Guild Chat - Episode 64

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Guild Chat - Episode 64

Title
The Content Marketing Team
Host
Rubi Bayer
Guests
Mike Silbowitz
Regina Buenaobra
Stéphane Lo Presti
Date
June 1, 2018
Official video
YouTube


Previous
63
Next
65
The following is an unofficial, player-written transcript of the episode. The accuracy of this transcription has not been verified by ArenaNet.

Guild Chat episode 64 aired on June 1, 2018.

Guild Chat studio [6:52][edit]

Rubi Bayer: Hi, Tyria. Happy Friday, and welcome back to Guild Chat. I'm your host, Rubi, and something we do on Guild Chat, as most of you know if you've been watching for a while, is throw the spotlight on various dev teams in the ArenaNet studio. What we're going to do today though is throw the spotlight on our own team. My dev guests today are from Content Marketing in the Marketing department. So why don't you guys go through and introduce yourselves and talk about what you do here.

Mike Silbowitz: Sure. Hello. I am Mike Silbowitz. I am the Head of Global Marketing here at ArenaNet.

Rubi: Welcome.

Mike: Welcome.

Rubi: Hahaha. This is going to be so good.

Mike: I manage our global marketing team, so everything soup to nuts from Brand, Products, Channel, Interactive, Content, all the good things.

Regina Buenaobra: Hey, I'm Regina Buenaobra and I lead the Content Marketing team and what we do on the Content Marketing team is spotlight the game through content and community engagement, and so our team manages all of our social media channels, you know, Twitter, Tumblr, Instagram. We produce our live streams and web content in partner program, like, a lot of stuff.

Stéphane Lo Presti: Hi everybody. I'm Stéphane Lo Presti. I'm a Content Marketing Manager, so I'm like Rubi and I work under Regina's leadership, and I manage our Instagram channel, our wikis and a couple of other things. I help with the live streams and videos and do a lot of marketing stuff behind the scenes.

Rubi: Thank you guys. So we will be taking questions at the end, if you have questions throw them in chat and we'll try to get through a couple of those when we wrap up, but we're all talkers so we'll see how much we have time for there at the end. Well let's talk about some of the things that we do, you mentioned the wiki so let's start there because it's a huge part of our work with the community.

Stéphane: Right, right, the wiki is a special place in our community because we started working with them a very long time ago. The wiki started by itself and we embraced it, Arenanet decided to host and help the wikis. The wiki is, in case you don't know, a website hosted by us whose content is created by players to document the game and help everybody understand the little things and updates and get help basically. And so, I've been helping for six years as the wiki liaison for the studio, which means talking to our players, understanding what their needs are and what we can help them with because they are the ones creating the content for the wikis.

Rubi: So you mentioned working with the players, there have been some initiatives to get players helping in there, do you wanna talk about one of those? More than one if you want.

Stéphane: Yeah absolutely, I've got a couple of them I can mention but one is definitely at the top of the list. It's a project called On Wiki of Gold. So for years the wiki has been based on volunteers helping themselves, and last year somebody Delsea started a program called On Wiki of Gold, way was getting donations from players to redistribute that gold to wiki editors themselves for the help, and that project went so well that Arenanet decided to embrace it and sponsor the project. We're giving the money to the wiki players, now in all languages, because we have wikis also in German, French, and Spanish, to participate in that project where you can actually edit the wiki and get rewarded for a little bit of gold. It's a really exciting project that makes the wiki a rewarding activity.

Rubi: It's, it's been a neat project to watch over the past few years and you're not going to brag on yourself so I'm going to shamelessly brag on you, because it is this combination of a player-created, it's a player-created resource, that is also a player maintained, but it's one that we have been able to support in-game. Players, people still don't know, here and there, I found out new people are finding out every day. We support this in game so if you type "/wiki" in game about something that you have a question about, it will call that up. And it's been, it's been a really good project to watch work with the game support and the community support working together.

Stéphane: Absolutely. And to be frank, like, we support it in many many many ways, but the wiki the community of the editors are the ones creating the amazing content. Like /wiki as you said type that in game and add a little word after it, and you will be able to find the information you want about a given topic in the game. And the information is created by the players, And they self organize themselves; they actually administer the wiki. There are people who have higher roles and can move pages, can ban people who've been, like, spamming stuff and whatnot. They completely have control over the content. They have rules and guidelines and this is something I'll be able to say. There's a lot of misunderstanding about what being a wiki editor is, and if you don't mind I'd like to talk about that.

Rubi: I would love you to.

Stéphane: Okay. So there's a list of things. Actually, I talked to them, the editors, and there's a list of things they want, they know from experience that people don't understand. The wiki is not created by ArenaNet. The content is from the players and it's really a big misperception. It's also not updated by magic, I quote. They're actually people doing the edits.

Regina: What?

Stéphane: I know, it's surprising.

Rubi: It's so disappointing.

