Creative Assembly: Shaping the Future of Player Engagement

Creative Assembly, a division of SEGA Europe and creator of the acclaimed Total War series, is renowned for delivering immersive gaming experiences. To deepen player relationships and boost long-term loyalty, Creative Assembly partnered with Massive Rocket to develop a unified engagement strategy focused on data-driven communication, personalized interactions, and seamless digital experiences.

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Our Approach

Creative Assembly needed a consolidated customer data strategy that could track player interactions across multiple touchpoints and enable real-time, personalized engagement. Massive Rocket’s approach focused on:

• Building a Single Customer View (SCV) using mParticle to centralize all player data.
• Automating player engagement workflows via AWS and mParticle, triggering behavior-based, real-time interactions.
• Creating a dynamic web platform that personalizes content based on player preferences to enhance interaction and loyalty.

This data-driven approach aimed to identify behavioral trends, predict player churn, and deliver targeted lifecycle campaigns that resonate with individual gaming preferences.

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Execution

The project included three main focus areas:

Data Unification and Automated Engagement
Creative Assembly unified player data into a 360-degree profile, enabling behavior-based campaigns triggered by real-time in-game activity. Automated win-back sequences and context-driven messaging helped re-engage inactive players and personalize their experience with timely notifications.

Dynamic Web Experience
Massive Rocket developed an interactive web platform with personalized UX/UI, delivering real-time updates on events, game launches, and patch notes. Integration with AWS ensured scalability and smooth performance.

Lifecycle Marketing and Optimization
The team implemented multi-touch win-back campaigns with targeted incentives and used in-game activity tracking to tailor messaging. Continuous A/B testing refined campaign effectiveness, boosting engagement and retention.

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Key Outcomes

Creative Assembly’s data-driven approach led to:

• A 7.5% increase in reactivating inactive players through automated, behavior-based workflows.
• Improved player retention and reduced churn via personalized, timely communications.
• Enhanced community engagement through dynamic content and real-time event updates.
• Optimized campaign performance driven by ongoing testing and data insights.

This integrated strategy strengthened player loyalty, enhanced the gaming experience, and supported sustained growth in participation.

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