DC Universe Online exec talks about the game’s future and competition from Star Wars (interview)

GamesBeat: Looking at other games, like WoW or even iterative bite-sized experiences like Pocket God, the current version is a far cry from the launch version. With that in mind, where would you like to see DCUO in five years? What are some of the big ideas waiting to be implemented, and what’s holding them back?

Jameson: That is what is so cool about working on an online game. You can grow it in so many directions and add so much to the game after launch. We will definitely be building out from our core audience: action gamers on both the PC and PS3 who love the fast paced-style of our game. There is really no limit to what we can add to the game and we have big plans to bring players the most immersive MMO experience set within the expansive DC Universe. The only thing that holds us back is time. It takes a lot of time to add all the cool new stuff we want to the game!

GamesBeat: DCUO originally launched with the standard pay-to-play subscription model, but then changed that to a freemium model. What was the reasoning behind that?

Jameson: Quite simply the game was resonating with so many new players that we wanted to create new ways for them to play. We listened to our community and they wanted choices on how to play, and pay for the game. We think our current free-to-play model makes the game more accessible to every type of player so they can choose to play the game in a way that suits them best.

GamesBeat: How do you monetize the game under the current model? Which tier has been the most successful?

Jameson: We offer a lot of account upgrades such as additional character and inventory slots in our in-game Marketplace. We also sell a ton of appearance and convenience items. But definitely our most popular items are the mini-expansion DLC’s we offer which add more content and new power sets. These DLC’s are freely accessible by our Legendary members and Premium and Free players can choose to purchase them individually since they are completely optional. I think we have done a great job at retaining value for our members while adding a lot of Premium players who are buying a la carte.

GamesBeat: How have gamers reacted to the premium offerings? In what ways were early adopters who had previously subscribed reimbursed?

Jameson: DCUO still has a large, and growing base of Legendary Access members. For a lot of folks, they want to have unlimited access to everything and that is what the Legendary plan does. It gives you access to all content, unlimited cash, and a ton of other benefits. I think our Legendary players appreciate all the new faces. It gives them plenty of folks to play with and crush.

GamesBeat: At the time, the announcement of going F2P was generally viewed as a defeat for DCUO (since it was indeed an attempt to get player numbers up to an acceptable level). Why not launch as a freemium game to begin with (as Marvel intends to do with Marvel Universe Online)? Especially given how other Western MMOs (LOTRO, D&D, etc.) found a second life by going F2P before the release of DCUO, did you expect that things might be different for your game?

Jameson: We did not have an in-game Marketplace at launch and we had definitely built the game for the subscription model; there were many design decisions that were made based on that business approach. In the final analysis, we launched a great product that grew a strong subscriber base but we really believed we could attract more players and build a stronger community by giving more options. I did not see it as a defeat, but rather as an opportunity. It’s a tough market out there and we are stronger than ever. Hopefully that is how we are measured.

GamesBeat: Who do you see as DC Universe Online’s main competition (specifically), and how do you plan to combat them?

Jameson: People ask this all the time and seem surprised when I cite games like Call of Duty: MW3 and Battlefield titles. We deliver a different kind of Action MMO and we have a different player base than more traditional titles. We still have a lot of the key elements of MMO’s like EverQuest, but we have a style of combat and a moment-to-moment experience that is unique in a massive persistent world. And the best plan of attack in this business is to make a great game and to keep on delivering more of it.

GamesBeat: Now that The Old Republic has launched (and SOE’s Star Wars Galaxies has closed down for good), what do you think of it?

Jameson: TOR is a great game. I produced Star Wars Galaxies for quite a while and have been overseeing the team for a number of years since so I have a great affection for the Star Wars universe. I am truly impressed by the level of detail they have worked into the individual storylines. I guess it is safe to say I am a fan. From a purely business perspective, it is also important to keep the success stories coming for this industry.

GamesBeat: World of Warcraft has started to hemorrhage subscribers quarter after quarter, losing over a million in the past several months alone. They’re still at roughly 10M active subscribers, which is impossibly good, but the numbers do seem to have peeked. Do you think this is the beginning of the end for the game?

Jameson: Anyone predicting the downfall of World of Warcraft does not know Blizzard. I think they are seeing lower numbers but that is to be expected after so many years. I do not see them on a cliff at this point but there are a lot of other players in the industry that are offering very compelling experiences. Competition is a good thing.

GamesBeat: Blizzard seems to be throwing the kitchen sink at the wall to see what sticks with the upcoming Mists of Pandaria expansion (Pokemon, kung fu pandas, etc.). Do you see this as a desperate last gasp to keep WoW relevant? Is there anything in the new expansion that you think might make its way into DCUO?

Jameson: We currently offer a number of skin styles in DC Universe Online. From Tiger to Snake…I can see a certain black and white, caniformic, skin on the horizon. But totally out of respect of course.