Stéphane: We are working on it though. Non-English wiki's are not a translation of the English wiki at all. They're made by a team of German, French, and Spanish players, and we want to thank, by the way everybody ArenaNet wants to thank, all the wiki editors. They really a very important part of everything that's happening for us. Another one that is really funny is, it is mandatory to be a computer scientist to manage and modify the wiki. No. Not at all. Lots of people come and fix typos and check the grammar. They actually check the accuracy of the information on the wiki by themselves. There's there's a place for everybody on the wiki to do minor correction. So to do very big projects, I was talking to somebody, hi Nefastu (? username), from the wiki yesterday. He coded on the wiki for the skill pages is now on the hundreds of them, a little tag at the top where you can switch between PvE and PvP versions of those skills. There's people documenting the history of skills, specifically, trying to track what's going on with them. There's lots of different projects on the wiki that are amazing. Another one that is, I can't give you the details but I've heard it before, the wiki is read by almost nobody. No. That's not true. We use the wiki all the time!

Rubi: I'm nobody, I have found out. I use it all the time.

Stéphane: Yeah. And on one positive note is, how can players help? First of all, you can become an editor of the wiki, it's very easy. It doesn't take much, 30 seconds you can create an account. Go bold as they say. But you can also talk about the wiki, you can refer people to the wiki. And I'll be frank, our players do a fantastic job of promoting it, pointing new players to the wiki, helping them understand how information can be found. You can also give information to the wiki editors without that being an idiot on yourself. There is on the wiki something called a "Leave Article Feedback" tab. You can click it, leave a piece of information and wiki editors will take care of adding it. That's pretty much what I wanted to cover today.

Rubi: The Leave, the Leave Feedback tab is one of my favorite additions to the wiki lately because I know a lot of players feel like, I don't, I don't have the editing skills to go in there and add something to the wiki, but I have some screenshots or I have some text that I copied down, and being able to do, any player being able to just go in there and dump it in that Leave Feedback box makes it so much more user friendly, and it's a good example of the kind of support that we can give to make it more open to the community.

Stéphane: Yeah, you touched on a really good point, that the wiki's such a large community. You feel like it's on English especially, on French, German, and Spanish it's much smaller because there's less people that know how to use a wiki. On English potentially we've had up to 5,000 editors since we launched them, which is tons. At a given time there's probably hundreds of them and they all do different things, and they get that information from players, not just on the wiki. they get it from in-game, they get it from our forums, all sorts of places, and then they go and update the pages. the wiki is not updated automatically, no, it's the players actually doing these updates and everybody can help.

Rubi: Awesome, thank you. Well, let's bring the conversation out of the monitor a little bit and talk about some other things that we do like community events. We do community parties at conventions like PAX. Regina, do you want to talk a little bit about how we get those planned and what goes into that behind the scenes?

Regina: Yeah, sure. So, it takes probably six to eight months to plan a presence at an event like PAX, and one of the things we do to begin with is think about our goals for the event. Like is there anything happening within the game that is timed like around the same time. So, for example, PAX West last year - Path of Fire was kind of in the same window so we're like okay obviously it makes sense to promote Path of Fire, and then once we have an idea of the goals like, "what can we plan around it for this?" We wanted to do a kind of a celebration of leading up to Path of Fire so we decided to do a party. That was that was kind of it for that, but for other events it might make sense to do something like we did for PAX East this year where we had a Griffon statue and a party. So, we just kind of basically look at our goals and what makes sense to have as part of that event.

Rubi: So it's a good example of some of the boundaries that we have to work within and things that we have to think about behind the scenes. Because it sounds... It would be super fun, if we could go to every single thing and have like, just splash out on every event, because god knows I would have fun doing that. Umm, but like you said, we have to think about what, what makes sense. "Well, why are you guys here? What are you showing off?" "Well really, really nothing. If there was just... there was an event and we wanted to come and hang out." Which sounds great, but it doesn't always make sense. And we have to think about budget constraints. And I'm looking at you for that because you won't give us endless money out of your endless pocket.

Mike: What, what? No, approved. Everything! Yay!

Rubi: It is on video! Yay!

Mike: That was not legally binding. Ahh, hi.

Rubi: Yoho.

Mike: But yeah, so, you know, when we look at events it's not just the budgets, it's also we have, you know, we have our great staff here in our offices in, in Washington, but also over in Brighton, England where there is a small contingency of marketing folk that help us and shout-out to them "What, what!", um, that's gang signs in, in England. So-

Rubi: England is so surprised right now.

Mike: So, you know, there, there are a lot of considerations and, and there is, there's a truth to getting a bang for our buck. Uh, how we approach different events is different for the audience that attends it. So we are gonna be going to Comic-Con this year for the first time. We won't be on the show floor, we'll be at Petco Park, um, with our own presence. We're, uh, taking the Griffon out again because we spent a lot-

Rubi: Which Comic-Con would that be?

Mike: Oh, my god! Uh, the one in Uzbekistan, which is really exciting, it's their 42nd, very weird, uh, just kidding. San Diego Comic-Con, and we're pretty excited about it. So the Griffon will be there, as well as a Guild Wars 2 themed food truck. And it's, you know, why Comic-Con? Why not on the show floor? Show floor's crowded, doesn't really have the best presence for gaming, but around Comic-Con in San Diego there are a lot of great examples of stuff that happened that people don't have to have passes to Comic-Con to enjoy the Petco Park experience. And other companies like Square Enix and Ubisoft have done really great activations to not just engage with their existing audiences but with new players and new audiences that can really help build a community. And we know of a game called Guild Wars 2 and we want to bring new people into that community, so sometimes targeting these new audiences at these new shows is a great way to do that.

