tracks all of the gaming conversations on Twitter in real-time, and shows you what the most popular games are right now.  It’s a project that I was involved with since day one, all the way from the conceptualization and finding a contractor, to the execution/product direction and then doing interviews with the press .  It’s something that I’m very proud of, and I’m happy that I’ve been able to do yet another project around something I’m very passionate about:  Twitter and Social Media.

So far the project has been quite successful for us, with interviews going up on Kotaku , Joystiq , and Destructoid .  Destructoid’s article even features some quotes from me, as Samit Sarkar was kind enough to do an interview with me earlier this week.  It’s pretty good article, so I hope you check it out!

When I was actually at the E3 Convention Center, I did a number of interviews with Current.Tv and MTV Multiplayer.  These turned in to daily segments, and MTV Multiplayer has put up theirs:

MTV Multiplayer - TweetMyGaming Day 1 Wrap-Up

MTV Multiplayer – TweetMyGaming Day 2 Wrap-Up

MTV Multiplayer – TweetMyGaming Day 3 Wrap-Up

TweetMyGaming/E3 marks for the first project and event that I’ve had the opportunity to speak directly with the press and do interviews.  All the feedback internally has been positive, so I’m really excited and happy that I was able to do this for the company.  My hope is that I’ll get to do this more often, it was a lot of fun!

In the near future I may do a brief post about E3 and what I saw there, mainly with pictures from my iPhone.  So until then…see you around and thanks for reading my blog!

Introducing GameIndustryTweet.com

The past week has been a wild ride and I’ve been working hard on following up on my Video Game Companies on Twitter list in an effort to expand that service out to more parts of the industry.  The result of this effort is the launch of GameIndustryTweet.com .

GameIndustryTweet.com will be the centralized site for the video game industry and gamers to find their favorite game industry professionals on Twitter.  Right now the site covers Game Developers/Companies, Press, Public Relations and Community Sites that are on Twitter.

Every update to the site will be posted on the front page of the blog with a list of the new people that have been added.  This means that by subscribing to the GameIndustryTweet RSS Feed you will stay on top of all the latest people added to the list.

As for QforQ.com, I plan to continue to blog about Social Media and offer advice on how the Video Game Industry can best leverage these new mediums.  I encourage everyone to read my latest article on How to Engage your Audience on Twitter .  If you would like to know how to contact me please check out my About page .

Thanks everyone!  I hope you enjoy GameIndustryTweet.com !

How to Engage your Audience on Twitter

Great, your company is now on Twitter, you’ve convinced the boss or PR/Marketing that you should be there and now you have tons of followers.  What do you do next?

Engage your Audience

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Thank you very much! (There’s more to come)

Wow, the past 48 hours or so have been insane.  What started out as a blog post I was writing while bored watching Edwards Scissorhands has now caught on like crazy throughout the gaming community.  Yesterday I wrote a blog post about Video Game companies on Twitter and since then I’ve received thousands of visitors to the site, hundreds of new followers, and many many blog comments, Twitter Replies, Direct Messages and emails all requesting to be added to the list or thanking me for writing the list.

Read more »

Video Game companies on Twitter

This past summer I made a blog post basically calling out video game companies for not being active in social media , specifically Twitter.  In that blog post you can find some tips/tutorials I gave for how to use social media, how to monitor, etc.   Please check it out if you’re interested in how I use Twitter at gamerDNA and how to use it to monitor your brand/company on Twitter/FriendFeed and blogs.

Luckily, since then a lot of game companies have signed up for twitter and they are using it for various purposes like personal use, advertising stuff they are doing(or worse..just using it as a way to post when they have a blog update via TwitterFeed integration), or even actively using it to interact with their customers/gamers and as a customer service tool.

Since things have changed since that August blog article and I haven’t really seen a list on the web somewhere of all the game companies on Twitter, I’ll try to start a list here.

Notice: Due to the popularity of this list I’ve decided to launch GameIndustryTweet.com .  If you’re looking for a list of Video Game Companies on Twitter please click here .

Please add me on Twitter to keep in touch and enjoy GameIndustryTweet.com !

Company I work for:

gamerDNA:

gamerDNA – Official Twitter account for gamerDNA

JRadoff – Jon Radoff, Founder and CEO of gamerDNA

SamHouston – Sam Houston (Me), Community Manager at gamerDNA

TrapperMarkelz – Trapper Markelz, VP of Product at gamerDNA

Duhame – Sean Duhame, Creative Director at gamerDNA

skio – Antares Meketa,  Social Media Engineer at gamerDNA

Colliny2k – Collin, Engineer at gamerDNA

FattyChubs – Stephen Sopp, Engineer at gamerDNA

Imran_Malek – Imran Malek, Product Specialist at gamerDNA

stealthbaz – Russell Miner, Engineer at gamerDNA

Quick Update

I’ve been thinking about updating my blog for awhile now…I often think of great topics but I never get down to actually doing it(obviously).

Some quick updates:

Last October I went to Blizzard’s BlizzCon, a convention for fans of all of their franchises (Starcraft, Warcraft and Diablo). It was very very cool..an awesome game convention that was put on by just one company. Every marketer/game company person that is incharge of putting on events for their brand/company should go. They really take things to another level and you can’t help but go away and be excited about everything that Blizzard is doing. Hell, I’ve hardly even played any of their games and I bought about 50-70$ worth of swag

Things are continuing to go great over at gamerDNA. I’m really busy with some new responsibilities, experience, and some great mentorship/learning opportunities within the company. I can’t wait to see what the next year brings, especially the next 3-4 months. March will bring my year anniversary at gamerDNA and it is amazing to think about how far we have come in the last year.

I’m continuing to be active in the social media space…namely Twitter. I’ve got a post that I want to write this week about game companies being active on Twitter, sort of a short update in response to my post last August.

PAX – A good time in Seattle

(Full Disclosure:  I did a write up on the gamerDNA company blog so I’m going to keep this fairly short and sweet.  The purpose of this is to give my personal take and record some of the more fun, notable events)

It has now been a week since the last day of PAX and I’m still getting back into the swing of things.  Last week I had the pleasure of attending PAX with three others from gamerDNA from Thursday through Monday which was the entirety of PAX.  We went there on a mission:  Go to the biggest gaming expo in North America and talk to people about gamerDNA.  All in all, I’d say it was a success.

If you haven’t gone to PAX before, you should.  This was my first time going to PAX and it was the biggest gaming event that I’ve ever been to.  Last year I went to SOE Fan Faire and Gen Con and those don’t even compare to the size of this event or the amount of fun had at PAX.  The PAX officials have reported that about 58,500 people invaded Seattle and attended PAX, well over the 37,000 that they had last year.  I wonder what they will have next year…and how they will fit everyone in the Seattle Convention Center.

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Are video game companies active in Social Media?

Sure, many game companies are using social media these days as advertising platforms, but are they really using Social Media to the extent that they could be doing?  I don’t think so.  How can they step it up?  That’s simple.

They need to listen.

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