When Rights Go Wrong or Why Household Names Don't Always Sell Games

In the course of a post about Embracer Group and how its current financial difficulties might affect both Standing Stone's Lord of the Rings Online and Amazon Games' in-development title based on the works of JRR Tolkein, Wilhelm noted "there isn’t a track record of huge success for games based on the IP".

That tied into something I've been thinking about since I observed, in the thread on my own recent post about the move of Star Wars: The Old Republic to Broadsword Games, that "there's almost no synergy between huge, mainstream IPs and the mmorpg genre".

Has there ever been an mmorpg, based on a pre-existing IP not itself originating in gaming, which performed commercially to the same standard as other iterations on that same IP in other media? Or, if you'd like that in English, has any mmorpg based on a book or a movie ever been a runaway success?

I can't think of one. What's more, neither could Bard or ChatGPT. They were both bloody useless, frankly. Neither of them seemed capable of understanding what a "Non-gaming IP" might be, even when I gave them examples. 

For once, I won't derail  my own post by going on about AIs and their funny little ways. I didn't want to rely on my own dodgy memory, though, so without AI assistance I was thrown back on my own research skills, namely skimming through all sixty-six pages of the MMORPG.com list of games.

It wasn't much more help than the nonsense the AIs tried to fob me off with. The MMORPG.com list is stuffed with games that couldn't reasonably be described as MMORPGs even by the loosest of definitions. There were live games, dead games and games still in development that don't yet exist at all. I really need those AIs to get their act together so I don't have to keep trawling through this stuff. I have better things to do with my time. 

Oh, wait...

I did spot a handful of examples of games based on external IPs that I either didn't know about or had forgotten, so it wasn't a total bust. There were a couple of manga/anime inspired titles - Naruto Online ("an MMORPG turn-based browser-game that is set entirely in the NARUTO universe") and One Piece Online, which doesn't actually seem to be an MMORPG at all - but I don't feel qualified to comment on either so I'll pretend I didn't see them after all. 

I also probably ought to leave out the two Chinese titles I found on Wikipedia - Dragon Oath ("Based on the novel Demi-Gods and Semi-Devils by Jin Yong) and Fantasy Westward Journey ("Inspired by Journey to the West" - not least because to include the latter would scupper my entire thesis, given its probably one of the most successful - and profitable - MMORPGs in the world, at least if those old SuperData reports were to be believed. 

Sticking - mostly - with games released in the western hemisphere and/or based on "western" IPs then, here's the list I ended up with:

• Age of Conan
• Conan Exiles 
• DC Universe Online
  
• Hello Kitty Online 
• Lord of the Rings Online 
• Marvel Heroes 
• Otherland 
• Star Trek Online 
• Star Wars Galaxies 
• Star Wars: The Old Republic 
• The Matrix Online

It's surprisingly short, isn't it? Anyone think of any more? No? Actually, I can. That Lego MMO, for a start. Maybe Toontown? And wasn't there a Transformers MMO, briefly? 

Tough. Didn't think of them at the time and now it's too late. Anyway, all of those just shore up my argument so I don't need to shoehorn them in after the edit.

Let's go through the ones I did remember, one by one. 

Age of Conan - Main IP: Books and Movies.

Still running but in maintenance mode. Sold a lot of boxes but famously couldn't hold an audience much beyond the bait&switch tutorial. Honestly, I feel Conan is barely a well-enough known property to support an MMORPG to begin with, so it's incomprehensible to me that we also have...

Conan Exiles -  See above.

Okay, it's not really an mmorpg. Is it even an MMO? When I got ChatGPT to put the list into alphabetical order for me (Nice to find something it's good for, at last.) it prissily warned me "Please note that "Conan Exiles" and "Dune Awakening" are not MMORPGs but are included in the list you provided." I took Dune Awakening out to discuss separately, later (Which, as you'll see, I signally forgot to do.) but since the Steam page says "Conan Exiles can be played in full single-player, co-op, or persistent online multiplayer. (My emphasis.) I left it in. 

