MLB 2K11 News Post

MLB 2K11 Developer Insight #1 - Marketing Looks Back at MLB 2K10

02:41 PM - January 14, 2011 by jeffy777

2K Sports just posted their first MLB 2K11 developer insight. Not a lot of information here, just marketing looking back at MLB 2K10.

Quote:


	"Traditionally speaking, our Developer Insights are written by a member of the development team. But this time around 2K Sports is kicking off the year with an update from marketing on the heels of announcing that we have brought back the $1 Million Perfect Game Challenge. My name is Mike Rhinehart and I am a senior brand manager at 2K Sports. I am fortunate enough to have been working on our sports lineup since the launch of the Dreamcast in 1999 (yes that makes me one of the salty, old marketing guys here) and I can say hands down, 2010 was my absolute favorite year in marketing for 2K Sports. Specifically, the MLB 2K10 Perfect Game Challenge was by far the craziest, most challenging and rewarding promotion that I have ever been a part of. And, I can say without a doubt, we could not have pulled this off without tremendous help from several groups of people. So many, that if I listed everyone involved it would take up a good portion of this diary, so I�ll leave it as a huge thank you to everyone involved in making this happen, including Twin Galaxies for being our third party judging entity and to everyone that participated in the challenge to make it the success that it was."

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Member Comments

# 41 EnigmaNemesis @ 01/15/11 01:43 PM

Quote:

Originally Posted by jeffy777


	I wouldn't read too much into it. They do this with NBA too. For some reason, they just like to save all the real info for the last few weeks. As we've discussed several times before in other threads, it's a pretty lame marketing strategy, but it's just 2K's way. Here's how Ronnie put it on twitter: Yeah it sucks, but it's just how their marketing does it, no matter what the game is like.

Yes, but every year with the baseball game... And he says not give everything away? They are giving nothing away at all. While the competition has created head way.

I think it is more the fact that they know their sales are the 360, thus they have no push.

If The Show was on the 360 too, you bet your *** the information would have to come out.

They get away with it with Basketball as well, cause there again, is no competition.

They have done this with the jump to next gen (same time the exclusive deal they nabbed), because they are only on the 360, last gen they had to compete with everyone, so their competition forced their hand.

I find it ironic it all started with the exclusive deal, because when there was 5 baseball games on the market, they were not this sloth.

I am not saying it has to be the level of The Show, not at all... but at least something, seriously. Not tooting your horn from a $60 lottery ticket. Almost like you think that sells your game more, than what content you put in it. That is the impression most are getting judging by this thread.

This is the information era, not the 1980s-90s where it was not as prevalent. They need to adapt.

# 42 jeffy777 @ 01/15/11 02:19 PM

Quote:

Originally Posted by bigfnjoe96


	This is how 2K Markets. It's been this way every year since the Next-Gen jump. Why are people acting surprised? That's why yesterday I posted "It is what it Is"

Yup. This is nothing new. I dislike their marketing strategy as much as anyone, but we'll have plenty of info soon enough. Once Febuary rolls around, they'll be a steady stream of solid info, just like last year.

Quote:

Originally Posted by EnigmaNemesis


	This is the information era, not the 1980s-90s where it was not as prevalent. They need to adapt.

I agree, but I doubt they ever will unless their marketing division gets a total facelift or something. But again, as long as the game is good, I can live with the poor marketing.

# 43 DaveDQ @ 01/15/11 02:23 PM

Quote:

Originally Posted by EnigmaNemesis


	Yes, but every year with the baseball game... And he says not give everything away? They are giving nothing away at all. While the competition has created head way. I think it is more the fact that they know their sales are the 360, thus they have no push. If The Show was on the 360 too, you bet your *** the information would have to come out. They get away with it with Basketball as well, cause there again, is no competition. They have done this with the jump to next gen (same time the exclusive deal they nabbed), because they are only on the 360, last gen they had to compete with everyone, so their competition forced their hand. I find it ironic it all started with the exclusive deal, because when there was 5 baseball games on the market, they were not this sloth. I am not saying it has to be the level of The Show, not at all... but at least something, seriously. Not tooting your horn from a $60 lottery ticket. Almost like you think that sells your game more, than what content you put in it. That is the impression most are getting judging by this thread. This is the information era, not the 1980s-90s where it was not as prevalent. They need to adapt.

I agree with what you are saying. 2K's MLB franchise has been a very messy experience on current gen consoles. MLB 2K6 had the terrible freezing problem. It was hit or miss, but I remember these forums being lit up because of it. 2K7 showed promise but was still lacking. then there was the Ben Brinkman situation, where he spoke of a multi-year process, and because he had success with the MVP franchise, people expected great things. It never happened with MLB 2K. Their game has improved since moving to VC, but those 3-4 years really hurt the franchise. Especially with the game across the street (the show) doing so well.

