Runescape is the 7th stickiest brand on the web June 30, 2006
Posted by David Kaye in : Business, Games, MMO, Product Marketing , trackbackBrowser-based MMO Runescape is the 7th stickiest brand on the web, according to Nielsen Netratings’ Megapanel. Stats like this always make me a little wary - they often say as much about the methodology as they do about the data - but it’s pretty interesting nonetheless.
It’s curious how, despite its size and the extent of its commercial success, Runescape remains a largely under the radar phenomenon. You can learn a lot from looking at the disparities between media hype and hard data, and the great thing about the Web in 2006 is that there are a ton of tools that make doing so easy and fun.
A quick Google News scan illustrates just how true this is. As of today, a search on Runescape shows just 23 articles, only a handful of which come from major news sources. Compare this with Second Life, which despite having a user base that is a tiny fraction of the size, currently shows well over 150 articles.
This speaks volumes to me about where the companies are focusing their efforts. Second Life does a fantastic job of marketing itself to the business media, but that success does not translate into users. Runescape, by contrast, focuses pretty much exclusively on unsexy, but extremely effective, online consumer marketing.
Google Trends illustrates the difference even more starkly. I can’t think of a better objective measure of hype than a comparison of Google News data with Google Trends. Google News measures media coverage, while Google Trends measures consumer interest. When news coverage massively outweighs search volume, you have hype. In the context of the News data above, the graph below speaks volumes:
Which will pay off in the end? I know where I would put my money.
Comments»
[…] David Kaye, one of my business partners, has a fun post on his blog, the Razor, about the difference between media interest and consumer interest, using Second Life and Runescape as his examples. Media interest essentially represents hype and consumer interest represents substance (at least from a business point of view). Media interest/hype is useful if it gets you consumer interest/substance, but otherwise, it’s mainly useless hot air. […]
[…] Steve Rubel has posted an article that comes to the same conclusions I did about the extent of hype surrounding Second Life. Most of the blogosphere still continues to smoke the crack, though. […]
I think that Second Life, and SL-like environments will someday make the perfect authoring tools for games like Runescape. I use/play both extensively and see a place for both styles of interaction - and to combine them would be even better (by making SL’s development environment rich enough to be able to support such a game - largely improving the physics enough to allow NPC/Monster entities many of the gross attributes of Avatars, such as decent hinged joints!!).
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