Dragon Age Legends Promotional Efforts Didn't Pay Off

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Written by BuckGB on October 11th, 2011

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In his GDC Online talk Tuesday, Ethan Levy of BioWare San Francisco revealed discussed Facebook game Dragon Age Legends' promotional campaign got a lot of likes, but not much else.

Almost 40 percent of the likes the game got on Facebook were generated by promotional efforts -- counting likes appearing within two days of each major promotional effort.

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On the other hand, cross-promotion for other EA products on the Dragon Age Legends feed "drove a lot of unsubscribes. Your fans do not like it."

The bad news: this built a huge early audience for the game, "but they didn't stick. We launched the game too early. The game was not in a state to support that momentum. We shot ourselves in the foot by sticking to that marketing date."

"We could have used a much longer closed beta where we fixed bugs, listened to feedback, built the community, and made more content," said Levy.

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