Bethesda asked us for a perspective on how to launch their new expansion for Elder Scrolls Online. Historically their expansions were stand alone stories, but for the first time they’re releasing a series of connected downloadable content. From a business POV this connected DLC is meant to maintain MAU (Monthly active users) over the course of the year and attract new players from their other titles to the franchise.


Develop a campaign that gets current & lapsed players excited about the new year-long story, and int


After talking with current players, lapsed players, and


By focusing on the culture of the Khajiit we showcased something players of any Elder Scrolls game had never seen before.