LINEAGE W ยท SEA ยท CONFIDENTIAL
30-Day Launch ReportBรกo cรกo 30 ngร y Launch
Open Beta D1-D30 ยท 27 May - 25 Jun 2026Open Beta D1-D30 ยท 27/5 - 25/6 2026
01Executive SnapshotExecutive Snapshot
Acquisition was close to plan (Install 70%, NRU 77%) but 61% of users dropped at lv8 (shop-unlock point) and 91% by level 43 (mid game-understanding point) -> Revenue reached only 15% of checkpoint.
Break point: most new users leave before lv8 so they never reach the monetize point; those who stay keep dropping heavily before reaching level 43 so they never engage deeply. W1 whales still spent steadily (ARPPU $48 to $82); revenue fell short because the new cohort did not stay long enough to reach payer milestones.
Good: efficient acquisition, good cost control, whales sustained spending.
Watch: early drop at lv8 and lv43, RR01 only 30%.
Direction: push users past lv8 quickly (shorten onboarding, early-milestone packages/triggers), keep them to lv43 (milestones, engaging content), retain whales via VIP care and in-game content. MKT focuses on DAU growth by retaining current users and recalling churned users through July in-game updates/events.
Acquire sรกt plan (Install 70%, NRU 77%) nhฦฐng 61% user drop แป lv8 (mแปc mแป shop) vร 91% user drop แป level 43 (mแปc hiแปu game trung bรฌnh) -> Revenue chแป ฤแบกt 15% checkpoint.
ฤiแปm gรฃy: phแบงn lแปn new user rแปi trฦฐแปc lv8 nรชn chฦฐa chแบกm ฤiแปm monetize, nhรณm trแปฅ lแบกi tiแบฟp tแปฅc drop mแบกnh khi chฦฐa kแปp ฤแบฟn level 43 nรชn chฦฐa engage sรขu. Whale W1 vแบซn chi ฤแปu (ARPPU $48 to $82), doanh thu hแปฅt vรฌ tแปp mแปi khรดng kแปp แป lแบกi tแปi cรกc mแปc tแบกo payer.
Good: acquire hiแปu quแบฃ, kiแปm soรกt chi phรญ tแปt, whale giแปฏ spending.
Watch: drop sแปm แป lv8 vร lv43, RR01 chแป 30%.
Direction: ฤฦฐa user qua lv8 nhanh (rรบt ngแบฏn tรขn thแปง, gรณi/trigger mแปc ฤแบงu), giแปฏ tแปi lv43 (milestone, engage content), giแปฏ whale bแบฑng VIP care, ingame content, MKT tแบญp trung tฤng DAU bแบฑng cรกch giแปฏ chรขn current users & recall churn users qua cรกc hoแบกt ฤแปng ingame update trong thรกng 7
Install
784.6K
Plan 1,112.4KPlan 1,112.4K
70% of planPlan
NRU
500.1K
Plan 648.4KPlan 648.4K
77% of planPlan
Revenue
$1.08M
Plan $7.03MPlan $7.03M
15% of planPlan
Marketing Cost
$3.47M
Budget $4.26MBudget $4.26M
81% of planPlan
Paying User
15.7K
Plan 47.7KPlan 47.7K
33% of planPlan
ARPPU
$69.2
Plan $147.2Plan $147.2
47% of planPlan
Actual Data after 30 DaySแป liแปu thแปฑc tแบฟ sau 30 ngร y
| Scope | Metric | W1 | W2 | W3 | W4 | 30D | Checkpoint | %Checkpoint |
|---|---|---|---|---|---|---|---|---|
| All | Marketing Cost | 3,082,515 | 152,463 | 119,288 | 116,787 | 3,471,053 | 4,261,934 | 81% |
| Branding Cost | 1,737,586 | 50,057 | 76,329 | 97,552 | 1,961,525 | 2,649,666 | 74% | |
| UA Cost | 1,344,929 | 102,406 | 42,959 | 19,234 | 1,509,528 | 1,612,268 | 94% | |
| Install | 676,529 | 50,133 | 30,073 | 23,657 | 784,619 | 1,112,361 | 71% | |
| %NRU | 59% | 110% | 73% | 87% | 64% | 58% | 109% | |
| NRU | 398,151 | 54,956 | 21,836 | 20,649 | 500,130 | 648,438 | 77% | |
| Active User | 398,151 | 125,870 | 93,078 | 80,702 | 500,130 | 648,438 | 77% | |
| RR01 | 25% | 42% | 56% | 70% | 33% | |||
| NPU | 9,944 | 3,575 | 1,485 | 624 | 15,678 | 47,740 | 33% | |
| Paying user | 9,944 | 5,132 | 2,916 | 1,398 | 15,678 | 47,740 | 33% | |
| PR | 2% | 4% | 3% | 2% | 3% | 7% | 43% | |
| Revenue | 478,610 | 251,575 | 201,886 | 114,340 | 1,084,860 | 7,027,328 | 15% | |
| ARPU | 120% | 2.00 | 2.2 | 142% | 2.2 | 10.8 | 20% | |
| ARPPU | 48.1 | 49 | 69.2 | 81.8 | 69.2 | 147.2 | 47% | |
| Non BOT | %NRU | 34% | 53% | 50% | 38% | 35% | 58% | 61% |
| NRU | 228,606 | 26,641 | 15,132 | 8,900 | 278,159 | 648,436 | 43% | |
| Active User | 228,606 | 58,666 | 41,171 | 27,371 | 278,159 | 648,436 | 43% | |
| RR01 | 30% | 31% | 41% | 35% | 30% | |||
| PR | 4% | 9% | 7% | 5% | 6% | 11% | 53% | |
| ARPU | 2.1 | 4.3 | 4.9 | 4.2 | 3.9 | 10.8 | 36% |
02Country PerformanceCountry Performance
SG contributes high revenue on a small install base ($277K on 41K installs), but UA scaling is limited by high CPI and thin volume; SG data is also noised by fake-IP users from other markets, so it is hard to treat as a scalable source. TH/VN/ID have large installs but revenue only reaches 9-14% of checkpoint, absorbing the heaviest early drop.
