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How W!CKED SAiNTS Studios Is Turning Gen Z Into Real-World Heroes—One Quest At A Time
World Reborn - Worlds' 1st adventure activisim game
What if the points you scored in a game didn't just stay on-screen—but made the world a little better?
That's the radical vision behind World Reborn, the flagship title from W!CKED SAiNTS Studios, a Black- and female-led gaming startup reimagining what it means to 'level up.' Co-founded by Emmy Award-winning storyteller and former peacebuilder Jessica Murrey, the company sits at the intersection of narrative design, behavioral science, and social impact—with the bold idea that games can make you stronger in real life.
Murrey's story begins in Medford, Oregon. 'My mom was the blonde prom queen who went to college and came back to our small town to raise me—her little Black baby,' she shared. 'So I definitely knew what it was like growing up feeling different.'
Despite the challenges, she found power in stories—and pursued a degree in journalism at UNLV. But she graduated into an industry in flux. 'I graduated in 2010, right when they said print was dead,' she recalled.
She started her career producing awareness campaigns for a local TV station, telling stories of abuse and trauma after the fact. It felt reactive. She wondered, What if we could stop the bad things before they happen?
That question took her to Washington, D.C., where she became Head of Communications at Search for Common Ground, the world's largest peacebuilding organization. There, she worked across conflict zones—Burundi, Nigeria, Myanmar—training youth activists, former extremists, and refugees in storytelling and 'common ground activism,' a practice centered around co-creating solutions even with those we disagree with.
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But back home, Murrey noticed something striking: American teens were facing their own crisis—of anxiety, loneliness, and helplessness. 'They deeply cared about issues, but few believed they could actually make a difference.'
She and co-founder Alicia Clifton, a behavioral scientist, asked: What would it take for young people to believe in their power?
The answer, they realized, was in games.
From left to right: Jessica Murrey, CEO/Co-founder; Alicia Clifton, COO/Co-founder; Daphne ... More Larose-Molapo, CTO (founding team)
'Self-efficacy—your belief in your ability to accomplish a goal—is the biggest predictor of whether someone will take action,' Murrey explained. 'And games are built to give you mastery. You get better every time you play.'
That insight became the foundation for World Reborn, a mobile story game designed to build confidence through action. Instead of paying for choices, players earn 'energy'—the game's core currency—by doing things that support their own wellbeing or help others in the real world.
One mission might ask players to leave an anonymous note of encouragement for someone they know is being bullied. Another might reward them for checking the source of an article before sharing it. Every step reinforces that small, meaningful actions—taken together—can add up to something powerful.
So far, players have taken over 25,000 real-world actions, and the emotional impact is already clear: 97% of players say the game makes them feel good, with many describing it as 'healing.'
A standout partnership with Starlight Children's Foundation brought this idea to life in a deeply moving way. After hearing the story of Jade, a young patient who underwent a double lung transplant, players were invited to write uplifting notes to hospitalized kids. More than 7,000 players responded with custom messages.
'Being hospitalized can be a lonely and stressful experience for kids,' said Adam Garone, CEO of Starlight. 'Starlight believes healing begins with happiness, and support and encouragement are powerful tools in a child's medical journey. We are grateful to the thousands of gamers who have sent messages to deliver happiness through World Reborn, making a world of difference in the lives of many hospitalized kids.'
Murrey describes the platform's philosophy in three stages: 'First you watch the hero. Then you play the hero. Now—you are the hero.'
That shift in identity is at the heart of what makes World Reborn so resonant with Gen Z. 'They want to participate in shaping the world,' she said. 'They just need the tools to do it.'
That belief is shared by Discord, one of the platform's early brand partners. Their collaboration during the teaser launch helped create real-world missions that supported mental wellness and connection—values deeply aligned with the Discord community.
Savannah Badalich, Senior Director of Product Policy at Discord, emphasized the power of that alignment:
'In a world where genuine connection feels increasingly rare, gaming offers something profound—a space to discover who we are and find our community. Our partnership with Wicked Saints shows that games aren't just entertainment—they're sanctuaries. According to a sample of players that Wicked Saints surveyed, 97% of players reported feeling good after playing World Reborn—demonstrating that gaming can be a powerful force for positive mental health, well-being and social connection.'
World Reborn is a real-world action platform with the experience of a story game. Fantasy narrative ... More gameplay meets real-life changemakers to provide bite-sized ways to improve your wellbeing, relationships, and the world around you.
The studio's partnerships with brands like e.l.f. Beauty and Discord show how purpose-driven marketing can be immersive and authentic. Instead of interrupting the experience, brands become part of the narrative—offering rewards, recognition, or real-life perks tied to in-game impact.
In World Reborn's teaser launch (which earned a 4.8-star rating), one in four players signed up for e.l.f. Beauty's loyalty program, and the platform achieved a 31% click-through rate—a staggering leap compared to the 0.1% industry average on platforms like Roblox.
'At e.l.f., we disrupt norms, shape culture, and connect communities through positivity, inclusivity, and accessibility,' said Patrick O'Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty. 'We love seeing our community show up, have fun, and create meaningful impact. e.l.f.'s two real-world quests in World Reborn are designed to and boost their confidence—showing them that anything is possible.'
Murrey added: 'What's fascinating is that players don't even see the brands as ads—they see them as part of the mission.'
The studio's partnerships with brands like e.l.f. Beauty and Discord show how purpose-driven ... More marketing can be immersive and authentic.
W!CKED SAiNTS Studios is led by an all-women, majority Black C-suite: Murrey, Clifton, and Daphne LaRose, their CTO and a former senior engineer on Pokémon GO. Backed by Riot Games, the studio is preparing for a grand launch in early 2026 and is currently raising a $10–15 million Series A.
They're looking to partner with bold, purpose-driven brands that want to go beyond awareness—and help activate a generation.
'Our whole model is about aligning the incentives of players and brands to build a better world,' said Murrey. 'And we've already proven they will take action—if you give them the right story, and the right tools.'
In an era of burnout and digital noise, World Reborn is quietly doing something extraordinary: helping young people feel powerful again.
'Our players are already strong, already amazing people,' said Murrey. 'Just giving them the tools so they can know their strengths and change the world—that's what makes it amazing.'
Because sometimes, all it takes to believe in yourself is one quest, one kind act, and a reminder that the hero you've been waiting for… might just be you.
