{"id":6688,"date":"2010-03-30T21:30:22","date_gmt":"2010-03-31T04:30:22","guid":{"rendered":"http:\/\/www.dfcint.com\/dossier\/?post_type=qav1b&p=6688"},"modified":"2018-08-10T19:41:53","modified_gmt":"2018-08-10T19:41:53","slug":"interview-webwars-a-bat-takes-flight-in-austin","status":"publish","type":"post","link":"https:\/\/www.dfcint.com\/dossier\/interview-webwars-a-bat-takes-flight-in-austin\/","title":{"rendered":"Interview: WebWars: A Bat Takes Flight in Austin"},"content":{"rendered":"

MARCH 30, 2010 \u2022 DFC has been aggressive in covering the free-to-play (F2P), games as a service business model. While that model is experiencing substantial success, the model itself can only drive revenue as long as the content provided is found compelling by consumers.<\/p>\n

We expect that continued F2P growth will require dedicated content innovation to keep consumers happy. Which leads us to Electric Bat Interactive (EBI), a recent change in moniker from WebWars, LLC.\u00a0 The developer has crafted something called Layered Reality Gaming (LRG) \u2013 the kind of innovation that can draw in consumers who might get bored with the proliferation of cute and engaging F2P games available online. In short, LRG titles use existing commercial web sites as a playground \u2013 allowing users to competitively vie for control of the page.<\/p>\n

\"EBI\"<\/a>Austin-based EBI has two titles using the technology: Weblings and WebLords: Shattered Domains. DFC spoke with chief-executive officer Cindy Armstrong for an update on how Layered Reality is being applied, and what the prospects for the technology are moving forward.<\/p>\n

DFC: In July WebWars\/Electric Bat will have been in business for two years. Which begs the question, what was John Galt Games?\u00a0 Trey Ratcliff was CEO of JGG, and until recently was listed as Futurist at Electric Bat.\u00a0 What part of what was JGG is in play at EBI today? <\/i><\/p>\n

CA: When I joined John Galt Games, in charge of business development, the company was going in many directions.\u00a0 They were using a studio in the Ukraine to develop game technology.\u00a0 The studio was solid, but there were communication difficulties between the two studios.\u00a0 The engineers didn\u2019t speak English and no one on the JGG team spoke Ukrainian. As you can imagine that was a \u2018slight\u2019 issue.\u00a0 JGG also had a studio in Kuala Lumpur being managed from the U.S.\u00a0 In short, JGG didn\u2019t have a clear product strategy or focus.<\/p>\n

I was asked to help evaluate the potential of the products and direction of JGG.\u00a0 We determined the studio in Kuala Lumpur was not sustainable, outsourcing in the Ukraine was far from optimal, and that we needed to focus in one single direction.<\/p>\n

Through that process, I was offered the position of CEO.\u00a0 As the changes were so dramatic \u2013 including the structure of the company \u2013 we established WebWars LLC, recently renamed to Electric Bat Interactive.\u00a0 From the onset the primary focus was to develop a platform from which a series of games, playable across the Internet, could be quickly created.<\/p>\n

Trey Ratcliff has decided to pursue his photography career, having recently released a successful book, and has been on tour.\u00a0 He is no longer involved in day-to-day activities of the company.<\/p>\n

DFC: Where did the Layered Reality Gaming concept come from? We fondly remember WebWars: EVE as a John Galt Games title unveiled in 2007 that had a similar take-the-game-into-the-web concept. How has LRG evolved since then?<\/i><\/p>\n

CA: The original concept of battling over websites was intended as a one-off game, WebWars: EVE, from John Galt Games.\u00a0 The concept of Layered Reality Gaming evolved as we began putting together a business plan for WebWars, the company.\u00a0 What if we could add a layer of fun to what people are doing all the time \u2013 browsing the Internet?\u00a0 Whether someone is checking news or the flight status of their next trip (something I know all too well), doing research, picking their NCAA bracket \u2013 we wanted to allow people to engage on any website from a simple Gamebar instead of requiring that they go to a destination site for fun.<\/p>\n