Regina: Can I ask a question, Sibs?

Mike: Sure.

Regina: So you, we, were talking about the Griffon that we had at PAX East and, you know, food truck. Probably some people at home are wondering, "Well, why don't we bring like demo stations?" or "Why does it make sense to do something like this versus other types of presence?"

Mike: Sure. A lot of that has to do with the type of event it is and also the type of game, honestly. Guild Wars 2 would be a really hard demo experience to have for the Comic-Con fan. There are a lot of people there that know Guild Wars 2 and they enjoy it, they play it, they love it and hopefully they spend money in it because we like money. But most importantly they enjoy it, of course. But there are a lot of people that are there that'll never have heard of it and that might not be the most ideal way for them to engage with the product or the game for the first time. So we can do things like give out information and codes to make sure that people jump in and enjoy the experience if they've never done it and that makes more sense for that specific event. But if we were going into something like Gamescom or in E3 and we had a new product to show off or we were showing off something new within Guild Wars 2 we could figure out a way to put that experience together in a way that's meaningful and makes sense.

Rubi: The Griffon mount at PAX East was a really good example of how that worked out because there were questions about, "Why not the show floor? Why aren't you guys on the show floor?" and the experience that we had once we went in there was that the Griffon was out in the main lobby and it was the thing that people could see while they were waiting, while they were queuing up to get in, while they were waiting in line at the merch store. And by the end of day one, I think, we had like this panic text meeting about, "We need to staff this longer" because we're having, like, we had a security guy to keep people off of the thing while we weren't there. And an hour before the show floor opened, people were trying to get in there. And it was I think the best way to make new people aware of Guild Wars 2. Instead of being on the show floor, we were out there, and it was a standout thing because it was...god how tall is the thing? It's like a twelve foot Griffon.

Mike: Yeah, it's monstrous. And it's fantastic to see that sort of engagement. And of course kudos to the entire team for for acting quick and being like oh now we have extra hours that we can show off the Griffon. But you know the imagery in the pictures that are taken from people on the Griffon, those get posted socially, and now an event that took place in one spot in the United States has now reached the globe thanks to social media. And it really helps to spread the awareness and understanding of ArenaNet, Guild Wars as a franchise, Guild Wars 2 as a game, and you know we've been seeing some great results from these things.

Stéphane: Yeah.

Rubi: How many times did you guys hear, I mean you guys, we were all at PAX. How many times did you hear, "Oh my god what game is this?" and "Oh my god I wish I could sit on that." Boy have I got news for you.

Stéphane: Yeah, yeah. Oh also, give us to players being happy that we're here and coming and spending time with us. Like one of the memorable experience of PAX East was Game Director Mike Zadorojny taking pictures of players on the Griffon. Like I don't know that everybody realized that was him. He was here and stuff. That's also the kind of engagement we want because they came after, and and then they come and talk to us.




