LOTRO and Community Management
Hanlon’s Razor asserts “never attribute to malice that which is adequately explained by stupidity”. Therefore it is a useful tool when applied to politics, business management and public discourse. All of which are rife with contention and rancour. However, this is often due to human incompetence rather than premeditated malevolence. So with this maxim in mind, let us consider the conundrum that is the MMORPG The Lord of the Rings Online, its developer Standing Stone Games and their ongoing propensity for bad community relations and poor business decisions. Last year, there were major server outages which kept the game offline for a substantial amount of time. Despite SSG enjoying a community that is broadly sympathetic to their cause, they handled the problem appallingly. The community manager at times gives the impression that doing his job is positively distasteful to him. However, the recent acquisition of SSG by Enad Global 7, gave the community hope that 2021 would be a better year. Sadly, nearly a month into the New Year and SSG have managed to upset their customers yet again.
Hanlon’s Razor asserts “never attribute to malice that which is adequately explained by stupidity”. Therefore it is a useful tool when applied to politics, business management and public discourse. All of which are rife with contention and rancour. However, this is often due to human incompetence rather than premeditated malevolence. So with this maxim in mind, let us consider the conundrum that is the MMORPG The Lord of the Rings Online, its developer Standing Stone Games and their ongoing propensity for bad community relations and poor business decisions. Last year, there were major server outages which kept the game offline for a substantial amount of time. Despite SSG enjoying a community that is broadly sympathetic to their cause, they handled the problem appallingly. The community manager at times gives the impression that doing his job is positively distasteful to him. However, the recent acquisition of SSG by Enad Global 7, gave the community hope that 2021 would be a better year. Sadly, nearly a month into the New Year and SSG have managed to upset their customers yet again.
Earlier in January, SSG tested Update 28.3 on the Bullroarer server. Among the various changes to the game were several restrictions made upon Scrolls of Empowerment which are an essential item for levelling your Legendary Weapon in the game. The proposed changes effectively limited player access to this resource within existing content and increased the availability in the latest “mini expansion”. Effectively the player base were potentially being coerced into buying War of Three Peaks to access SoEs and having to work harder. To say there was a public outcry is an understatement. The LOTRO community and the gaming press were scathing of this crass proposal. So SSG dialed backed the changes but not in any meaningful fashion and posted their revised proposal on the official forums. The playerbase again pointed out that acquisition of SoEs is still far from equitable but SSG remained deaf to their requests and intransigent to the last. Today, Update 28.3 was formerly released on the live servers and the changes became official, multiplying the grind for SoEs by approximately five times.
This incident needs to be considered within a wider context, as SSG have “form” for making decisions that fly in the face of good community relations. In fact Community Management has been a hot potato for both Turbine and now Standing Stone Games since 2009 when the game brought out the lacklustre Siege of Mirkwood expansion and was beginning to transition (behind the scenes) into a free to play game. Information has always been slow in coming and problems are all too often dealt with with an air of annoyance, rather than empathy. Now no one thinks that being a CM is an easy position and most adult gamers understand that business decisions are made at a senior level. Therefore community management is mainly about PR and pouring oil on troubled waters, rather than hands on change. However, SSG seems to fail to understand this and their current incumbent CM for LOTRO, Cordovan (AKA Jerry Snook), certainly comes across like a square peg in a round hole. His responses to player criticism and concerns often appear indifferent and implicitly passive-aggressive. One wonders if he even enjoys or wants the position he holds.
LOTRO has endured bad community relations for over a decade now and one has to ponder how and why a company such as Turbine/SSG so consistently manages to get things wrong. It may be down to the fact that it is a relatively small company which has key members of staff that have remained in position throughout the company's lifecycle. It could be possible that there simply isn’t the talent in-house to provide someone who is sufficiently au fait with the requirements of modern community management. Perhaps the company is so focused upon keeping the gaming running and their staff employed that dealing with their customer base is simply a priority that is much further down the list. However, many players were hoping that the EG 7 acquisition would potentially fix this perennial problem, as they have implied that they will be investing in the game.
LOTRO is a unique game with a correspondingly unique community. There is a strong core of mature and thoroughly invested players who hold the game in a great deal of affection. They are understanding and forgiving with regard to the games business and development decisions, possibly too much so I would argue. But at present, LOTRO is the only virtual Middle-earth in town and so in some respects the player base has nowhere else to go. However, I do believe that even their stoic patience is beginning to run thin. A cursory look at the official forums will show lifetime account holders and LOTRO aficionados one step away from throwing in the towel. Certainly, there could at least be a drop in subscriptions. Some have surmised that EG 7 may have arrived too late and that SSG are flailing around as the business slowly fails. There’s certainly more going on than meets the eye and eventually the truth will out. In the meantime if SSG wants to do anything positive to help the current situation then they need to focus on their community relations and management. Because at present it is an active impediment to the well being of LOTRO.
