The Last Meridian
CRM Case Study - Fictional Game Launch & Lifecycle Strategy
Independent concept project created through a mix of original strategy, creative direction, AI-assisted visual exploration and Photoshop editing.
The Last Meridian, is a third-person adventure game where light, sound and time are the only signals the player needs.
Seven meridians regulate time across a wild planet. Six are sealed.
The seventh is breaking loose. A traveler named Méria and her cat Lume, reincarnation of a vanished people, must cross the world to seal the last portal before time unravels completely.
For this case study, I worked on designing a full CRM strategy for an original fictive video game IP, from launch campaign to lifecycle program built around a unique concept.
The concept
The characters
The traveler, Méria.
A protagonist whose origins remain a mystery, and a narrative thread of the game: why her? Who sent her?
The cat, Lume
Travel companion and narrative key: the reincarnation of a member of the last meridian people, keeper of the portals' memory.
He guides, reveals ancient mechanisms, and senses danger before it strikes.
The Enemy: Shadow.
Not a classic antagonist: a spiritual entity born from the unraveling of time.
It follows the pair, drawing closer as the adventure unfolds, manifesting temporal chaos, stops, accelerations, distortions of light.
It is never fought head-on: it is pushed back with light, fled, understood.
CRM Campaign Key Pillars
Build Anticipation
Tease players and drive pre-launch interest.
Drive Conversion
Turn wishlists and opt-ins into players.
Sustain Engagement
Support players from onboarding to completion.
Personalize the Player’s journey
Leverage data to make every touchpoint relevant for the player.
Phase 1 — Teasing & pre-launch
Announcement email: concept reveal, key art, signature line:
“Seven Meridians. Six are closed.”
A teaser and reveal phase to drive and measure player’s hype around the game.
Simple & straightforward messaging
Use of countdown feature to emphasize the message.
D-7: countdown + final reminder of pre-order bonuses
Gameplay trailer showcase
Phase 2 — Launch
Day One: launch email, segmented by audience.
“Your journey begins”
Invite the player to discover more about the game
Showcasing gameplay trailer
Promote content creators
Promoting different editions based player’s segmentation.
Phase 3 — Lyfecycle
A series of Onboarding, Progression & Completion emails to drive and follow the player’s journey within the game.
Meet the Characters: foster player’s immersion by presenting the environment, & the characters.
Introduce the gameplay: showcase the game’s two core rhythms, puzzles vs. traversal by using a GIF or carrousels
Give the player’s personalized content by using stats & specific progression points.
Extend the strategy across every CRM touchpoint.
This concept focuses on email, but a good CRM strategy is designed to scale across all channels, with each touchpoint adapted to its own best practices and audience behaviors.
If this story resonated with you, I’d love to hear from you.