Overview

We had identified an opportunity to reduce churn in the World of Warcraft Community, by releasing monthly content that would re-engage lapsing users. Research showed that social engagement was a key factor in prolonged subscription/activity.

Emails would be sent out to users with infographics based on their play data. They could then visit the microsite to see more data comparing against their friends guildmates and the community, view previous infographics, and share, building viral visibility.

These initial concepts tested well, and gained favorable momentum with the Game Team. Unfortunately changes to User Privacy Laws relating to game data came into effect with GDPR, halting this project in its tracks.