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En Masse: Shifting and sharing with the times

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Mattie Wright
Sep 28, 2017 04:10
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While you might hear plenty of ‘hear, hear’ responses agreeing with that sentiment from across the game development fraternity, it belies a formula on which En Masse Entertainment has built a powerful and effective string of technologies and strategies.

After a founding in South Korea, and opening West in 2009, En Masse has introduced and expanded the online action-RPG Tera with impressive fortitude and longevity.

Emerging at a time when games from South Korea and elsewhere were still trying to find a foothold in the western market, En Masse formed as the North American publishing wing for a global launch.

Positioned as a premium AAA title alongside powerhouse franchises and recent releases like Diablo III and Star Wars: The Old Republic, the challenge was clear and present.

But after the 2012 launch, a shift in 2013 to a free-to-play model helped propel Tera’s user-base, and as a result, lay the foundation for a game that continues to thrive in today’s testing marketplace.

“User acquisition, retention, and even monetization—all those really big metrics—shot through the roof,” says Kim of the business adjustment to the free-to-play initiative.

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Mattie Wright
Sep 28, 2017 04:10
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