One Shopify Plus store with a home for every game

J!NX makes apparel and collectibles for gamers: its own J!NX line, streamer collaborations, and officially licensed gear for franchises like Overwatch, World of Warcraft, The Witcher 3 and Cyberpunk 2077. Each license has its own fans, its own look and its own release calendar, and all of it sold through jinx.com.

On its old platform, every franchise shared one generic storefront, a crawl of the site turned up broken links and accessibility gaps, and the team's list of what a move would have to carry was long: thousands of product URLs, multiple languages and currencies, gift certificates, and products that could only be sold in certain regions under their licenses.

DYODE came in first on the marketing side, as J!NX's interim VP of Marketing: building a marketing roadmap, running paid search and paid social, and reporting weekly on sales across J!NX's stores.

The replatform came next, under its own scope: move jinx.com to Shopify Plus on a theme rather than a ground-up build, customized from mockups so it fit J!NX's brand.

We recommended three themes, wrote the creative requirements, designed mockups and configured the homepage, collection and product pages, cart and checkout. The centerpiece is a header that changes with the franchise: shop Overwatch, The Witcher 3 or Cyberpunk 2077 and the navigation carries that game's logo and its own shirts, outerwear and accessories menus, while the top bar keeps every other license one click away.

Around the theme we added a wishlist, translation and automatic currency switching for international fans, Shogun for building landing pages without code, and email pop-ups. The same engagement also put Minecraft's official store, which J!NX ran, on Shopify Plus.

See the Minecraft Shop case study

Every old product, collection and content URL was mapped one to one to its new Shopify address, using a crawl of the old site plus manual checks. We set meta descriptions and heading structure on the major pages, generated the sitemap, ran the new store through an SEO crawl before launch and turned on 404 monitoring to catch anything missed.

On the marketing side we built J!NX's Google Ads account structure and audited its paid social. The audit found every ad set cloned from the next with the same creative, so we rebuilt the plan around licenses, with a campaign per franchise and messaging that changes from first visit to repeat purchase.

J!NX moved onto a Shopify Plus store its own team could run, where each franchise reads like its own shop and old links still land in the right place.

DYODE carried the work end to end, from the marketing roadmap through the replatform of both J!NX's own store and the official Minecraft shop it ran.