LOTRO: Even More Community Management Problems
Video games are a somewhat unique consumer product, in so far that we, the customers, broadly seem to have a far more personal relationship with them compared to other recreational activities. For example, I subscribed to several online streaming services that produce TV and film content. However, I never worry about how well their business model is performing, nor do I particularly concern myself with their public relations image. I simply “pay and consume” and as long as I have no technical problems that impede my access, then that is the extent of my relationship with them. I also enjoy Hendrick’s Gin but I don’t worry about the manufacturer, William Grant & Sons. But for some reason, my relationship with video games is different. I am far more au fait with the activities of both the developers and publishers, as well as their overall corporate standing. I suppose it’s because video games are an interactive activity and that make things more personal.
Video games are a somewhat unique consumer product, in so far that we, the customers, broadly seem to have a far more personal relationship with them compared to other recreational activities. For example, I subscribed to several online streaming services that produce TV and film content. However, I never worry about how well their business model is performing, nor do I particularly concern myself with their public relations image. I simply “pay and consume” and as long as I have no technical problems that impede my access, then that is the extent of my relationship with them. I also enjoy Hendrick’s Gin but I don’t worry about the manufacturer, William Grant & Sons. But for some reason, my relationship with video games is different. I am far more au fait with the activities of both the developers and publishers, as well as their overall corporate standing. I suppose it’s because video games are an interactive activity and that make things more personal.
Hence, as a long time player and supporter of the MMORPG The Lord of the Rings Online I worry about the games long term future. It can be cogently argued (and I have done so myself in the past many times) that it is pointless adopting such a stance but I think this ultimately is just a foible of the human condition. It is in our nature to form communities around the things we love irrespective of whether such communities genuinely have any impact and traction. So bearing this in mind, I think that LOTRO is at a crossroads and that a triumvirate of problems could coalesce and have a very negative impact. The first of these three are technical issues that stem from the fact that LOTRO is a 13 year old game. If a subscription game doesn’t run reliably and consistently then some players take their business elsewhere. The next problem is the business model and the way that Daybreak Game Company is squeezing too hard. Update 28 becoming a “mini expansion” is a succinct example of this. And finally there’s the community relations and communications. They’re poor and often conducted in a very peremptory tone.
There has been a conspicuous lack of information regarding The War of Three Peaks since the preview on the Bullroarer test server on 23rd September. I don’t think the player base was especially impressed with what is essentially just another content update. However, SSG recently stated that the “mini expansion” would be coming in the next week or so. But when asked for further details community manager Jerry Snook stated that SSG would not reveal details of the three different versions of the new content update until the day of its release. If this were any other developer I would’ve been surprised by such a response but after years of such indifferences from SSG, I simply shrugged. They’ve always been shocking at marketing their own content. In recent years, teaser videos have always been hastily produced and hardly make the new content look exciting. Information has always been confined to the forums and never shouted from the rooftops. So the fact that SSG feels disinclined to market The War of Three Peaks is frankly par for the course. I used to think they were just bad at this stuff. I now think they just take their customers for granted.
In the past decade there have been several occasions where the future of LOTRO has appeared to be in doubt. Whether this was the case or not is another matter. However, due to the lack of communication that habitually blights this games community management, we’ve worried about license renewals, corporate takeovers and server relocations over the game’s lifespan. Ultimately, LOTRO has survived and continues to so due to its devoted community. They love the game and its realisation of Middle-earth. The fact that there is no alternative is another major factor. Yet SSG seem to be oblivious to this and have basically given a key role that is supposed to act as a conduit between consumer and vendor to a very grumpy man who always gives the impression he’d much rather be doing something else. They need to fix this problem, along with the technical issues and the business model. God help them if The War of Three Peaks is a dog’s dinner. You can’t keep kicking your community indefinitely, because eventually it will turn on you and leave.
