Jagex: SCUM 2024 relaunch content

Driving downloads of SCUM

We had a blast helping Jagex and Gamepires communicate their revised marketing message and reach wider audiences for the hyper-realistic, hardcore, open-world survival game SCUM. This case study breaksdown our work on this project.

Originally released in 2018, SCUM is a survival MMO set in a fictional, not-so-distant future. In this world, you play as a prisoner who is coerced and selected by entertainment giant TEC01 to participate in the in-world TV sensation SCUM. You’ll be challenged to fight, survive, and thrive in an unforgiving world, mastering complex survival mechanics like combat, metabolism, inertia, and environmental forces.

In early 2023, Jagex acquired Gamepires to provide publishing support. The studio’s first project was to revamp the messaging around the survival mega hit SCUM.

SCUM gained mass acclaim with minimal gameplay shown, so Jagex, quite rightly, wanted to change this via a repositioning campaign which included a new website, gameplay trailer, and a plethora of short-form videos. By doing this, Jagex aimed to show off the best of SCUM to garner interest and ultimately grow the player base.

Working with Project N to produce new creatives for SCUM to be used in Digital Marketing has been a great experience. They bring a high level of professionalism to each project and consistently deliver top-quality work with impressive turnaround times.

Nicky Afendrouli - Lead Creative Producer, JAGEX

Collaborating directly with the wonderfully talented, creative team at Jagex, the decision was made to create a range of short-form video assets to help amplify and promote SCUM, as well as Jagex’s revised message for the game.

We created six different creatives, each was methodically planned to highlight key aspects of the game. This was then developed into gameplay-focused videos that served to highlight the complexity and variety of SCUM, but also demonstrate the rewarding player experience.

Each video was framed with bespoke motion graphics, adding visual depth and highlighting key messaging. Every single one of the creatives that were produced had A/B variants to enhance testing and overall UA efforts.

The assets all performed brilliantly, with most achieving CTRs of 4% and several hitting CTRs as high as 8%! The content we collaborated on helped the overall 2024 campaign, aiding Jagex in their mission to reposition and strengthen SCUM's place in the market as the hardcore survival game.

The Jagex creative team are delighted with both the work produced by our team, and the process of working on this project together. We look forward to continuing our relationship with Jagex.

Project N was quick to action feedback, making the process smooth and efficient. We’ve genuinely enjoyed our collaboration with Project N and highly recommend their services to anyone seeking quality and reliability.

Nicky Afendrouli - Lead Creative Producer, JAGEX

Video games marketing agency

Jagex: SCUM 2024 relaunch content

Driving downloads of SCUM

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