and and something else I wanted to
rebound on what seeps told us about
social media it's something we think
long in advance we try to understand
like what is the scope of the event what
can we do with it and we try to like use
social media in a way we're gonna go
we're gonna share that with the
community at large or find a really cool
way to do it right yeah yeah how long
jeez when did we start planning for PAX
East how long of a lead time did we have
for that feels like forever ago today it
was it was a minimum of six months and
that was actually a rush yeah that was a
lot a lot a lot of the stuff that we've
been doing you know we as a team we're
trying to get more long lead we we
listen to the things that the
community's asking for and you know
there's surprises that are in the works
that I will not tell you about but it
does in incorporate the feedback that is
provided to us but usually something
like the griffon that would be a year of
planning but the team really buckle down
and and worked hard and pushed the right
vendors to get that thing made and the
results are there and you know same
thing when we look at a campaign like
friendships that sort of campaign takes
a year it's just everything marketing is
long-lead shocking you know like I'd
like to pretend I can make a trailer
later and build Griffin's with my bare
hands though I did build this one I know
it's gorgeous
I did that in two hours you know it was
three hours no no we had a fantastic
vendor who helped us with that and it
took quite about a bit of time and it
also took a lot of time internally here
not just from our marketing team but
also from some of our internal dev and
art teams who helped with the models
that we provide to make sure that the
Gryphon
looks like the Gryphon from in-game it
can't just be some random Griffon you
know we we we named it Bessie and we
love Bessie and and Bessie needs to look
like a creature from our game he's not
kidding we actually did name her Bessie
and we let people know far and wide this
is Bessie something to remember also is
that we usually don't only work on one
event at a time like they had Judy
because of the planning and any time we
need on all of them they require they
require multiple projects to be managed
we work in multiple projects at the same
time for different audiences and
different goals and it's one part of the
marketing's job to be able to handle
multiplicity of projects well since
we're talking about lead times and
marketing campaigns let's talk about
planning marketing campaigns and some of
the things that go into the backend of
that you mentioned friendships and I
don't remember again I don't remember
how long ago it was a year I think a it
that's what friendship together yes it
was it was truncated it was it was
shorter than that but but yeah usually
it would take a full year and that that
like there's not one person on the
marketing team that did not touch that
campaign and bring it to a complete
fruition and and led by our fantastic
global brand manager Liz cardi hey Liz
hope you're watching you better be but
you know it's it's a fantastic campaign
it takes a lot of work but there's also
something very unique about Guild Wars 2
and this got to show that off there are
so many friendships and relationships
and babies that are made because people
have met in this game and that's really
special it's it's a special community
and to be able to highlight that and
celebrate our fans but also leverage
that celebration to help bring in new
players
to the Guild Wars family it's pretty
exciting yeah
and that was a that was a campaign with
a very specific purpose of highlighting
our community because we do we say this
and everybody talks about that we do
have one of the best friendliest
communities out there and that's been a
thing in the ten years that I've been
playing because this goes all the way
back to Guild Wars one so that had a
very specific purpose of letting players
who didn't already play the game no come
on in the water's fine and we will
welcome you with open arms every
marketing campaign has a different
purpose
exactly they're there this one's gonna
be hard I need you all take your minute
embrace yourselves
can't really give you a minute that's
too much time some of our campaigns are
not targeted to our community our
community our current community some of
it is to get more people into the
community trying to think of one that is
escaping
oh wow did you guys hate that and that's
okay you guys aren't gonna like
everything that we do and I'm sure that
I'm getting flamed right now by everyone
because I forgot stunts I'm stuck and
here's the deal love you guys you're my
first love but I want to bring in some
new loves to our game and that takes a
lot of different types of campaigns
stuff that will make you cringe made me
cringe and we did it but it works or it
doesn't work we fail quick and we move
on to the next campaign but then there
are the things that you guys have helped
us develop the episode 2 trailer last
week was talked about and great deeds -
it was such a good episode trailer and
you guys helped us craft the proper
picture to make it a better asset a
better video something that works to
drive people into our community you know
we've actually always thought of it as
oh this is really something that is just
for our community they're already in the
game and you guys rightly so pointed out
the fact that no this could be something
we can show to our friends and say wow
Guild Wars has been around for almost
six years and it continues to update its
content and
and we weren't showing it off the way we
should have been and your feedback
helped us craft it in a more unified way
in a better way in a way that really
engages both you and a potential new
audience and there's gonna be a lot more
of that sort of stuff but remember there
will be things that you're gonna go on
those reddit's you're not gonna like our
thing and you know I'll say it again
[Laughter]
right now even for that let's campaign
that you guys didn't like but that memed
hard buy all yeah yeah
our current community it wasn't for them
and they felt that but it worked for the
people that we were targeting it to it
really did and I know a lot of you guys
really go that's BS that didn't work
they're just saying that we saw it's not
working it worked
there there are things that we have them
that have not worked but I bury those
you'll never see them oh boy I have to
tell you something but but in all
honesty there there are things that you
guys are not gonna like and there are
things that are coming for Guild Wars 2
over the next year that you're gonna
love there are gonna be things that also
are gonna make you cringe but it's for
the better of the community to bring
more people into the mix and we're
seeing it this week we've had a lot of
great players joining us and it's
heartwarming I see the community be so
open to it and so excited about it I
mean I was playing this week and I'm
watching as you guys are helping people
who have either never played or have
been gone for so many years that it's
almost a completely new experience for
them and you helped us do our job by
doing that and we appreciate it
as we all have to work together we have
to get that community bigger and grander
and keep Guild Wars keep going for many
years to come
I saw something this morning and I'm I'm
really sorry I don't remember your name
but there was a mentor in Queens Dale
who was saying hey I know you guys I
know a lot of you are here you're new
and you really want that mount we
encourage you and this was just a player