Now this year you have comments from Take 2 that the semi-exclusive deal was probably a negative. No one from PR/marketing cleaned that up, and I have seen several times here on the boards where people make comments about 2K coasting with this game and not really caring. That's not what they meant but that's the image they created. Even though they have the 3rd party exclusive, this game is an uphill battle for them. It just doesn't have a theme of quality.

# 44 BlackBetty15 @ 01/15/11 02:41 PM

Quote:

Originally Posted by Spanky


	Great insight there, guys. I can't help but feel they are hiding something. Or trying to. Like they have a disaster on their hands and they keep delaying information. And quit patting yourselves on the back for this $1 million nonsense. Except for the guy who won, nobody cares. A 1 in 10,000,000 chance of winning of $1 million isn't going to make me want to buy some piece of junk game, if that's what this title turns out to be.

^^^^This

Rememebr how we were all hopeful after 2k7? The question of the year was that this game was great...did you guys fix the framerate. He kinda gave this feeling like he avoided the question and didnt say anything about it. We when the game shipped we found out why. The graphics were so bad I thought it was a mid cycle game, the framrate was bad, I think you had to turn off the profile tracking system to get it to play, and the lighting in stadiums were broke...so much in fact when 2k9 came out that was a main feature!!!! Whatever...competition needs to be in the market for 2K. Its why I bought a PS3 honestly.

# 45 EarlyBaba @ 01/15/11 02:45 PM

Let's talk about (and bring back) a good marketing gimmick to cover up a bad game.

# 46 EnigmaNemesis @ 01/15/11 04:32 PM

Quote:

Originally Posted by Jayhawker


	It is a sad state when customers clamor to be marketed to. How many pages can we fill with complaints that we just aren't getting good enough commercials?

Customers are not asking to be marketed to, they are asking for information on a game.

Do they want to sell a baseball game? Or do they want to sell a $60 lottery ticket? See the divide?

# 47 spankdatazz22 @ 01/15/11 05:26 PM

Quote:

Originally Posted by EnigmaNemesis


	Customers are not asking to be marketed to, they are asking for information on a game. Do they want to sell a baseball game? Or do they want to sell a $60 lottery ticket? See the divide?

People here do love being marketed to - it happens year in and year out. Just last year with the basketball games (2K10), people were faulting 2K for not putting out information at the same clip the NBA Live folks were doing. There were some that laughably said the game might be delayed.

I can understand the frustration from some wanting info NOW, but a lot of it seems because The Show has begun releasing information. If the roles were reversed, would there be cause for concern with The Show? It's still relatively early. The game is still almost 2months away - I'd like to hear what the game has going for it but I don't think there's much of a difference if they released info today or a few weeks from now (a month or so prior to release).

# 48 EnigmaNemesis @ 01/15/11 05:31 PM

I see a big difference in the fact you want to drum up a buzz to get people excited to purchase the game.

3 weeks later, is three weeks lost to the competition. Sure it does not matter to us, but it matters to the casual gamer or the one that does not follow on here as closely as we do.

But it all goes back to the fact we know they cut their losses on the PS3, and there is not competition on the 360.

I refuse to make excuses for a company that fumbles with an exclusive license on the PR front, we do not for Madden.

# 49 Pared @ 01/15/11 05:40 PM

Guys, chill out. Let's get back on topic please.

# 50 EnigmaNemesis @ 01/15/11 05:48 PM

Quote:

Originally Posted by Jayhawker


	I am not surprised that a guy that uses his online identity to market a video game doesn't get it.

And with that, I will no longer post in here.

Sad state when one can not leave constructive feedback, and because it does not align with a system of choice, or no choice rather, one has to be attacked on a personal level.

Maybe 2K can learn a thing or two about "marketing" though! Since they are so disconnected with their community.

Good day sir.

# 51 countryboy @ 01/15/11 06:09 PM

this is ridiculous.

Those who don't like the game/want to see it fail, use this Developer Insight as ammunition to slam the game.

Those who like the game/want to see it succeed are defending the game against the the unfounded assumptions about the game.

And those such as myself who are just looking to read information about the game and the unbiased opinions of fellow posters have to weed thru the nonsense.

Seriously guys....seriously.

# 52 spankdatazz22 @ 01/15/11 06:13 PM

Quote:

Originally Posted by EnigmaNemesis


	I refuse to make excuses for a company that fumbles with an exclusive license on the PR front, we do not for Madden.