Good: ARPPU beat plan in MY (147%), PH (115%), ID (92%).
Watch: SG revenue is hard to scale; the other markets have not yet converted into revenue.
Direction: focus on optimizing monetization and retaining TH/VN/ID; keep observing SG before taking further action.
SG ฤรณng gรณp revenue cao trรชn nแปn install nhแป ($277K trรชn 41K install), nhฦฐng scale UA hแบกn chแบฟ do CPI cao vร volume mแปng; sแป liแปu SG cรฒn bแป nhiแป
u bแปi lฦฐแปฃng user fake IP tแปซ market khรกc, nรชn khรณ xem lร nguแปn nhรขn rแปng. TH/VN/ID install lแปn nhฦฐng revenue chแป ฤแบกt 9-14% checkpoint, hแปฉng phแบงn drop sแปm nแบทng nhแบฅt.
Good: ARPPU vฦฐแปฃt plan แป MY (147%), PH (115%), ID (92%).
Watch: revenue SG khรณ nhรขn rแปng, cรกc market cรฒn lแบกi chฦฐa convert ra doanh thu.
Direction: tแบญp trung tแปi ฦฐu monetize vร giแปฏ chรขn TH/VN/ID, tiแบฟp tแปฅc theo dรตi quan sรกt SG trฦฐแปc khi cรณ nhแปฏng hร nh ฤแปng tiแบฟp theo.
30-Day metrics by countrySแป liแปu 30 ngร y theo country
| Metric | VN | TH | ID | SG | MY | PH | Other |
|---|---|---|---|---|---|---|---|
| Marketing Cost | 1,061,289 (101%) | 1,142,568 (69%) | 704,451 (77%) | 185,394 (76%) | 147,514 (85%) | 256,811 (117%) | 182 |
| Branding Cost | 535,974 (84%) | 633,222 (60%) | 447,807 (77%) | 143,893 (91%) | 97,840 (96%) | 131,956 (109%) | |
| UA Cost | 525,315 (125%) | 509,346 (84%) | 256,644 (78%) | 41,501 (48%) | 49,674 (68%) | 124,855 (126%) | |
| Install | 232,224 (78%) | 184,629 (67%) | 170,266 (50%) | 41,013 (155%) | 18,232 (39%) | 76,834 (62%) | 61,421 |
| %NRU | 36% (75%) | 34% (71%) | 26% (59%) | 6 (980%) | 64% (144%) | 39% (90%) | 37% |
| NRU - AU | 83,549 (58%) | 63,439 (48%) | 44,203 (30%) | 244,400 (1516%) | 11,719 (57%) | 30,265 (56%) | 22,555 |
| RR01 | 24% | 26% | 33% | 33% | 38% | 30% | 90% |
| Paying user | 3,486 (22%) | 2,250 (17%) | 1,586 (15%) | 6,250 (485%) | 298 (15%) | 1,088 (22%) | 713 |
| PR | 4% (38%) | 4% (35%) | 4% (51%) | 3% (32%) | 3% (25%) | 4% (40%) | 3% |
| Revenue | 210,159 (13%) | 276,368 (9%) | 206,689 (14%) | 277,516 (66%) | 29,994 (21%) | 71,774 (26%) | 13,341 |
| ARPU | 2.5 (22%) | 4.4 (19%) | 4.7 (47%) | 114% (4%) | 2.6 (37%) | 2.4 (46%) | 59% |
| ARPPU | 60.3 (59%) | 122.8 (53%) | 130.3 (92%) | 44.4 (14%) | 100.7 (147%) | 66 (115%) | 18.7 |
Daily metrics by countryMetric daily theo country
All daily metrics peaked in launch week then slid steadily after W1.
After launch, retention across weeks 2-4 was weak. Revenue kept falling from $251K (W2) to $201K (W3) to $114K (W4), with no balanced revenue trend forming yet.
Active was partly held but PU dropped fast - players stayed but stopped paying.
SG and TH hold most of the revenue; SG has the most stable payer base; bots persist; ARPPU fluctuates around update days.
Watch: the decline continues across W2-W4, monetization falls faster than active.
Direction: build a retention-and-spend rhythm for W2-W4 (recurring top-up events, BM for lower tiers) to form a revenue/PU baseline instead of depending on the launch spike.
