FINAL FANTASY XIV
The marketing campaigns for FINAL FANTASY XIV were instrumental in keeping a global community of players informed, engaged, and excited about new content. By leveraging detailed audience segmentation, strategic content planning, and rigorous A/B testing, we were able to create a highly personalized experience that not only retained players but also re-engaged lapsed ones.
ROLES AND RESPONSIBILITIES
Roles: CRM Marketing Design Manager, Lifecycle Marketing
Client: SQUARE ENIX
Channels: Email, In-App Placements, Web.
NOTABLE PROJECTS
FINAL FANTASY XIV: HEAVENSWARD
FINAL FANTASY XIV: STORMBLOOD
FINAL FANTASY XIV: ENDWALKER
FINAL FANTASY XIV FAN FESTIVAL
CASE STUDY
Overview
FINAL FANTASY XIV is one of SQUARE ENIX’s flagship MMORPGs, known for its rich lore, expansive world, and dedicated player base. With frequent updates, new expansions, and a growing community, the game required a dynamic marketing approach to keep players engaged. As the campaign manager for email marketing, my role was to ensure that our strategies resonated with both long-term players and new recruits.
Objectives
One of the first steps was to segment the audience into distinct groups, which allowed us to tailor content to each player type. We crafted different messages for each segment to provide a personalized experience. For example, lapsed players would receive re-engagement emails, offering special incentives like free login weekends or exclusive in-game items to entice them back. Given FINAL FANTASY XIV’s frequent updates and expansions, the email campaign had to follow a structured yet flexible content calendar that aligned with major milestones.
Challenge
FINAL FANTASY XIV presents a unique challenge: its player base ranges from hardcore MMORPG veterans to casual gamers who may only dip into the game during major events or expansions. This meant that our email marketing needed to strike a balance between providing in-depth content for experienced players while also being accessible and exciting for newcomers. Additionally, the game’s ongoing nature, with regular patch updates and new expansions, required an always-on approach to keep the community informed and engaged.
Results
Each email was carefully designed to reflect the aesthetic of FINAL FANTASY XIV, ensuring consistency across all touchpoints. We used high-quality images, video embeds, and interactive elements where possible to enhance user engagement. The success of these campaigns contributed significantly to the game’s ongoing growth and popularity in the MMORPG space.