LRG continues to evolve as the team (designers, engineers, artists) come up with new ideas to take gaming across the web.<\/p>\n

DFC: What happened to WebWars: EVE?\u00a0 The game is not listed on your web site.\u00a0 WebLords: Shattered Domains, however, sounds like a very similar concept.\u00a0 Are they connected?<\/i><\/p>\n

\"WebWars__EVE\"<\/a>CA: WebWars: EVE was tabled for several reasons: The desire for character customization, which could not be done with the EVE property as we did not own the IP, conflicting views of how to maximize the IP and the desire to have a product that could easily reach the Asian market.<\/p>\n

WebWars: EVE and WebLords: Shattered Domains are similar in the concept of battling over websites; however, with WebLords we added a fantasy RPG element that has worldwide appeal.\u00a0 We introduced a hero character and a leveling system that would not have been an option with WebWars: EVE.\u00a0 We believe these elements make for a game with more depth and a broader appeal than we would have been allowed working with an established IP.<\/p>\n

DFC: What did your stint at Sony Online Entertainment (SOE) provide you that came in handy when you launched WebWars in 2008? <\/i><\/p>\n

\"CA\"<\/a>CA: My stint at SOE taught me many things.\u00a0 The first and most important lesson was hiring good people and letting them do their jobs.\u00a0 Often times as a senior executive you want to instill your views as to how a project should be run, specific design features, what you personally like, don\u2019t like, etc.\u00a0 From my experience at SOE I came to recognize this as the team\u2019s job.\u00a0 As CEO I need to ensure we\u2019re on track, question assumptions, question business models \u2013 but at the end of the day it\u2019s the team\u2019s responsibility to deliver.<\/p>\n

I also learned the value of communication \u2013 which yes, seems obvious but is not always so.\u00a0 At SOE we had a weekly management meeting.\u00a0 Most often I found them long, sometimes on topics that seemed irrelevant, yet now I recognize the importance and have adopted the same policy at EBI.\u00a0 The weekly meetings keep the team focused on what is critical in the upcoming week, as well as what might be at risk.<\/p>\n

Another lesson I learned is that if you want to develop a product with worldwide appeal, take that goal into consideration from the beginning. This includes art style, gameplay mechanics and allowing for territory-based code flexibility, so different markets can adjust the game to fit their own market. Assuming what is successful in one market will be successful in another is a fast path to failure.<\/p>\n

Finally, I\u2019m learning the hard way the benefit of a having a strong, well-known brand name like Sony.\u00a0 I took this for granted, not recognizing the doors it opened or the basic level consumer confidence it instilled.\u00a0 Electric Bat has very good products that I believe in very strongly, however, consumers are not as easily convinced as if I were offering these products under the Sony umbrella.<\/p>\n

DFC: What do you feel you have learned from working with some of the Korean game companies that have a long history in these types of games?\u00a0 Can U.S. based startups compete with the vast experience that companies in Korea and other parts of Asia have?<\/i><\/p>\n

CA: First of all, I feel Korean companies will continue to lead innovation in online games. Given the competitiveness of the Korean market, companies that don\u2019t innovate, that don\u2019t take risks, don\u2019t survive.\u00a0 The free-to-play model came from Korea when companies recognized the need to offer something less immersive than MMOs or did not feel they could or wanted to compete against Lineage.<\/p>\n

Among the things I\u2019ve learned from the Korean companies is that simple, fast game play is appealing \u2013 especially today when people have so many demands on their time.\u00a0 Players don\u2019t want to feel they have to dedicate a two hour time slot to enjoy a game, but can sit down and have a good time in 5 to 10 minutes.\u00a0 And if that 5-10 minutes stretches to an hour? Great!\u00a0 What\u2019s fun with our games is that a player doesn\u2019t have to commit even 10 minutes for fun \u2013 a player can engage for as little as 60 seconds and gain satisfaction.<\/p>\n