we encourage you not to boost
to 80 I know you got the free level
boost but you need to experience the
game one through eighty so what I will
do is join up with me I will run you
through the first path of fire mission
so you have your Raptor and you can go
explore the world and it was it was such
a fantastic thing to see someone in our
community helping players genuinely get
the best experience that they could
possibly have yeah and it was I've been
watching that for days that's a that's
another little marketing campaign we can
talk about because this was kind of the
opposite of a long lead time we had all
these new players coming in and we
wanted to do something to help welcome
them beyond and you know sharing on
social media tips from veteran players
and guides and running people through in
the game is great but we wanted to do
something else and we were okay we don't
really have six months to make this
happen so we made something work we did
we really did and it was phenomenal and
it was great and we're seeing the
results yeah and you guys have been
super helpful about that too no well
let's talk about live streams that's
because it's the most incredibly meta
thing that I can think of we're talking
about live streams on mark if you could
do like the mirror camera thing that'd
be don't but we have I mean our team has
evolved this over the past six years or
so almost six years now from God where
do we where do we start like a little
conference room
we started in actually one of the office
pods like it wasn't even an enclosed
room the sound was really poor and then
we moved to a conference room continue
to prove out this live streaming thing
and then we were able to secure our own
space in our own set but yeah we the
content marketing team produces all of
the live streams that you see all of us
are working behind the scenes you see
Ruby but there's a whole team behind the
scenes like running everything reading
the chat moderating the chat so yeah
that is a huge team effort every time we
have a lot of
stream and we've evolved to what like
six or seven regular programs that we
run from that I mean there's this one
and you're clearly already here but we
also have community showcase live is an
excellent show to watch that shows off
the creativity and the hard work of our
players outside of the game we also have
the worldview world live streams every
week we've been starting to do more
Let's Plays we work with our creative
partners every every week there's a
there's a creative partner streaming on
Wednesdays we have longer creative
partner streams on Sundays where you
know they do art they in real time they
teach part techniques so that's all you
know
content marketing it's also interesting
that when we started live streaming on
YouTube and Facebook didn't exist we
streamed on Twitch because the twitch
was the only channel really for us and
then at some point we introduced YouTube
when it was available I think we got it
fairly soon actually like maybe a few
months after it started being available
and and last year last year we starting
streaming on Facebook because that
became available for us and so we've
been also evolving the operation behind
the scene like you guys don't see it and
and shout out to mark with behind Series
behind the table managing hundreds of
pieces of equipment cables and different
things to put all of that together and
support multiple streams of different
shapes and forms and with different
requirements and we also record videos
here to make videos we share with you
guys yeah we handle we handle those
behind-the-scenes videos too and it is
you and you mentioned Mark but you and
Mark put in a ton of work and effort
into getting a streaming on three
platforms that was that was a huge
effort on your part yeah Lester there
was this global project that the company
and everybody helped to announce pacify
expansion last year and started even
before last year and like we said lead
time this time on this one was what what
eight nine months involving dozens of
teams and fifty or hundred people and
our part one specific project we
we launched while our goal was to be
under three big life insight at the same
time and and make it big go big or go
home
and it took us so much work to test to
lead that to make it in a way that we
knew would be best quality and support
the community and we have this now
and we're trying to improve trying to
make more things in the future to use
social media new gadgets and toys that
was awesome work so thank you for that
because you and Mark have been the
driving force behind improving our live
stream quality and the work behind the
show so we we talked about all of the
regular weekly events but we have larger
event live streams - like the pacifier
live stream the path fire announcement
live stream was a huge effort that again
we started eight nine months it was out
yeah we started talking about it in
November December yeah started filming
and preparing in January and this was
for path fire lunch and the day of how
many people were you mentioned that
there are so many people behind the
scenes how many people were manning
computers and pushing buttons the during
the path fire announcement so right here
if I remember correctly you had six
people and we went communication by
using walkie-talkies with at least two
teams directly to try to coordinate
different parts of creation but behind
before that we had to do dry runs we had
to like make sure if all the pieces were
aligned perfectly and including and
nobody would ever see that backup plans
in case problems happen and these these
require a lot more work and you imagine
yeah that's right I had actually
forgotten about that but we had a big
what-if meeting what if what if one of
our platforms goes down what if the
power fails in the building we actually
had a plan for what if the power fails
in the building because we found out
that that can happen in fact what if
your mag comes back lands in the
building again
and something I mean something that we
constantly have to think about that if
you're just watching this in English
you're not necessarily thinking of all
the time
is that we support for language
communities so yes we've got this
announcement going out we're we're
clipping bits of the announcement video
so we can tweet them simultaneously as
in four languages as soon as that's done
but we're also broadcasting in multiple
languages and we're hosting people and
all of that there's no way that can be
done on the fly and you are live on
Twitter you alive helping supporting
this it was terrifying like okay what if
I screw this up what if I all I could
think was I have what like four or five
video clips because every time Moe was
like and Pat the fire is going to have
this all right I have this little six
second clip of him doing that what if I
accidentally tweet the wrong clip yeah
and there's something that he's gonna
say in 20 minutes everything has to be
timed exactly yes there were when we
have four computers set up in this room
and for different people manning
different channels it is and I'm I'm
glad that it ended up looking pretty
simple and smooth on the on the outward
facing side but that is the that is the
product of dozen or so people and months
and months and months of preparation but
it's it's totally worth it it's just
there's a lot that goes you don't see
and even like broaden that perspective
even more very close like maybe two or
three months before we were going to go
live with the announcement of pacify we
were walking on the path of fire launch
live stream ideas right yeah it only
