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New Year, New Win: Jagex appoints Alfred

11th January 2021

We’re kicking off the new year with an exciting new partner, as we have been appointed by Jagex as their retained creative agency, supporting the 20th anniversary of RuneScape in 2021.

The win follows a five-way competitive pitch, and we’ll be working closely with the in-house team, developing creative assets for digital channels, as well as enhancing the social media strategy to engage audiences around the twelve-month celebration.  

RuneScape and Old School RuneScape have an active global user base of 1.2m subscribers, with many more millions playing the free version, having developed a cult following of passionate fans since its launch in 2001. The 20th anniversary will celebrate the evolution of the game over the last two decades, and look to re-engage previous players, as well as bring in a new cohort to the world of Gielinor. 

James Day, Head of Social Media at Jagex, comments: “Alfred really impressed us at pitch, getting under the skin of the IP and our audiences, while bringing new ideas that leverage technical innovations. Their data-driven approach to understanding what we were looking to achieve set them apart, compounded with forward-thinking ideas, that will help us engage our passionate and loyal community around the 20th anniversary. We are looking to up our game in social, and Alfred showed us why they’d be a great partner to help us achieve the ambitions we have for this important milestone.”

Dan Neale, Managing Director at Alfred, adds: “Helping the clients we partner with develop their communities, while leveraging new innovations in social and digital, is naturally a passion for the team. Many members of the team played the original iteration in the early days, and have remained loyal fans over the years, so we are fired up to be able to support Jagex in 2021. Combining data and forward-thinking creative ideas that leverage technology, will mean we can create a real movement around the properties in the coming year.” 

We’re pleased to be starting the year as we mean to go on…