Design Area

Animation, User Experience, Bespoke Email Design

Brand

Old School Runescape

Grid Master Campaign

Main Project Image
Main Project Image

The Brief

The multiplayer online role-playing game, Old School Runescape (OSRS), were looking to create a new community event for their players. This event was a temporary game mode where players complete tasks to earn in-game rewards. The brief was to create 3 emails to drive engagement and excitement around the event. The emails needed to be a digestible way of informing the player of the rules in a fun and engaging way. Each email had a distinct objective: Email 1: Introduce the community event. Email 2: Engage players with an interactive bingo grid showcasing tasks and rewards. Email 3: Create a sense of urgency, driving FOMO to encourage players to complete the game mode before missing out on rewards. This project was a collaborative effort with myself as lead design, an email developer, copy writer and strategist. As I had previous experience and knowledge of the game, I gave recommendations on messaging which set the direction.

The multiplayer online role-playing game, Old School Runescape (OSRS), were looking to create a new community event for their players. This event was a temporary game mode where players complete tasks to earn in-game rewards. The brief was to create 3 emails to drive engagement and excitement around the event. The emails needed to be a digestible way of informing the player of the rules in a fun and engaging way. Each email had a distinct objective: Email 1: Introduce the community event. Email 2: Engage players with an interactive bingo grid showcasing tasks and rewards. Email 3: Create a sense of urgency, driving FOMO to encourage players to complete the game mode before missing out on rewards. This project was a collaborative effort with myself as lead design, an email developer, copy writer and strategist. As I had previous experience and knowledge of the game, I gave recommendations on messaging which set the direction.

Carousel on mobile

Project Gallery Image for 50% width of the screen #1
Project Gallery Image for 50% width of the screen #1
Project Gallery Image for 50% width of the screen #1

Fallback

Project Gallery Image for 50% width of the screen #1

Outcome and Results

Every email in the campaign was bespoke, making the series truly stand out. I developed a bold look and feel to blend the campaign’s assets with the in-game assets which we were provided. Using in-game elements pushed the designs further in creating a seamless player experience from inbox to game. Players responded highly to the interactive format. We were able to create an informative email campaign that translates a complex in-game mode into something more digestible for new and older players.

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