RuneScape: Dragonwilds

Where Global Strategy Meets Local Culture

Bringing RuneScape: Dragonwilds to China has been much more than a traditional market launch. Our collaboration with Jagex has involved long-term planning at the brand-strategy level, alongside close coordination between teams to bridge different market behaviours, player expectations, and approaches to communication.

Together, we explored how the identity of Dragonwilds could be translated into locally meaningful experiences. Around China’s Dragon Boat Festival, we connected the game’s dragon theme with the cultural symbolism of the festival through a dedicated Dragon Boat campaign, supported by social activations designed to strengthen brand awareness and encourage community participation.

Beyond brand building, our collaboration also focused on sustainable market growth. This included targeted media exposure and performance-driven campaigns to expand the game’s reach among relevant Chinese players, as well as a planting-focused public-welfare initiative that extended the brand beyond conventional game marketing.

From cultural storytelling to player acquisition and purpose-led campaigns, the partnership has been an ongoing process of learning, adapting, and building a market strategy together — creating a China presence for RuneScape: Dragonwilds that feels both globally consistent and locally relevant.