Embracing the Status Quo: Jagex's New CEO on Focusing Exclusively on RuneScape

Jagex, the company behind the RuneScape phenomenon, has undergone significant transformations in recent years. Following its acquisition by CVC Capital Partners and Haveli Investments for approximately £900 million in 2024, the company welcomed Jon Bellamy as its new CEO, replacing Phil Mansell. Despite these changes, Bellamy emphasizes the importance of focusing on RuneScape, the company's flagship franchise. The franchise is thriving, with both RuneScape and Old School RuneScape boasting a combined peak concurrent player figure of 270,000 users. Bellamy asserts that Jagex should concentrate on what it does best: maintaining the RuneScape games and governing their communities. He believes that great companies excel by refining their strengths rather than attempting to diversify into unfamiliar areas. Bellamy's appointment as CEO has sparked interest, given his prior role as an advisor to CVC Capital. He acknowledges that his experience with the company has provided valuable insight, allowing him to make informed decisions about Jagex's future. The release of RuneScape: Dragonwilds in April marked a significant milestone for the company. The game has surpassed initial expectations, selling over 900,000 units, and Jagex is doubling its investment in the title. Bellamy aims to expand the game beyond its original design scope, hiring aggressively to support its growth. Jagex has also been working on other projects, including Old School RuneScape and RuneScape 3. However, Bellamy wants to focus the company's efforts on these core products, eliminating unnecessary initiatives and ensuring a disciplined approach to development. Monetization has been a contentious issue in RuneScape 3, with the company losing players due to the implementation of microtransactions. Bellamy recognizes the need for a more community-driven approach, emphasizing the importance of integrity in game development. He believes that microtransactions are only one aspect of the puzzle and that the company must prioritize visual and gameplay integrity to create a cohesive experience. The company is running experiments to inform its monetization strategy, and Bellamy expects to have clarity on the proposal by the end of the year. In June, Jagex faced criticism for its handling of Pride in RuneScape, with some accusing the company of caving to conservatism. Bellamy stands by his decision, emphasizing the need to prioritize the continuity and maintenance of the game. He acknowledges the importance of events like Pride but believes that the company must navigate the complex global political landscape while ensuring the game remains a welcoming environment for all players. Looking to the future, Bellamy is optimistic about Jagex's prospects, aiming to have three stable RuneScape products that are growing and sustainable. He also hopes to explore a broader interpretation of the RuneScape IP, leaving the details to the imagination.