How Operation Influences Game Performance in Asia Market | Yuli Zhao

1. Era of Angels - Live Operation Strategy
Yuli Zhao
SVP of Corporate Development, Yoozoo Interactive

2. Era of Angels（天使纪元 ）
Introduction：EoA is an independent-developed
MMOARPG game by Yoozoo, featured in various
characters and plenty of dungeons and challenges.
With the long storyline and intensive PVP content, it
presents an remarkable adventure for ARPG fans.
Product launch：11th January 2018
Market Performance
Era of Angels achieved 6.5 million reservations
before the beta test. The total income reached 50 million RMB
within the first five days and the total registered users was over
10 million in two months.
·The best selling App on Tencent application platform in January
·No.1 app on 360 game platform in January in terms of
downloading times and income
·The top 10 selling Apps on Huawei Appstore
·The top 10 selling Apps on Apple store for months
Keywords：Magic World, Massive-Multiplayer On-
Line, Action Role-playing Game

3. Covered by Ice
breaking events
Covered by Long-
term events
Covered by
Special events
General consumers
Premium consumers
Core consumers
• Important part of the game ecology
• Low engagement
• Prone to further explore the game by time
accumulating;
• Relatively slow development in the game, taking
long time to unlock the whole game content
(maps, functions…)
• Stronger engagement in online
activities；
• Keen on monthly/weekly packages to
increase efficiency in order to meet
higher challenges
• Selectively pay for proper packages
(rare gear, skins…)
• High engagement；
• Strong challenging desire and willing
to have continuous investment in
order to be at the top
• Love to collect various skins and
frequently precipitate in Special
events
The Relation between Consumer Groups and Operation Strategy

4. Icebreaking Events
Icebreaking
Accumulated Playing time
Payment
Amount
All game content
Early
content in
first 5 days
First Payment
Package
Marginal
Consumers
Target on General Consumers, consists of low priced paid content for consumer retention
Level Investment+ First Payment Reward
Goals: attempts to turn general consumers to premium consumers,
so that they can reach more game content within specific time. It
also provides motivations to login in the following weeks
Long-term
Activities
Special Activities
Event Name Goals Event Rules Note
Level Investment
Maintain continuous
logging in;
Increase Paying rate
Players can spend 300 diamond to purchase the
package. They can gain considerable diamond
reward when they reach different levels. There are 8
staged reward, with total diamond reward
exceeding the initial payment.
First Payment Reward
Increase Paying rate and
small amount payment
Receive the reward by any amount of payment Small rewards to guide players to this page.
Words Collection
Maintain high level of
daily active users (DAU)
Collect “Sky” “God” “Arriving” “Soon” “Dark eyes”
by eliminating specific monsters/boss of certain
dungeons
More
functions/maps
experienced

5. Long-term Events Appear on Markets or activity pages for long time, mainly about low or medium priced paid content for premium
consumers
Icebreaking
Accumulated Playing time
Long-term Events
Special Events
Event Name Goal Event Rules Note
Daily discount package
Increase continuous payment;
Increase small amount payment
Only once per day, costs diamond
It is not counted in First payment; does not increase VIP exp.
Daily limited package
Increase continuous payment;
Increase small amount payment
Only once per day, costs diamond;
Containing special pets shards
It is not counted in First payment; does not increase VIP exp.
Daily accumulated payment
Increase continuous payment;
Increase small amount payment
Three kinds of rewards under three level of payment Additional rewards after continuous payment (over 5 days)
Monthly package Increase DAU
Costs 300 diamond, gained 300 bound diamond immediatelyand
received 100 bound diamond everyday for 30 days
Diamond Investment
Increase DAU
Increase medium amount of
payment
Choose to buy in under three standards, gaining continuous
diamond back in the followingdays
Players can choose one from 680, 1280, 1880 diamond investments
for only once
Payment
Amount
Packages with low and medium prices
Goal: guiding premium players to have long-term investing
intention, becoming core consumers

