SEASON
PASS
GOAL BATTLE
A feature built from concept to launch to drive engagement and monetization during Goal Battle's soft launch period.
INTRODUCTION
TWO GOALS, ONE FEATURE
We produced the Season Pass feature to move two major KPIs.
ENGAGEMENT
Encourage players to play more matches per day and complete more daily missions to progress on the Season Pass.
MONETIZATION
Encourage players to make in-app purchases by providing a high-value, low-friction entry point that improves conversion rate and ARPDAU.
STRATEGIC APPROACH
VALUE PERCEPTION & ACCESSIBILITY
After observing the industry benchmarks, we defined the following strategy, centered on value perception and accessibility.
SEGMENTATION
We made meaningful, seasonal progress using valuable rewards that vary based on players’ main progress.
DYNAMIC PRICING
We set different price points by country tiers to ensure the Season Pass remains affordable for the vast majority of players.
EXCLUSIVE CONTENT
We utilized season-exclusive characters, costumes, avatars, perks, and chests to attract players’ attention by providing thematic identity.
MY OWNERSHIP
FROM CONCEPT TO LAUNCH
As the Product Manager, I owned the feature’s life cycle, serving as the bridge between business goals and technical execution.
1.
EXPERIENCE DESIGN
Designed all UI flows and navigation screens, ensuring the value proposition was visually clear.
2.
FEATURE DOCUMENTATION
Prepared a comprehensive document detailing the client, backend, and data requirements, including possible edge cases.
3.
CROSS-FUNCTIONAL LEADERSHIP
Delivered the feature on time by aligning artists, backend, and client-side developers, data, and QA.
4.
QUALITY ASSURANCE
Actively participated in the testing phase with the QA team to ensure a seamless experience before launching the feature.
THE RESULT
A TRANSFORMATIVE MILESTONE
The Season Pass delivered measurable, lasting impact across all target KPIs from its very first season.
REVENUE DRIVER
Became a cornerstone of the economy, eventually contributing to ~30% of the title's total revenue.
CONVERSION MILESTONE
Directly supported the lift in conversion rate after the launch and continued supporting it each season.
ENGAGEMENT LIFT
Increased daily match frequency as players collect Season Pass tokens and complete daily missions.
IMPLEMENTATION 1
UNLOCKING SEASON PASS
How can we present the Season Pass to the new players?
Players who have just started might not see its value, while engaged players can. Therefore, we introduced the Season Pass at the right point in each player's journey.
TROPHY LEVEL
An in-game trophy level gates the feature. Until that level, players see the Season Pass locked on the main screen with a tooltip guiding them toward it.
UNLOCK ANIMATION
Upon unlock, an animation clearly presents the Season Pass content and price, building immediate excitement and perceived value.
IMPLEMENTATION 2
STARTING SEASON
What do the new players crave at the beginning of their journey?
All players see the Starting Season first. Without it, new players joining mid-cycle would encounter an unfamiliar regular season. A tailored Starting Season ensures a smooth, compelling first impression.
EXCLUSIVE REWARDS
Rewards focus on an exclusive character, costume, and avatar — high-value items new players crave, available only through Season Pass purchase.
STEP REWARDS
The first steps are more rewarding for both free and paid tracks. In the paid track, premium quality continues to the end; in the free track, reward quality gradually decreases.
THE LAST CHANCE
Upon reaching the final step, a "Last Chance" countdown pop-up appears, giving players a limited window to purchase and claim all premium rewards before moving on.
IMPLEMENTATION 3
REGULAR SEASON
What do the existing players need throughout their journey?
After the Starting Season, players enter the Regular Season — the ongoing, repeating cycle of the Season Pass. Each season has a distinct thematic identity and refreshes every two weeks.
SEASONAL CONCEPT
Each season lasts 2 weeks with a specific concept (Christmas, Halloween, Summer…) shaping all cosmetic rewards for that cycle.
PROGRESS-BASED REWARDS
All seasonal rewards vary based on the player's current Arena, making the Season Pass meaningful and valuable at every progression level.
SEASONAL PERKS
Upon purchase, the Regular Season provides players with perks until the end of that season.
GOLD NAME FRAME
Helps players stand out visually among all other players in the game.
QUEUE SECOND CHEST
Enables players to queue the second chest to start unlocking automatically.
EXTRA WIN-STREAK SAVE
Grants an additional win-streak save during live win-streak events.
