Clinch ClinchWith Axie's early CIS scholar boom cooled, we built a gameplay-first re-engagement program with guilds and creators to bring lapsed players back for the…
With Axie's early CIS scholar boom cooled, we built a gameplay-first re-engagement program with guilds and creators to bring lapsed players back for the Origins relaunch.
Play-to-earn Web3 game on the Ronin network
The challenge: Axie Infinity remained one of the most recognized names in play-to-earn, but across the CIS the early scholar boom had cooled and many former players had drifted away. The brand needed to re-engage lapsed players around its Origins-era relaunch without leaning on the unsustainable earn-first messaging that defined the first wave. Sentiment in core CIS communities had turned skeptical, and re-acquisition costs were high.
Our strategy: We built a re-engagement program centered on gameplay and community rather than yield, positioning the relaunch as a genuine fresh start for players who had left. Working through regional guilds and local creators, we sequenced content to rebuild trust first, then convert renewed interest into active, returning players across the CIS. This engagement was deliberately scoped to a CIS campaign rather than Axie's global footprint.
What we did: We activated 46 CIS-based KOLs and guild creators to showcase updated gameplay, ran always-on content across Facebook, X and Discord, and coordinated with established guilds to reach dormant scholar networks directly. Community managers programmed local-language events, tournaments and creator AMAs to hold momentum between updates.
Channels: Facebook, X, Discord, YouTube KOLs, Guild networks
The results: The program re-engaged 2.8K players across the CIS, with campaign content reaching 820K people and 30-day retention up 38% against the pre-campaign baseline. A roster of 46 KOLs and guild creators turned lapsed awareness into a returning, gameplay-driven community rather than a purely speculative one.
Services: KOL & Influence Marketing, Community Management, Social Media Marketing, PR & Earned Media
7 months · 2023