6. Special Events Appear on Special event page for short time period, featured in high priced packages, targeting on core consumers
Icebreaking
Accumulated Playing time
Featured in high priced packages
Goal: meeting the needs of core consumers
(for high challenges, high battle power and
high ranking in the server)
Long-term
Events
Special events
Payment
Amount
Event Name Goal Event Rules Note
Daily challenge
Increase DAU;
Increase small-amountpayment
Guiding plays to try core
functions/challenges
Time: the first seven days of a new server
Players will unlock a series of tasks in each day and will receive extra rewards when finish
all tasks
Players can only see the current and previous tasks
Players does not need to finish all tasks within a
single day but within the seven days, and cannot
see the followingdays’ tasks before it comes
Total payment rank
Increase high priced package
sales
Players are ranked by the total payments with in the first seven days
Consumers on the top of the list can receive corresponding rewards
Mainly for core consumers, but also contains
packages for general and premium consumers
Total diamond consuming rank Increase diamond sales
Players are ranked by the total payments with in the first seven days
Consumers on the top of the list can receive corresponding rewards
Daily Competition
Increase large-amount of
payment
Time: the first seven days of a new server
There will be one competition each day about one specific dimension (character level,
energy consumed…)
Rewards will be sent to players on the top of the list at the end of each day
Battle Power Goal Increase DAU; Increase payment
rate; motivate player by setting
goals for plays
Time: the first seven days of a new server
Players can receive corresponding rewards when Battle Power/Levelsreach certain
standard
Level Goal

7. VIP
lv1
Criterion: spend 6 RMB
VIP
lv2
Criterion: spend 30 RMB
VIP
lv3
Criterion: spend 80 RMB
VIP
Lv4
Criterion: spend 120 RMB
VIP
Lv5
Criterion: spend 200 RMB
·Increase lucky money upper
limit to 200 bound diamond
·VIP symbol in chatting channel
·100 times for “like”
·Unlock Voice messages
·Free teleport
·increase 10% exp from killing
monsters
·3 extra pray opportunities
·Unique ‘nobly symbol’
·Increase lucky money upper
limit to 200 bound diamond
·150 times for “like”
·Free teleport
·increase 10% exp from killing
monsters
·3 extra pray opportunities
·Double sign in rewards
·Trade tax reduced by 10%
·Increase exp by 15% from
daily tasks
·Increase lucky money upper
limit to 200 bound diamond
·100 times for “like”
·Unlock Voice messages
·Free teleport
·increase 10% exp from killing
monsters
·3 extra pray opportunities
·Double sign in rewards
·Increase Alchemy exp by 50%
·Free teleport
·Increase 10% exp from
killing monsters
·Increase lucky money upper
limit to 200 bound diamond
·150 times for “like”
·3 extra pray opportunities
·Triple sign in rewards
·Trade tax reduced by 10%
·Increase exp by 15% for
daily tasks
·Quick pass tickets for
warrior challenges
·Rights to start a guild
·Increase 20% exp from killing
monsters
·Increase lucky money upper
limit to 200 bound diamond
·200 times for “like”
·4 times sign in rewards
·4 extra pray opportunities
·Increase exp by 50% from daily
tasks
·Unlock new challenges ’home
of the leader’, the first
challenge
·Quick pass for daily tasks and
guild tasks
·New Exp challenges for 3
times per day
·Able to buy arena tickets for
another 10 times
·3 daily tickets for story
challenges
·Unlock Special Boss
challenges
·Unlock Dark Relic challenges
·Unlock new items in markets
·New ‘nobly symbol’
·Free teleport
·Increase 20% exp from killing
monsters
·Increase lucky money upper
limit to 200 bound diamond
·200 times for “like”
·4 times sign in rewards
·Increase exp by 50% for daily
tasks
·Unlock new challenges ’home
of the leader’, the first
challenge
·New Exp challenges for 3
times per day
·3 daily tickets for story
challenges
·Increase number of
mercenary by 1
·Able to buy arena tickets for
another 10 times
·Increase backpack space by
15
VIP
Lv6
Criterion: spend 500 RMB
Goal of design：
Simplify users’ operation
Increase efficiency
Increase daily gains
Attracting payment by reducing
tiredness
Goal of design：
Increase daily gains
More benefits to
induce payment
Goal of design ：
Increase daily gains
More benefits to
induce payment
Goal of design ：
Increase daily gains
Opportunity to be guild
starter
New rights and reducing
tiredness
Goal of design ：
Increase daily gains
Simplify users’ operation
More sources of relevant items
New rights and challenges;
Further reducing tiredness
Goal of design ：
Increase daily gains
Increase mercenary (battle
efficiency)
Attracting payment by
advantages of rules
VIP Benefits Design

