Trion Worlds has pumped new life into its fantasy online role-playing game Rift: Planes of Telara by adding in-game rewards from gamer social network Raptr. The results of new rewards: 470 percent more daily active users and 58 percent longer play sessions.
After five years of development, Redwood City, Calif.-based Trion launched Rift in March 2011. By August, 2011, Trion said more than 1 million users had played the game, and in January, 2012, the company said it had generated $100 million in revenue. In November, Trion teamed up with Raptr to revitalize the community in the game.
The campaign integrated Raptr Rewards — where users can get certain kinds of in-game rewards — to acquire and retain new users. The tiered virtual rewards produced results as the number of new online players “skyrocketed,” according to Raptr’s Tom Curtis. The goal was to get new players into the universe and give Rift players more reason to return.
The companies create four rewards, including a free copy of Rift with a one-month-free subscription. This reward was offered to Raptr users who had reaches the “experienced” rank in other role-playing games such as Skyrim, World of Warcraft, Torchlight II, and others. If the players met this requirement, they could get quick and easy access to the game. To get more rewards, Raptr users had to play Rift and reach different ranks within Rift, including “newbie,” “elite,” and “experienced” ranks. They could do so by logging more time in the game. In exchange, they got rewards such as “Smithy Goggles” and the “Exotic Spider Mount Spindrel.”
Rift daily active user numbers grew 470 percent among Raptr users. Existing users played 58 percent more per day, or 6.3 hours.
Filed under: Games
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