Mแปi metric daily ฤแปu ฤแบกt peak แป tuแบงn launch rแปi trฦฐแปฃt ฤแปu sau W1
Sau launch, khแบฃ nฤng duy trรฌ cรกc tuแบงn 2,3,4 chฦฐa tแปt. Revenue tiแบฟp tแปฅc giแบฃm tแปซ $251K (W2) xuแปng $201K (W3) cรฒn $114K (W4), chฦฐa hรฌnh thร nh trend cรขn bแบฑng Rev.
Active cรฒn giแปฏ ฤฦฐแปฃc mแปt phแบงn nhฦฐng PU rแปt nhanh, ngฦฐแปi chฦกi แป lแบกi nhฦฐng ngแปซng nแบกp.
SG vร TH giแปฏ phแบงn lแปn revenue, SG cรณ nแปn payer แปn ฤแปnh nhแบฅt; bot duy trรฌ; ARPPU biแบฟn ฤแปng theo ngร y update
Watch: ฤร giแบฃm cรฒn tiแบฟp diแป
n แป W2-W4, monetize tแปฅt nhanh hฦกn active.
Direction: xรขy nhแปp giแปฏ chรขn vร chi tiรชu cho W2-W4 (event nแบกp ฤแปnh kแปณ, BM cho lower tier) ฤแป tแบกo mแบทt bแบฑng revenue/PU thay vรฌ phแปฅ thuแปc spike launch.
Daily Revenue by country
Revenue peaks at launch then slides; SG / TH hold the share.Revenue ฤแปnh launch rแปi trฦฐแปฃt; SG / TH giแปฏ tแป trแปng.
Click to see detailed dataBแบฅm xem chi tiแบฟt
| Country | 05-27 | 05-28 | 05-29 | 05-30 | 05-31 | 06-01 | 06-02 | 06-03 | 06-04 | 06-05 | 06-06 | 06-07 | 06-08 | 06-09 | 06-10 | 06-11 | 06-12 | 06-13 | 06-14 | 06-15 | 06-16 | 06-17 | 06-18 | 06-19 | 06-20 | 06-21 | 06-22 | 06-23 | 06-24 | 06-25 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| TH | 47,045 | 27,739 | 20,761 | 13,903 | 6,675 | 8,858 | 8,513 | 10,919 | 6,383 | 4,790 | 12,553 | 7,339 | 5,676 | 2,240 | 15,563 | 6,115 | 8,321 | 7,681 | 9,621 | 2,808 | 3,002 | 9,334 | 2,240 | 6,205 | 4,063 | 3,178 | 2,495 | 2,062 | 5,908 | 4,398 |
| VN | 45,722 | 27,058 | 10,378 | 11,814 | 5,527 | 7,832 | 4,974 | 7,908 | 10,154 | 8,714 | 6,854 | 7,488 | 5,152 | 2,722 | 6,974 | 4,646 | 4,452 | 3,489 | 2,257 | 2,374 | 1,867 | 2,842 | 2,512 | 3,042 | 1,237 | 1,869 | 1,412 | 1,582 | 5,168 | 2,157 |
| ID | 21,013 | 13,580 | 11,436 | 14,219 | 7,462 | 5,246 | 3,169 | 13,517 | 11,008 | 6,687 | 3,990 | 8,141 | 3,731 | 3,241 | 13,822 | 4,609 | 4,570 | 7,296 | 9,343 | 3,212 | 1,927 | 9,957 | 2,643 | 3,973 | 2,912 | 2,324 | 2,497 | 2,011 | 2,252 | 5,772 |
| SG | 23,160 | 20,218 | 16,358 | 16,971 | 10,697 | 9,230 | 6,492 | 17,434 | 15,739 | 11,756 | 9,603 | 8,921 | 5,322 | 9,209 | 12,469 | 10,812 | 5,494 | 9,079 | 4,728 | 4,115 | 9,580 | 14,137 | 2,353 | 5,252 | 2,409 | 1,236 | 4,416 | 2,399 | 5,909 | 1,961 |
| PH | 9,746 | 6,745 | 3,642 | 3,695 | 3,906 | 3,292 | 1,909 | 2,433 | 2,020 | 3,381 | 1,521 | 2,229 | 1,238 | 1,748 | 3,534 | 2,281 | 2,033 | 1,241 | 1,439 | 1,776 | 2,545 | 2,986 | 556 | 663 | 820 | 176 | 671 | 345 | 2,907 | 297 |
| MY | 3,883 | 2,144 | 1,979 | 1,103 | 731 | 1,692 | 770 | 1,183 | 779 | 1,672 | 1,313 | 403 | 410 | 538 | 1,081 | 748 | 615 | 904 | 912 | 369 | 574 | 968 | 938 | 732 | 523 | 567 | 300 | 807 | 687 | 630 |
| Other | 1,575 | 1,369 | 870 | 1,085 | 447 | 1,612 | 367 | 1,330 | 653 | 381 | 454 | 335 | 212 | 149 | 282 | 605 | 186 | 203 | 45 | 110 | 177 | 154 | 40 | 237 | 56 | 0 | 176 | 33 | 243 | 160 |
| Total | 152,144 | 98,853 | 65,424 | 62,790 | 35,445 | 37,762 | 26,194 | 54,724 | 46,736 | 37,381 | 36,288 | 34,856 | 21,741 | 19,847 | 53,725 | 29,816 | 25,671 | 29,893 | 28,345 | 14,764 | 19,672 | 40,378 | 11,282 | 20,104 | 12,020 | 9,350 | 11,967 | 9,239 | 23,074 | 15,375 |
Daily PU by country
Paying users shrink across all markets after W1.Sแป payer giแบฃm แป mแปi market sau W1.
