In the realm of video games, live service gaming is one of the best ways to accomplish brand marketing. Brand marketing is now reaching new heights. One example is the cohesively developed strategy game “Star Trek Fleet Command” for PC and mobile devices by Paramount and Scopely. This December marks the fifth anniversary of “Star Trek Fleet Command”. In order to accomplish objectives and gather resources, players can interact with other players while exploring the virtual “Star Trek” universe in the game. Every month on the first Tuesday, the game receives a fresh batch of ships, characters, and other content. The majority of the game’s revenue comes from in-game sales, and it is available for free to play.
The term “live service gaming” describes techniques used to continually provide players with events, updates, and new content over a prolonged period of time. It seeks to hold players’ attention and keep them playing longer. Through its immersion of players in the Star Trek universe and encouragement to discover other related content, including TV series, Star Trek Fleet Command acts as a kind of brand marketing. It seeks to pique the curiosity of current franchise fans while drawing in prospective new ones.
Even though in-game purchases allow “Star Trek Fleet Command” to make money, its main function is as an engaging means of brand promotion. Its main objective is to keep the interest of long-time Star Trek fans while also attracting new ones. Doug Rosen, Senior Vice President of Games and Emerging Media at Paramount, stressed the value of creating a passionate fan base that goes beyond the actual game. The game serves as a spark, enticing players to check out more “Star Trek” media, like the recently released series on Paramount+.
Star Trek Fleet Command, however, is not a straight revenue play for Paramount. Rather, it is an especially captivating kind of brand marketing meant to pique the interest of ardent “Star Trek” fans as well as win over new ones. As evidenced by the fact that “Star Trek Fleet Command” has no in-game advertisements, any money made from the game is of secondary importance.
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“Star Trek Fleet Command” has a devoted and active fan base, which is proof of its success. There are hundreds of thousands of daily logins and close to 20 million downloads. This indicates a large number of active players. With over 98% of players regularly logging in, the games have an impressive retention rate. 90 percent of players are in it for the long run, with the majority participating for at least a year.
The user base of “Star Trek Fleet Command” has increased, and it now encompasses more of the Star Trek universe. Scopely has made a substantial investment in growing the Star Trek Fleet Command team. It did so to maintain this kind of long-term involvement. The development team consisted of about fifty individuals when the game was released five years ago. Since then, the group has expanded to about 250 members.
The expansion of Scopely’s “Star Trek Fleet Command” team is indicative of the significant financial outlay required for live service games to maintain long-term user engagement. It’s difficult to replicate the feat of creating a live service game that can entice players to return for five years. Creating and managing live service games can require a significant financial commitment. Brands who are prepared to put in the work can reap great rewards. Moreover, not all brands opt for this strategy due to the associated costs and lengthy lead times. However, live service gaming has shown itself to be an effective brand marketing tool. This is particularly true for long-lasting and devoted fan bases of franchises like “Star Trek.”
Summing it up, live service gaming offers a revolutionary chance for brand promotion. One such game that captivates millions of players and fosters a strong bond with the Star Trek franchise is Star Trek Fleet Command. Brands can expand their reach, inspire fan loyalty, and open up new growth prospects by cultivating a devoted and active fan base.
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