RuneScape CEO: We Want to Be Bigger than World of Warcraft

Jagex is undergoing a strategic transformation to establish the RuneScape franchise as the preeminent force in the massively multiplayer online gaming sector, with the explicit objective of surpassing World of Warcraft in global market share. By rebranding as a dedicated RuneScape-focused entity and divesting from non-core assets, the company has prioritized long-term brand health over immediate financial gains. This transition involved a deliberate, short-term revenue contraction necessitated by the removal of controversial monetization practices, which the leadership views as a foundational requirement for sustainable growth and player retention.

The company is currently executing a multi-pronged expansion strategy backed by a £200 million investment. This initiative centers on scaling three core titles, most notably the record-breaking Old School RuneScape and the survival-oriented Dragon Wilds. The latter has already demonstrated significant commercial viability, securing 1.3 million sales and performing particularly well in the Chinese market. By leveraging a historical user base of approximately 18 million players across PlayStation, Xbox, and Nintendo Switch, Jagex is aggressively pursuing its first major console releases to capture untapped segments of the global gaming audience.

Success in this endeavor relies on a hybrid approach that balances data-driven decision-making with a philosophy of community-centric development. With 75% of current buyers for new titles originating from the existing fan base, the company is effectively de-risking its expansion into new platforms and international territories. By capitalizing on the high engagement levels of its legacy players while simultaneously attracting new demographics—half of whom are new to the franchise—Jagex aims to solidify its position as the world’s leading MMO provider through a combination of platform diversification and a renewed commitment to core game quality.