Case Study · Goal Battle
Season Pass
A feature I took from concept to launch to drive engagement and monetization during Goal Battle's soft launch.
~33%
Revenue share, with Chain Offer
4.7%
iOS pass conversion
3.6%
Android pass conversion
Launched
Q1 2024
Build time
4 months
Team
10 people
Role
Senior Product Manager
Overview
Two goals, one feature
The Season Pass was designed to move two core KPIs at once.
Monetization
Encourage players to make in-app purchases by offering a high-value, low-friction entry point to lift conversion and ARPDAU.
Target KPIs
Conversion rate · ARPDAU
Engagement
Encourage players to play more matches per day and complete more daily missions to progress and earn seasonal rewards.
Target KPIs
Matches per day · Daily missions completed
Strategy
Value perception and accessibility
Based on industry benchmarks, the design follows three principles.
Exclusive content
Season-exclusive characters, costumes, avatars, perks, and chests give each season a thematic identity that draws players in.
Dynamic pricing
Price points are set by country tier, so the Season Pass stays affordable for the vast majority of players.
Segmentation
Rewards vary with each player's main progress, so seasonal progress stays meaningful at every level.
My role
From concept to launch
As the product manager, I owned the feature's full life cycle, bridging business goals and technical execution.
04
Quality assurance
Joined the testing phase with the QA team to ensure a seamless experience before launch.
03
Cross-functional leadership
Delivered the feature on time by aligning artists, backend and client developers, data, and QA.
02
Feature documentation
Prepared a comprehensive feature document covering client, backend, and data requirements, including edge cases.
01
Experience design
Designed all UI flows and navigation screens, making sure the value proposition was visually clear.
Results
Measurable impact from season one
The Season Pass delivered measurable, lasting impact across its target KPIs from the very first season.
Engagement lift
Increased daily match frequency as players collected Season Pass tokens and completed daily missions.
Conversion milestone
Among active players past the trophy gate, 4.7% on iOS and 3.6% on Android bought the pass. It directly supported the conversion lift after launch and every season thereafter.
Revenue driver
Became a cornerstone of the game economy. Together with Chain Offer, it drives ~33% of total revenue and ~35% of ARPDAU.