starts usually with the brainstorming
sessions where we start trying to find
the right ideas like Regina said being
strategic set ourselves goals we can
achieve and from that we we find the
best way to achieve these goals and and
do that and the launch light streams
have been also pretty big operation like
the heart of thorns one do you want to
talk about the heart of thorns it's kind
of a blur for me my memory and that's
very person of the hardest online lunch
livestream was literally having a very
long list
three pages long down to the minutes of
everything we needed to do with dozens
of people outside of the room with about
eight people was it eight people inside
the room managing different parts of
that and at the same time and this was
the scariest bit people we were filming
outside of this room try to show that
moment that was terrifying fun long
exhausting but your run of show of the
heart of thorns livestreams is really
impressive because it was literally down
to the minute cues of this thing happens
okay at 9:05 this thing happens nano six
this thing happens like it's very
precise and nobody saw that but and this
is fun we live right now anything can
change and things did change before we
long people were not available things
were happening all the time I actually
just remembered you had your run of show
and you were working on that very hard
and you wouldn't eat your dinner like
you hadn't eaten in like nine hours and
I'm running behind you going your food
is here eat it I wasn't the only one I
can be frank something that is exciting
and I've experienced that and we've all
expensed that is we are generally really
passionate about the game
like the community I've we forgot to do
things it happened to you when you come
after the live stream and you're like I
forgot to eat today
yes a whole lot of coffee though so
that's food right that counts that's the
food group I look dude I look at the
dude for affirmation who brings an iced
coffee okay I'm like that that's okay
correct my lifeblood Dunkin Donuts if
you're watching can you please open but
yeah it is it is a really big effort and
for something like the heart of thorns
launched live stream which was six hours
five and a half and half again like I
said were for me and we had I remember
we had tech issues the beginning that we
had to deal with but we've been doing
this for
long that we were able to kind of
scramble and get that taken care of so
well thank you guys so much for all of
your work because nothing would get done
without the effort of everybody
do you guys one take some questions sure
I see there's one incredibly important
one at the bottom there come on answer
that about your shoes is that is that
one for me that's for you ah yes yes we
can I have a small addiction cigarette
shoes non cigarettes yeah and these are
adidas I can send the link but I don't
know if they're available anymore
the question was mic linked me to those
boots but I will try to link you to them
but adidas for the win I love their
sneakers so look at their site they
always have great stuff and they come
out with model is this oh god I the sk1
knit I think they're called I forget the
name but yeah I'll get the link don't
have a shoe room in your house I have a
shoe closet I have over a hundred pairs
of sneakers and that's oh not shoes I
don't waste my time with that mess the
sneakers are important if you're looking
to work in games learn how to wear
sneakers putting it out there it's all
about the snacking I look at the
sneakers when I hire people there
weren't sure you yeah your bathroom
we're gonna do it I've given up I could
never hope to achieve this so just
whatever you may not be able to achieve
but you can strive it's true all right
what else
how does well oh gosh that top question
is a loner one how does one get started
in content marketing when looking to
jobs like this I think tough one all of
us started our passion premiered
differently like yeah the three of us
were part of the community we were part
of active person we were active parts of
the Guild Wars 2 community we started
out as community managers and our job
evolved into focusing on content I
actually wasn't looking to get into
games at all you applied though right I
applied I apply for the
job nine years ago and yeah I came from
a completely different background I
changed I mean I had the right skills
and I was thinking of what you said and
how right now I would answer the
question completely differently from
five years ago we've all from our team
evolved and we're doing different things
and there's many ways in a way many ways
to get in and less ways also because our
work our job is more specialized these
days yeah it's it's very specialized I
just think about how much our roles have
evolved over the past years and it's
very true but I think be an active part
of the community in the industry that
you want to get into and look for
opportunities also understands social
marketing it's it's changing or social
channels
Facebook's Twitter's snapchat whatever
is coming down the pipeline that is new
and exciting it's become one of the most
important ways to get your message out
because of how targeted targeted it can
be if you understand it and you stay on
top of it that will help give you a leg
up because there are a lot of social
savvy people out there but be the most
savvy and understands videogames and
you'll rise to the top I think curiosity
about new technology new social
platforms is what helped this team sort
of evolved yeah when I started at
ArenaNet like ten years ago
we didn't have a YouTube channel we
didn't have twitter we didn't have
Facebook and I was like we need to
change this so I worked with the
community team at the time and to kind
of build the case for this new social
media thing that was starting up and to
me it was like a little strange that
there wasn't already something in the
works because I saw the potential of
social media and to reach people to
engage with people and you know we're
always on the lookout to try try new
things be curious about any new
technologies and also be critical like
is this going to serve the company's
purposes or is it doesn't
potential to you know be a place for
where fans gather right to try to answer
a little bit the question and bouncing
on some of the points you brought to
Regina the content marketing team has
both the content and the marketing side
of things and so SIB said like watch
marketing campaigns like read even if
you don't play these games like go and
watch the videos read with the news and
try to figure out how they were poaching
it and from the content side go on
social medias like figuring out how is
this edge done how do they get there for
example the one of the reason why I
think probably got the job despite not
being in the video game industry or
being in marketing is a hard
communication skills I was able to have
the basic job done read bright
strategize about it being smart curious
I think is an important point we kind of
like on the ground team we read a lot
but we need to think a lot I think that
feeds into one two like three or four
questions down how does your team
interface with the product team to
respond to player feedback and having
that having it's a unique thought
process that we've had to develop and a
unique perspective that we've had to
have and being able to say because it's
it's very hard not to look and say okay
thirty people are saying this thing
clearly something needs to be done
immediately when it's very hard to step
back out of that and say okay is this is