Click to see detailed dataBแบฅm xem chi tiแบฟt
| Country | 05-27 | 05-28 | 05-29 | 05-30 | 05-31 | 06-01 | 06-02 | 06-03 | 06-04 | 06-05 | 06-06 | 06-07 | 06-08 | 06-09 | 06-10 | 06-11 | 06-12 | 06-13 | 06-14 | 06-15 | 06-16 | 06-17 | 06-18 | 06-19 | 06-20 | 06-21 | 06-22 | 06-23 | 06-24 | 06-25 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| TH | 604 | 423 | 402 | 543 | 303 | 285 | 208 | 244 | 196 | 196 | 158 | 163 | 129 | 108 | 208 | 150 | 126 | 106 | 119 | 93 | 81 | 85 | 62 | 73 | 56 | 54 | 60 | 53 | 148 | 174 |
| VN | 1,145 | 657 | 872 | 574 | 391 | 411 | 316 | 320 | 262 | 237 | 219 | 197 | 192 | 170 | 296 | 179 | 143 | 159 | 102 | 100 | 85 | 87 | 83 | 83 | 68 | 66 | 66 | 63 | 291 | 257 |
| ID | 393 | 250 | 378 | 232 | 163 | 205 | 132 | 164 | 138 | 105 | 119 | 101 | 76 | 77 | 133 | 86 | 85 | 75 | 77 | 58 | 59 | 36 | 22 | 34 | 51 | 38 | 18 | 25 | 96 | 94 |
| SG | 459 | 459 | 744 | 702 | 422 | 426 | 566 | 444 | 426 | 460 | 614 | 120 | 178 | 188 | 290 | 214 | 163 | 170 | 196 | 181 | 80 | 52 | 46 | 121 | 81 | 147 | 130 | 103 | 108 | 90 |
| PH | 376 | 223 | 222 | 175 | 141 | 116 | 91 | 120 | 138 | 97 | 82 | 66 | 71 | 56 | 112 | 70 | 73 | 61 | 42 | 46 | 42 | 37 | 24 | 19 | 25 | 19 | 21 | 15 | 71 | 63 |
| MY | 70 | 50 | 46 | 35 | 30 | 34 | 19 | 21 | 39 | 36 | 24 | 23 | 12 | 14 | 56 | 20 | 28 | 23 | 12 | 11 | 15 | 12 | 13 | 11 | 8 | 7 | 8 | 7 | 20 | 20 |
| Other | 91 | 88 | 37 | 52 | 67 | 48 | 43 | 172 | 74 | 59 | 50 | 25 | 10 | 11 | 11 | 19 | 7 | 7 | 4 | 6 | 2 | 3 | 3 | 5 | 3 | 0 | 3 | 1 | 73 | 13 |
| Total | 3,138 | 2,150 | 2,701 | 2,313 | 1,517 | 1,525 | 1,375 | 1,485 | 1,273 | 1,190 | 1,266 | 695 | 668 | 624 | 1,106 | 738 | 625 | 601 | 552 | 495 | 364 | 312 | 253 | 346 | 292 | 331 | 306 | 267 | 807 | 711 |
Daily Active (no bot)
Real active declines after launch; SG most stable.Active thแบญt giแบฃm sau launch; SG แปn nhแบฅt.
Click to see detailed dataBแบฅm xem chi tiแบฟt
| Country | 05-27 | 05-28 | 05-29 | 05-30 | 05-31 | 06-01 | 06-02 | 06-03 | 06-04 | 06-05 | 06-06 | 06-07 | 06-08 | 06-09 | 06-10 | 06-11 | 06-12 | 06-13 | 06-14 | 06-15 | 06-16 | 06-17 | 06-18 | 06-19 | 06-20 | 06-21 | 06-22 | 06-23 | 06-24 | 06-25 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| TH | 23,132 | 15,537 | 9,890 | 8,909 | 7,813 | 6,170 | 5,181 | 4,502 | 3,642 | 3,161 | 3,047 | 3,044 | 2,693 | 2,578 | 2,258 | 2,309 | 2,298 | 2,147 | 2,177 | 2,082 | 2,160 | 2,054 | 1,923 | 1,931 | 1,734 | 1,685 | 1,587 | 1,510 | 1,261 | 1,385 |
| VN | 32,510 | 21,865 | 15,044 | 13,001 | 11,481 | 8,839 | 8,493 | 6,456 | 5,445 | 4,889 | 4,698 | 4,669 | 4,376 | 4,190 | 3,822 | 3,878 | 3,823 | 3,651 | 3,459 | 3,143 | 2,924 | 2,750 | 2,780 | 2,591 | 2,286 | 2,234 | 2,103 | 2,088 | 1,932 | 1,856 |
| ID | 18,414 | 14,432 | 8,927 | 7,212 | 6,020 | 5,352 | 4,593 | 3,916 | 3,723 | 3,472 | 3,429 | 3,365 | 3,131 | 3,003 | 2,717 | 2,759 | 2,677 | 2,653 | 2,552 | 2,489 | 2,427 | 2,154 | 2,010 | 1,910 | 1,733 | 1,640 | 1,530 | 1,464 | 1,223 | 1,262 |
| SG | 24,745 | 17,607 | 16,866 | 14,220 | 13,495 | 13,859 | 13,839 | 13,241 | 12,496 | 12,838 | 12,939 | 11,872 | 12,099 | 11,906 | 11,567 | 10,829 | 10,071 | 9,512 | 9,044 | 8,890 | 8,746 | 8,362 | 8,624 | 7,612 | 7,677 | 7,435 | 7,190 | 7,143 | 6,276 | 5,788 |
