Rockstar Games Social Club, launched in 2008, was an online platform designed to support Rockstar’s game community with social and multiplayer features.

I joined the team in 2012, and over the next 8 years would contribute to various initiatives, as well as maintaining existing titles and features.

Key features include stat tracking, multiplayer crew management, and media sharing tools.

Following the release of Grand Theft Auto Online, there was a surge in new members and User Generated Content in the form of missions, photos, and later videos.

Some memorable milestones include:

• Introducing responsive web design to the company and creating a mobile first web strategy

• Watching our member count reach 100 million (now over 200 million)

• Leading design on the PC Launcher application

• Introduction of component libraries (early design systems) for greater consistency, reduced maintenance, and themable UI

• Increasing sign ups through A/B testing

• Creation of diegetic subdomains which matched in-game experience

Though Social Club branding was largely removed from the end 2023, the domain continues to serve as a hub for the company’s online services and community engagement.