Our common objective: accompany and make happy new League of Legends players from account creation to tutorial completion. The agency closely worked with the European Riot Games team to develop and deliver a monster CRM program comprising of 23 newsletters, each one dedicated to a specific stage of the customer journey. The project was rolled out in several territories.
The newsletters have been designed to be attractive and understandable at a glance, without scrolling. A great visual and the main message open the newsletter, including a catchphrase using the player's nickname to keep him engaged with the content.
Each topic and content such as informing that a new gift is available in-game, helping on the many choices of Champions, etc. are supported by short, dynamic and educational copy. The tone is aligned each time with each personality of the many champions featured in the newsletters.
Respecting the main principles of the graphic charter (color of the call to action, font, etc.), our newsletters all share the same identity to create a kind of customized "rendez-vous" for the players and to stand out from other content of the game.