For the Record: Regarding Wargaming Brand Products (Burger King, Razer)
Hello everyone, in the following article on Russian Wargaming portal (gone are the times when Wargaming’s main portal was the World of Tanks one) an interesting article came up regarding the Wargaming brand and the cooperation with other companies, specifically Razer and Burger King. The article is just Wargaming PR, but some elements are pretty interesting. Basically, it says that Wargaming sees the key to good sales in cooperation with other brands and in 2014 alone in CIS countries, WG ran around 30 license programs and 100 co-promotion events. WG doesn’t cooperate with “just anyone”, but surprisingly enough, some cooperation proposals come from players themselves, who write them to support service (for some reason) and from there, they are passed on to the “Business Development” department (pretty strange, why support?). Otherwise, there are companies WG contacted by their own initiative (with a remark that some other companies would do “anything” to become a partner of the creator of “tanks”). WG analyses and calculates each cases and if it’s looking good, negotiations begin. As you can see, WG grew from “oversized garage company” to a syndicate, that’s obviously about profit – not that it’s something bad of course, every company needs profit. It just really disrupts the “your unfriendly neighborhood developer Storm” image. It’s not neighborhood anymore. One of the people responsible for this kind of stuff is Natalia Osipovich, “Senior Business Development Manager”, who I mention only because she’s pretty and the article has her picture. Oh and apparently she worked on the Burger King deal, not that it’s really important, because that went on only in Russia or something. According to her, the main goal of working with Burger King (Wargaming ran/runs a campaign of adding codes to some sort of special “tank burger”, wrote about that here) was to “enter the family of World of Tanks player”, which doesn’t sound creepy at all. Apparently, it was also the first time a gaming company ever collaborated with a fast food chain. The idea actually came from Anton “Evilly” Pankov, whose title is now “Executive Publishing Producer, CIS” and Levon Grigoryan, who’s a “General Manager, CIS” and I never heard about him, which means he does his job well. The campaign was aimed at gamers because “they enjoy fast food more than anyone else”. Thanks. It took three months to create the burger composition in BK main HQ in Madrid. In the end, it was WG that picked the indegrients from “favourite local food”, which apparently includes potatoes and smoke flavour sauce. The name “Tankburger” was picked by players in some competition. In the end, it was distributed in 250 restaurants all across CIS. The expectation was to sell 100k of these in 2 months, but in the end it took only 2 weeks to sell them. Before the burger was released, CIS players moaned that it’s too American, fat and whatnot, but it was allegedly met with universal acclaim. WG continues to work with Burger King and they are preparing a line of sweets as well. Another example of the cooperation with other companies is brand hardware, as explained by Inna Moroz, “Head of Licensing, CIS”. Hmmm, I wonder why they added her picture to the article as well. The idea behind the Razer cooperation was that “for a virtual tanker, there’s nothing more pleasant than to play with a brand mouse or to have a couple of World of Tanks brand t-shirts in their closet.” Yea, because that will keep players totally happy during all the lag, RNG trolling and red teams. A 70 Euro mouse. Anyway, at this point, Inna Moroz emphasizes that they have to pick their partner carefully, because if the players get crappy products with WoT logo on them, they won’t whine at the manufacturer, but at Wargaming. That’s why they picked Razer, because quality bla bla reputation bla. The first round of the cooperation took place in Europe and Wargaming provided the Panzer IV Hydro as a part of the bundle. Funnily enough, many CIS players bought the product in EU and brought it home only to find out the Hydro code wasn’t working on RU server. Which kinda sucked. In the next round, they released the Razer products in CIS after long negotiations with Razer. The result was extremely positive, as the WoT players broke the Razer website and the amount of views on it jumped by 475 percent. In less than a year, more than 400k pieces of WoT licensed products was sold in CIS territory. Here ends the original article. You know, it’s like I wrote not so long ago. No matter how shit World of Tanks gets, no matter what they fuck up, even if the game gets totally lame… Wargaming still gets to make shitloads of money, so in the end, the quality of the game development is secondary. Oh and for EU players, wait till you hear what they have in store for EU tree… I am sure you will be as “amused” as I was.