Gaming: Industry News (Sheila & Gil)
It’s already July 2 and I’m a bit surprised that the articles on our former COO’s departure from Level-up started to surface only recently. I posted an interview with Sheila last May 22, which is over a month ago. Anyway, I just wanted to react to some of the stuff that has been coming out. Hackenslash, an online gaming journal, posted an article about Sheila’s departure and Gil Edeza’s transfer to IPVG.
Meanwhile, at its press briefing to announce its second quarter earnings, IP Ventures Group president and CEO Enrique Gonzalez named several new employees, including Gil Edeza, the former executive of several startup firms, who will be IPVG’s new Vice President for Business Development.
Edeza was hired along with 14 other new executives from different companies as part of IPVG’s expansion plans. In an interview with hackenslash, Edeza confirmed his position in IPVG but clarified that his function is the company’s Senior Consulting Executive for IP Converge, the data center division of IPVG. Edeza’s post allow him to provide ideas to executives of IPVG regarding the expansion of their IP Converge business, which he said will introduce innovative products and services.
He also clarified that he will not be focusing on IP e-Games, IPVG’s game distribution company.
Just so you guys have a background, Gil was the Chief Technical Officer for Level-up International. I actually had bad blood with him prior to me moving to LU because of the rumors that went around that he was responsible for the HD spree before. Surprisingly though, Gil turned out to be quite the opposite of the bad press that he kept getting in the RO community. He has really good insights that go beyond IT, which is indicative of just how good a manager he is. I’d just like to take this chance to say good luck to Gil! See you again in our next poker game!
Mike Abundo also wrote about Sheila’s departure in his blog:
I’ve been hearing about so much bad stuff happening at Mobius, I almost missed all the good stuff happening at Level Up. Sheila Paul has resigned as COO, and Kevin Codamon is now their website’s editor-in-chief. Sheila was an offline advertising dinosaur who wasted Level Up’s money; Kevin is an online media maven who can fix Level Up’s lame site.
Prior to me joining Level-up, I was actually one of the most anti Level-up people. I was very vocal and critical about how LU did things, and I never held back. I even remember making even more emotional and anti-Sheila posts in the old RB. Fast forward to today - I’ve been in Level-up for several months now and I can safely say that Sheila’s stay in LU was the catalyst for driving the growth of the company, especially with Ragnarok. I know that a lot of people have been saying that New Media will take over traditional marketing, and to some extent I agree with them. New Media plays a crucial role in brand building, awareness, and eventually retention. However during that time (2004-2005), internet penetration was dismal. The mandate for Ragnarok was to go beyond the people who knew how to use internet. Ragnarok’s destiny was to become the game to drive internet usage - and it did. Internet Cafes mushroomed left and right! PLDT saw the opportunity and quickly capitalized by investing more into their DSL business. Growing the market is what market leaders do - and that’s what Level-up did then and that’s what Level-up will do again this year, especially with Ragnarok 2 and Perfect World coming up.
Lastly, let me correct the impression that Level-up fired Ms. Paul. Level-up did not drop Sheila. She resigned on her own to pursue a career in Malaysia. It was a big loss for LU when she left, and I’m thankful for everything that Sheila taught me and the rest of the Brand Managers. Good luck Sheila and I hope to see you again soon!
PS:
More posts later this afternoon or evening. I’ll be busy preparing some stuff for RO and RO2 for most of the day. Have a great Monday peeps!
July 2nd, 2007 at 10:51 am
Amen!
July 2nd, 2007 at 11:20 am
Wauks and GM Tristan, thank you so much for the vote of confidence, which I especially appreciate from people who actually know me and understand what Level Up has been and is still trying to accomplish. Some less than qualified people with myopic views might think that gaming is just for gamers but I’ve always believed that the only way to expand the market is to go beyond that. I’m very happy that New Media is now considered a valid venue to market in the Philippines, but at this point we still have to work together with traditional media for more consumers and advertisers to sit up and take notice of this passionate and dedicated community. Good luck carrying on the task of bringing in more gamers to the fold! :-)
July 2nd, 2007 at 12:23 pm
Congrats po Miss Shiela !! /e11
July 2nd, 2007 at 12:33 pm
Alien! May Shiela find purpose and bliss wherever she is now. As for you, Wauks, spawn of the anti-LU fanatics, Level Up! is such a better company with you on board. :P
July 2nd, 2007 at 2:59 pm
WaUks baka kung pde nman mag roll back ang dami namin n deal hack nung gher boo n novice dineal namin zeny den bigla n lng d m cancel en pag Dsiconnect bgla n lng nawala ung zeny namin sana magawan nyo nman ng paraan un kahit roll back lng hanggang 12noon plss wauks wish namin n magawan nyo ng paraan ito tnx po kuya wauks
July 2nd, 2007 at 6:20 pm
you never do knows what good things a company does unless you are on the inside.
that is what i tell most of the anti lug idiots
July 2nd, 2007 at 11:01 pm
Hi Chief Wauks! Umm I was wondering if you could help me with my homework for LS10. Umm well, we were tasked to pick an industry of our choice and interest, and it so happens that I picked the local Online Gaming industry. For now, I just need to know the Organizational Structure of LU. (President, EVP, CEOs, Brand Managers, etc. and their respective tasks and details on their various responsibilities & duties.) I hope I’m not asking too much. I’d really appreciate the help. :) Thanks in advance! :D
July 3rd, 2007 at 2:08 am
No offense to Shiela Paul. I’m sure she’s done a great job in marketing the game to the Filipino masses. But the main problem of RO is not marketing the game; its the game being effed up because of bots/ hacks and all other issues… and also how slow the game publisher seems to respond to them.
A great game, as they say, does not have to have a very aggressive marketing scheme nor should it have fancy advertising gimmicks to make it a successful game. The features alone, and the quality and integrity of the game publisher will always make or break the game.
Ragnarok Online is one of the most “content-intensive” games there is (aside from the fact that it’s one helluva grinder). However, if the game publisher don’t do a good job of maintaining the game’s integrity… then no matter how strongly you market the game, it will end up going down.
Bottomline, don’t just look for new customers. Maintain them.
It’s not about bringing new gamers into the fold. It’s making them stay for years to come.
July 4th, 2007 at 11:58 pm
*all applause to ate Shiela*
thats all i can say to a great COO. :)
i hope LU! can continue doing great things to the pinoy community :)
July 5th, 2007 at 11:56 am
Wauks, haven’t you actually tried to aim at customer experience? Maybe, instead of just promoting the game, you can opt for a better gaming experience to the players by resolving their problems right away.
Just a thought though. If LU is still around by the time I graduate, I have plans to enter the company. Haha.
July 7th, 2007 at 9:11 pm
As Yahoo learned after six years under Terry Semel, “working together with traditional media” can easily become a euphemism for “indulging a Hollywood complex.” Congratulations on hiring Kevin Codamon, Level Up. Continue your modernization!