this an actual is something broken is
something wrong does what's going on in
game reflect this or is this you know is
this actually a thing is a weird
question to learn to answer well one we
we have probably one of the best
developments news in the business not
just because of their unbelievable
talents but because of how much they
genuinely care about the community yeah
so the feedback that we compile is
easily shared with them there are many
there are many facets that go into play
on how we move forward or how
products the product teams the
development teams move forward on
implementing that feedback but they're
more open than many development teams
I've worked with in in my history also
there's a unique perspective we as a
marketing team we're part of publishing
and we are within development there's
one office here and our small office
that we have in Brighton gang science
right but where we're with them we're
eating lunch with them we are hanging
out with them they are literally a steps
away feet away from us so we can go
right up to them and say hey we're
noticing on social that this has come up
as as a thing let's talk about it and
then they'll be meeting after meeting
and we figure it out sometimes they
actually ask us down times they have
specific questions that they want answer
for and they come and send it send it to
us or they come and ask us what you feel
about X Y & Z and which one best to
gather that feedback oh another part I
wanted to mention is that there is a
long history of communication with the
community right and being in the
committee not just because we were in
the committee but we've had a
long-standing committee the wikis long
before give us to was launched get was
one was here we had a relationship to
them and we've built that the studio has
build an understanding of that community
it evolves it changes we have new
players yay yay Regina do you want to
touch on that top one how does the
content marketing team plan to utilize
ties with streamers and collaborators to
promote the game to new players and
educate new players in the future well
right now we have been noticing increase
in new players and we've been working
with our partners in the ArenaNet
partner program to help them get their
content out there so we're promoting
their content their in-game hanging out
with new players helping them out so the
primary vehicle
in terms of working with streamers is
through the internet partner program our
creative partners are our partners are
really awesome and we work them with
them weekly we have a streaming calendar
so that we were providing their content
we have the creative art show streams we
also work with our partners on one offs
with events like for example the heart
of thorns announcement yeah so there's a
there's a bunch of ways often often this
project based and huge huge thanks to
our team members who work on the partner
program because Ramona networking is so
incredibly hard on that and I wanted to
mention we actually host our partners on
the official give us two accounts on a
regular basis and that requires a pretty
strong pipeline behind the scene that
involves different people first and
foremost
Raman and Stephanie in Brighton they
really are
leading that project and that takes a
lot of work and then they start
coordinating with some of the partners
getting interest from them they qualify
that there's a document and and the
system for it and it's get sent for a
blog post on a weekly basis and then
things get hosted and and that's that's
the way we try to increase the
visibility of our partners yeah another
thing you know a low-hanging fruit
opportunity to expand our audience is to
start talking with streamers that we
haven't had a relationship with
previously and that's something that
we're really going to be focusing on
it's figuring out how to make those
engagements meaningful in a way that's
organic for both the streamer and
beneficial or mutually beneficial of the
streamer and the Guild Wars community I
like this one what do you guys consider
the five biggest tools for promoting
your products and getting the news out
there go ahead well money marketing
costs money that's not that's not even
the top five you guys this is like every
day with joy truth I'm pretty fantastic
the one of the biggest tools and it's
gonna sound like lip service but I'll
explain one of the biggest assets we
have to promote our products is you guys
it sounds like oh of course it is but no
our audience is our number one way of
promoting product not just for us that's
for every video game that's ever existed
every movie franchise that has ever
happened but the toilet paper you use at
home if someone's not spreading the word
of mouth it doesn't really matter why
are there commercials for toilet paper
who is not using this I see sorry that's
completely I think in those instances
that there are just unique features to
point out with each different toilet
paper that you know q ply three ply
don't ever use single ply that one's
free but seriously the number you are
our number one asset and it's why you
know way before I was here or any of us
mo made it very clear you have to help
us promote the game and and really that
is spread the word amount tell people
what you love about Guild Wars to what
you love about any of our games Guild
Wars 1 whatever may come we need you
guys to be at the forefront with us and
it's why products become successful the
other asset of course I will throw out
is right here it's my team they do the
marketing and that's pretty important
that they are not just people that work
hard they're passionate about Guild Wars
and they're passionate about ArenaNet
and if they weren't the marketing would
suffer from that and this team has been
here for many years many many years
that's the only one who's knew and
that's now ten months past so not so
fresh anymore Wow we lost the new car
smell but no oh you guys just got to see
a real heart-to-heart moment smell like
a new car to us Oh guys I'm glad I
showered
we're all glad now I forgot what the
question even wasn't it's your move but
it was the five things we need and then
obviously the we mentioned one social
media you guys will ask us Oh where are
the TV spots where is the in theatres
why aren't you doing massive out-of-home
it's one a part of where we are in the
lifecycle of Guild Wars 2 that doesn't
mean it's coming to an end it is not
it's that there are unique ways to
promote it that make more sense at this
point in its lifecycle and social media
is not just for a title that's going to
be six years old but four new titles is
the best vehicle you can utilize and
then even when we look at what we talked
about earlier about events we do things
to be cool at the event and to drive
awareness for us at the event but why
spend hundreds of thousands to a million
dollars just to hit people in San Diego
we need to hit people globally you know
you can hit people globally with
spending fifty thousand dollars on a
social Channel and that's the truth so
if you're gonna spend a million dollars
at an event make sure there's a social
tie-in like a griffon that people will
sit on and take photos maybe we could
give them prizes for sharing their
photos I like that we should do I'm
gonna go back in time and make that
happen
yeah and I said the money thing in jest
but yet money marketing success it's
true and I'm way overpaid can add one
sure that's something we excited to do
more and more and answers one of the
question here how do you guys plan to
use social media and streaming platforms
moving forward and I want to continue