| PH | 12,117 | 8,007 | 4,788 | 3,834 | 3,228 | 2,731 | 2,603 | 2,154 | 1,923 | 1,761 | 1,647 | 1,596 | 1,467 | 1,435 | 1,253 | 1,285 | 1,290 | 1,214 | 1,130 | 1,137 | 1,128 | 963 | 944 | 859 | 713 | 659 | 616 | 589 | 495 | 537 |
| MY | 2,963 | 1,967 | 1,469 | 1,437 | 1,392 | 1,305 | 1,242 | 1,031 | 1,017 | 960 | 1,043 | 1,073 | 979 | 947 | 766 | 656 | 672 | 702 | 562 | 517 | 476 | 450 | 384 | 361 | 362 | 324 | 330 | 322 | 283 | 318 |
| Other | 1,783 | 1,526 | 1,143 | 938 | 878 | 932 | 919 | 976 | 973 | 1,042 | 1,081 | 1,100 | 1,065 | 1,006 | 925 | 813 | 855 | 860 | 858 | 814 | 852 | 847 | 855 | 860 | 863 | 828 | 800 | 779 | 798 | 1,068 |
| Total | 115,664 | 80,941 | 58,127 | 49,551 | 44,307 | 39,188 | 36,870 | 32,276 | 29,219 | 28,123 | 27,884 | 26,719 | 25,810 | 25,065 | 23,308 | 22,529 | 21,686 | 20,739 | 19,782 | 19,072 | 18,713 | 17,580 | 17,520 | 16,124 | 15,368 | 14,805 | 14,156 | 13,895 | 12,268 | 12,214 |
Daily NRU (no bot)
Acquisition narrows week by week with the UA cut.Acquire thu hแบนp dแบงn theo viแปc cแบฏt UA.
Click to see detailed dataBแบฅm xem chi tiแบฟt
| Country | 05-27 | 05-28 | 05-29 | 05-30 | 05-31 | 06-01 | 06-02 | 06-03 | 06-04 | 06-05 | 06-06 | 06-07 | 06-08 | 06-09 | 06-10 | 06-11 | 06-12 | 06-13 | 06-14 | 06-15 | 06-16 | 06-17 | 06-18 | 06-19 | 06-20 | 06-21 | 06-22 | 06-23 | 06-24 | 06-25 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| TH | 23,132 | 8,577 | 4,570 | 3,960 | 3,416 | 2,381 | 1,785 | 1,484 | 874 | 634 | 550 | 611 | 432 | 374 | 345 | 446 | 407 | 382 | 414 | 403 | 491 | 485 | 435 | 476 | 310 | 277 | 242 | 209 | 171 | 270 |
| VN | 32,509 | 11,639 | 6,979 | 5,725 | 4,840 | 3,097 | 3,221 | 1,944 | 1,060 | 757 | 648 | 677 | 559 | 500 | 431 | 627 | 632 | 579 | 579 | 493 | 545 | 528 | 593 | 484 | 251 | 204 | 157 | 149 | 97 | 112 |
| ID | 18,414 | 7,193 | 3,034 | 1,936 | 1,416 | 1,248 | 933 | 777 | 555 | 488 | 431 | 411 | 337 | 302 | 250 | 348 | 335 | 328 | 302 | 310 | 409 | 320 | 308 | 287 | 194 | 136 | 122 | 100 | 105 | 243 |
| SG | 24,745 | 7,165 | 5,756 | 3,175 | 2,077 | 2,083 | 2,067 | 1,856 | 1,572 | 1,762 | 1,389 | 331 | 624 | 383 | 244 | 420 | 222 | 246 | 171 | 320 | 88 | 135 | 784 | 69 | 72 | 157 | 137 | 196 | 48 | 160 |
| PH | 12,117 | 4,037 | 1,823 | 1,297 | 1,129 | 937 | 939 | 723 | 506 | 356 | 276 | 268 | 246 | 241 | 197 | 247 | 260 | 201 | 198 | 235 | 257 | 184 | 191 | 181 | 67 | 47 | 42 | 41 | 21 | 86 |
| MY | 2,963 | 1,013 | 566 | 538 | 405 | 355 | 203 | 153 | 145 | 93 | 118 | 162 | 119 | 119 | 42 | 114 | 68 | 32 | 27 | 13 | 20 | 30 | 11 | 16 | 9 | 8 | 7 | 5 | 8 | 61 |
| Other | 1,783 | 406 | 162 | 49 | 71 | 164 | 120 | 135 | 80 | 105 | 74 | 44 | 8 | 35 | 13 | 2 | 8 | 22 | 49 | 7 | 59 | 14 | 60 | 51 | 17 | 4 | 54 | 9 | 77 | 296 |
| Total | 115,663 | 40,030 | 22,890 | 16,680 | 13,354 | 10,265 | 9,268 | 7,072 | 4,792 | 4,195 | 3,486 | 2,504 | 2,325 | 1,954 | 1,522 | 2,204 | 1,932 | 1,790 | 1,740 | 1,781 | 1,869 | 1,696 | 2,382 | 1,564 | 920 | 833 | 761 | 709 | 527 | 1,228 |
Daily PU rate (no bot)
SG PU rate far above others and rising by cohort.PU rate SG cao vฦฐแปฃt trแปi vร tฤng theo cohort.
