1. Western Communities
and how to deal with
them:
What are the Needs and Specialties
of a Western Online-Gaming
Community?
Speaker: Nadja Bastawi, CVO and Founder at Two Pi
Team

2. • Life before the games industry:
Obtained a degree in economics
• Gaming-Industry-Professional for six years
• Active in Gaming – much longer
• Teaching classes since 2008
• Assisting New Blood: Almost since the beginning
• Life before the games industry:
Obtained a degree in economics
• Gaming-Industry-Professional for six years
• Active in Gaming – much longer
• Teaching classes since 2008
• Assisting New Blood: Almost since the beginning
Western Communities and how to deal with them
About me: Nadja Bastawi
© Two Pi Team, KGC 2011, Daegu, Korea

3. • Established 2005
• Service Provider for Services around
Community Management
− Community Building
− Community Management
− Community Assistance
− Community Consulting
− Social Media Coverage
− Education
… and more
• Established 2005
• Service Provider for Services around
Community Management
− Community Building
− Community Management
− Community Assistance
− Community Consulting
− Social Media Coverage
− Education
… and more
Western Communities and how to deal with them
Introduction of the Company: Two Pi Team
© Two Pi Team, KGC 2011, Daegu, Korea

4. Western Communities and how to deal with them
We work for or partnered with:
… and more

5. •Gaming unites the world. Almost.
•Online-gaming connects people from all over the world including
the aspect of socializing and getting to know each other’s needs
and cultures.
•Gaming unites the world. Almost.
•Online-gaming connects people from all over the world including
the aspect of socializing and getting to know each other’s needs
and cultures.
Western Communities and how to deal with them
So this is what I want to talk about today:
© Two Pi Team, KGC 2011, Daegu, Korea

6. • Western people more and more get used to Asian entertainment.
It is not only martial arts movies anymore, it is manga, anime,
cosplay, etc. – and Asian games.
• But though many Western gamers like the Asian games a lot, they
nevertheless have different needs and preferences regarding a
game, how to play and above all: How they want to be dealt with.
• This lecture wants to give an overview about Western Communities
and how to deal with them.
• Western people more and more get used to Asian entertainment.
It is not only martial arts movies anymore, it is manga, anime,
cosplay, etc. – and Asian games.
• But though many Western gamers like the Asian games a lot, they
nevertheless have different needs and preferences regarding a
game, how to play and above all: How they want to be dealt with.
• This lecture wants to give an overview about Western Communities
and how to deal with them.
Western Communities and how to deal with them
So this is what I want to talk about today:
© Two Pi Team, KGC 2011, Daegu, Korea

7. •There are three main groups who deal with the
communities:
−Public Relations
−Marketing
−Community Management
•Public Relation and Marketing normally only address
the communities: It is a one-way communication
•Community Management works in both directions –
It interacts with the communities
•There are three main groups who deal with the
communities:
−Public Relations
−Marketing
−Community Management
•Public Relation and Marketing normally only address
the communities: It is a one-way communication
•Community Management works in both directions –
It interacts with the communities
Western Communities and how to deal with them
Okay, that means someone has to deal with
the Gamers all over the World.
© Two Pi Team, KGC 2011, Daegu, Korea

8. • If you want an exact definition, ask some Community Managers
• You will get as many different answers as people you ask
• If you want an exact definition, ask some Community Managers
• You will get as many different answers as people you ask
Western Communities and how to deal with them
So what is Community Management?
© Two Pi Team, KGC 2011, Daegu, Korea

9. • Community Management has to define strategies to build, keep
and expand a healthy player-base
• Community Management has to interact with the players
• Community Management is an interactive tie between the
players, the developer and the publisher
• Community Management has to care about the players
• Community Management has to define strategies to build, keep
and expand a healthy player-base
• Community Management has to interact with the players
• Community Management is an interactive tie between the
players, the developer and the publisher
• Community Management has to care about the players
Western Communities and how to deal with them
But there are some major points everybody agrees on:
© Two Pi Team, KGC 2011, Daegu, Korea

10. The community is the heart of a game –
the Community Management is its lungs.
Even if the heart might not always beat in the same pulse,
the lungs should always provide enough oxygen!
The community is the heart of a game –
the Community Management is its lungs.
Even if the heart might not always beat in the same pulse,
the lungs should always provide enough oxygen!
Western Communities and how to deal with them
Conclusion:
Community Management is essential
© Two Pi Team, KGC 2011, Daegu, Korea

11. So it is not easy to find an exact and common definition for
Community Management.
Is it easier to define a community?
So it is not easy to find an exact and common definition for
Community Management.
Is it easier to define a community?
Western Communities and how to deal with them
Is it all about Definition?
© Two Pi Team, KGC 2011, Daegu, Korea

