Got that picture? Then also understand that the business of gaming totals over $10 billion annually in the United States alone—$18 billion worldwide. Now you can imagine the frenzy of business dealings to be negotiated with over 400 exhibitors in just three days!
In the new business of gaming, there is much to be gained...and much to be learned. In this column, I will take you to the gaming industry's leading publishers and titles. Our interviews with the WebMasters and marketing departments from some of the multimedia industry's most talented studios should provide some unique insights, not to mention killer content!
Playmates Interactive Entertainment is a large distributor with several titles. From the Web standpoint, this is a great, functional, interactive catalog. It's bright, has lots of color, and small graphic elements from the games to offer a preview of the products.
The site makes good use of backgrounds and color, and the little monsters from their "Powerslave" really are killer content. Beware when playing! The site runs well and features screen captures as a preview, to let you know in advance if you might be interested in downloading their demo versions. To help build anticipation for "Powerslave" to be released in September, there is a free demo (3.9Mb) available.
Sue Lucchino, Executive Assistant at PIE told me, "Playmates Interactive Entertainment is using the site to broaden our market exposure after recently expanding from the game stations into the PC platform. We want the gamer to become as excited as we are about the new level of graphics and game play in today's titles. The site has been online six months, and it's primarily there to offer support to the end user. PIE offers tech support, tips and tricks, and contests to entice visitors for return visits."
In discussing multimedia production in general, and games in particular, Sue said, "The subtle nuances of graphics and sound are very important in production and, of course, great game play is always a focus here. This applies to the Web as well; a good Web site contains the same elements." Online sales are not planned for this Web site as PIE is a distributor seeking to broaden exposure for new titles. Their efforts are in support of the retail outlet as the primary point of purchase.
Frank Fiore, Online Communications Manager and WebEditor at Sirius Publishing, Inc. says, "With Treasure Quest, we are trying to create an online community. The Web is designed to bring people together to interact in an information-rich environment. At Sirius, our challenge is: how do we use this technology to have people meet and interact to create a personal experience?"
Treasure Quest is a mystery game like no other, planned from the start to interface with the Web. According to the site, "Professor Jonathan William Faulkner has died, leaving an inheritance of $1,000,000 to the first student who can solve the mystery he created. You must search every corner of the professor's rambling 10- room mansion. He has hidden words and phrases in each room that fit together to form a quote." Hosted by actress Terry Farrell, star of TV's "Star Trek Deep Space Nine," Treasure Quest offers rich graphics, a mixture of videos and animations...and an enticement of a $1,000,000 prize to play their game and visit their Web site. You have until December 31, 1999 to solve the mystery. Nice touch!
Online since April of this year, the Treasure Quest Web site is designed with several features to enhance the community environment Frank speaks of. The Treasure Quest site offers information and update patches, and a Chat Room where they originally anticipated people would ask for, and offer, hints to the clues hidden in the game. Instead, Frank says, "We were surprised when the Chat Room hit big! The community spirit of helpfulness we see offers strangers an opportunity to help others, without risks or threats like helping a motorist stranded on a Los Angeles freeway."
To get a feel for the game itself, you can look at "How to Solve the Bedroom Quote". A note on the site reads, "This quote was publicly posted by a Treasure Quest player. In the interest of fairness, Sirius has duplicated it here." If you need to disseminate information about your product to a worldwide audience, what better way than posting it in your official product site? Back up that Web presence by adding your URL to business cards, letterhead, product packaging and all other forms of advertising your company uses. The result can be that your Web site will become the information center for your clientele.
For system requirements and other useful information, take a look at their Product Information. Regardless of your product, here is a good menu system for answering the frequent questions a potential client may have. This makes it easier for an interested person to decide about a purchase, and reduces the effort and time used by sales staff in closing a sale.
The different aspects of Sirius are well displayed by their offering a Corporate Background. This page is nice and simple, with a "corporate-look" graphic background and quick information presentation,. On that same trend, you can gain insights into how they approach the Web through SiriusNet, which offers site Hosting and Design Services. The point here is that a properly designed Web site may present a myriad of services and products in a smooth informative fashion.
Interplay, "By Gamers, For Gamers," one of the pioneers in online marketing, has been operating a BBS for years. In late 1994, as the Web was in its infancy, Interplay was already planning the debut of their first site, Interplay which went online March 1, 1995. With an extensive offering, the most difficult decision in this site is where to go! Image maps can be a great graphic method of navigation, particularly when your server can dish it out like Interplay's new DEC Alpha.
