redshoe
I've gotta have more cowbell!
- Joined
- Sep 27, 2007
- Messages
- 756
This is targeted to the Disney corporate executives and decisionmakers. Please let me know if I'm leaving anything out, or need to change anything.
Dear Disney Powers That Be:
I am writing regarding the recent announcement that the Virtual Magic Kingdom online game is to close in May. My hope is that the Disney Corporation will rethink this decision.
I’m certain that it was not made without a great deal of thought and discussion. I also realize that there are likely factors that played into this decision which I am not aware of. I am, after all, simply a player and a fan, and do not have the vantage point that you do.
I submit to you, however, that you also do not have the vantage point that I do. I believe that VMK from the end users’ point of view has been highly misunderstood by those responsible for the decision. This will not be another emotional letter about the children and families who are devastated by the loss of their online community, which has become so very important to so many, but I believe that the depth of attachment that many thousands of people have formed toward VMK must be understood and taken into account in order for a sound and responsible decision regarding its future to be reached. I urge you to be very mindful of and open to the many heartfelt appeals that you must be receiving from heartbroken families right now. You are, after all, Disney, and are no doubt acutely aware of the responsibilities that come with that name.
VMK has historically been a free game, and as such has not been a revenue generator for Disney. I understand that revenue must be generated in order for Disney to continue to exist. It is my opinion that you have not given VMK a fair opportunity to become a viable money-maker, and that if it were properly invested in and managed, it could easily become your highest grossing online game. It is already, by far, the highest quality.
Consider the fact that when asked, VMK fans have overwhelmingly responded that yes, they would pay a subscription for VMK. These numbers range between 65% and 86%, from what I’ve seen. Look at any of the polls on any of the fan-based sites that I’m sure you’re already aware of, and you will find this to be true. These are already established players, who are already sold on VMK. Converting it to a subscription site would require relatively minimal effort and make it begin to pay for itself almost immediately. I urge you to take another close look at going this route.
Also consider the truly staggering demographic span of VMK players, as opposed to those of Disney’s other online games such as Club Penguin and ToonTown Online. While VMK was originally targeted to an audience that was approximately 8-14 years old, it has succeeded in attracting players as young as three, all the way up to senior citizens. VMK's incredibly wide and diverse demographic appeal is a marketing department's dream, as is its timelessness. Games such as Disney Pirates of the Caribbean online are based on trendy themes that will pass, but VMK, due to its Disney park-based premise, has a potential for longevity, and therefore long-term revenue, that none of the other Disney online games possess. This is demonstrated in the fact that it has run long past its intended span and has been highly successful and well-received, despite its relative lack of marketing and promotion by Disney.
My guess is that you might average 2 or so paid accounts per fan household for ToonTown Online. With the ability to create multiple characters on each account, that number may be even less. VMK’s paid account average would almost certainly be higher, because it appeals not only to children, but to their parents and grandparents. This is in contrast to ToonTown Online and Club Penguin, neither of which have received a positive response from adult players. The added attraction of having a common interest and a way to connect with the children in their families through simultaneous gameplay would certainly be a compelling reason to pay for more than one or two VMK accounts per fan household. I need not point out the obvious advantage in readily appealing to the financial decisionmakers of the home, which VMK does to a far greater extent than any of Disney's other online games.
I am extremely puzzled by the fact that Disney has failed to factor in the emotional appeal of VMK. It is a failing extremely uncharacteristic of Disney to ignore this time-honored and highly successful element of marketing. The Disney parks consistently fill the top rankings of theme park tourism year after year, and this success is very largely based on Disney’s mastery of emotional appeal to its guests, who come back again and again because of the elation they feel upon entering Main Street USA, or the nostalgia of riding Pirates of the Caribbean. Disney parks are a place where people can feel like they are escaping to a safe and happy place of innocence and dreams. This is the inimitable and unquantifiable “Disney Magic.” VMK is the only online community offered by Disney, or by anyone else, which harnesses that magic. The others are simply games. VMK is a truly special place, its magic second only to that of the Disney parks themselves. This is why emotions are running so high in regard to its closing. No doubt you are very familiar with the numbers of people who are willing to pay large amounts to experience the “Disney magic.” Disney would therefore be very remiss from a business standpoint in failing to capitalize on the massive emotional appeal that, among all of it online games and communities, is only present in VMK.
Paid subscription revenue is only part of the earning potential that VMK has. The enthusiasm and passion of VMK players lends itself to many merchandising and promotion opportunities that have thus far remained untapped. I'm sure I need not enumerate these possibilities, as Disney is well-known for its brilliant marketing strategies.
The only thing that VMK needs in order to succeed as a money-generating venture is a chance. All of the elements are very much present if Disney would simply utilize them. I believe this so strongly that if I had the necessary capital and experience, I would not be writing this letter. Instead, I would be drafting proposals to license and acquire some or all of the elements of Virtual Magic Kingdom. Aside from the fact that this would thrill thousands of players, I would consider it an extremely sound financial investment, and I deeply regret that it is not feasible for me to do so. Therefore, I urge you to rethink a decision that is not only regrettable for Disney patrons, but for the Disney company itself.
