acquisition
costs

Microsoft acquired Minecraft from Mojang which meant a large percentage of the player base 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. As a game targeted at younger players, parents would need to be the one who set up the new Xbox account. Since their kids weren’t complaining, they didn’t see the point in going to all that effort.
We needed to let parents know that taking this small step could be big way to protect their kids when they play Minecraft. We leveraged the additional safety and control features of Xbox Live 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.

