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January 29, 2014 / KingsIsle Entertainment

Behind the Scenes: A Look Back on the 12 Days of the Spiral Promotion

It’s hard to believe that we’ve already finished our third year of the “12 Days of the Spiral” promotion!  Since we started this promotion back in 2011, it is amazing to see how much it has grown and evolved over that timeframe.

We started the 12 Days of Wizard in 2011, but when we launched Pirate in late 2012, the 12 Days of Wizard then had to become the 12 Days of the Spiral.  In that first year of having two games for the holiday, we alternated and even shared promotional days between Wizard and Pirate.  Finally in 2013, the 12 Days of the Spiral grew into two different events with specific days for both Wizard101 and Pirate101!


As you have seen, every year we introduce a holiday themed charity item to kick off this promotion.  These special items help raise money for different organizations in the Austin and Plano areas that are devoted to helping children. I always look forward to the reveal of the charity item as we get closer to the end of the year.  Our teams’ creativity never ceases to amaze me with what they come up with for the 12 Days of the Spiral!

We’ve had great items in the past like the Chrismoose and Fa-La-La-Llama mounts, but this year the team really outdid themselves with the creation of the Charity Noelephant.  Thanks again to all the players within the Wizard101 and Pirate101 communities that helped us make our charitable contributions by purchasing this mount.  The proceeds from the Noelephant allowed us to make $50,000 contribution across three charities: Make-A-Wish® Central & South Texas, Austin Children’s Shelter and the Children’s Medical Center at Legacy in Plano.


Along with the charity item, each year we have tried to offer up a good mix of site promotions, in-game item promotions, new in-game item launches and free goodies for our players.  Quite often we have taken our players feedback into account when planning these days and how we execute on them.  I see your comments on our message boards, on online fansite forums and on social media.  Here are just a few examples of player feedback that have been incorporated into the 12 Days of the Spiral promotion:

  • In 2011, players asked for free items to be available longer than just 1 day –> So in 2012 and 2013, we made those free items available until the 12 Days promotion was fully over.
  • In 2011 and 2012, some players had problems getting the Mystery Coupons we sent them via email -> So in 2013, we automatically applied the Mystery Coupon to each player’s individual account.
  • In 2012, players asked for Free Crowns (when don’t you ask for Free Crowns, ha!) -> So in 2013 for the first time ever, one of the promotional days was a Free Crowns giveaway!

We were pretty excited to be able to offer the Free Crowns day this year!  It was a perfect way to cap the 2013 version of the 12 Days of the Spiral promotion.  Based on player feedback, I would say that this year was quite the success!  We were overwhelmed with all the positive comments and thanks we received from our awesome players!   Thank you and I hope you enjoyed spending those Free Crowns!!

Here’s to a great 2014 filled with many Wizard and Pirate adventures!

If you have some ideas for future promotions you’d like to share or have other feedback you’d like to give on our 12 Days of the Spiral promotion, please do so in your comments below.  I’m all ears!

Ryan Daniels
Director of Marketing


Leave a Comment
  1. Steven Clark / Jan 29 2014 7:47 pm

    Now it occurs to me, that if you can have a few quests for the autumn/Hallowe’en season, why not make a quest or 2, involving, wizards having to save Santa Claus from the vile, Abominable Snow Wizard, Created by Morganth, to deprive young wizards of a happy holiday. Offer special holiday items as a reward for doing so. possibly a X-mas elf pet, or a reindeer pet, Rudolph the Red Nosed Reindeer, complete with bells?
    Signed, The Helpful Wizard

  2. yo mama / Jan 29 2014 7:50 pm

    yo lo and thanks for the free crowns

  3. Nikhil / Jan 29 2014 7:57 pm

    I think there should be a free permanent mount and free pet.

  4. Anonymous / Jan 29 2014 8:03 pm

    great job with the 12 days of the spiral. could be better. (just saying)

  5. ganster2399 / Jan 29 2014 8:04 pm

    this is the best game in the world so can you make it cooler

  6. Catandoglover / Jan 29 2014 8:14 pm

    maybe a new quest, everyone can do. Free membership trial? meet a kingsisle staff playing the game. maybe some a pet or some pet snacks
    -Sabrina WindShard

  7. Anonymous / Jan 29 2014 8:16 pm

    Yes I loved spending 75 crowns

  8. Anonymous / Jan 29 2014 8:29 pm

    Every wizard gets a mega pet of their choice!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

  9. David Lotus / Jan 29 2014 8:30 pm

    To many studies around Christmas time so I didn’t get to do a lot , but a heard it was fun keep up with the amazing plants, and housing items!!!

