GAMES

The Challenge

A rapidly growing digital platform—with the opportunity to deepen engagement and scale a global audience.

The challenge: connect brand, content, and product—to create a more immersive, participatory experience.

The Solution

Helped evolve Club Penguin into a community-led platform—where players weren’t just users, but active participants in the experience.

Aligned brand, content, and in-game activity—to drive deeper engagement and sustained growth.

The Approach

Community & Engagement
Developed strategies that put players at the center—connecting digital experiences with real-world moments.

Encouraged participation, creativity, and social interaction—turning the platform into a living community.

Content & Campaigns
Led integrated campaigns and content systems—supporting major launches across franchises including Star Wars, Marvel, and Pixar.

Created scalable programs that extended beyond gameplay—driving excitement, participation, and retention.

Product & Conversion
Aligned marketing with product experience—using clear, consistent communication to guide behavior and drive conversion.

Focused on parent-facing messaging—building trust and reinforcing value to support subscription growth.

Grew subscriptions from 800,000 to over 2 million—through consistent language, conversion-focused communication, and aligned in-product experience.

The outcome

Scaled to over 300 million player accounts globally.
Expanded across 5 languages and 170+ countries.

Increased engagement, participation, and subscription growth—
driven by a connected system of brand, product, and community.

A platform where content, community, and product worked together—
to deliver global scale and lasting impact.