4.3Illuvium
Content Strategist [Agency]
Content strategy for a AAA Web3 game expanding into Web2 audiences.

Illuvium needed a content strategy that could speak confidently to two audiences with fundamentally different expectations. Web3-native players cared about decentralisation, asset ownership and ecosystem value, while Web2 gamers prioritised gameplay quality, narrative depth and a familiar user experience. The challenge was creating one system that respected both mindsets without splitting the brand in two.

I began by mapping audience behaviours, reviewing community sentiment across Discord and Twitter, and analysing the barriers that traditionally limit Web2 adoption of blockchain games. What emerged was a central tension: Illuvium’s innovation needed to be communicated without overwhelming new players, while still delivering the technical depth that Web3 users expect. The strategy positioned gameplay first for Web2, and ownership benefits second— reframed as a natural extension of the experience rather than its defining feature.

From this foundation, I built a structured messaging framework and set of content pillars that could flex across formats. These informed long-form pieces such as whitepapers, dev blogs and lore articles, as well as short-form community updates, social content and creator-focused communications. I also refined the tone of voice to ensure consistency across platforms, with tailored variations for Discord, Twitter, YouTube and in-game channels.

The resulting strategy gave Illuvium a unified voice across Web2 and Web3, enabling the brand to scale communication without losing coherence. It provided a clear roadmap for future campaigns, partnerships and content production, supporting Illuvium’s positioning as a next-generation gaming ecosystem.