  10. Anonymous / Jan 29 2014 8:42 pm

    more crowns plz 😀

  11. Anonymous / Jan 29 2014 8:43 pm

    Spin the wheel crowns

  12. Brianna Heggins / Jan 29 2014 8:46 pm

    I’m very sad that the 12 days of spiral are over i miss the free things!

  13. Anonymous / Jan 29 2014 9:01 pm

    next year for the charity mount make it a snow leopard, so many ask for the white tiger, why not make it snow leopard.

  14. Tasfia / Jan 29 2014 9:04 pm

    i think you should give out some free gauntlets

  15. unknown / Jan 29 2014 9:07 pm

    You rock I’ve been playing this game for years. i would do anything to be thankful but i’m broke atm XD i get payed by Friday. but anyways Wizard101 is the best in being a game and kinda educational, fun and everything to me. i know school is more important but hey you cant waste a bit of time on Wizard101 can ya? Thanks Kingsisle!

  16. Dylan Summers / Jan 29 2014 9:08 pm

    1:Better hairstyles for for the female Wizards; some of them can be short, edgy/messy styles. And long, flowing waist length hair.
    2: New permanent mounts sold for gold ONLY, in the Crown Shop. (Honestly, not everyone has Crowns to buy the new mounts. And those same gold sold mounts have been in the Crown Shop since forever.) The first one can even be a moose mount. Not the Chrismoose, either.
    3: New pets sold for gold in the Pet Pavillion.
    4: A skateboard mount that hovers three inches above the ground.
    5: A Deer Mouse pet.
    6:A new event called Wizard Appreciation, where for a whole week, Mount-A-Palooza, House-A-Palooza and Pet-A-Palooza are back, ALL at ONCE.
    7: Wysteria, themed furniture.
    8: The ability to dye hairstyles that have been dropped by bosses. (Honestly, why can’t we dye them? It seems silly, if you ask me.)

  17. Jamil Tavares / Jan 29 2014 9:23 pm

    Hello KingsIsle, I wanted to give my input okay on the Yuletide mount designs. Because personally I disliked the Lama and Elephant mounts. I felt they were to overly decorated with off clothing and their looks were a bit childish. I’m hoping next year for maybe something with a set of cloth bundles like on the Whale Mount and hopefully the mount could be a Swan? I’d really like that. Lastly, I was hoping that for this Fool’s Day you release another mount, maybe a slug or snail to cooperate with Khrysalis’s release?

  18. monty / Jan 29 2014 10:23 pm

    I love that my Noelephant jingles! Year round joy to all. Thanks.

  19. Michelle EmarldThistle / Jan 29 2014 10:38 pm

    lol I think everyone would like more free crowns so MORE FREE CROWNS! But I’m pretty sure everyone will be happy with whatever you decide to do. But free crowns would be nice. 🙂

  20. Anonymous / Jan 29 2014 11:03 pm

    I have been playing wizard101 sent it came out then when prite101 came out I fond my self playing that but I find both of the games very fun I told all my friends and they started playing and I started making new friends playing the game I just hope you guys keep adding stuff to the game and never let it end 🙂

  21. Ramil / Jan 29 2014 11:06 pm

    Make a bigger Christmas commotion in the Commons like at Halloween! Like make a giant santa clause sled flying around like the phoenix at Halloween. A bigger christmas tree? Or even the water in the middle of the commons is frozen or something. I have no idea how much work needs to be put into this idea, but it would be awesome if it works. I loved the idea that they put into this year’s 12 days of the spiral, but a bigger celebration in-game would be awesome 🙂 It was extremely generous to give out those free crowns too 😀

  22. Nicolas599 / Jan 30 2014 12:12 am

    I think you should bring back the lobster mount for 5000 crowns.

  23. Anonymous / Jan 30 2014 12:32 am

    Thank you so much for everything you done for the game i LOVED the free gifts in the game last year but i missed out on the free crowns 😦 but it doesn’t really matter everything you put in the game is amazing, getting the free gifts in the game felt like a bonus :). I have an idea for the x-mas mount next year is an actual rain deer that you ride on and it has nice x-mas lights on it, plus i am sure you guys have a whole heap of other ideas too but it’s just a thought. Thanks for all the cool stuff you put in the game.
    Just want to say, can you guy put crowns at a lower cost, thanks 🙂

  24. IAmGoldenEagle / Jan 30 2014 12:32 am

    The free crowns giveaway was pretty cool.A girlfriend I occasionally play online with said “they should giveaway crowns. They’ll NEVER do that An hour later I had entered and won 500 crowns : ) I like the unique pets giveaways, too. I want a giant golden eagle pet.