Actually "we" do for Madden. I'd argue Ian Cummings is more a superstar around here for his interaction and telling people what they want to hear, versus what Madden really is (or should be). Regardless, as a consumer I'd like to see 2K match 989 or whatever they are now info release for info release. Ultimately I realize it doesn't make much difference, given that's it's still relatively early. This happens every year - the minute company A releases info, forum members start clamoring for company B to do the same. If they were to release info for the next two weeks solid then go dark before the game released, they'd be faulted just as much. 2K put out a ridiculous amount of info for NBA2K11 and they did so consistently. And STILL people were saying "I need to hear [what I find to be most important] before I'll pick up the game. I want to hear info, but it is still relatively early. And don't see the need to be reactionary.

# 53 countryboy @ 01/15/11 06:14 PM

Speaking in terms of what we KNOW from the developer blog instead of assuming the worst, I do like the idea that they moved the Perfect Game Challenge back to April 1st. I believe that it will get more people involved and not limit anyone who may not be able to purchase the game upon its release.

I'm not sure about lowering the age of eligibility to 13 though. I don't remember what it was last year, but I would think 13 year olds have an unfair advantage since they have no work, and very limited household responsibilities.

# 54 countryboy @ 01/15/11 07:10 PM

Quote:

Originally Posted by Jayhawker


	I agree, having it on opening day will actually make for an interesting spring. Although, I'm sure they had no idea someone would nail it on day one.

LOL...I'm not sure they thought that anyone would accomplish it.

It will be interesting to see if someone can accomplish this again, and if so, as quickly as it was last year.

# 55 bigfnjoe96 @ 01/15/11 07:25 PM

Every year this series begins releasing info mid to late Jan. That's just how 2k markets this game. Seems to me nothing has changed.

Next week they'll release an insight & people still will find something to complain about. Why because its not what they expected.

Expectations man they are a .........

Sent from my FRESH EVO 3.5 via tapatalk

# 56 countryboy @ 01/15/11 07:35 PM

I'm looking forward to more information. I like what I have seen thus far and am anxiously awaiting to hear, as minute as this may seem, if they have the same commentary "engine" as that of its NBA 2k11 counterpart.

Lets face it, that type of commentary would be amazing in a baseball game which is filled with various "down times".

# 57 DJ @ 01/15/11 07:55 PM

Quote:

Originally Posted by countryboy


	I'm looking forward to more information. I like what I have seen thus far and am anxiously awaiting to hear, as minute as this may seem, if they have the same commentary "engine" as that of its NBA 2k11 counterpart. Lets face it, that type of commentary would be amazing in a baseball game which is filled with various "down times".

I'm with you, CB. Baseball lends itself perfectly to that 'off the cuff' commentary. I love it when Kellogg and Harlan go off the script, so to speak, during a game in NBA 2K11 and start telling a story about a certain player or team. It really immerses you into the game.

MLB 2K's commentary has been pretty good the past 2 years, I've thought, but there's still room for improvement.

# 58 countryboy @ 01/15/11 08:09 PM

Quote:

Originally Posted by Saberq


	Dont worry commentary will be great like the past two years....That is one part that 2K is doing better than anybody......Guys this year could be the year 2K "get's it"....

Yeah, I've always liked the commentary in 2k, but am hoping that it improves to the levels of NBA 2k11. That commetary in a baseball game =

# 59 Blzer @ 01/16/11 01:13 PM

Jayhawker, I'm not sure if you've ever read some of my responses around here, but my primary concern isn't about them releasing info late. It's that someone like Ronnie makes us believe that we are going to get some real info and then we don't get it. I can pretty much equate this to a strip tease from an average looking girl that doesn't really last that long.

If they don't want to release info yet, they shouldn't even come close to making us believe that they are going to. In fact, they might as well reveal their schedule to us now so we don't feel thrown out of the loop when those expectations aren't met.

# 60 rudyjuly2 @ 01/16/11 02:10 PM

Quote:

Originally Posted by Jayhawker


	So the last game lost a ton of money, and it was unlikely that pouring a ton of cash into development was going to pay off for them. That means their smartest strategy is just to patch up the last game, and release this as primarily roster update. I don't think there is a lot more for the devs to say, and a bunch of early info will just annoy their market.

There is no way I will believe that this next game will be a roster update and patch. I am expecting a big improvement in quite a few areas. I will be very disappointed if you are right.

As for Ronnie2K - I haven't followed him enough to realize he just disappoints people. I will learn to temper my expectations any time he opens his mouth from now on.

Overall you are right. Any info released doesn't really change how good the game will be in March. But people that believe in their game tend to market it more heavily. It's like a movie that doesn't let any critics review it ahead of time. That's usually a bad sign. I expect the demos to be out in late February. The game will have gone gold by the end of January. Nobody is adding any new features at this point. They are just fine-tuning things. They don't gain anything by holding on to information at this point so why not release info if it looks good? At this point I choose to believe their marketing department sucks and that the game will still be good.

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