Jagex: Old School Runescape User Acquisition

No School like Old School

Project N partnered with British industry titans Jagex between 2024 and 2025 to help scale up the inhouse creative team's output. Jagex's creative studio were looking for a partner that they could trust and work closely with. The ideal partner needed to be able to help with in-game capture, video editing, motion graphics support, and design. It also helped that we have some of the biggest RuneScape and MMO fans ever in our team!

The work primarily took the form of driving and scaling user acquisition efforts. The goal was to retain fans, reactivate lapsed players, and of course target new players in an effort to grow the player base around Jagex’s various IPs. One of the most exciting aspects of this collaboration was the opportunity to work on the nostalgia rich IP that is RuneScape.

With a player base of 19 million, RuneScape (OldSchool and Runescape) is one of the largest and most recognisable MMOs on the planet. Despite this, we all agreed that there are always new players to find and lapsed players to re-engage - perhaps those who have drifted away from the game and need welcoming back to the street of Lumbridge.

Each month we collaborate directly with the talented in-house Jagex creative team to formulate a range ideas for varied short-form video creatives. Once we have agreed on a run of different creatives, we utilised our in-house expertise of the game to work extensively within the game engine itself to capture an array of detailed sequences, to show the best of Runescape OldSchool and Runescape 3.

Each creative was always different to the last, covering multiple topics, creative approaches, VO styles, and of course variations on the all-important hook (with an average attention span of 2 seconds and brain rot content on the rise, a strong hook and gripping narrative is key). All the creatives we produced had the sole purpose of helping to drive new and lapsed players to or back the world of RuneScape, and to do that, we covered a range of themes, including your first day in Runescape, skilling, bosses, and even a stock video-inspired shrimp cooking creative!

With each run of creatives, we always were sure to provide Jagex with a selection of A/B (up to Z!) variants for testing as well as versions for each platform. This provided us and Jagex with important data and insights to carry over into the next round of content production, learning what resonates better with the audiences.

During our time working together with Jagex the assets we’ve produced along and together have performed fantastically, with positive feedback from both the client and genuine love and positive sentiment from the player base. Together we've helped drive hundreds of thousands of new and old players back to Gielinor! The creative we've produced has supported major seasonal events, rolled out new mechanics, showcased new skins, and introduced new bosses.

Throughout this partnership, Project N have produced and delivered well over 500 different video assets all pushing players towards the game and driving up the download and install numbers. We've got a mix of performance data with some creatives (the ones showcased in this case study) performing exceptionally well, with strong conversion rates, healthy CPAs, and positive ROAS figures.

It’s been a pleasure to work with a partner as professional, creative, and prestigious as Jagex on an IP as iconic as RuneScape.

Project N brings a high level of professionalism to each project and consistently delivers top-quality work with impressive turnaround times. We’ve genuinely enjoyed our collaboration with Project N and highly recommend their services to anyone seeking quality and reliability.