12. Western Communities and how to deal with them
North America
© Two Pi Team, KGC 2011, Daegu, Korea

13. Western Communities and how to deal with them
Europe
© Two Pi Team, KGC 2011, Daegu, Korea

14. • As Asia is not Asia as one unit, Europe is not Europe and even
North America is not North America in all aspects
• So there are not only differences between the continents but also
between the different countries and regions of each continent
• Even holidays are not holidays. And they do not only differ from
country to country and from religion to religion –
sometimes they even differ from region to region
• And don’t forget about the tons of different languages
• You should bear this in mind – but in the following we will try to
unite those continents and countries a little bit nevertheless
• As Asia is not Asia as one unit, Europe is not Europe and even
North America is not North America in all aspects
• So there are not only differences between the continents but also
between the different countries and regions of each continent
• Even holidays are not holidays. And they do not only differ from
country to country and from religion to religion –
sometimes they even differ from region to region
• And don’t forget about the tons of different languages
• You should bear this in mind – but in the following we will try to
unite those continents and countries a little bit nevertheless
Western Communities and how to deal with them
Conclusion
© Two Pi Team, KGC 2011, Daegu, Korea

15. Western Communities and how to deal with them
Can differences be united?
And if yes,
what do you have to bear in
mind?
© Two Pi Team, KGC 2011, Daegu, Korea

16. Western Communities and how to deal with them
Bridge to Differences in Gaming
© Two Pi Team, KGC 2011, Daegu, Korea

17. • Nowadays the stop-signs worldwide have one thing in common:
They are red
• So is red a strong color that means to be alerted or to be careful?
• At least this is, what it wants to suggest
• But red itself means different things in different cultures
like for example in Russia, China, Korea, Africa, Europe, USA
• And even the sign itself does not mean the same in every country
• So a visual thing needs to have its context to understand it better
• Nowadays the stop-signs worldwide have one thing in common:
They are red
• So is red a strong color that means to be alerted or to be careful?
• At least this is, what it wants to suggest
• But red itself means different things in different cultures
like for example in Russia, China, Korea, Africa, Europe, USA
• And even the sign itself does not mean the same in every country
• So a visual thing needs to have its context to understand it better
Western Communities and how to deal with them
The Meaning of Symbols and Colors
© Two Pi Team, KGC 2011, Daegu, Korea

18. • At least gaming is culture
• You have to take care that the gamers understand
what they see
• You have to use symbols for making it easy –
but keep them simple
• Include a story
• At least gaming is culture
• You have to take care that the gamers understand
what they see
• You have to use symbols for making it easy –
but keep them simple
• Include a story
Western Communities and how to deal with them
Is this adaptable to different Gaming-Cultures?
© Two Pi Team, KGC 2011, Daegu, Korea

19. Yesterday it was translation
Today it is localization
Tomorrow we talk about Culturization!
Yesterday it was translation
Today it is localization
Tomorrow we talk about Culturization!
Western Communities and how to deal with them
© Two Pi Team, KGC 2011, Daegu, Korea
Localization is one of the Keys:

20. Culturization
does not only have to happen regarding
Localization.
It is mandatory for the game itself and for the
communication with the community as well.
Culturization
does not only have to happen regarding
Localization.
It is mandatory for the game itself and for the
communication with the community as well.
Western Communities and how to deal with them
© Two Pi Team, KGC 2011, Daegu, Korea

21. • USA: You gain by taking directly from other players
• Europe: Players are generally competing against
the game itself
• USA: Principle of “Last Man Standing”
• Europe: Players are almost never eliminated from the game
Advantage of an online-game:
You can unite them
by giving them leader-boards!
• USA: You gain by taking directly from other players
• Europe: Players are generally competing against
the game itself
• USA: Principle of “Last Man Standing”
• Europe: Players are almost never eliminated from the game
Advantage of an online-game:
You can unite them
by giving them leader-boards!
Western Communities and how to deal with them
Example: Board-Games in Europe and USA –
a significant Difference
© Two Pi Team, KGC 2011, Daegu, Korea

22. • Based on a 1996 paper by Dr. Richard Bartle
• Contains four archetypes:
- Achiever
- Explorer
- Socializer
- Killer
If you want to know which type of players your game addresses
in the western hemisphere:
Encourage them to make this test!
• Based on a 1996 paper by Dr. Richard Bartle
• Contains four archetypes:
- Achiever
- Explorer
- Socializer
- Killer
If you want to know which type of players your game addresses
in the western hemisphere:
Encourage them to make this test!
Western Communities and how to deal with them
The Bartle Test of Gamer Psychology
© Two Pi Team, KGC 2011, Daegu, Korea

