I finally stepped away from Warcraft for a bit to try a few other MMOs, namely Champions Online and Aion. Both games are solid to a point, but both games fall short where Warcraft succeeded:
Content.
Warcraft launched with an incredibly high number of quests (guided tasks that offer a variety of rewards in the game). The game provided all the players a common framework to work within, but also allowed players to experience the same content in different ways. Some quested with friends, others solo. Some became deeply involved in the lore of the world via the quest system, some simply clicked through the dialogue to get to the action. Regardless how you played, questing was a core framework. Quests in Warcraft was one large part of the success of the game, and also building a community of players that all had a common experience to bring them together.
On the professional side, I have witnessed many online communities emerge. Many fail, some limp along while few succeed. With a new position on the horizon, one of the challenges might be to build community. Luckily a PSU, we have a community in place already that is fairly successful, so it would be building off that community vs. creating community from the ground up.
I see a lot of commonalities between Blizzard’s implementation of a massive questing system and growing a successful online community.
1. Blizzard released Warcraft with thousands of quests. With an online community, it needs to BEGIN with a lot of things to do (IE: content). I once heard a colleague say “I created a forum and a shared space in the CMS, the community is created”.
2. Blizzard encourages people to form groups to complete some quests. Depending on the difficulty of the quest, it might require characters with diverse skillsets to be successful. Most successful online communities get a lot of value out of diverse audiences, adding new and vastly different perspectives on topics. Whether it’s avatars or people, providing challenges or insights that encourage diversity is important.
3. Provide infrastructure and get out of the way. Blizzard provides forums, fansite kits and an open API for the community to build interface additions that jive with varying playstyles. With online communities, often the originators or builders reach a point where they can decrease the amount of content they contribute, and allow the community to grow legs and spread from a single forum or hub into other areas, like Facebook and Twitter.
Building online communities is a tough nut to crack, but online games have been doing this since the mid 1990s. If tasked to create an online community of users, look for examples in other areas for ideas on how to successfully pull this off.