The main objective behind the implementation of this video piece was twofold:
Our strategy was to portray in a humorous way that anyone can be an EVE Online player using real life situations. We also wanted to remove any preconceptions people might have about necessary skills or time investment needed to enjoy the game and put strong emphasis that EVE Online is at its best when played with friends. It was actually the first time CCP attempted to create a live action cinematic with such a high production quality.
The results for this initiative were very good. Before we started promoting the new recruitment program (around July 20, 2018) we got on average around 125 new registration per day through a recruitment link. After we launched the video it went up to 315 on August 2, 2018 setting an all-time high 125% increase in account registrations using the recruitment program.
