How gamers used social media to change Mass Effect 3's ending
“Your brand is what your customers say it is.” After reading this in Charlene Li and Josh Bernoff’s book Groundswell, I immediately began thinking of examples of brands that course-corrected because of consumer input.
Several came to mind, but I quickly thought of something so unprecedented that I felt like I had to share it with you all.
In 2012, gamers prompted Bioware, a video game developer, to change the ending of Mass Effect 3. Here’s some context:
Mass Effect is a series of open-world role playing games in which players control Commander Shepard, who protects our galaxy against enemies known as the Reapers. It’s similar to other epic space tales like Star Wars or Star Trek.
The series prides itself on the incredible amount of agency that it allows its players. Players can forge alliances, make enemies, find love, or do whatever else they’d like to, and all of these choices affect the story throughout the series.
Upon its release, Mass Effect 3 was critically acclaimed. Fans, however, took major issue with the game’s ending. Instead of the variety of options that fans were familiar with, they were only given three, and each of these endings featured largely similar cutscenes to the other endings. Each option gave a vague ending, so players didn’t even find out if the characters they grew to love survived the final battle of the game. Instead of receiving a satisfying conclusion to a series they loved, fans were left utterly disappointed.
They took to social media to voice their concerns. Facebook, Twitter, and YouTube were overrun with angry fans demanding Bioware to change the ending of the game.
In a totally unprecedented move, Bioware obliged and slightly changed the game’s ending by creating a free piece of content called the Extended Cut.
Though the Extended Cut didn’t completely change the ending of the game, it added more context to the ending. Players were now able to know more about the outcomes of their favorite characters. The vagueness that was present in the original ending was lessened, and fans felt satiated with the extended ending.
So what can we learn from this unusual example? Well for one thing, brands belong to consumers. Though many believe this is an example of gamer entitlement (personally, I have to agree), it shows that consumers have immense power over brands. Mass Effect fans’ disapproval of the ending prompted Bioware to update the game, changing the developers’ original story into one that better suited fans. This shows how even pieces of art, like video games, can be controlled by consumers.
The Mass Effect 3 debacle also shows that social media is the best way for consumers to prompt change. Fans collectively spoke out against the ending, which caused Bioware to course-correct in a way that fans approved of.
Finally, it proves that listening to your consumers is the best way to make them happy. Bioware fixed its mistake by listening to its fans. This feedback was crucial in changing the game’s ending, and fans were happy that Bioware actually listened to their concerns.
Several came to mind, but I quickly thought of something so unprecedented that I felt like I had to share it with you all.
In 2012, gamers prompted Bioware, a video game developer, to change the ending of Mass Effect 3. Here’s some context:
The series prides itself on the incredible amount of agency that it allows its players. Players can forge alliances, make enemies, find love, or do whatever else they’d like to, and all of these choices affect the story throughout the series.
Upon its release, Mass Effect 3 was critically acclaimed. Fans, however, took major issue with the game’s ending. Instead of the variety of options that fans were familiar with, they were only given three, and each of these endings featured largely similar cutscenes to the other endings. Each option gave a vague ending, so players didn’t even find out if the characters they grew to love survived the final battle of the game. Instead of receiving a satisfying conclusion to a series they loved, fans were left utterly disappointed.
They took to social media to voice their concerns. Facebook, Twitter, and YouTube were overrun with angry fans demanding Bioware to change the ending of the game.
YouTuber Jeremy Jahns discusses the ending of Mass Effect 3. Warning: strong language.
In a totally unprecedented move, Bioware obliged and slightly changed the game’s ending by creating a free piece of content called the Extended Cut.
Though the Extended Cut didn’t completely change the ending of the game, it added more context to the ending. Players were now able to know more about the outcomes of their favorite characters. The vagueness that was present in the original ending was lessened, and fans felt satiated with the extended ending.
Jahns praises Bioware for listening to fans. Warning: strong language.
So what can we learn from this unusual example? Well for one thing, brands belong to consumers. Though many believe this is an example of gamer entitlement (personally, I have to agree), it shows that consumers have immense power over brands. Mass Effect fans’ disapproval of the ending prompted Bioware to update the game, changing the developers’ original story into one that better suited fans. This shows how even pieces of art, like video games, can be controlled by consumers.
The Mass Effect 3 debacle also shows that social media is the best way for consumers to prompt change. Fans collectively spoke out against the ending, which caused Bioware to course-correct in a way that fans approved of.
Finally, it proves that listening to your consumers is the best way to make them happy. Bioware fixed its mistake by listening to its fans. This feedback was crucial in changing the game’s ending, and fans were happy that Bioware actually listened to their concerns.
What do you think about consumers having power over brands? Let me know in the comments below!
hi jack,
ReplyDeleteThis is very interesting example I think about consumers control the brand. Actually, film and TV shows are very easy to promote the brand through the social media. I remembered, such as “Harry Potter” and“Inception”, there are similar online campaigns for votes and endings. of course, brands belong to consumers and consumers guide brands.