devtrackers.gg
Hey there, thanks for raising this! While the topic is open, the Performance Marketing team wanted to give some insight into how they work and their overall approach:
Our core objective as a team is to grow RuneScape & OSRS in the most efficient way possible. We do this by running paid advertising campaigns focused on bringing in new players & encouraging players ‘on a break’ to jump back in again.
With Performance Marketing campaigns, data is at the heart of what we do, and we try to follow the numbers when analyzing what works and what doesn’t.
This data-informed approach involves us regularly A/B testing different messages, videos & and imagery to our audiences. We can then see what resonates best & iterate from there. We are constantly doing this to ensure we make the most out of our marketing budget and bring as many players to (or back to) RuneScape & OSRS as possible.
Sometimes what may appeal to brand new players or people that haven’t played in a while differs to what appeals to our active players. We also try to deliberately challenge our own assumptions from time to time to see what impact this has on our goals - don't try, don't know!
We strive to help the games grow using this approach - and would be happy to expand further if the community is interested to learn more.
This would be super interesting. I always love hearing about the business side of things, or the "behind the scenes." Are there any options for being a sort of test audience, or focus group for lack of a better term, for new advertising and engagement postings like this?
There aren't any focus groups of sorts that I am aware of, but I am working with the Marketing team to see if we can feature them in a future Gazette to give some more insight into the work they do :)