Creating Credibility for RIFT, a New Video Game, Against a Dominant Market Leader

Wed, 23 May 2012 00:00:00 -0400
Effie Awards

In the seven years since World of Warcraft (WoW) launched, no challenger had launched a game to successfully stem the category leader's continued increase in players. Our premise was to confront WoW players head on and position RIFT as a credible alternative that demanded their attention.