Click to see detailed dataBแบฅm xem chi tiแบฟt
| Country | 05-27 | 05-28 | 05-29 | 05-30 | 05-31 | 06-01 | 06-02 | 06-03 | 06-04 | 06-05 | 06-06 | 06-07 | 06-08 | 06-09 | 06-10 | 06-11 | 06-12 | 06-13 | 06-14 | 06-15 | 06-16 | 06-17 | 06-18 | 06-19 | 06-20 | 06-21 | 06-22 | 06-23 | 06-24 | 06-25 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| TH | 3% | 3% | 4% | 6% | 4% | 5% | 4% | 5% | 5% | 6% | 5% | 5% | 5% | 4% | 9% | 6% | 6% | 5% | 6% | 4% | 4% | 4% | 3% | 4% | 3% | 3% | 4% | 4% | 12% | 13% |
| VN | 4% | 3% | 6% | 4% | 3% | 5% | 4% | 5% | 5% | 5% | 5% | 4% | 4% | 4% | 8% | 5% | 4% | 4% | 3% | 3% | 3% | 3% | 3% | 3% | 3% | 3% | 3% | 3% | 15% | 14% |
| ID | 2% | 2% | 4% | 3% | 3% | 4% | 3% | 4% | 4% | 3% | 4% | 3% | 2% | 3% | 5% | 3% | 3% | 3% | 3% | 2% | 2% | 2% | 1% | 2% | 3% | 2% | 1% | 2% | 8% | 7% |
| SG | 2% | 3% | 4% | 5% | 3% | 3% | 4% | 3% | 3% | 4% | 5% | 1% | 2% | 2% | 2% | 2% | 2% | 2% | 2% | 2% | 1% | 1% | 0% | 2% | 1% | 2% | 2% | 1% | 2% | 2% |
| PH | 3% | 3% | 5% | 5% | 4% | 4% | 4% | 6% | 7% | 6% | 5% | 4% | 5% | 4% | 9% | 5% | 6% | 5% | 4% | 4% | 4% | 4% | 2% | 2% | 4% | 3% | 3% | 2% | 14% | 12% |
| MY | 2% | 2% | 3% | 2% | 2% | 3% | 2% | 2% | 4% | 4% | 2% | 2% | 1% | 2% | 7% | 3% | 4% | 3% | 2% | 2% | 3% | 3% | 3% | 3% | 2% | 2% | 2% | 2% | 7% | 6% |
| Other | 5% | 6% | 3% | 6% | 8% | 5% | 5% | 18% | 8% | 6% | 5% | 2% | 1% | 1% | 1% | 2% | 1% | 1% | 0% | 1% | 0% | 0% | 0% | 1% | 0% | 0 | 0% | 0% | 9% | 1% |
| Total | 3% | 3% | 5% | 5% | 3% | 4% | 4% | 5% | 4% | 4% | 4% | 3% | 3% | 2% | 5% | 3% | 3% | 3% | 3% | 3% | 2% | 2% | 1% | 2% | 2% | 2% | 2% | 2% | 7% | 6% |
Daily ARPPU by country
ARPPU swings on low-payer days; read weekly.ARPPU dao ฤแปng ngร y รญt payer; ฤแปc theo tuแบงn.
