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Bringing Grid Master to life

  • Strategy
  • Creativity
  • Technology
  • Email

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.

Man meditating outdoors wearing headphones
CHALLENGE

Making a new event feel intuitive

Grid Master needed to resonate with every type of player, from active members to lapsed free-to-play audiences. Each group had different levels of knowledge and motivation, and the new ruleset required explanation without losing Old School RuneScape’s sense of discovery. We needed to simplify unknown mechanics while making the event feel immediately rewarding and true to the world players love.

SOLUTION

Interactive CRM inspired by gameplay

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.

Solution-2

We’re extremely happy with these results our side, thanks so much for all of your help with the campaigns.

EMMA OLIVER Senior CRM Manager, Jagex
RESULTS

Converting curiosity into meaningful 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.

Result

The
impact

  • +15%uplift in membership conversions
  • +7%uplift in Grid Master worlds logins
  • +10%uplift in overall game logins

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