I definitely believe U.S. companies can compete against the companies in Korea and other parts of Asia. The key is learning from the best practices, being innovative, and not being afraid to try something new.<\/p>\n

DFC: Describe your forays into Asia for SOE.\u00a0 What was it like coming from a Western publishing and development perspective and having to come up to speed with the burgeoning free-to-play micro-transaction business model in Asia?<\/i><\/p>\n

CAA: Dating myself a bit here, my first forays into Asia with SOE were prior to the take-off of free-to-play games.\u00a0 Lineage was the most popular game and the concept of bringing EverQuest to Asia, with its strong U.S. player base, was appealing to both SOE and NCsoft.<\/p>\n

I can barely begin to tell you how much we learned from the process, which I still use today, regardless of type of game or business model.\u00a0 Localization is a great example \u2013 we spent a large amount of money to have translations done in the U.S. only to find that it would be scrapped entirely \u2013 the local-U.S. translators missed nuances or game language that only the local market knew.<\/p>\n

The definition of open beta was probably the most eye opening.\u00a0 This is changing a bit, but at the time the definition of \u201copen beta\u201d in the U.S. was a lifting of the NDA, however, the product was still being tweaked and there would be bugs.\u00a0 The beta period was used to identify and fix before releasing into public.\u00a0 In Korea this definition was a \u2018live\u2019 product \u2013 ready for broad public consumption, the only difference was gamers didn\u2019t pay for content.\u00a0 I still remember the Saturday when we first launched EverQuest \u2013 approximately 40,000 people tried to play in the first hour.\u00a0 Problems arose, but we weren\u2019t concerned as we believed this was beta \u2013 the time to find and fix bugs. NCsoft, however, knew the market and that these customers might never come back.<\/p>\n

The last few months of my time at SOE we began looking into the FTP model.\u00a0 We built a business plan and had contracts signed to license product into the U.S.\u00a0 A decision was then made that this FTP, casual business was not core to SOE\u2019s business and thus it was tabled.\u00a0 Needless to say, I was surprised and delighted when SOE decided Free Realms would be a FTP game. Given the number of players who\u2019ve registered, this was obviously the right choice.<\/p>\n

\"Weblings\"<\/a>DFC: Weblings seems like the cute and friendly kind of product that will do well in Asia.\u00a0 Have you found an audience for Weblings in Asia?\u00a0 If so, please detail which markets and how well the game is doing there.<\/i><\/p>\n

CA: We have only recently begun showing the new Weblings in Asia.\u00a0 Response so far has been extremely positive.\u00a0 I felt the primary audience for Weblings would be the U.S. and Europe and am pleased to see the interest from Asia.\u00a0 As the new version of Weblings is not yet available for testing we have yet to begin discussions on possibly licensing\/partnership opportunities.\u00a0 I would expect this to happen within the next couple of months.<\/p>\n

DFC: What is your strategy for emerging markets such as Asia, Latin America and Eastern Europe?<\/i><\/p>\n

CA: Having lived in both Europe and Asia, as well as opening emerging markets at SOE, international markets have always been a focus for me.\u00a0 We are continuing to build our emerging market strategy, but expect it will be different in Asia versus Latin America or Eastern Europe.\u00a0 Even in emerging markets in Asia consumers seem to be much more critical of product. It will be key to find a partner that can provide feedback for their market, obtain government approvals, and operate fairly independent of Electric Bat.<\/p>\n

As for Eastern Europe, a strong partner is, of course, important; however, the products are more likely to be accepted as they stand with minimal, if any, modification.\u00a0 The facts that the games are browser based, simple, small downloads, and have no high-end graphics cards or machine requirements are appealing in these markets.\u00a0 From GDC alone we\u2019ve seen interest from Russia, India and Turkey.\u00a0 Our immediate focus is launching in the U.S., but I cannot wait to start pursuing these international opportunities.<\/p>\n

