Monopoly City Streets – An irresponsible case study
On the 9th September 2009 something wonderful happened – Hasbro launched Monopoly City Streets (MCS) to a wanting audience of over 1.7m people, and the most talked about MMOG (Massively Multiplayer Online Game) of all time was born.
If you haven’t been following the events over at Monopoly HQ since, 1st of all, where have you been? And 2nd, we’re sorry to be the purveyor of bad news… but you’ve been missing out!
Monopoly City Streets is a free online multiplayer version of the popular board game Monopoly, launched to raise awareness of and promote the latest version of the game – ‘City Streets’.
Played out on Google Maps, MCS invites players to buy, trade, and build on any street in the world that hasn’t already been snapped up by another person. You earn rent based on how well you play (there are various strategies), and compete with friends and other members of the community to dominate local, national and global leader boards.
It is fun, competitive, and highly addictive. It is simply brilliant, and brilliantly simple. It is, in short, a really powerful idea. Peter Parker said that “with great power comes great responsibility”. If I were to tell you now that Monopoly City Streets has perhaps done more harm than good to the Hasbro brand image, could you fathom how, would you want to read more?
On day of launch, all expectations were exceeded when 1.7m people turned out to play MCS. Within hours, everyone was disappointed when the game server crashed under pressure. For 2 days it went offline whilst upgrades were made.
On its return, bugs in the code were quickly found and exploited, cheating became rife, and those playing fairly started to get upset with Mr Monopoly’s inability to control, moderate, and fix the problems. The game went offline again, this time for a reset – wiping everyone’s hard work. Rather than re-launch in beta mode (which would have given developers more time and scope to iron out any further problems), Mr Monopoly opted for a more heavy handed approach; writing on the official game blog – “cheaters beware; we are watching you, and you will be banned!!!” At this point, Mr Monopoly hadn’t even lain down the ground rules.
Humoured by Mr Monopoly’s tone, people started to form online alliances, Mr Monopoly quickly became ‘the game’, and even the cheaters worked together to see whether measures had been implemented to control the cheating and fix the bugs. The top 10 Global Leaderboard at the end of day 1 consisted of ‘Cheater # 1′ – ‘Cheater # 10′… On day 2, it was used to promote websites and blogs (Best Cheater) that gave out tools and advice on how to hack the game.
From that point on, every post on the official game blog has been met with a hundred angry comments. Mr Monopoly has been deadly silent.
It has been 3 weeks since launch, and Monopoly City Streets has now pretty much ground to a halt. Daily visits to the site have fallen by almost 75%, and reading the comments on the games official blog (where angry people viciously attack its makers) has arguably become more entertaining than playing the game ever was.
Mr Monopoly has been carried to ‘jail’ by the fans he so desperately sought to please, and whilst his punishment seems severe, it serves as a warning to all of us – even great ideas fail when they aren’t implemented and moderated responsibly.
Had Mr Monopoly been honest with fans, had he had listened, responded, and invited them to get involved, to collaborate, and be a part of the project, perhaps the outcome would have been different.
Check out the game here – http://www.monopolycitystreets.com
And the official blog here - http://blog.monopolycitystreets.com Read more
CommentsBeing Responsive in 2009
Social network sites like Facebook and MySpace, and social bookmarking sites like Digg, StumbleUpon and Reddit now enable anyone with enough fire in their belly to influence on a mass scale. When ‘everyone’s an influencer’, satisfying consumer trust is absolutely essential, however…
Despite the great efforts many companies go to to preserve their good ‘brand image’, there will always be at least one disgruntled customer/fan looking to share a negative opinion online -’Ipod’s ureplacable battery lasts only 18 months’ video almost destroyed the iPod 3 years ago.
Whilst there is little we can do to keep fans quiet (maybe you can buy their silence?), there are examples of brands that have been able to successfully counter negative opinion, EA Sports did an amazing job with this ‘Tiger Woods 09 – Walk on Water’ response.
One could argue that ‘being responsive’ in 2009 will be a key contributing factor to the success of many businesses. Fortunatly, there are already a bunch of free tools that enable us to monitor buzz and sentiment across blogs, forums and social networks (see a couple of my favourites below), so you needn’t trawl the web looking, nor stay up late at night wondering. For smaller brands this is often all you need. For bigger brands it may be worth checking out agencies like Market Sentinel or Onalytica.
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3 Free tracking tools
“With Google Analytics there’s really no reason why you can’t stay up to date with who’s talking about your brand.Enter your terms, select what you would like to search, and then choose the frequency of reporting. If you’re looking to stay on top of what bloggers are saying, just choose blogs or the comprehensive alert. With an alert set for your brand (or just about anything), you can be certain that you’re getting the latest word from the blogosphere.”
“TweetBeep is a simple tool that will let you monitor the conversation among the digerati. Are they talking about you or your competitor? Is there something important happening in your marketplace that you need to know about?” All you need to do is sign up, choose your targeted key words, and then you’ll be notified if they’re among the “tweets” of the day.
“NewsNow monitors breaking news in 15 languages from thousands of the Internet’s most important online publications and blogs, including international, national and regional titles, newswires, magazines, press releases and exclusively online news sources.”
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