LOTRO: More Community Management Problems
Not so long ago, MMORPG The Lord of the Rings Online was plagued by server instability and chronic lag. Many of the game worlds had to be closed and there was over a week of downtime. As ever, communication from developer’s Standing Stone Games regarding the nature of the problem and an ETA on a fix were minimal. The issue(s) were eventually mollified but not completely eradicated. However, a recent patch this week led to extended downtime, beyond that which was initially scheduled. Since then the servers have been “unstable”. So it would appear that “the problem” is back. The only difference this time round is that SSG have made a statement sooner, rather than later. Community Manager Cordovan (AKA Jerry Snook) posted the following on the game’s official forums. “The game worlds are experiencing periods of server instability due to external issues outside of our control. We are taking steps to mitigate these environmental and infrastructure challenges, and apologize for any issues you encounter”.
Not so long ago, MMORPG The Lord of the Rings Online was plagued by server instability and chronic lag. Many of the game worlds had to be closed and there was over a week of downtime. As ever, communication from developer’s Standing Stone Games regarding the nature of the problem and an ETA on a fix were minimal. The issue(s) were eventually mollified but not completely eradicated. However, a recent patch this week led to extended downtime, beyond that which was initially scheduled. Since then the servers have been “unstable”. So it would appear that “the problem” is back. The only difference this time round is that SSG have made a statement sooner, rather than later. Community Manager Cordovan (AKA Jerry Snook) posted the following on the game’s official forums. “The game worlds are experiencing periods of server instability due to external issues outside of our control. We are taking steps to mitigate these environmental and infrastructure challenges, and apologize for any issues you encounter”.
The vagueness inherent in this statement is stark and obviously very deliberate. When pressed for further details by LOTRO players on the forum, Cordovan’s reply was less vague and actually quite specific. It’s a clear example of corporate “wagon circling”. “I'm sorry, but even if it were theoretically possible to make that kind of statement, I would advise against it. If that gets me some heat here, so be it; you know where I stand. Besides opening yourself up to all sorts of issues as a business entity, you are then committing to that level of detail every time you have an extended outage. Let's say a technical answer along those lines would throw an employee specifically under the bus, or a valued contractor you intend to do business with long-term. Even if technically accurate, it would be bad precedent to set. Not to mention how it'd be picked apart over the long term. It would not work for us. When I begin to think about what the above would have meant for almost ten years of messaging with this company, my head explodes”.
This is a visual metaphor
I fully appreciate this stance. Naturally it’s not what I and other players want to hear. We’d much prefer something along the lines of “we’re going to recalibrate the flux capacitor and the game will be as good as new. Here’s some free shit”. But SSG is a business and one that is not totally independent. The nature of their relationship with Daybreak Game Company is still shrouded in mystery but most suspect they’re more than just “the publisher”. SSG relies on third party suppliers for many other services. Simply put they are not in a position to reveal anything, even if they wished to. But simply saying “we can’t talk about this for legal reasons, so you’ll have to suck it up and wait things out” doesn’t magically draw a line under the problem. Paying customers at the very least expect someone to do some “ass kissing” in these situations, regardless of whether it’s sincere or not. It’s in the unofficial but very real social contract that exists between the vendor and customer.
And it is in this area that SSG are sadly lacking. Their community relations skills are not exactly nuanced and their tone is seldom conciliatory. Many years ago, when I was running a small IT department, I learned quite quickly that bellowing at staff during a crisis, doesn’t help matters. So instead of me shouting “I can fix this problem a lot quicker if you assholes shut the fuck up”, I hired a member staff who had “good communication skills” and was adept at exuding confidence, placating stakeholders and making them feel that their concerns were important and being addressed. It would greatly improve matters if SSG took a similar approach and those currently involved in community relations were more soothing and understanding in their tone. I’d suggest the following. Make regular statements, even if they have little or no technical substance. Answer a few tweets or comments personally. Praise players patience. Do something like a giveaway or a trivia contest so that people are engaged but in a positive way.
Another visual metaphor
The upside of difficult situations, such as the one which SSG currently faces, is that they present an opportunity to learn. Sadly, SSG and Turbine before them seem to have a blindspot when it comes to reflecting upon their prior community relations disasters and adjusting their corporate behaviour accordingly. And then there’s Jerry Snook’s somewhat defensive statement. “This is not my first rodeo. If people don’t like me, fine”. That is a tacit admission of failure. Yes Jerry, we understand that you will always be damned regardless of what you do, by a percentage of the playerbase. Community relations can at times be like an endless Kobayashi Maru test. But PR is a war and not a battle. You keep trying until you change the needle on the dial. If one approach doesn’t work, you try another. And once again I have to reference the immense goodwill that LOTRO players harbour towards the game. They want a reason to be on SSG’s side. So why not give them one? You lose nothing by trying. But the consequences of not doing so are far more serious.