DFC: Since its release last fall, how many users does Weblings have today after several updates?<\/i><\/p>\n

CA: In January a decision was made to revamp Weblings \u2013 with this, the game never went beyond a soft launch stage.\u00a0 We did not formally market nor did we try to build a community as we knew we would discontinue the current phase, effective the end of March.\u00a0 What we did do was use this as a limited but extended open beta, learning what worked and what didn\u2019t, and then incorporating this into the new version of Weblings.<\/p>\n

DFC: What is your overall mobile strategy?\u00a0 It seems to us that EBI games would do well on mobile platforms?<\/i><\/p>\n

CA: We are just now building our mobile strategy.\u00a0 To date the focus has been developing the platform with plans to translate that effort to mobile.\u00a0 We will look at each game separately to see what might work with on the mobile platforms.<\/p>\n

An iPhone version of WebLords will be available closely after launch of the computer version.\u00a0 The iPhone game will allow players to access the same game as players using the Gamebar.\u00a0 If a gamer is in the airport waiting for a flight, they can buy units, attack or defend a site from their iPhone.\u00a0 Later, they can log in to the same account from a computer and access their units there as well.<\/p>\n

As it relates to Weblings at this time we do not expect a full version of the game to be available on mobile devices; however, we are exploring ways that players might be able to care for their Weblings or show off their Webling collection.<\/p>\n

We recognize the importance of providing cross platform content and will continue to pursue all options as resources are available.<\/p>\n

DFC: LRG runs on Internet Explorer and Firefox.\u00a0 Since Firefox is slated to be available on Android phones this year, will Android users be able to play Weblings or WebLords?\u00a0 If not why not, and will that change?<\/i><\/p>\n

CA: With the addition of Firefox, and Adobe recently announcing flash for Android, we hope to be able to offer an application for Android similar to what we are doing with the iPhone.\u00a0 Of course the UI would need to change for the smaller screen. However, we hope to keep the fundamental elements of the game the same. At this time, we haven\u2019t explored the specifics, so I can\u2019t make any confirmation.<\/p>\n

What we can say is that we plan to deliver the best user experience as possible.\u00a0 If this means developing a separate application for the Android we will do so.<\/p>\n

DFC: You are doing some things so that iPhone users can access your product?\u00a0 Can you describe those efforts?\u00a0 What do you feel about the potential to have a product be accessible across multiple platforms?<\/i><\/p>\n

CA: As mentioned earlier, an iPhone application of WebLords will be available close to the launch of the computer version, pending Apple approval.\u00a0 Players will be able to access the same functionality as the computer version, the differences mainly being the UI.<\/p>\n

I\u2019m very surprised at the ease of development of the iPhone version.\u00a0 This is mainly due to two factors \u2013 first of all, the manner in which we developed the underlying game technology and the ease of which Apple has made the iPhone developer kits.\u00a0 Our Director of Game Technology started the iPhone version on his own, during lunch breaks.\u00a0 One day he came into my office and said, \u201cI want to show you something,\u201d after which was able to engage in a battle from the phone while I watched on screen \u2013 pretty amazing.<\/p>\n

I believe there is huge potential in having products available on multiple platforms \u2013 this will be the wave of the future.\u00a0 Consumers are not going to want to be restricted to a single means to access content.\u00a0 As people are multi-tasking, on the move this will simply provide them the means to access what they like to do regardless of where they are.<\/p>\n

DFC:\u00a0 How do you expect to monetize the cost of development of EBI titles in the short- and long-term?\u00a0 How much of that revenue is expected to come from advertising, versus more traditional virtual item or subscription sales?<\/i><\/p>\n

