RuneScape Franchise Sets Ambitious Growth Target
Jagex CEO John Bellamy has outlined an ambitious five-year plan to position the RuneScape franchise as the second-largest MMORPG in the Western market, directly behind industry titan World of Warcraft. This declaration comes as the veteran MMO experiences significant player growth across its various iterations.
Recent Player Surge and Strategic Focus
The RuneScape ecosystem, particularly Old School Runescape, has seen a notable increase in popularity. Recent data shows the game achieved a new all-time concurrent player peak of over 286,000 users. This growth is attributed to several factors, including an influx of players from other MMOs and increased visibility from content creators.
In an interview with The Game Business, Bellamy emphasized that Jagex's primary focus remains squarely on its flagship franchise. Despite the successful launch of the survival spin-off RuneScape: Dragonwilds and other publishing ventures, the company's strategy centers on strengthening its core products.
"For Jagex, the priority is, and will be for the foreseeable future, RuneScape in its various incarnations," Bellamy stated. "I'm a big believer in strengthening your strengths. The French make wine and the Germans make cars and Jagex makes RuneScape, and that's exactly where I would like us to be for the next five-or-so years."
Monetization Changes Key to Long-Term Vision
A critical component of Bellamy's strategy involves reevaluating the game's monetization approach. The CEO revealed that internal surveys indicated player dissatisfaction with certain microtransaction practices in RuneScape 3, which had driven some veterans away from the game.
Bellamy suggested that modifying these systems to create a more sustainable and player-friendly model could entice lapsed players to return. "We saw in our surveys that if we could wind back some of the microtransaction approach, or augment it to make it more sustainable and healthier, then there were many people who were saying they'd be interested in coming back to RuneScape 3," he explained.
This focus on player satisfaction is framed as essential for the franchise's longevity. Bellamy believes that for RuneScape to survive another 25 years, Jagex must address elements that frustrate its community.
The Path to Becoming a Top-Tier MMO
The goal is for the collective RuneScape franchise—encompassing Old School RuneScape, RuneScape 3, and Dragonwilds—to establish itself as a dominant force in the Western MMO landscape. "I would like Old School RuneScape, RuneScape 3, and Dragonwilds as a collective RuneScape franchise to be, if not the biggest, then clearly the second biggest MMO franchise in the Western world," Bellamy elaborated.
This ambitious target comes during a period of transition and growth for the long-running franchise. The recent player milestone and strategic refocusing suggest Jagex is positioning itself for significant expansion in the competitive MMO market. The company's commitment to its core franchise, coupled with planned improvements to player experience, forms the foundation of this five-year growth strategy.
