ArenaNet’s Chris Lye talks about how the Guild Wars 2 maker approached appeasing and growing its loyal fan base as it launched the highly anticipated sequel, in this video interview outtakes from a presentation at [a]list Summit Seattle.
Lye, who serves as the game developer’s Global Brand Director, says key to their communication strategy was to make provocative claims that they knew the game could deliver. That included positioning it using a ‘revolution in MMOs’ theme that underlined the entire marketing campaign.
“That combination of provoke, cause some debate, have a bunch of people say ‘no, there’s no way these guys are going to be able to do this, or willing to do this’, then quickly follow up with a proof point, that has been what has built our credibility with our community,” says Lye.
“That whole revolutionary notion, a lot of people have tried to say ‘yes, our studio is revolutionary, or our game is revolutionary.’ We’ve actually demonstrated it time and time again when it mattered.”
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