Year: 2024

This project focused on building a full-funnel conversion strategy for Baldur's Gate 3. Using TOFU, MOFU, and BOFU stages, I designed content briefs that addressed player pain points, built trust through transparency, and guided them toward purchase. The strategy was supported by a linear attribution model and KPIs to measure awareness, engagement, conversion, and retention, ensuring every touchpoint contributed to long-term loyalty.

The objective was to design a full-funnel content strategy for Baldur's Gate 3 that guided players from awareness to purchase. Each stage (TOFU, MOFU, BOFU) was tailored to address audience pain points, build trust, and drive conversions.

My role was to research player behaviors, create content briefs for each funnel stage, and align them with Larian's brand values. I was responsible for mapping KPIs, choosing the attribution model, and ensuring the strategy reflected transparency, storytelling, and community engagement.

The outcome was a structured, measurable campaign plan that demonstrated how trailers, character reveals, developer insights, and CTAs could move players through the funnel. It showed that valuing each touchpoint equally (linear attribution) builds long-term trust and loyalty, not just one-time purchases.

I structured the project around a full-funnel approach (TOFU, MOFU, BOFU) to guide players from awareness to purchase. At the top of the funnel, I created briefs like "The First Taste of Adventure" — a cinematic + gameplay trailer designed to spark excitement and address the pain point that fans want to see real gameplay early, not just teasers. In the middle funnel, I used content such as "Inside Larian: Why We Build Worlds, Not Just Games" — a developer interview that built trust by highlighting transparency, storytelling depth, and the studio's philosophy of avoiding microtransactions. At the bottom of the funnel, I tied emotional storytelling back to clear CTAs, supported by a linear attribution model that valued each touchpoint equally, since RPG players convert after multiple interactions.

I created the Larian Studios Ecosystem diagram to visualize how RPG players move from awareness to acquisition to loyalty across platforms like search, social, and community. It helped me map real player behaviors to each stage of the funnel. This directly informed my content briefs:

For TOFU, I used "The First Taste of Adventure" trailer to match discovery behaviors like watching walkthroughs and reading articles.

For MOFU, "Inside Larian" aligned with players searching for transparency and lore.

For BOFU, I designed CTAs that reflected actions like wish-listing, reviewing, and buying the game.

By designing the diagram myself, I ensured the funnel wasn't theoretical — it was grounded in actual user journeys.