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Project Myra has started as a game world in the strategic simulation of fantasy countries, for German language users, as Play-by-Mail before mailboxes or the WWW were invented. It was a backdrop for pen&paper roleplaying (Dungeons&Dragons style) and for creative writing (Tolkien-style or R.E.Howard, depending on preference). All nice and historic and a great tradition to keep alive over 35 years. But... in a time where WoW and other MMOs are not only cultural mainstay but also far from fresh, this world seems as appealing as hand-knitted socks instead of Nike shoes. A full rebranding needs market research for a reasonable segmentation which allows for successful niche targeting. For that qualitative research is the first point:

Only qualitative research would be able to tell us, how potential stakeholders see and would want to see a fantasy world they want to help build further and into a future that makes for a sustainable project life. Highly individual hobbyists need to be picked up where they are and answer survey questions on what kind of input they could bring to a SharedWorld, while educating them in question form about the benefits of CreativeCommons based worldbuilding and how they can benefit from the creative work of others...

Challenges include reaching out to people who - for example - very selectively differentiate all over a big variety of Facebook groups, while being active in only a few of them. Getting target interaction even for a survey isn't as easy as one would hope, but necessary in order to find out what motivation could drive them to invest their time and energy on this world instead of another, or rather instead of just consuming instead of co-creating.

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