Grid Master was a brand-new Old School RuneScape event with unfamiliar mechanics, rewards and progression paths. To help players understand it instantly, we partnered with Jagex to design an interactive CRM approach that recreated simplified gameplay inside the emails. By making the grid tappable and explorable pre-launch, we gave players a clear, engaging preview of the event, inciting curiosity and encouraging early participation.
Working closely with Jagex, we created a strategic and creative CRM framework that reflected real in-game behaviour. Players could tap tiles, preview rewards and explore event paths through interactive email designs that mirrored the Grid Master experience. Tailored journeys for members, non-members, active and lapsed players guided them from pre-launch build-up to launch-day action, blending nostalgia with clarity to encourage exploration and re-engagement.
Players responded powerfully to the interactive format, with measurable improvements across key behaviours. From uplifts in logins and conversions to increased opens and clicks, the campaign delivered clear momentum throughout pre-launch and launch. By turning a complex new event into something instantly understandable, the approach helped transform initial interest into active participation across one of gaming’s most dedicated communities.