Genevieve Ostergard, Communications Manager at Interplay, tells me, "The commitment to the World Wide Web quickly became evident as we followed with MacPlay on July 1, 1995. So far in 1996, the VR Sports division joined in on April 1, and on April 15 came Conquest of the New World. Today, 85% of Interplay's titles are represented on the Web with promotional offers and lots of free demos. Later this year, DragonPlay will be online."
A powerful medium for delivering a corporate message, a Web site can contain such evocative presentations as when Interplay describes their talents: "Push the limits. Embark on fantastic journeys. Explore worlds you've never imagined. Cinematic Multimedia (TM) is here. Using methods once reserved for Hollywood and its elite masters of hi-tech magic, Interplay Productions transports you through the last barriers between you and your computer." Interplay was talking about their games, but to this writer, this is what the Web is all about!
Conquest of the New World is a fascinating game of skill and cunning as you re-enact the explorations of Europe's colonial era, exploring, settling, and potentially conquering a truly New World, as the software engine creates new maps for every game. Designed with multi-player scenarios for network or online play, Conquest was intended to interface with the World Wide Web from the start. The game is rich in detail, be sure to zoom all the way in and watch for a while. The little animations are good entertainment in their own right: bears grabbing a town drunk from the Tavern, a duel at ten paces in front of Town Center, even a great white shark in the swimming pool! Some of the designers at Quicksilver Software obviously had too much time on their hands...great job everyone!
Using Shockwave animations produced by 2-Lane Media, animated GIFs and spectacular graphics from the game, the Conquest Web site displays the artistry possible when true WebMasters and their teams go to work. Interplay's WebMaster, Robert Berzins, has been there since late 1994, just three weeks after Interplay decided to go on the Web. "Multiple sites were part of the plan from the start," Robert said. "At the beginning, no one knew what to expect because it was all so new. We did not know which departments would be impacted, but we knew the rewards for customers would include greater access to product information and tech support."
Robert continued, "Internally, the rewards have proven to be greater levels of Customer Service and reductions in response time for our technicians. As we become more efficient in this process, we have noticed an integration between departments in an effort to coordinate things more effectively between Marketing, Production, Artists, WebMasters, PR and Legal. I am employed in the Web Department; however, I am actually a member of ten departments."
Online troubleshooting, product updates and patches, combined with new product demos, offer a high level of convenience to the consumer. "Downloadable demos are the most effective method of delivering product information to the public," according to Robert. "In addition, we participate in newsgroups on America Online, CompuServe and Genie, making our technicians easily available for question-and-answer sessions. As a result, we receive a couple thousand emails each week."
Robert's greatest concern for the future is: "What technologies will have added value to the most people: Shockwave, Java, Real Audio, Chat?" His greatest anticipations are for "online shopping, enhanced security features and transaction processing." In an effort to spark that commerce, Interplay offers a Steal with an online $8.00 discount coupon you can print out and use at the time of purchase.
In closing this first article, I'm going to take some editorial license here to make a few points of my own. If you've read my "Adventure on the Web" column in WWWiz, you know I come from a background in the international adventure tour industry. A friend of mine operates a large tour company, online since March, 1995. His product is extremely specialized and several of his tours cost between $2500 and $8000 per person per week, plus airfare! In short, he will tell you that he cannot truly point to a single reservation and say a person used the online reservation form to send a credit card number with a reservation. However, after 15 months online, he can point to a reduced number of calls, shorter call times, and an increase in the conversion rate of inquiry to bookings. The conversion rate increase is attributed to clients getting their frequently asked questions (FAQs) answered online. People may not yet book online, but when they call, they have booking questions like, "What dates are available?"
Does this demonstrate the value of an online presence? Clearly, the answer is yes. The results are reductions in long distance bills, mailing of literature and related printing and postage, staff time to process reservations, and a significant increase in everyone's effectiveness. Can you place a specific dollar amount on that? Tough question.
Nevertheless, just because some people cannot place a specific dollar amount on business transacted via their Web site, consider these points in determining its value. You might be surprised by the potential savings from other areas of your business.
By the way, this column is to be interactive! If you, my readers, have questions about doing business on the Internet, here's your chance to have the best in the business give you an answer. Send an email to me at adventures@rothmedia.com. Let me know your anticipations, expectations, and concerns. In turn, I will present your questions, to the studios and together, we will all learn.