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March 12, 2014 / KingsIsle Entertainment

Behind the Scenes Look : The Making of Promotions

One of the great things about working in the marketing department for a gaming studio is coming up with new ways to promote really awesome items that our creative teams have brought to life! Not a lot of people can say that they brainstorm sales centered on panther mounts, piggles, and swashbuckling companions in Pirate crews. While one may think it is all fun and games around here, there is actually a lot of time and effort spent to come up with marketing promotions for our players.

We take a few things into consideration when creating promotions including player feedback, sales data, and past performance.

Pirate 2014-01-15 15-53-27-37

Player feedback is one of the most important things we take into account when coming up with promotional ideas and reviewing past promotions. We read up on our forums, fan sites, and other locations to get a sense of what our players want, like, and dislike in game. Once we collect that feedback we brainstorm what types of promotions our players would enjoy most. This goes hand in hand with reviewing past performance of a promotion like one of our Paloozas. We see what players liked about it, what they didn’t like about it, and what they wished would have happened.  We then take that feedback into account for future promotions.

Another important aspect that we consider is current sales for particular items.  For example with Pet-a-Palooza in Wizard101, we look at what pets are most popular and least popular in sales volume and try to figure out why. Is it the price? Is it the look of the pet or its pedigree? Does this pet have a spell card or not? From there we assign different discounts based on our analysis which hopefully will get our players excited and want to collect more pets. We also like to include other items that help out pets and not just pets themselves!

WizardGraphicalClient 2012-07-10 11-03-49-72

Once we have decided on the promotion and discounts, we need to come up with a promotion name. Naming promotions are fun and can be silly at times, but we definitely try to make sure they are not cheesy!   For example the Bag O’ Gold Sale in Pirate101 is a play on Pot O’ Gold during the St. Patrick’s holiday and is more fun than calling it a Gold Sale.

Along with a promotion name, we also need a page created to help promote the sale and give our players more information about what’s cool and new that is going on. We make sure that the screenshots or renders help support the sale and show off some of the great items that you can get. On the day of the sale, we make sure that the promotion is correct in the Crown Shop and everything is good to go!

After the promotion has ended, we look at player feedback to see what they liked, didn’t like, or if they were interested in it at all. Then we look at the sales performance to see if it’s worth running the promotion again or if we should come up with something new.

Hopefully this shed some light behind the scenes on how we come up with promotions here at KingsIsle! Keep posting and letting us know what you think of promotions we run and what else you would like to see going forward! We’ve always got our eye out looking for feedback.

Natalie Akilian
Associate Product Marketing Manager

119 Comments

Leave a Comment
  1. Anonymous / Mar 13 2014 8:00 pm

    pls bring back the dragon riders pack and keep It forever it my favorite pack and I need it in my life

  2. alexis / Mar 13 2014 8:25 pm

    i love this game i spend so much money and time in it. But i wish when I pvp not to get matched against a level 3 with third ty resist like come on i cant hurt them i like the game it was back when it began nothing was over powered everything was balanced … sorry my writing is bad

  3. Tara Silverdust / Mar 13 2014 8:30 pm

    I love Wizard 101 and all the great things you do for the players. My biggest wish would be to take some of the “junk” out of the packs. It is so frustrating to spend hard earned crowns on a pack, just to get a bunch of useless housing items or endless cheap pet snacks. Players buy packs to get gear, pets and mounts. Please put more of those items in the packs and lighten up on the junk! Thanks!

  4. Anonymous / Mar 13 2014 8:31 pm

    wizard 101 is the best game ever

    • sammy / Sep 25 2014 7:21 pm

      Wizard101 is the best game but also pirate101

  5. Anonymous / Mar 13 2014 9:07 pm

    I think you should bring back the year membership every so often it is a good way for me to play and I would buy it when ever I could

  6. ethaniceblade / Mar 13 2014 9:45 pm

    this game is amazing! I am a lvl 95 ice wiz

    • Anonymous / Mar 18 2014 7:19 pm

      Ice Ice baby! Im lvl 46

  7. gavin / Mar 13 2014 10:02 pm

    the 50% off bundles was good I o most got like 4 bundles for good gear for all my characters and a 4 month membership it also nice how we can team up in dungeons and when we teleport to safe area it marks that spot that we teleported from. Awesome wizard101!

  8. Anonymous / Mar 13 2014 10:04 pm

    It will be nice for you to make the panther mount in gold 😀

  9. JennaGoldenheart / Mar 13 2014 10:05 pm

    I was thinking Kingsisle Blog, you guys should make two new mounts! One that is fox and the other is a panda. Here is the offer. Everyone that has a wizard 101 and a Pirate 101 account can have both of these for 10,000 in gold. I will be unlimited times that will last up to a week or two. Like I said before so that everyone can get one. When the week or two weeks are done, they will be gone. And they will come next year as well. What do you think people on this blog?! Sounds good! 😀

  10. stephanie pirrone / Mar 13 2014 10:06 pm

    It will be nice to make the panther mount in gold 😀

    • stephanie pirrone / Mar 13 2014 10:08 pm

      That will be so sweet 😀 btw all I am to to this comment thing 😡

      • stephanie pirrone / Mar 13 2014 10:09 pm

        I just had to leave these comments win I saw about the panther mount.