8. VIP
lv7
Criterion: spend 1000 RMB
VIP
lv8
Criterion: spend 2000 RMB
VIP
lv9
Criterion: spend 5000 RMB
VIP
Lv10
Criterion: spend 10000 RMB
VIP
Lv11
Criterion: spend 20000 RMB
·Free teleport
·Increase 20% exp from killing
monsters
·Increase lucky money upper limit
to 200 bound diamond
·200 times for “like”
·5 times sign in rewards
·4 extra pray opportunities
·Increase exp by 50% from daily
tasks
·Unlock new challenges ’home of
the leader’, the second challenge
·Increase number of mercenary by
1
·Able to buy arena tickets for
another 10 times
·Increase inventory space by 15
·Unlock gem slot on gears
·Increase 30% exp from killing
monsters
·Increase lucky money upper
limit to 200 bound diamond
·200 times for “like”
·6 times sign in rewards
·5 extra pray opportunities
·Increase exp by 50% from daily
tasks
·Additional Special Boss
challenge opportunity
·Unlock new challenges ’home
of the leader’, the third
challenge
·New Exp challenges for 4 times
per day
·Increase number of mercenary
by 1
·4 daily tickets for story
challenges
·Additional Dark Relic challenge
opportunities
·rights of message push to the
whole server
·New ‘nobly symbol’
·Free teleport
·Increase 20% exp from killing
monsters
·Increase lucky money upper
limit to 200 bound diamond
·200 times for “like”
·5 times sign in rewards
·4 extra pray opportunities
·Increase exp by 50% from
daily tasks
·Unlock new challenges ’home
of the leader’, the second
challenge
·Quick pass for daily tasks
and guild tasks
·Increase number of
mercenary by 1
·Able to buy arena tickets for
another 10 times
·Respawn opportunities
·Free teleport
·Increase 30% exp from killing
monsters
·Increase lucky money upper
limit to 200 bound diamond
·7 times sign in rewards
·5 extra pray opportunities
·Increase exp by 50% from
daily tasks
·Unlock new challenges ’home
of the leader’, the forth
challenge
·Quick pass for daily tasks and
guild tasks
·New Exp challenges for 4
times per day
·Able to buy arena tickets for
another 20 times
·Increase inventory space by
15
·Free teleport
·Increase 30% exp from killing
monsters
·Increase lucky money upper
limit to 200 bound diamond
·7 times sign in rewards
·5 extra pray opportunities
·Increase exp by 50% from
daily tasks
·Unlock new challenges ’home
of the leader’, the fifth
challenge
·Quick pass for daily tasks
and guild tasks
·New Exp challenges for 4
times per day
·Able to buy arena tickets for
another 20 times
·Additional Dark Relic
challenge opportunities
·Free teleport
·Increase 30% exp from killing
monsters
·Increase lucky money upper
limit to 200 bound diamond
·200 times for “like”
·7 times sign in rewards
·5 extra pray opportunities
·Increase exp by 50% from
daily tasks
·Unlock new challenges ’home
of the leader’, the fifth
challenge
·Quick pass for daily tasks
and guild tasks
·New Exp challenges for 4
times per day
·Able to buy arena tickets for
another 20 times
VIP
Lv12
Criterion: spend 50000 RMB
Goal of design：
Increase daily gains
More benefits and challenges to
induce payment
Goal of design ：
Increase daily gains
More benefits to induce
payment and reducing
tiredness
Goal of design ：
Increase daily gains
More benefits and
challenges to induce
payment
Goal of design ：
Increase daily gains
More benefits and
challenges to induce
payment
Goal of design ：
Increase daily gains
More benefits and challenges
to induce payment
Goal of design ：
Increase daily gains
-
VIP Benefits Design

9. Thanks
Contact: zhaoyl@yoozoo.com