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 to get current & lapsed players excited about the new year-long story and drive purchase. Get new players interested in giving ESO a try.
After talking with current players, lapsed players, and new players we noticed a couple of things.
Current Players and Lapsed
Show the setting, sell the conflict.
The homeland of the Khajit (Elsweyr) is something players of any Elder Scrolls game had never seen before. We wanted to instill that desire to intervene and be an important part of saving Elsweyr from Dragons.
TRAILER & KEY ART
We retargeted those who’d watched the trailer with paid ads catered to two audiences.