Click to see detailed dataBแบฅm xem chi tiแบฟt
| Country | 05-27 | 05-28 | 05-29 | 05-30 | 05-31 | 06-01 | 06-02 | 06-03 | 06-04 | 06-05 | 06-06 | 06-07 | 06-08 | 06-09 | 06-10 | 06-11 | 06-12 | 06-13 | 06-14 | 06-15 | 06-16 | 06-17 | 06-18 | 06-19 | 06-20 | 06-21 | 06-22 | 06-23 | 06-24 | 06-25 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| TH | 77.9 | 65.6 | 51.6 | 25.6 | 22 | 31.1 | 40.9 | 44.8 | 32.6 | 24.4 | 79.4 | 45 | 44 | 20.7 | 74.8 | 40.8 | 66 | 72.5 | 80.8 | 30.2 | 37.1 | 109.8 | 36.1 | 85 | 72.6 | 58.9 | 41.6 | 38.9 | 39.9 | 25.3 |
| VN | 39.9 | 41.2 | 11.9 | 20.6 | 14.1 | 19.1 | 15.7 | 24.7 | 38.8 | 36.8 | 31.3 | 38 | 26.8 | 16 | 23.6 | 26 | 31.1 | 21.9 | 22.1 | 23.7 | 22 | 32.7 | 30.3 | 36.7 | 18.2 | 28.3 | 21.4 | 25.1 | 17.8 | 8.4 |
| ID | 53.5 | 54.3 | 30.3 | 61.3 | 45.8 | 25.6 | 24 | 82.4 | 79.8 | 63.7 | 33.5 | 80.6 | 49.1 | 42.1 | 103.9 | 53.6 | 53.8 | 97.3 | 121.3 | 55.4 | 32.7 | 276.6 | 120.1 | 116.9 | 57.1 | 61.2 | 138.7 | 80.4 | 23.5 | 61.4 |
| SG | 50.5 | 44 | 22 | 24.2 | 25.3 | 21.7 | 11.5 | 39.3 | 36.9 | 25.6 | 15.6 | 74.3 | 29.9 | 49 | 43 | 50.5 | 33.7 | 53.4 | 24.1 | 22.7 | 119.8 | 271.9 | 51.2 | 43.4 | 29.7 | 8.4 | 34 | 23.3 | 54.7 | 21.8 |
| PH | 25.9 | 30.2 | 16.4 | 21.1 | 27.7 | 28.4 | 21 | 20.3 | 14.6 | 34.9 | 18.5 | 33.8 | 17.4 | 31.2 | 31.6 | 32.6 | 27.8 | 20.3 | 34.3 | 38.6 | 60.6 | 80.7 | 23.2 | 34.9 | 32.8 | 9.3 | 32 | 23 | 40.9 | 4.7 |
| MY | 55.5 | 42.9 | 43 | 31.5 | 24.4 | 49.8 | 40.5 | 56.3 | 20 | 46.4 | 54.7 | 17.5 | 34.2 | 38.4 | 19.3 | 37.4 | 22 | 39.3 | 76 | 33.5 | 38.3 | 80.7 | 72.2 | 66.5 | 65.4 | 81 | 37.5 | 115.3 | 34.4 | 31.5 |
| Other | 17.3 | 15.6 | 23.5 | 20.9 | 6.7 | 33.6 | 8.5 | 7.7 | 8.8 | 6.5 | 9.1 | 13.4 | 21.2 | 13.5 | 25.6 | 31.8 | 26.6 | 29 | 11.3 | 18.3 | 88.5 | 51.3 | 13.3 | 47.4 | 18.7 | 0 | 58.7 | 33 | 3.3 | 12.3 |
| Total | 48.5 | 46 | 24.2 | 27.1 | 23.4 | 24.8 | 19.1 | 36.9 | 36.7 | 31.4 | 28.7 | 50.2 | 32.5 | 31.8 | 48.6 | 40.4 | 41.1 | 49.7 | 51.3 | 29.8 | 54 | 129.4 | 44.6 | 58.1 | 41.2 | 28.2 | 39.1 | 34.6 | 28.6 | 21.6 |
03Game Health AnalysisGame Health Analysis
3.1VIP AnalysisVIP Analysis
Caption: Top 100 users = 57% of VIP revenue; Diamond/Platinum hold 100% but Gold/Silver have started to drop.
Assessment: VIP revenue concentrates in a very narrow tip: top 10 users = 20.5%, top 100 = 57%, top 500 = 80% of the all-time total. Tier health is clearly split: Diamond and Platinum (17 users) have zero churn and are holding very well; but Gold dropped 29%, Silver 22%, and low tiers up to 60%. Whales (users spending over $2,000 all-time, tier D and above) distribute as: TH 27, SG 22, ID 17, VN 13, PH 9, MY 2 -> VN and ID do have whales, TH/SG are the thickest, MY and PH are too thin.
Good: high VIP tiers Diamond/Platinum remain active, a solid revenue anchor.
Watch: extreme concentration (top 100 carry 57%), Gold/Silver starting to churn, whales in MY/PH too thin.
Direction: VIP care per top account (Diamond/Platinum), intervene early on the dropping Gold/Silver group, Kent castle siege to keep competitive motivation for whales, prioritize growing whales in thin markets (MY/PH).
Caption: Top 100 user = 57% revenue VIP; Diamond/Platinum trแปฅ 100% nhฦฐng Gold/Silver ฤรฃ bแบฏt ฤแบงu drop.
Nhแบญn ฤแปnh: Revenue VIP dแปn vร o mแปt chรณp rแบฅt hแบนp: top 10 user = 20.5%, top 100 = 57%, top 500 = 80% tแปng all-time. Sแปฉc khแปe theo tier phรขn hรณa rรต: Diamond vร Platinum (17 user) chฦฐa churn ai, ฤang giแปฏ rแบฅt tแปt; nhฦฐng Gold ฤรฃ drop 29%, Silver 22%, vร tier thแบฅp drop tแปi 60%. Whale (user chi tiรชu trรชn $2,000 all-time, tier D trแป lรชn) phรขn bแป: TH 27, SG 22, ID 17, VN 13, PH 9, MY 2 -> VN vร ID vแบซn cรณ whale, TH/SG dร y nhแบฅt, MY vร PH quรก mแปng.
Good: High vip tier Diamond/Platinum cรฒn active , lร ฤiแปm tแปฑa doanh thu chแบฏc.
Watch: tแบญp trung cแปฑc cao (top 100 gรกnh 57%), Gold/Silver bแบฏt ฤแบงu churn , whale แป MY/PH quรก mแปng.
Direction: VIP care theo tแปซng top account (Diamond/Platinum), can thiแปp sแปm nhรณm Gold/Silver ฤang rแปฅng, Kent castle siege ฤแป giแปฏ ฤแปng lแปฑc cแบกnh tranh cho whale, ฦฐu tiรชn nuรดi user thร nh whale.
