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Jagex – RuneScape 20 Years


Alfred’s Digital Team supported a landmark year for the 20th anniversary of the iconic RuneScape title in 2021 as the retained agency. 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 challenge was to bring innovative and fresh social content to mark the 20th birthday of the title whilst engaging with a deeply complex community who are well engrossed in the universe of Gielinor and it’s history.


Our solution was to augment the in-house Jagex team, adding value through innovative campaign ideas and developing creative assets for digital channels that invoked nostalgia, brought new techniques that the community had never seen before such as AR lenses, sticker packs, community milestone videos, as well as enhancing the social media strategy to engage lapsed and new gaming audiences around the twelve-month celebration. The 20th anniversary celebrated the evolution of the game over the last two decades, and re-engaged previous players, as well as bringing in a new cohort to the world of Gielinor.


James Day, Head of Social Media at Jagex, commented: “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.”

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