example you gave of the Griffin in PAX
East we try to share that content I was
over there live-streaming some of that
content on Twitter on an Instagram right
and we're hoping we're gonna continue
doing some of that Twitter Instagram
definitely once we like I don't know how
much we can do because it requires
significantly different pipeline and
equipment for
all the main livestream sites we're
considering mixer we don't know if you
ever get there this we will be reacting
to every single new toy that these dis
companies sent us because we believe
that social media is kind of reaching
communities not just one community
people are why they like they want to be
on Facebook they want to be on Twitter
the people on Twitch there's a community
on Twitch on everywhere and we want to
make it easy for them to see our content
share their content and we try our best
with the means we have which means more
money your paycheck
[Laughter]
but that is I mean it's a good point we
have it does cost money and we need to
be responsible and mindful of where we
spend that because like you said yeah we
could we hit blow a million bucks at
Comic Con and again god knows it would
be so much fun
but what about those of you who can't
come to comic-con that would be that you
wouldn't see it be saddle money that
Griffin doesn't actually fly we have to
get that thing places first-class it's
the whole thing
Bessy has a rider so he know all right
what else there's there's the same
question at the top and bottom of the
screen and I can't tell if that's a
mistake or if they're just really
enthusiastic about it I love that
question
I do you want to talk about the no put
it back that second one
inviting bigger content creators to
cover Guild Wars 2 I think we touched on
that a little bit but absolutely we we
mean to a game that is gonna be six
years strong and I'll stress that strong
we have to continue and we can't rest on
our laurels so to speak and just work
with the same amazing partners we
already have we need to broaden our
approach in order to get more players
into the game we want that community to
continue to stay thriving I look at
Guild Wars 1 still people playing still
going strong and
it's Guild Wars 2 should have that same
longevity and as long as the community
stays strong and keeps growing there'll
be content within the game and there'll
be strong marketing to help push people
into that ecosystem all right oh I like
that one I want you all to answer that
second one what are some of your
favorite things the community has done
to promote itself I have one yay the
festival first of all yes I want to give
a shout out to first of all this is a
play organized event in Europe now it's
pan-european it started I think I
believe in France it may have been
organized initially by somebody called
Stephanie Berger who is now community
manager with us in Brighton and the
festival has grown over the years has
this really huge event where the players
meet together have a lot of fun
activities I actually don't know all the
details but I've seen some pretty
disturbing pictures from the German
festival it's disturbing
like favorite things the community has
done to promote itself
I actually really so it's it's June I
actually really liked the in-game pride
marches that have happened every year
for some so many years and I was in one
of them a couple years ago and just the
enthusiasm and everyone coming together
it's just a really fun time so that's
one of my favorite things hey for me it
actually goes back to where friendships
came from one of the first things I
noticed about the Guild Wars 2 community
even before working here was the
different relationships that are
fostered in it and that was just the
community posting on reddit on Facebook
on Twitter
way before we ever even thought to do
friendships about the different
relationships that they fostered in-game
and it became so apparent and it was
like wow this has to be celebrated it's
the continuation of that sharing and
sharing that with friends who haven't
played Guild Wars 2 because you know we
live in the new
it's it's not it's not something to not
be proud of that you met someone with in
a videogame everyone does it now I ruin
dates from apps it's it's the world we
live in and that there are so many
friendships that have been fostered
inside Guild Wars 2 is amazing to me I
want to mention it's a little offshoot
of something that I talked about earlier
where we have all of these players
waiting to greet new players coming in
and I remember when we went play for
free on the core game I saw that - I
hopped in a game and I was like bouncing
from starter map to starter map in each
racial area and everywhere I went there
were crowds of veteran players dropping
every kind of buff you could imagine and
like dropping dropping water balloon
fight toys and dropping bobblehead
tonics and making sure that when a
player went through the that starting
mission and they came out into the open
world there was a crowd of people
waiting with open arms to make it fun
for them and that was that was one of
the coolest things that I have seen you
guys do I loved it so much good I'm
gonna add another one and I'll sound
like a broken record at that point but
the wiki the week is the best way that
all of that genuine passion for the game
genuine friendship and I'm not joking
there's one week editor I won't say his
name I'm a great friend with and they've
all friends of each other and they've
created friendship I mean the wiki guild
you have no idea how much fun it is to
be with them it's ridiculous and when
you go back in game do give a shout-out
to wiki editors but also to yourself
because the wiki is the that motor that
proposes itself to being so good and so
awesome please tell involved with them
thanks for all these great streams over
the years we will bring you more why is
that do you have any advice for a new
content creator who may be watching I do
I thought you might don't build stuff
for the sake of becoming famous yeah
build what you love do what you enjoy
that will shine through and hopefully
lead to success
that's really all yourself be be real
don't don't try to fake a personality
also I'll add that there's lots of
streamers obviously they all have
similar goals to be successful but
that's not driving that's not that prime
driver and they are the communities of
streamers they help each other I we know
it from the partner program we know it
from watching streamers on on twitch and
YouTube and all these places that they
help each other there's a lot of support
from builder community also build the
community by yourself and learn from
them and try to to be the best you can
be but don't be anybody else than
yourself
yeah be yourself do it because you love
it there's um I have this huge like 11
by 17 sign stuck in the mirror on my
dresser at home that says this is
supposed to be fun and because it is
this this game and every other game
exists because it's fun do it because
you're having a good time and it brings
you joy that might be a good last
question if you have if you have
anything else you have like 10 seconds
speak now forever hold your peace
otherwise I will thank you guys very
very much this was this was incredibly
weird and meta but it was really fun
we've shined the spotlight on other
teams for years and years we're gonna
keep doing that but it was kind of cool
to bring it home for one show so thank
you guys very much for watching thank
you to our live studio audience and
thank you all three for your time thank
you for you alright we will see you on
the next skill chat bye guys