Thank you for your attention.
Sincerely,
My Name
Dear Disney Powers That Be:
I am writing regarding the recent announcement that the Virtual Magic Kingdom online game is to close in May. My hope is that the Disney Corporation will rethink this decision.
I’m certain that it was not made without a great deal of thought and discussion. I also realize that there are likely factors that played into this decision which I am not aware of. I am, after all, simply a player and a fan, and do not have the vantage point that you do.
I submit to you, however, that you also do not have the vantage point that I do. I believe that VMK from the end users’ point of view has been highly misunderstood by those responsible for the decision. This will not be another emotional letter about the children and families who are devastated by the loss of their online community, which has become so very important to so many, but I believe that the depth of attachment that many thousands of people have formed toward VMK must be understood and taken into account in order for a sound and responsible decision regarding its future to be reached. I urge you to be very mindful of and open to the many heartfelt appeals that you must be receiving from heartbroken families right now. You are, after all, Disney, and are no doubt acutely aware of the responsibilities that come with that name.
VMK has historically been a free game, and as such has not been a revenue generator for Disney. I understand that revenue must be generated in order for Disney to continue to exist. It is my opinion that you have not given VMK a fair opportunity to become a viable money-maker, and that if it were properly invested in and managed, it could easily become your highest grossing online game. It is already, by far, the highest quality.
Consider the fact that when asked, VMK fans have overwhelmingly responded that yes, they would pay a subscription for VMK. These numbers range between 65% and 86%, from what I’ve seen. Look at any of the polls on any of the fan-based sites that I’m sure you’re already aware of, and you will find this to be true. These are already established players, who are already sold on VMK. Converting it to a subscription site would require relatively minimal effort and make it begin to pay for itself almost immediately. I urge you to take another close look at going this route.
Also consider the truly staggering demographic span of VMK players, as opposed to those of Disney’s other online games such as Club Penguin and ToonTown Online. While VMK was originally targeted to an audience that was approximately 8-14 years old, it has succeeded in attracting players as young as three, all the way up to senior citizens. VMK's incredibly wide and diverse demographic appeal is a marketing department's dream, as is its timelessness. Games such as Disney Pirates of the Caribbean online are based on trendy themes that will pass, but VMK, due to its Disney park-based premise, has a potential for longevity, and therefore long-term revenue, that none of the other Disney online games possess. This is demonstrated in the fact that it has run long past its intended span and has been highly successful and well-received, despite its relative lack of marketing and promotion by Disney.
My guess is that you might average 2 or so paid accounts per fan household for ToonTown Online. With the ability to create multiple characters on each account, that number may be even less. VMK’s paid account average would almost certainly be higher, because it appeals not only to children, but to their parents and grandparents. This is in contrast to ToonTown Online and Club Penguin, neither of which have received a positive response from adult players. The added attraction of having a common interest and a way to connect with the children in their families through simultaneous gameplay would certainly be a compelling reason to pay for more than one or two VMK accounts per fan household. I need not point out the obvious advantage in readily appealing to the financial decisionmakers of the home, which VMK does to a far greater extent than any of Disney's other online games.
I am extremely puzzled by the fact that Disney has failed to factor in the emotional appeal of VMK. It is a failing extremely uncharacteristic of Disney to ignore this time-honored and highly successful element of marketing. The Disney parks consistently fill the top rankings of theme park tourism year after year, and this success is very largely based on Disney’s mastery of emotional appeal to its guests, who come back again and again because of the elation they feel upon entering Main Street USA, or the nostalgia of riding Pirates of the Caribbean. Disney parks are a place where people can feel like they are escaping to a safe and happy place of innocence and dreams. This is the inimitable and unquantifiable “Disney Magic.” VMK is the only online community offered by Disney, or by anyone else, which harnesses that magic. The others are simply games. VMK is a truly special place, its magic second only to that of the Disney parks themselves. This is why emotions are running so high in regard to its closing. No doubt you are very familiar with the numbers of people who are willing to pay large amounts to experience the “Disney magic.” Disney would therefore be very remiss from a business standpoint in failing to capitalize on the massive emotional appeal that, among all of it online games and communities, is only present in VMK.
Paid subscription revenue is only part of the earning potential that VMK has. The enthusiasm and passion of VMK players lends itself to many merchandising and promotion opportunities that have thus far remained untapped. I'm sure I need not enumerate these possibilities, as Disney is well-known for its brilliant marketing strategies.
The only thing that VMK needs in order to succeed as a money-generating venture is a chance. All of the elements are very much present if Disney would simply utilize them. I believe this so strongly that if I had the necessary capital and experience, I would not be writing this letter. Instead, I would be drafting proposals to license and acquire some or all of the elements of Virtual Magic Kingdom. Aside from the fact that this would thrill thousands of players, I would consider it an extremely sound financial investment, and I deeply regret that it is not feasible for me to do so. Therefore, I urge you to rethink a decision that is not only regrettable for Disney patrons, but for the Disney company itself.
Thank you for your attention.
Sincerely,
My Name
Oh Where Oh Where has the magic gone? 
