Content Marketing within a Videogame Company
In this post I will focus on Bethesda Softworks and Zenimax, which is a subsidiary to Bethesda. These companies were introduced in previous post "Content Marketing - Introduction to Subject". And both have an interactive and well executed content marketing.
I will be looking at the websites of the companies, after which I will concentrate to the marketing of one of their game called Elder Scrolls Online, which as it's core is something that requires constant upkeep for the game being not a basic offline game, but an ever evolving online game with large user base.
Bethesda Softworks
Bethesda Softworks has a wide variety of channels at their disposal, they hold all of their trademark titles within their sites and posts.
Their twitter and facebook gives the company an outlet to interact with a wide variety of audience, from each of their different videogame title player geographic. For each game divides the customer base of Bethesda Softworks to several fragments, with some overlapping. For example a customer who enjoys Wolfenstein, a shooting game, might not enjoy a game out of different genre. Having these social channels though bring the customers together in one place.
Bethesda Softwork also has a twitter and a homesite dedicated to Support, which gives the customers an opportunity to inform the company of major problems they have come upon inside a game, as well as working as a channel for Bethesda to notify their users of known issues, and that they are already being fixed, thus limiting the amount of problem reports from the player base.
Other sites Bethesda Softworks use for Content Marketing is their own Homepage, that provides customers with information on the company, their products, and news of what is happening within the company, of new releases and add-ons to their games.
Other content marketing is done through smaller, less conventional channels, such as having a Twitch account. And youtube account to easily link videos to several sites. But these are not as crucial, mostly just supporting to the 3 crucial content marketing channels; homepage, twitter and facebook.
Zenimax
Zenimax does not have as many sites dedicated to content marketing, their focus seems to be more on the creation of videogames and working as the subsidiary. They have website showing customers of their work, and as a whole the pages found via search results give an image of more of a B2B marketing, and publicity management.
Zenimax's sites are thus more informative on nature rather than interactive.
Elder Scrolls Online
Out of many video games that Bethesda/Zenimax have created I chose to introduce Elder Scrolls Online. Because this game keeps evolving, and needs a lot of maintenance, as well as updates to keep the players happy and intrigued.
Elder Scrolls Online, or ESO, has several sociail media channels it uses. And these channels are all very customer interaction oriented. In their channels Zenimax promotes the posts of their players even, adding fan art, commenting and sharing their posts.
In this way a strong relationship is created, the company that makes the game, and the game itself becomes a community. It becomes a group of friends.
Elder Scrolls Online has Twitter and Facebook sites.
All of these filled with coming events, updates, DLCs, added items to the in game store and the before mentioned posts commenting and promoting the players.
They also give their customers an opportunity to voice themselves by asking them to.
Here few examples, taken from their Twitter:
These activate the players, also showing that the company is interested and care about what is done with their creation or product to put it plainly.
Elder Scrolls online has a home sit that also is very player/customer oriented, It is there to not only give news and information, but also to provide tips and instructions to playing the game. It also holds stories and lore within it, making some of the posts akin to stories one might think to find within a fantasy book rather than some company's site. These stories, or storytelling, make the company stand out. It is not a site for a video game, it is a site to a different realm.
Being an online game, and being as player oriented, Elder Scrolls online not only has social media sites created by itself, but also a large amount of sites, especially youtube channels for the game.
There are actually many wellknown players in youtube that make "build" -videos. In short, videos that help players to create an optimized character to play with.
The community of Elder Scrolls is large, spreading to many social media sites, tumblr, twitter, facebook, youtube, twitch, etc. either created there by the company or the users/players, which is why I find this video game out of all the ones made by Bethesda and Zenimax most interesting. How do they manage the amounts of posts? How do they keep up with everything is amazing.
Of course they have an forums, in which the players can converse and inform of problems they have countered, but the immense amount of posts elsewhere is immense.
And I will be thinking ways to improve Content Marketing in the next post.
I will be looking at the websites of the companies, after which I will concentrate to the marketing of one of their game called Elder Scrolls Online, which as it's core is something that requires constant upkeep for the game being not a basic offline game, but an ever evolving online game with large user base.
Bethesda Softworks
Bethesda Softworks has a wide variety of channels at their disposal, they hold all of their trademark titles within their sites and posts.
Their twitter and facebook gives the company an outlet to interact with a wide variety of audience, from each of their different videogame title player geographic. For each game divides the customer base of Bethesda Softworks to several fragments, with some overlapping. For example a customer who enjoys Wolfenstein, a shooting game, might not enjoy a game out of different genre. Having these social channels though bring the customers together in one place.
Bethesda Softwork also has a twitter and a homesite dedicated to Support, which gives the customers an opportunity to inform the company of major problems they have come upon inside a game, as well as working as a channel for Bethesda to notify their users of known issues, and that they are already being fixed, thus limiting the amount of problem reports from the player base.
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| Bethesda homepage |
Other content marketing is done through smaller, less conventional channels, such as having a Twitch account. And youtube account to easily link videos to several sites. But these are not as crucial, mostly just supporting to the 3 crucial content marketing channels; homepage, twitter and facebook.
Zenimax
 |
| Zenimax homepage |
Zenimax's sites are thus more informative on nature rather than interactive.
Elder Scrolls Online
Elder Scrolls Online, or ESO, has several sociail media channels it uses. And these channels are all very customer interaction oriented. In their channels Zenimax promotes the posts of their players even, adding fan art, commenting and sharing their posts.
In this way a strong relationship is created, the company that makes the game, and the game itself becomes a community. It becomes a group of friends.
Elder Scrolls Online has Twitter and Facebook sites.
All of these filled with coming events, updates, DLCs, added items to the in game store and the before mentioned posts commenting and promoting the players.
They also give their customers an opportunity to voice themselves by asking them to.
Here few examples, taken from their Twitter:
Elder Scrolls online has a home sit that also is very player/customer oriented, It is there to not only give news and information, but also to provide tips and instructions to playing the game. It also holds stories and lore within it, making some of the posts akin to stories one might think to find within a fantasy book rather than some company's site. These stories, or storytelling, make the company stand out. It is not a site for a video game, it is a site to a different realm.
Being an online game, and being as player oriented, Elder Scrolls online not only has social media sites created by itself, but also a large amount of sites, especially youtube channels for the game.
There are actually many wellknown players in youtube that make "build" -videos. In short, videos that help players to create an optimized character to play with.
 |
| Youtube |
Of course they have an forums, in which the players can converse and inform of problems they have countered, but the immense amount of posts elsewhere is immense.
And I will be thinking ways to improve Content Marketing in the next post.
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