CA: In the short-term I would expect the majority of revenue to come from virtual goods and the equivalent of a subscription, and in the long-term I look more to advertising.\u00a0 As we grow our user base there will be more and more opportunities for advertising.\u00a0 We have the unique capability for players to play on any website.\u00a0 Our games are developed such that players are rewarded for visiting different websites, and we are able to drive traffic to specific sites.\u00a0 Unlike banner ads that might get less than 0.5% of click-through, we have seen 80% of our returning players engaging in daily adventures that take them to different websites, actually engaging on a site.<\/p>\n

DFC:\u00a0 Your titles have a unique spin in terms of what they may offer advertisers and sponsors?\u00a0 Can you explain how this works and the reception you are seeing from potential advertisers?<\/i><\/p>\n

CA: Through different mechanisms we have the ability to drive traffic to websites and encourage gamers to interact with the site in a way that benefits both the player and the advertiser or sponsor.<\/p>\n

With Weblings the primary means is a \u201cDaily Adventure\u201d, in which a player is given a series of three clues.\u00a0 Each clue provides a hint about something specific on a website.\u00a0 Once a player finds the correct site, and searches to find the correct page within the site, they must win a battle on the correct page before they are given the next clue. After successfully completing the adventure the player receives an in-game benefit.<\/p>\n

What\u2019s most exciting to us is that we can actually drive players to engage on the website, encouraging them to go through content to find the correct spot in which to battle.\u00a0 For example, suppose the clue was to go to Kelloggs.com and battle where you can find the best savings.\u00a0 A player goes to Kelloggs.com, initiates a battle and recognizes they are not on the right spot.\u00a0 They then see a \u201cpromotions\u201d sub-category\u2013 this is a way to \u2018save\u2019 money.\u00a0 They try it; however, it doesn\u2019t work. Finally they try \u201ccoupons\u201d \u2013 they know they are on the correct spot when a battle screen appears with a different back-ground \u201cX marks the spot\u201d.\u00a0 In this instance a player not only went to the website, but went through two sub-categories to find the right location.<\/p>\n

Imagine instead of just receiving something in-game a player could also receive a coupon code for a discount on a Kellogg\u2019s product or some other online offer.\u00a0 This could be an extremely strong marketing tool for an advertiser or sponsor.<\/p>\n

What\u2019s really interesting is that in our early play tests we found on average 80% of our players returning players engaging in the \u201cDaily Adventures\u201d.\u00a0 This compared to a click-through rate of less than 0.5% for banner ads.<\/p>\n

A similar mechanism is available in WebLords through a quest system, which is relevant to that particular game.<\/p>\n

DFC:\u00a0 EBI is actively represented on Facebook, MySpace and Twitter.\u00a0 How have those communities responded to your outreach and your titles?<\/i><\/p>\n

CA: With limited exposure, our community response has been great.\u00a0 Last year we were able to leverage the one-to-one communication afforded through sites like Facebook and Twitter to really listen to our players and fans and respond quickly to what they were saying and what they were asking for.\u00a0 We expect these to take an even greater role in the future as we recognize the importance of providing content players feel is relevant as opposed to what we \u2018think\u2019 they want.\u00a0 Today, players tell you, you don\u2019t tell them.<\/p>\n

DFC:\u00a0 How well are these social networks driving users to your titles?<\/i><\/p>\n

CA: We used Facebook last year to recruit beta testers for Weblings, and the response was fantastic.\u00a0 Facebook allowed us to very narrowly define who we wanted to reach, specific age groups, what players interests were, etc.\u00a0 Through this process we found an audience we did not initially expect to target.<\/p>\n

We have only very recently launched fan pages and community sites on Facebook and Twitter for the re-release of Weblings and the upcoming summer release of WebLords.\u00a0 We are gaining momentum and expect continued growth throughout the year among social networking sites.\u00a0 We will be offering exclusive sneak peeks and news through those pages as we approach the official launch for both titles, as well as exclusive news and offers post-launch. For example, through our Facebook pages for both Weblings and WebLords, we will release early project concept art and stills that fans can only view there.\u00a0 There certainly is a benefit for us to engage the social communities, and we want to be able to give our games\u2019 followers benefits, as well.<\/p>\n