  25. Zachary Muhlestein / Jan 30 2014 1:11 am

    I would like to see some gear that makes people look like “ghosts of Christmas” or something of that sort. Or maybe a ghostly pack, I would definitely get that. Also, I like the idea of elf suits or a “Santa’s helper” quest that has a chance to give elf items. Maybe a Manora style wand would be nice to have.

  26. georgiana / Jan 30 2014 2:45 am

    just for one day make free all the worlds. some wizards want to see how is like. :)) just saying 😀

  27. Anonymous / Jan 30 2014 2:52 am


  28. Brandon / Jan 30 2014 3:03 am

    a free pet

  29. me / Jan 30 2014 3:06 am

    can you please give out free crowns every year

  30. DuchessCool / Jan 30 2014 3:27 am

    Firstly loving Wizard101 although for some reason the 12 days of spiral did not seem to give me anything for free. Hey not complaining though!!! but just wondered whether you do special holiday item stuff like Valentine’s Day or Easter. This would be a great time to offer reduced items or some FREE crowns. Maybe even do an Easter Hunt where wizards could find stuff like treasure cards or free reagents.

  31. Rodger / Jan 30 2014 4:08 am

    when does the promotion start? It sounds like a great idea

  32. Anonymous / Jan 30 2014 4:23 am

    Personally, I felt that the 12 days of the spiral were just another way for you to get money from us. I didn’t feel that there was much in it for us. Big deal made out of it for us to get something 2 or 3 days.

  33. Anonymous / Jan 30 2014 4:31 am

    You have to give them credit, they design these mounts every year. Do you know how long it takes to create a moving textured object?

  34. Anonymous / Jan 30 2014 4:39 am


  35. Anonymous / Jan 30 2014 4:42 am

    free crowns

  36. salahadeen / Jan 30 2014 4:52 am

    give free “good” pet

  37. kat / Jan 30 2014 4:59 am

    i would to recommend to expand the trading process of each player.. maybe make it more broad in other sense. please make other stuff to be tradable not just the treasure cards. i hope pets will be tradable too or maybe gold..


  38. demetrius clinton / Jan 30 2014 5:23 am

    hi wizard 101 is the best game ever

  39. Jacob / Jan 30 2014 5:26 am

    Could you give away a free pet and a bigger amount of crowns?

  40. hshrur / Jan 30 2014 5:39 am

    i would just like some free crowns please

  41. Dottie McGrew / Jan 30 2014 5:45 am

    Would love a promotion mount donations to the veterans, or injured warriors etc. ; mounts could be a tank, an airplane, a parachute, a dirigible, a horse (the army still has horses), a submarine, or special weapons or outfits. Tons of folks that play wizard and pirates are connected to our armed service people who are heroes and have sacrificed so much for this country. Thank you!

  42. Elizabeth Ravenheart / Jan 30 2014 5:47 am

    This was my first year (2013) to play Wizard101. I must tell Kings Isle what a delight it was to experience the 12 days of the spiral. It made me feel like a kid in a candy store. Everyday was filled with excitement as I found out what gift or special item was waiting to be collected. Thank you so much Kings Isle for putting some excitement into an old woman’s heart.

  43. Edward NightBreath / Jan 30 2014 5:58 am

    Crowns please next year ;D

  44. Evan / Jan 30 2014 5:59 am

    Maybe for next year you could give players some crowns to check out some of the cool items in the crown shop that’s holiday related or put a couple holiday related gear and some of the mastery amulets (because lots of people love them) on sale

  45. mateo / Jan 30 2014 6:00 am

    how about free places to visit

  46. Bray / Jan 30 2014 6:34 am

    I love the idea of 12 days of the Spiral. I love the idea that the proceeds of selling the mounts, like Fa-La-LA-La Llama, go to charity. I think you should have more items that when people buy them, the proceeds go to charity! I was wondering if you could have more charity advents throughout the year? It’s a great way of us, Wizard101 and Pirate101 players, to buy; crowns, mounts, gear, pets, houses, ect and wile we do that- we are helping build up money for charity.

  47. Sarah Jadeshard / Jan 30 2014 7:02 am

    What about a 12 days of the spiral event for this year, just like the lost pages you could make up something for us to quest on in those days, something related to christmas just like in hallowen you made those cursed fruit event. but this time make it for every level, like winterbane and pagoda that raise how hard they’re (and rewards) depending on the wizards that enter the dungeon. also keep making 13 days 🙂

  48. Anonymous / Jan 30 2014 7:12 am

    free crowns!

  49. DonSam / Jan 30 2014 7:34 am

    I think it’s a great thing what your doing for the children don’t mind spending the money to help them out

  50. ValdusGhostsword / Jan 30 2014 7:40 am

    If you do the free crowns again next year, you should make the minimum at least 1000 crowns.
    then anyone could get one area

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