CE is doing okay. About 10k concurrent according to the Steam Charts, a population it's maintained remarkably consistently for several years now, putting it just barely in the Top 100. By no means a failure but also clearly no kind of mainstream breakout hit.

DCUO - Main IP: Comics and Movies.

According to the information that came out of the EG7 acquisition of Daybreak Games, quite a consistent performer. It makes money. People play it. For an IP that includes household names like Batman, Superman and Wonder Woman, all of whom can and have been able to stand up multiple TV and movie series for decades, however, it can't be considered more than a modest success, if that.

Hello Kitty Online - Main IP: Merchandising and cultural icon

This one deserves a post of its own. It appears to have been either abandoned or possibly even forgotten by its owners, Sanria. The game was last known to be playable over a decade ago but the website, which hasn't been updated since 2012, is still up. A sad and mystifying fate for such a global icon.

Lord of the Rings Online - Main IP: Books and Movies.

I think we all know about this one. Doing just about okay for an aging mmorpg but certainly no more than that. Signally failed to capitalize on the massive global interest in Tolkein following the Peter Jackson movies and the recent Amazon Prime series barely moved the dial, despite the hype. I suspect that, much though the fans still worship the man and all his myriad works, the general audience has had about as much Tolkein as it stand for now, which may not bode well for either Embracer Group or Amazon Games.

Marvel Heroes - Main IP - Comics and Movies

Seemed to be doing reasonably well, perhaps on a par with "rival" DCUO until it suddenly and unexpectedly closed down. Even at its peak, though, it could scarcely have been said to have done justice to what was, at the time, one of the best-known and most commercially successful IPs in the entire world. If you can't bring the punters in by the millions with Spider-Man and The Avengers, really, what do you think you're doing?

Otherland - Main IP: Books

This one's just weird. It was a left-field choice for an IP to begin with, being a fairly obscure SciFi trilogy by an author better-known for his fantasy novels. No-one's bothered to make a movie or a TV show out of anything Tad Williams ever wrote, so why anyone thought a game would sell is a mystery. The game never really got finished, never attracted an audience, changed hands a couple of times and finally closed down without anyone noticing. It wasn't a bad game, as far as it went, but the IP did it no favors at all.

Star Trek Online - Main IP: TV and Movies

I called this "The game time (And the world.) forgot" in a comment on the post I linked earlier. It's a Cryptic production, which means it's solid enough but a bit dull, making it, some might say, an ideal fit for the IP. I always feel that Star Trek somehow manages to be well-known by the mainstream yet still entirely niche. This is one game on the list that may even have done about as well as the IP deserved. At least it's still running and people play it. Or I guess they do...

Star Wars Galaxies - Main IP - Movies

This, on the other hand, is a truly world-class IP. One of the very biggest. As Raph Koster is always keen to point out, the game he made using the Star Wars setting and characters was a success - just not a big enough one to satisfy the IP's owners. It's worth reading that piece for Raph's observations on the core topic of this post, the value of a non-gaming IP to an MMORPG - or to any other video game genre, for that matter. 

Raph puts it like this: "if you look at the power of licensed IP game genres outside of sports, it’s really not very clear that a license can or will imply a massive increase in game trials or purchases."  That's really the crux of the problem except that, in the case of an IP like Star Wars, the expectations are also hyped to the skies. It's a recipe for failure because even success on the scale of SWG (Raph claims it was weight-for-weight more successful than EverQuest, the market leader at the time.) doesn't count as success in the eyes of either the fans or the investors.

Star Wars: The Old Republic - See above.

And that, of course, is why SWG is only available on emulator and private servers these days. Along came the second MMORPG based on the IP and even though they weren't making Highlander Online, there could only be one. Sony Online Entertainment bowed to the inevitable and cancelled SWG so SW:TOR could have a clear run... and BioWare fumbled the pass.