DFC:\u00a0 What about other networks such as Orkut, myYearbook, Tagged and hi5?\u00a0 Will you include any of them in the near future?<\/i><\/p>\n

CA: We are discussing working with both myYearbook and hi5, specifically, and we are looking into Tagged. Orkut is strong in Brazil, so we are planning to connect with them as we grow the games beyond their present English language focus.<\/p>\n

Additionally, we are talking with niche social networks in hopes of featuring either, or both, games with them.<\/p>\n

DFC:\u00a0 WebLords entered a closed beta in early March. How has the user response been so far? What kinds of demographics has the game attracted? <\/i><\/p>\n

CA: So far the response has been great. Many of our beta players have asked to invite their friends into the beta, which is always a positive sign. The game seems to be resonating with male players aged 18 and older, but we have female players in the beta as well.<\/p>\n

DFC:\u00a0 How are beta testers responding to WebLords?\u00a0 What have you learned?\u00a0 What needs to be tweaked?<\/i><\/p>\n

CA: The beta players are giving us fantastic feedback. One of the things we learned is players came up with some interesting strategies for taking sites and building up their armies. For example, some players immediately went for the big sites like Google or Facebook, but many others took much smaller, more obscure sites. The players who took Google found themselves constantly defending the site from other players while those that took smaller sites were able to build up their resources and armies in relative safety.\u00a0 What we found interesting in the very first week was that players were taking sites in France and Russia.\u00a0 At first we thought we inadvertently invited players from outside the U.S. (which, for NDA reasons, we did not want to do).\u00a0 However, instead players recognized these were \u2018safe\u2019 sites to own and less likely to be attacked.<\/p>\n

Right now we\u2019re focusing on balancing the combat, the loot and experience gain, and adding the last big feature before launch \u2013 the Empire System.<\/p>\n

One thing I\u2019d like to add is the importance of listening to beta testers and players.\u00a0 The evolution of Weblings came about in-large part through our players and people in our office who were not playing the game regularly.\u00a0 We recognized it was not as appealing to collect \u2018human\u2019 like figures and thus moved to Weblings pets.\u00a0 Players also wanted to control how they collected their Weblings.\u00a0 Instead of finding pieces specific to an individual Webling, players now find more generic tokens that they can spend collecting the Weblings they most want.<\/p>\n

DFC:\u00a0 How do WebLords players end up on a particular web site for combat?\u00a0 Can it be random?\u00a0 How is this URL selection made?<\/i><\/p>\n

CA: Players can choose any website they want to attack and control. For the most part we\u2019ve seen players either attack really popular sites (like Google or Facebook) or attack much smaller sites like their favorite bands or favorite blogs. The player simply enters in any URL they want to visit in their browser and then uses the Gamebar to take over the site.<\/p>\n

Additionally, similar to the Weblings Daily Adventures, we expect to drive traffic to specific sites via the daily quests.\u00a0 On a given day a higher value might be attributed to the site or even special loot item gained by owning the site.<\/p>\n

Long-term we hope that players will be browsing the Internet, maybe bored with what they are doing, want a diversion and recognize, “hey, I should see how this site is owned or if there is a battle going on.”\u00a0 They can immediately engage in battle should they see the opportunity to do so.<\/p>\n

DFC:\u00a0 In honor of the change in name to Electric Bat, what direction do the bats fly in the evening when they swoop out from under the Congress Street bridge?<\/i><\/p>\n

CA: East, and I\u2019m impressed you found the connection.\u00a0 As you can see we\u2019re proud of our Austin heritage.<\/p>\n","protected":false},"excerpt":{"rendered":"

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