(Warning, it is a rant but the rant isn’t about in game issues … it’s a POV critical for business and brand health.)
Edit: visual aid added; invest into the right side to increase CLV; better ROI
I have noticed over the year that some burgeoning player content creators have dropped out of the making content on YouTube about E&P. (Some people on this forum will know what I mean… e.g. from killakilla and tccap to others).
They probably stopped due to the changes in the game or simply burnout.
On the other hand, it’s interesting to see a brand not only NOT support content creators but possibly just actively ignore an important segment of their audience ecosystem that other successful brands leverage to grow their consumer base.
As a brand and marketing specialist that has worked with a full spectrum of major global brands and successful startup brands… this is a major red flag on the health of the brand and the impending future for the consumer base. It’s just so “basic” to ignore and not support/amplify fan content creators.
And what’s worse is you can sense the fatigue and frustration from some of the current content creators, which reflect a lot of the player base (even the ones that drive your bottom line because we spend money.)
It’s bad enough that E+P youtubers have to take sponsorship from competing game brands, which are gladly sucking players away from this game (and this is NOT the content creators fault …. They need to have some compensation to offset the costs and time to run a YouTube channel)… but It’s not a good look for your brand.
Which makes me bummed out, because I like this game and I like the player base.
E+P’s facebook tactics lack seem to come from an outdated playbook from over ten years ago. SGG facebook posts are for grade schoolers … c’mon your best content is picture puzzles? How do you NOT know how important UGC (user generated content) by player content creators are for your audience to grow and expand? How do you not promote your most dedicated players through a simple content strategy?
I don’t want to look back and see this era as the beginning of the end…. but I only keep seeing red flags all year.
Sincerely,
A paying player (i,e your consumer base) trying to remain hopeful but struggling to keep loyal and a digital marketer who is just dumbfounded by the lack of vision in your brand business.
P.s.
I dunno…maybe it’s zynga not SGG… this article makes it clear they are out of touch Why Zynga's Stock Is Diving After Its Dramatic Comeback | Time