  11. Jacob Goldensword/Noble Tyler Strong / Mar 13 2014 10:17 pm

    To be honest I like all the promotions, considering that when a promotion ends another is sure to be on it’s way. I really loved the 50% bundle only because on that day I was planning on buying one bundle and got twice as much as I wanted, one for each game, Thanks KingsIsle!

  12. brady / Mar 13 2014 10:20 pm

    just saying x-x
    lol

  13. Blaze WildBreaker / Mar 13 2014 10:21 pm

    I like the Mega Monday sale. 40% off mega snack packs really saves crowns, and the snacks are great.

  14. Blaze WildBreaker / Mar 13 2014 10:24 pm

    Another good thing is when on Christmas, Kingsisle gives FREE crowns. I like Wizard101 a lot. Thank you Kingsisle.

  15. Patrick Gorman Pettis / Mar 13 2014 11:25 pm

    great entry, I am such a fan of concept art and I would love to see a post on how client feedback inspires new pets, worlds, gear appearances and characters 🙂

  16. Anonymous / Mar 14 2014 12:03 am

    i love wizard101 it is a great game 🙂

  17. chris / Mar 14 2014 12:33 am

    it would help to put special deals on weekends most parents don’t let their children play on school days
    jut a tip

  18. wait wait wait! what do you mean by swashbuckler companion as a promotion? I NEED IT!

  19. Anonymous / Mar 14 2014 6:19 am

    well at least you narrowed the possibility’s but do you do birthdays or something like that.

  20. maddie / Mar 14 2014 7:15 am

    i ❤ wizard101

  21. Anonymous / Mar 14 2014 8:27 am

    I liked the Pack-A-Palooza promotion because you were able to get a free pack! I don’t have any crowns, so it was worth it.

    I haven’t come up with a title yet, but if you can, can there be a promotion where you get a free pet from the crown shop or whatnot for KinsIsle’s or Wizard101’s birthday? It would be a nice gift from KingsIsle!

    Thanks for taking this into consideration! I LOVE Wizard101 and I never want this game to end 😀

    Cori ShadowDust (The Pyromancer)

  22. Kimberly / Mar 14 2014 8:52 am

    My name is Kimberly And I really think the life mastery amulets should be lower because I really want one But I need crowns So please lower it to at least under 5000? Thanks 😀

    • Anonymous / Mar 14 2014 11:22 am

      Hi Kimberly. The amulet are expenses but they are so helpful. I have 2 that I use. Did you have any specific ones you want?

    • Anonymous / Mar 18 2014 7:22 pm

      sale just ended ;( but 6 months ago I got one for 4475 crowns (tower shield discount i think)

  23. Anonymous / Mar 15 2014 1:41 am

    😀 I ❤ WIZZY 🙂

    • Anonymous / Aug 6 2014 6:36 pm

      I love wizard101 too it is Awesome

  24. Anonymous / Mar 19 2014 4:14 pm

    I like each pirate101 and wizard101. My favorite quest about wizard101 is defeating the lost souls and i was scared at once. it was like i was defeating invisible coats.My pappy got membership on pirate101 but not on wizard101 so i cant go to any worlds like mooshu or marlybone or draganspyre all i can do is stay at wizard city and defeat lost souls and dark fairies and skeleton pirate and the krakan.

  25. Justin Chamberlain / Mar 19 2014 5:44 pm

    You know, Pirate101 needs some new packs. Tired of opening the crown shop every day and seeing the same thing. And what about the “huge” update? It better be two worlds cause I reserved a special two months membership for it.

  26. anonymous / Mar 21 2014 2:43 pm

    i also loved the pack a palooza and stuff cause i dont have any crowns and i am on grizzlehiem but i cant get north guard cause its life five dollars so its really expensive. i mean come on two thousands crowns seriously and i dont wanna get memmbership because after that time you lose everyplace you had

  27. Espynbold / Mar 25 2014 10:12 am

    I love most how KI knows how to get money out of me.

    NO seriously. Thats a compliment.

    I realized after setting up my Paypal account with w101, I easliy spend $5 in a convenience store buying junk food.

    So I always figure “why not?”

    -$70 dollars later…….no regrets. ^u^

    Thanks A TON for the crown Sales dudes.

  28. slicer361 / Mar 27 2014 4:13 pm

    so awesome when you have a companion that you have been waiting forever to promote and when it happens your like oh my it was so worth it then you spend the next hour having fun with the companion

  29. Anonymous / Mar 28 2014 11:09 am

    I’m looking forward to the Cinco de Mayo promotion. My pirates are ready to buy Goronado.

  30. Anonymous / Apr 4 2014 8:12 pm

    I liked Pack-A-Plooza, I got a Skyvern’s Hoard Pack and got the mount!

  31. Anonymous / Apr 24 2014 6:51 am

    There should be a deal on the bundles again, I want one xD

  32. Anonymous / May 8 2014 6:10 pm

    awseome game

  33. Danny Luis Morales / May 10 2014 1:40 pm

    I love Pirate101 and Wizard101 You should keep making games kingsisle will be famous in abit. #Really Famous

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