23. • These players want to gain things like levels, items, points…
• They play for a long time only to achieve those things
• They want to achieve things, even if they confer them
little or no gameplay benefits
• It is just the prestige of having it
• These players want to gain things like levels, items, points…
• They play for a long time only to achieve those things
• They want to achieve things, even if they confer them
little or no gameplay benefits
• It is just the prestige of having it
Western Communities and how to deal with them
The Achiever
© Two Pi Team, KGC 2011, Daegu, Korea

24. • These players prefer to discover areas
• They love to create maps and find hidden places
• They do not like time-restrictions in a game
• They enjoy finding unknown glitches or hidden easter-eggs
• These players prefer to discover areas
• They love to create maps and find hidden places
• They do not like time-restrictions in a game
• They enjoy finding unknown glitches or hidden easter-eggs
Western Communities and how to deal with them
The Explorer
© Two Pi Team, KGC 2011, Daegu, Korea

25. • For these players social aspects are more important than
the game itself
• They love to interact with others
• The game is a tool they use to meet others
• They do not only tend to meet fellow players ingame,
but outgame as well
• For these players social aspects are more important than
the game itself
• They love to interact with others
• The game is a tool they use to meet others
• They do not only tend to meet fellow players ingame,
but outgame as well
Western Communities and how to deal with them
The Socializer
© Two Pi Team, KGC 2011, Daegu, Korea

26. • These players are looking to compete with other players
• They prefer fighting real opponents
instead of computer generated ones
• For some of them it is about tactics and honor
• For others it is about power
• These players are looking to compete with other players
• They prefer fighting real opponents
instead of computer generated ones
• For some of them it is about tactics and honor
• For others it is about power
Western Communities and how to deal with them
The Killer
© Two Pi Team, KGC 2011, Daegu, Korea

27. Western Communities and how to deal with them
Overall Results as of October 2011
© Two Pi Team, KGC 2011, Daegu, Korea
Source: http://www.gamerdna.com/quizzes

28. Western Communities and how to deal with them
So how to deal with those people with all
the different preferences and – ideally –
to unite them?
© Two Pi Team, KGC 2011, Daegu, Korea

29. • Prerequisite: From our experience we strongly recommend
to work with native people from the respective countries
for concerns like community management, PR, marketing
and localization
• Some little words sometimes can make a huge difference –
so it is important that the one who talks to a special
culture understands this culture
• Daily life is also important – the one who talks to the
community in a country must know what is going on in
this country
• Prerequisite: From our experience we strongly recommend
to work with native people from the respective countries
for concerns like community management, PR, marketing
and localization
• Some little words sometimes can make a huge difference –
so it is important that the one who talks to a special
culture understands this culture
• Daily life is also important – the one who talks to the
community in a country must know what is going on in
this country
Western Communities and how to deal with them
Unite with Communication
© Two Pi Team, KGC 2011, Daegu, Korea

30. Western Communities and how to deal with them
Where to find the Community?
© Two Pi Team, KGC 2011, Daegu, Korea

31. • They play together – online
• But while they are playing they are sitting at home
on their own (unless there are special events)
• Playing in internet-cafes is not that popular for several
reasons for most of the western communities
• They play together – online
• But while they are playing they are sitting at home
on their own (unless there are special events)
• Playing in internet-cafes is not that popular for several
reasons for most of the western communities
Western Communities and how to deal with them
Where does the Community play?
© Two Pi Team, KGC 2011, Daegu, Korea

32. Western Communities and how to deal with them
How to address the Community on all these
Platforms
© Two Pi Team, KGC 2011, Daegu, Korea

33. • Every culture has its different opinions regarding humor
• Religious and political topics can be difficult –
and sometimes it is the same even for sports
• Forum rules are mandatory –
but it differs from culture to culture
how they should be enforced
• Every culture has its different opinions regarding humor
• Religious and political topics can be difficult –
and sometimes it is the same even for sports
• Forum rules are mandatory –
but it differs from culture to culture
how they should be enforced
Western Communities and how to deal with them
But it differs in the Style
of how they want to/have to be addressed:
© Two Pi Team, KGC 2011, Daegu, Korea

34. It would go too far to explain all the motivations –
actually this would be enough material for at least one
alone-standing lecture. This are some of them.
It would go too far to explain all the motivations –
actually this would be enough material for at least one
alone-standing lecture. This are some of them.
Western Communities and how to deal with them
What motivates a western Gamer
to play a Game and spend Money on it?
© Two Pi Team, KGC 2011, Daegu, Korea

