Overview
I joined King as an intern on their live-service mobile game, Paradise Bay. My focus was on enhancing player engagement and driving in-game revenue by designing and optimizing live content and monetization systems. Collaborating across teams, I applied a user-focused and data-driven approach to improve the game’s economy and create engaging player experiences.
Key Achievements
- Increased hard currency purchases by 40% among high-spending players through the successful launch of the Piggy Bank feature.
- Boosted Tradefest participation rates by 15% after optimizing event structures based on player-level data.
- Drove a measurable increase in player retention and engagement by launching live content updates tailored to diverse player personas.
- Contributed to a 10% uplift in event-related in-game purchases through strategic adjustments to monetization systems.
Key Contributions
- Cross-Functional Collaboration: Partnered with designers, producers, and engineers to develop and implement new content systems, such as the Tradefest and Piggy Bank, which significantly improved in-game purchases and player retention.
- Monetization Success: Led the implementation of the Piggy Bank feature, resulting in a 40% increase in hard currency purchases among high-spending players, contributing directly to the game’s revenue growth.
- Data-Informed Game Economy Balancing: Utilized large-scale analytics to balance the game economy, ensuring fair yet challenging gameplay for diverse player segments. Leveraged data insights to enhance event effectiveness and address economic pain points.
- Live Event Optimization: Designed and managed live events, working closely with QA to resolve bugs and ensure timely delivery. These events played a key role in keeping the player base engaged with fresh, dynamic content.
- Content Design: Balanced, designed, and implemented game content, including missions, tutorials, and seasonal events, ensuring alignment with player needs and business goals.
Strategies Applied
- User-Centric Approach: Prioritized player feedback and data to refine live events and ensure features catered to all skill levels, from casual to high-level players.
- Data-Driven Decision-Making: Designed features grounded in quantitative analysis of KPIs, such as player churn and retention metrics, ensuring measurable business impact.
- Agile Development: Worked within an agile framework to manage feature iterations efficiently, adapting rapidly to player feedback and market trends.
Learnings
- Iterative Testing: Discovered the value of rapid prototyping and testing for fine-tuning live content, ensuring updates consistently met user needs and business objectives.
- Deconstructing Competitor Trends: Analyzed the economy and monetization models of successful F2P games, identifying key opportunities to apply those insights to Paradise Bay.
- Balancing Player Personas: Learned to design economies that satisfy casual players while offering engaging challenges and rewards for competitive or long-term users.