Once again, the game itself was fine and sales were good enough for the genre. Just not good enogh for the IP. With the endless publicity pumped out by Disney since then, along with the ongoing global success of many, if not all, of the movies and now TV shows, a middle-ranking MMORPG just doesn't cut it. If it was an original IP, it would be deemed a major success - it's not like we have a lot of SciFi PvE MMORPGs to choose from - but it's Star Wars so it was widely seen as a failure even before the move to the Broadsword Home for Elderly MMOs.

The Matrix Online - Main IP: Movies

Oh, boy! I guess at the time The Matrix was reckoned a pretty big thing? It also has something to do with virtual worlds, I think, so I suppose there was some synergy there? I don't know. I'm vague on the details because I've never seen the movies. 

I've also never played the game which, given that it was published by SOE and included in the All Access sub I was paying at the time, ought to tell you everything you need to know about the appeal of the IP outside its dedicated fanbase. I mean, back then I was at least trying out just about every MMORPG on the market and I still didn't make the time to take a look at TMO. 

I can't even say if it was reckoned a good game or a good version of the IP. I don't even recall reading much about it. I'd guess most Matrix fans  probably didn't even know it existed and most MMORPG players didn't care.

TMO is like the poster child for why hanging an MMORPG off an external IP is a bad idea. It sums up the innate and seemingly insurmountable problem that comes from draping your MMORPG over the scaffolding of an IP that's been successful in another medium: chances are really, really high that most of that pre-existing audience doesn't even know what an MMORPG is, far less want to play one, while at the same time you're limiting your MMORPG audience to a subset that finds the particular IP appealing.

And it gets worse. There may be a very large and well-established market for video games that reference already-familiar properties but those games generally don't require the kind of time commitment and long-term dedication of an MMORPG. It's one thing to buy a Batman game, play it, finish it and put it away; entirely another to commit to raiding Arkham Asylum from 9pm to 1am every Thursday, Friday and Saturday for perpetuity.

And still worse yet. Even if you successfully tap into the loyalty and affection of your chosen IP's dedicated fanbase, the people eager and willing to consume, own and live inside every possible aspect of their beloved obsession, you're going to be opening yourself to disappointment, disgruntlement and maybe even DDOSing and death threats from those same superfans, many of whom will inevitably see your interpretation of their dreams as an embarrassment, a disaster or a betrayal.

Finally and perhaps worst of all, as the IP's licensee, you'll have to pay for the privilege of piggybacking on someone else's success, likely handsomely, on the basis that the rights owner is doing you a favor by letting you hitch a ride on the back of their money-wagon. You'll just have to pray that, when they've taken their cut for doing nothing at all and you've paid all the development and running costs, there's enough left to make the whole thing feel like it hasn't been a complete waste of your time.

Almost all the big, successful western MMORPGs are based on IPs created and owned by the companies that developed and operate them. With barely a couple of exceptions, even the ones we call successful aren't much more than a few big fish in a fairly small pond. World of Warcraft had its cultural moment but, unlike Star Wars or Marvel Comics, it couldn't hold on to it. The Warcraft movie is evidence enough. 

MMORPGs are a niche genre. Expensive mainstream IPs are a terrible fit. If picking a strong IP and slapping an MMORPG back end on it was a guaranteed - or even a likely - way to make a fortune, we'd have massively multiple versions of every TV show, movie franchise and best-selling book series of the last fifty years. Just like we do with the TV shows, movies and books themselves. But we don't because MMORPGs are a niche market and even the successful ones don't make a ripple in the mainstream.

I wish it was otherwise. I could list, right off the top of my head, a couple of dozen IPs I'd love to see turned into MMORPGs - and I might, in another post. It's never going to happen because IP-led MMORPGs don't work unless, like WoW or Pokemon Go or Elder Scrolls Online or Final Fantasy XIV or Guild Wars 2, the IP itself comes from another game.

So, if you're waiting, like me, for Scooby Doo Online, where we all get to ride around in the Mystery Machine, solving mysteries and catching bad guys in a lighter, funnier version of The Secret World, then you're going to have a very long wait indeed.