inspiring curiosity to dig deeper

In Minecraft, players explore infinite randomly generated worlds brimming with diversity, danger and delight for their discovering. So it was somewhat surprising that for a game focused on exploration, visitors to Minecraft.net seemed disinterested in simply scrolling below the fold to learning more.

project vision

inspire the curiosity to dig deeper with authentic experiences that introduce visitors to the endless unpredictable delight of Minecraft.

scroll depth results

Despite the new Parallax Hero being 3x taller than the existing Minecraft Key Art hero, the Updated Vanilla PMP resulted in a remarkable improvement to scroll-depth.

Deeper exploration into our pages results in millions of new opportunities to present Realms, Marketplace, News and more to our visitors.

These results show that building authentic Minecraft experiences highlighting the endless unpredictable delight of our games increases visitor engagement. Giving them the inspiration to dig deeper.

traffic results

A/B testing has shown that the new Vanilla PMP increased traffic to the Vanilla PDP by 18%.

An 18% increase to traffic means 3.2 million new visitors will reach the PDP per-year.

Projects