35. It can and it has!
And it is huge!
•One of the most desirable things for people is:
They want to get the impression that they are cared for.
•In addition community management has to build
a pleasant environment
It can and it has!
And it is huge!
•One of the most desirable things for people is:
They want to get the impression that they are cared for.
•In addition community management has to build
a pleasant environment
Western Communities and how to deal with them
Can community management
have an effect on motivation?
© Two Pi Team, KGC 2011, Daegu, Korea

36. • Platforms, where players can interact and express themselves
• Taking care that the concerns of the community are taken
seriously
• Involving the community wherever it is possible
• Platforms, where players can interact and express themselves
• Taking care that the concerns of the community are taken
seriously
• Involving the community wherever it is possible
Western Communities and how to deal with them
So a Community Manager has to care for
© Two Pi Team, KGC 2011, Daegu, Korea

37. Western Communities and how to deal with them
Finally, some examples
for special needs –
that need special attention
© Two Pi Team, KGC 2011, Daegu, Korea

38. • Example:
Germans don’t like credit cards – US people love them
• There are so many different payment-systems –
make sure your payment-provider supports all of them for
the countries you want to address
• Example:
Germans don’t like credit cards – US people love them
• There are so many different payment-systems –
make sure your payment-provider supports all of them for
the countries you want to address
Western Communities and how to deal with them
Payment Systems
© Two Pi Team, KGC 2011, Daegu, Korea

39. • Example: Be aware of different tax-systems in different
countries
(Taxes are always something the community will
argue about)
• Make payment simple –
just like you should do for the sign-up-process, too.
• Always think of security and data-protection
• Example: Be aware of different tax-systems in different
countries
(Taxes are always something the community will
argue about)
• Make payment simple –
just like you should do for the sign-up-process, too.
• Always think of security and data-protection
Western Communities and how to deal with them
Payment Systems
© Two Pi Team, KGC 2011, Daegu, Korea

40. • Marketing tells a vision –
Community Management tells the truth!
• So called marketing-talk differs from country to country
• Marketing-talk is not enough for the community
• Especially when things are not running smooth,
people appreciate a more factual communication
• Marketing tells a vision –
Community Management tells the truth!
• So called marketing-talk differs from country to country
• Marketing-talk is not enough for the community
• Especially when things are not running smooth,
people appreciate a more factual communication
Western Communities and how to deal with them
© Two Pi Team, KGC 2011, Daegu, Korea
Ad from a 1951 comic book promoting
the release of the live-action movie
Marketing

41. • Example:
In some European countries like for example Germany
it is not allowed to hold competitions when their
prerequisite is to purchase something
• Showing too much blood and violence is restricted in
Germany -
in the USA there are some rules regarding sexual topics
• In some countries there are strong rules regarding youth
protection
• Example:
In some European countries like for example Germany
it is not allowed to hold competitions when their
prerequisite is to purchase something
• Showing too much blood and violence is restricted in
Germany -
in the USA there are some rules regarding sexual topics
• In some countries there are strong rules regarding youth
protection
Western Communities and how to deal with them
Legal Restrictions
© Two Pi Team, KGC 2011, Daegu, Korea

42. • It might happen, that a game and its assets get different
classifications
• Be aware that you even have to take special actions when showing
your game on a fair for example in Germany
• Sometimes there are different classifications systems –
And sometimes they compete
• It might happen, that a game and its assets get different
classifications
• Be aware that you even have to take special actions when showing
your game on a fair for example in Germany
• Sometimes there are different classifications systems –
And sometimes they compete
Western Communities and how to deal with them
Youth protection
This is worth having a closer look:
© Two Pi Team, KGC 2011, Daegu, Korea
USK – German Classification PEGI – European Classification

43.
•It is not easy to unite all players world-wide
•It is even not easy to unite all players from one continent
•So you have to address them in a way they accept and
understand
•Pay special attention to localization
•Implement a community-team consisting of people from the
respective countries
•It is not easy to unite all players world-wide
•It is even not easy to unite all players from one continent
•So you have to address them in a way they accept and
understand
•Pay special attention to localization
•Implement a community-team consisting of people from the
respective countries
Western Communities and how to deal with them
Conclusion
© Two Pi Team, KGC 2011, Daegu, Korea

44. Owner:
Thomas Lagemann (CEO)
Nadja Bastawi (CVO)
Otto-Hahn-Str. 8
D-40721 Hilden
Germany
Tel: +49 (0) 2103 – 929 555 0
www.two-pi-team.com
Thank you for listening!
Any Questions?
Western Communities and how to deal with them
COMMUNITY
The future of gaming is…
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Quote: David Perry on GCDC, Leipzig 2008
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