For a quarter of a century, RuneScape has been more than just a game; it's a digital world that has become a second home for millions. But how does such a legacy IP thrive in a modern gaming landscape defined by "flash over substance" development that alienates core communities?

The stewardship of this iconic franchise falls to its new CEO, Jon Bellamy, who brings a perspective unheard of in the industry: he's not just a leader, but a 20-year veteran player who understands the game's soul. In this deep-dive conversation, Jon pulls back the curtain to reveal the 'alchemy' behind RuneScape's enduring success. He discusses the strategic importance of its player-centric business models, the roadmap for Jagex's next chapter - including the breakout success of new titles - and unveils his vision for the biggest year in the franchise's history.

Chapters:

00:00 - Why RuneScape Hooked a Generation of Gamers

02:33 Freedom, Problem-Solving, and Social Connection in RuneScape 07:42 Simplicity as a Competitive Edge in Modern Gaming

09:46 Returning as CEO and Preserving Core Player Values

12:26 Building a Hundred-Year Gaming Franchise Players Never Quit

16:16 How a Simple Subscription Model Sustains Community Trust 19:55 Inside the RuneScape Franchise and New Dragon Wilds Launch 25:24 Managing Distinct Yet Connected Player Communities

28:12 Community Management as Jagex’s Competitive Advantage 31:08 Expanding Fandom Through Physical Events and Experiences

34:07 Balancing Authenticity and Brand Growth Without Losing Identity 39:25 Why Strong IP Will Thrive in an AI-Driven Content Boom

42:28 Exciting Roadmap for RuneScape’s 25th Anniversary

🔗 CONNECT WITH JON & JAGEX:

Jon Bellamy: https://www.linkedin.com/in/jonathan-bellamy/ Jagex: https://www.jagex.com/