Just a BioWare Fan

As yet another “BioWare should market to women” thread has been locked at ye olde BSN, I thought I’d condense my thoughts here. The topic has been bashed to death and will continue to be beaten like a dead horse, but there was much of interest in that thread.

The contention that irritated me most claimed that marketing should focus on the biggest of a game’s existing demographic, to the exclusion of all else. This, proponents declared, is the most efficient use of each marketing dollar. This, I say, is short-sighted.

If women comprise a growing share of the gaming market why wouldn’t you target that demographic as well? According to BioWare devs, the Dragon Age consumer base is already 30% female. While a large percentage of those women love the company and their games because of their strong female protagonists, and thus will purchase new BioWare games by preference, not all women loved Mass Effect 3 or Dragon Age 2 and may abandon both franchises unless shown that DA: Inquisition will be different and more to their tastes.

What company can afford to ignore nearly a third of their current customer base? And what company wouldn’t like to grow their market share across more than one demographic? This question leads to the most pertinent one: what should BioWare do to make the most of each penny it spends marketing DA:I?

For this, I have a vision. Picture, if you will, a screen shot of the character creator. The invisible player selects a human male warrior. Bam! You see a cut scene of him catching a massive blow on his shield. Then back to CC and switch to a female dwarf berserker. Pow! She’s dropping a flying cleave with her two-handed axe on the head of some demon. Back to CC and a male elf. Thwack! A searing arrow of death hammers into a Red Templar. Then a female Tal-Vashoth, then her flinging a fireball into a group of whatever.

You get the idea: showcase the classes, their unique abilities, and the fact that you can customize your character all at once. The strengths of the Dragon Age games lie not in one gender or character but in their choices. These begin at the very start with the selection of appearance options. BioWare offers dozens of ways to play epic heroes and those options will appeal to the largest number of people. Why limit potential customers to those who want to play stubbly, lantern-jawed white boys when that’s not the only way to play?

Of all the genres out there, particularly on consoles, I’d argue that role-playing games in general and the fantasy types in particular, are most likely to appeal to women. In part I base that on my own preferences and in part I consider the stereotypes that most women are raised beneath to influence those choices.

Women are raised to love fairy tales and believe science and math are, if not beyond them, at least too hard for them to master to be worth the effort. Don’t believe me? See one or fifty of the thousands of articles, blog posts, and videos about bringing women into STEM fields. They’re also told that they’re too delicate physically and emotionally to handle a battlefield, leading to the current struggle to convince men that women willing and wishing to put their lives on the line as soldiers should be included there.

By extension, this discourages women from reading, writing, and playing science fiction. Certainly, you can name dozens of exceptions to this rule, women who have followed their passions and excelled. In general, however, women tend to be more comfortable with magic and dragons than space ships and gunplay. It’s more socially acceptable for them to enjoy fantasy than to criticize the accuracy of a sci-fi universe to real-world physics.

Should that change? Hell, yes. Is it? Yes to that, too. But remember that I’m refuting the argument that BioWare should exclusively target straight white males with their marketing of Dragon Age: Inquisition. That’s foolish. As it becomes more and more common for women to start gaming or try new platforms, the marketing of new games should find ways to include them in the target audiences.

The guys in the so-called target demographic already know that the games will have plenty to appeal to them. If anything, BioWare and the gaming industry in general should limit the stoic, manly, white protagonist of old and start promoting PCs of color, female leads, and LGBT relationships in games. Consider the size of this largely-untapped pool of players, people who don’t know yet how much they love Dragon Age. Tell me again why no one should market games to them, please.

All of this ignores one key element in the advertising of DA:I. We don’t know who has the final say over the marketing purse strings. If BioWare gets to direct the campaign over the next several months before release I have a great deal more faith that they’ll be willing to take a chance and expand their focus. If EA picks what will be shown, however, I fear that the “safe” route will stay the only one they see. Time will tell.

When I first came to BioWare, it was via Dragon Age: Origins. Thus it was through those boards that I began seeing how BioWare interacts with its customers. It turns out, though, that the Dragon Age team has a unique relationship with fans of the game, even among the company’s own employees.

If you spend time on the DA boards, whether DA:O, DA2, or the brand-new Dragon Age: Inquisition subforum, you’ll see writers, QA guys, and various other devs wander in—sometimes to stay a while—and discuss the game and its lore with people. They respond to threads, they talk about other games and their preferences, they drop teasers and generally are well-liked members of the community.

David Gaider pops in to dismiss nasty rumors or start them. He’s sardonically funny and very opinionated, but he’s clear on his vision and sternly corrects people providing disinformation or making wild assumptions. He’ll stay and argue his point, as well.

A spin through the Mass Effect boards used to be similar, with devs and writers answering questions and giving insight to their fans. That changed a great deal with the frankly abusive behavior of some folks on the BioWare Social Network surrounding Mass Effect 3 and, to be honest, I haven’t spent much time there since. The atmosphere became poisoned and too much of the fun went out of the conversations.

And then we come to SWTOR. The Star Wars: The Old Republic forum is kept completely separate from the BSN, which I suppose I understand to a point, but to me it really hurts the former. The people who have fun at the BSN don’t frequent the SWTOR boards and Star Wars fans don’t see what kind of community BioWare fosters around their other games.

The folks on the SWTOR team, however, work for BioWare and must know folks on the other teams. Were they willing to put in a little time dropping teasers and discussing what’s already been released the complainers who point out—quite truthfully—that no one from the company posts would be silenced. I don’t think one post a week saying, essentially, “You’ll love it, just wait, but we’re not going to tell you anything,” counts.

