THE SECRET WORLD SOCIAL GAME
FUNCOM had been working on the FUNCOM game for the last 5 years and the launch date was fast approaching. The goal was to create a campaign that significantly increase the number of new members of the Secret World community while featuring the player vs player key game pillar as an important part of the campaign.
Build a social game, complete with profile, badges and rewards. How socially adept players are has a direct impact on the number of troops they have. The more Facebook friends, the more troops they get to deploy. The goal is to not only fight for your side, but also race to the top of the leaderboard every week to receive special prizes.
Add some custom missions that are surfaced 2 weeks into the campaign and you have a recipe for an addictive and fun experience.
We set out to build a game that would keep them coming back. To do that we employed a variety of tactics, from incentives for taking over countries, awarding badges for certain actions. All of the tactics working together to increase interest and ultimately engagement.
The response to the game from the The Secret World Community was overwhelming. Not only did the agency meet its 6-figure new signup target but tens of thousands of players generated million of in-game actions.
More granular results available upon request...