New SCEA Loyalty Program to Stop Trolls
by keara22hi, HSM team writer
In an exclusive by HomeStation Magazine, SCEA’s plans for a new “Loyalty Program” to reward Home users who, “(1) spend a lot of time in Home, (2) spend money on virtual items and spaces, and (3) have never been banned for a violation of TOS” are revealed.
The new Loyalty Program, planned for implementation in June, 2012, is modeled on airline frequent flyer programs and other reward systems used in a wide variety of industries to build brand loyalty and increase revenue. SCEA has reasoned that by encouraging positive activity in Home, they can decrease both the complaints about their marketing strategies and about the lack of TOS violation enforcements. It is anticipated that by rewarding people for their good behavior and excluding those with a history of bad behavior, a strong decrease in troll behavior will result.
For a plan to be feasible, the cost of providing the incentives has to be offset by a combination of a decrease in operating costs and an increase in net profits. By relieving some of the troll problems in Home, it is felt that the savings resulting from the decrease in demand for more Mods to be hired will help hold the line on overhead costs. And, by encouraging an increase in incremental purchases, particularly of already existing merchandise, net profits will increase sufficiently to make this plan profitable.
Projection of the costs of implementation of this plan versus the anticipated increase in revenues have shown that this is definitely, “an idea whose time has come.”
Analysis of incentive programs and loyalty rewards program in other industries indicated that a rewards program for Home users would definitely pay for itself in a number of ways. Increased activity in Home spaces, plus incremental increases in retailer revenues and declines in troll behavior were the obvious goals set for this new design.
The Loyalty Program will require those who are interested to register for the program in Home. One-time registration fee is $5 USD. This is to defray the costs of implementing this program.
Basically, Home users will earn ‘credits’ that can be applied in a broad spectrum of rewards in Home. To earn credits, there is a list of qualifications that must be met:
1. No bans or other TOS violations for a minimum of one calendar year. This part of the program will undoubtedly help discourage some of the trolling activities that have plagued Home from the beginning. Positive reinforcement in terms of rewarding good behavior has been proven as a major incentiviser in a number of industries. It is hoped that it will make bannable offenses far less attractive. Immediate reward upon joining the Loyalty Program: ten points.
2. Purchases in Home of any item, space, or other commodity (such as Midway tickets, Lockwood tokens, etc.) will earn one point per dollar spent, plus the buyer will then be eligible for monthly drawings for developer codes.
3. Amount of time spent in Home actively participating in public spaces, games, events, and private space activities will also earn points: one point for each twenty-four hours.
Rewards Table
Home Supporter Club Membership: Membership in a new public space open to members only with dance floor, exclusive games, and events. Rumor has it that they are planning to revive the Minis Club for this purpose with entry up the stairs in the Theater Lobby. Only members will be able to pass that rope or be able to Navigate to the space.
Registration: Free subscription to PlayStation Magazine for one year.
25 points: 10% discount on purchase of any Sony item or space sold in Home.
30 points: Your choice of any ‘companion’ from the Sidekicks store.
40 points: Deluxe add-on for a property already owned (such as the helicopter, the jeep, or the water fountain).
50 points: Three new wallpaper choices for your Harbour Studio Apartment.
75 points: One Sony costume, clothing item, or decor item.
100 points: One Sony personal space.
Award for most points earned in one year: Roundtrip airfare and entry tickets for E3 (for winner and one companion).
This rewards list is still tentative. Depending on the amount of co-operation voiced by the developers, this list could be considerably augmented. As it will benefit every vendor in Home, it would be to their advantage to be as supportive of this program as possible. Watch for future articles in HomeStation Magazine with updates on how this plan is progressing. We also hope to have a personal interview with Jack Buser with his thoughts on what he hopes to achieve with this new Loyalty Program. We will also be interviewing well-known Home residents for their reactions to this new project and their constructive ideas on design and implementation.
At this point in time, the final plans are still on the drawing board. You can still have your input read and considered by SCEA by posting your comments in the section following this article. Please stick to constructive comments. Negative attacks will be removed. If you think this plan is a good one, now is the time to make your opinion known. Or, if you can think of rewards that would be more attractive while still being feasible in terms of cost, please post them here also.
As an investigative reporter, I am delighted to be able to bring you this breaking news. It means my long hours of hiding out in the men’s restroom in the SCEA headquarters in Foster City, California have paid off and I can return to Hawaii flushed with success.
April 1st, 2012 by keara22hi | 3 comments
Keara is also known in Home as DarthGranny. She is a wicked little old lady with a wild sense of humor.
You need to get a raise. You are like a futuristic and marketing genius combine. I want you on my team.
Great idea Granny! I only wish it were true and not an April Fools joke.
Oh crap, it’s April Fools isn’t it? *snivel”