Thus my suggestion to whoever leads BioWare now: get some of the SWTOR team into the game’s site to talk about the game as it exists. Let them answer questions about class stories and companions. Have someone finally explain why we have clickable escape pods that don’t do anything. Give them a little room to show their passion.

As an example, I just finished Chapter 1 of the Jedi Knight story. I found the final three missions exciting (and that burning planet was gorgeous!) but I never thought of going to the boards to thank the writers or the art team. Had it been DA or even ME I would have found a thread doing so already and added my kudos, fairly sure that it would be seen by at least one person who could feel the love and may have already posted there thanking people.

Then once staff has had a chance to play a little, link the two sites. Nowhere on the BSN could I find anything about SWTOR nor vice versa. Had I not been introduced to the game via the original BioWare site I wouldn’t have known it existed. People bashing BioWare in general, rather than just the SWTOR team, for never communicating with their customers might get a real eye opener if they clicked over to the BSN and saw how staff on the DA team operates.

My hope is that a thriving group like Dragon Age’s fans can show the SWTOR folks that’s there’s more than enough room for fun and civil debate even in the face of no real information from devs. Sure, there’s criticism and (to me) ridiculous amounts of hyperbole in describing the failings of older games. Trolls troll, haters hate, the world is round, a community works a lot better when the devs are willing to show their digital faces and act like they give a hang.

That’s what missing from the SWTOR community: proof that the people making the game care about it. The vitriol and the absence of an “official word” on pretty much anything drives away anyone looking for a fun place to discuss the game outside of general chat.

Paid PR people, enthusiastic though they might come across, don’t count, in this endeavor. All of the negativity and hysterical posts, with that little BioWare tag showing up almost nowhere but the sticky posts, gives a strong message that staff don’t care. Whether that’s accurate or not I have no way of knowing because they don’t tell me any different.

Get them posting, BioWare. Have SWTOR writers or designers post at least in the Story and Lore or Classes subfora. Let them talk about their favorite story moment or explain how the team decided that a smuggler would be willing to work exclusively for the Republic for a good long while. (Note: “Han Solo did” is not a useful response.)

If the Star Wars: The Old Republic writers and other devs have any passion for the game, the community has not been allowed to see it. There will always be whining, complaining, the not-infrequent rage-quit, and even some constructive criticism. As it stands the most-passionate community members, the ones who are willing to wade through the cesspool of fury that is the SWTOR boards, would benefit from seeing that some of BioWare’s employees care at least as much about the game as they do.

In a perfect world, the devs would change from faceless pencil pushers working as EA’s lackeys to talented, invested people that the community welcomes with open arms. In this one, well, that will still happen to an extent. The transition may be ugly but, with a lot of moderation on the boards and a committed effort to engage their fans, the forums on SWTOR’s site can turn into a place for players to turn rather than one they avoid like the rakghoul plague.

I’ve been playing SWTOR for a year, now. I’ve got four characters at level fifty (the current max) and six more anywhere from baby eleven through thirty. I haven’t yet finished most of the class stories (waiting for that level cap increase) so the end is nowhere in sight for me.

With the conversion to free-to-play for the game, I took a hard look at how I play and how much I would spend on frills and unlocks that BioWare has included in the price of a subscription. Then I considered how the restrictions would affect me.

I came to the conclusions that, with so many alts in mid-story, being restricted to only two would drive me bonkers. Some days I want light sabers. Some days the pew-pew-pew is the only way to go. Hubby and I play some characters together and others are strictly solo and PUGs.

I already gave an overall review of BioWare’s Star Wars: The Old Republic and mentioned that I’d been sucked into buying the game. For the most part I run my characters solo through this MMO but there are times when you must have a group. This will be my take on how groups have worked for me in SWTOR.

Let’s be clear: I’m shy and I’m self-conscious about being a noob. I won’t go around asking people to be in a group because, great heavens, what if they say no?! But I want to see all the juicy Star Wars universe BioWare has created and that means working within their multi-player system.

Thus I rely on what are called, in MMO-speak, pick-up groups or PUGs. I’ve done half a dozen and my experiences have been universally positive. For all the bemoaning on the SWTOR forums about people spamming the chat window with LFG (or looking-for-group) requests all I’ve ever had to do was be near the start of one of the instances and I’ve been invited to join a group.

Release Date: December 20 ,2011
Price: $59.95 ($379 if you want the Collector's Bundle)
Monthly Subscription: $15

I'm a complete and utter MMO noob (that'd be an inexperienced Massively Multi-Player On-Line game player, for those even less in the know than I). I decided nonetheless to take Bioware up on their invitation to beta test Star Wars: The Old Republic, or SWTOR as it's commonly known.

I love Bioware and I love Star Wars so what could possibly go wrong, except for the part where I had no idea what I was doing? So there I was, waiting for the SWTOR to start, waiting to review this brand new game, but still undecided: Jedi Knight? Imperial trooper? Smuggler? Bounty Hunter?

Half an hour before the game started I was reading through the SWTOR forum for some hints. I thoroughly intimidated myself by reading posts from people who had been playing MMOs for years, confused myself by wondering if I was supposed to be in a guild, and generally got so nervous I decided to stop reading.

This will be a long review so let’s be clear from the beginning: I leapt into the Star Wars universe as interpreted by the talented Bioware writers and the great voice actors with both feet. I played the game for three days, until five minutes before the test ended, trying to see and do as much as I could. Star Wars: The Old Republic offers expansive worlds and vast story lines that intertwine and split in interesting ways.