Building a $2bn online game by breaking the rules

The Elder Scrolls Online, a spin-off of the popular fantasy RPG series from Fallout makers Bethesda, has celebrated its 10th anniversary with the release of its Gold Road expansion. The game has been a relatively quiet success, making $2bn and attracting 24 million players since its launch. However, it faced challenges when it was first released, as it didn't fully meet the expectations of either Elder Scrolls fans or MMORPG players. The initial version of the game focused heavily on leveling up characters, which made it difficult for friends to play together. Despite these challenges, the game attracted a hardcore group of players who logged in daily. These players spent a lot of time doing various side activities, such as housebuilding, a card game, and a detailed fashion mode. The decision to pivot the game's focus was divisive within the studio, but it ultimately proved to be the right decision. The game's sense of community is what keeps long-term players coming back. They refer to themselves as an 'ESO fam' and describe the community as loving and wonderful. The game's welcoming and inclusive environment sets it apart from other online games, making it a much warmer place for players. To keep going for another 10 years, ESO will need to attract new players and address the challenge of communicating the overwhelming amount of choice available in the game.