The Secret War Beta Sign-Up Campaign
The Secret World / Funcom / 2012
GOAL: Build anticipation for a new MMO by turning beta access into part of the gameplay, drive viral growth through social recruitment mechanics, and engage fans through immersive, faction-based worldbuilding.
Challenges
Needed to create differentiation in a crowded MMO pre-launch space
Required seamless integration of UX, game logic, and social sharing
Had to convert interest into measurable sign-ups at scale
Onboarding Walkthrough Video
Approach
Concepted and led strategy for The Secret War, a narrative-driven beta signup experience
Designed a custom web platform featuring personality quizzes and global faction alignment
Integrated social recruitment to let players invite friends and spread faction influence
Gamified the beta entry process with progress maps, points, and early access rewards
Worked with developers, designers, and product teams to maintain narrative integrity across UX
Rolled out content across social, email, and fan channels to build buzz and drive participation
Outcome
Over 1 million beta sign-ups globally
High social sharing and engagement rates driven by faction rivalry mechanics
Established early brand loyalty and fan alignment prior to game release
Became a model for pre-launch gamification and interactive recruitment
In-Game Personality Test
