![]() Now, there's forums on Reddit and YouTube and Twitch and Twitter and Facebook and Instagram and Snapchat and Imgur. "Ten years ago, managing a community meant speaking to them on your game forum. "There's complexity because there has been specialisation," she told the Devcom audience. However, Smith argued that its approach to community is built on principles that any studio can adopt to better navigate an industry that grows more complex and difficult to control all the time. It's now an imperative for the entire company."īlizzard is a unique company in many ways, with the kind of influence and resources that mean not every one of its methods is applicable to smaller developers. Smith eventually rose to lead community development across the globe, but that experience was, "a front row seat, seeing how Blizzard has elevated player focus and a community-centricity into every aspect of game development. It wounded the game's loyal community, and that was only healed by months of hard work and the "near flawless" launch of the Reaper of Souls expansion pack two years later. Smith remembers the day well, first and foremost as a Diablo fan, but also as a relatively new recruit in Blizzard's ranks. ![]() "A single person on social media, with the help of virality, can change your brand forever" "It was all we could do to keep the teams from either crying in exhaustion or drinking themselves into a stupor - and I wish I was kidding." "And that's just in English if you count the localisation it's many times more than that. "Within 24 hours of the launch of Diablo III, with so many players having issues logging into the game, we had posted 80 updates," Saralyn Smith recalled, in a talk at Devcom this week. Instead, they were mocked by the now notorious "Error 37" message, a word and a number that, among Blizzard's fans, has become shorthand for arguably the company's roughest period in a decade of smooth sailing. It was the day that millions of players attempted to play the first new entry in the series for 12 years, and a great many of them failed to do so. May 15, 2012, a day that will live in infamy - for the hardcore fans of Diablo, at least. ![]()
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