acquisition
costs
Microsoft acquired Minecraft from Mojang which meant many of the early players had a Mojang account. For years, Microsoft supported both Xbox accounts and Mojang accounts for users. However, this was costly and wasn’t helpful in forwarding the goals of the all-up Xbox gaming ecosystem. To avoid a forcible switchover (which gamers are known to protest loudly on social), they needed to get players to voluntarily switch to an Xbox account.
Minecraft is played by children as young as five which means a substantial amount of their user base have accounts managed by parents. We leveraged the additional safety and control features that Xbox Live provides to give parents a viable reason to deal with the hassle of signing up for a different account.
We also helped revamp their previous media strategy and worked with their UX team to simplify the sign-up process to reduce bounce rates.