VIP tier revenue & churn
Diamond/Platinum 0% churn; Gold (29%) & Silver (22%) dropping.Diamond/Platinum churn 0%; Gold (29%), Silver (22%) ฤรฃ drop.
Revenue by VIP tier x country
TH/SG carry the high tiers; MY/PH whale base very thin.TH/SG gรกnh tier cao; whale MY/PH rแบฅt mแปng.
View detail data (Revenue / PU / Top VIP by country)Xem chi tiแบฟt (Revenue / PU / Top VIP theo nฦฐแปc)
3.2BM AnalysisBM Analysis
Revenue by channel (Webshop vs IAP)
Webshop = 95% of revenue, intentional push to optimize profit.Webshop = 95% revenue, chแปง รฝ ฤแบฉy tแปi ฦฐu profit.
Webshop accounts for 95% of revenue, IAP 5%, which optimizes profit. Current revenue comes mainly from large Diamond packages (VN "20,000 Dia" $51.2K, "Shining Dia Supply" $32.8K). The team requested and was approved to release low-price packages to improve PU and convert new users to payers via the OB Celebration Special Chest I, II, III packages.
Good: the 95% Webshop share optimizes profit; premium packages absorb whale spending well.
Watch: pay-depth is shallow, a few Diamond packages carry most revenue, and there is a lack of packages/triggers in the lv8 -> lv43 stage so new users drop before a first purchase.
Direction: add $2-$5 packages and a first-purchase trigger at the onboarding stage, build tiered packages linking cheap chests to Dia packs, combine with Adena-based to ease onboarding then push small packages.
Improve server experience and competition to stimulate spending motivation in mid and late game via castle siege and server transfer.
Webshop chiแบฟm 95% revenue, IAP 5% giรบp tแปi ฦฐu profit. Revenue hiแปn tแบกi ฤแบฟn chแปง yแบฟu tแปซ gรณi Dia lแปn (VN "20,000 Dia" $51.2K, "Shining Dia Supply" $32.8K),
Team ฤรฃ tiแบฟn hร nh request vร ฤฦฐแปฃc approve ฤแป release cรกc gรณi giรก rแบป ฤแป cรณ thแป improve ฤฦฐแปฃc chแป sแป PU, convert tแปซ new sang pay thรดng qua cรกc gรณi OB Celebration Special Chest I,II, III
Good: tแป trแปng Webshop 95% tแปi ฦฐu ฤฦฐแปฃc profit, gรณi cao cแบฅp hแบฅp thแปฅ chi tiรชu whale tแปt.
Watch: pay-depth mแปng, sแป รญt gรณi Dia gรกnh phแบงn lแปn doanh thu, vร thiแบฟu gรณi/trigger แป giai ฤoแบกn tแปซ lv8 -> lv43 nรชn new user drop trฦฐแปc khi kแปp first purchase.
Direction: thรชm gรณi $2-$5 vร first-purchase trigger giai ฤoแบกn tรขn thแปง, dแปฑng cรกc gรณi vแปi bแบญc giรก nแปi chest rแบป vแปi Dia pack, kแบฟt hแปฃp Adena-based ฤแป tรขn thแปง dแป
thแป rแปi ฤแบฉy gรณi nhแป.
Cแบฃi thiแปn trแบฃi nghiแปm vร sแปฑ cแบกnh tranh cแปงa server ฤแป kรญch thรญch ฤแปng lแปฑc chi tiรชu trong giai ฤoแบกn tแปซ mid vร late game thรดng qua castle seige vร server transfer
Package performance (Revenue x PU) - all marketsPerformance gรณi nแบกp (Revenue x PU) - toร n bแป market
Cross at median Revenue & PU splits 4 quadrants. Dot color: Trแปฅc cแบฏt tแบกi trung vแป Revenue & PU chia 4 quadrant. Mร u ฤiแปm: ● high rev + high PU (best)rev cao + PU cao (tแปt nhแบฅt) ● low rev + low PU (weak)rev thแบฅp + PU thแบฅp (yแบฟu nhแบฅt) ● mixedlแบซn lแปn
All markets (aggregated)
Each dot = a package; total revenue x total PU across markets.Mแปi ฤiแปm = 1 gรณi; tแปng revenue x tแปng PU qua cรกc market.
ReadNhแบญn ฤแปnh
Revenue concentrates on a few large Diamond packages; the top-right quadrant (high rev + high PU) is thin -> pay-depth is shallow.Revenue dแปn vร o sแป รญt gรณi Dia lแปn; gรณc trรชn-phแบฃi (rev cao + PU cao) mแปng -> pay-depth nรดng.
Best (high rev + PU): Shining Dia Supply, Red Knight's Dia Box, Red Knight's Morph Box, Membership 28D, Red Knight's Magic Doll BoxTแปt (rev + PU cao): Shining Dia Supply, Red Knight's Dia Box, Red Knight's Morph Box, Membership 28D, Red Knight's Magic Doll Box
Weak (low rev + PU): Pioneer's Blessing Box, Pioneer's Dia Supply Chest, Fruits of Strengthening Key, Record of Conquest Key, Epics Assembly Premium Unlock KeyYแบฟu (rev + PU thแบฅp): Pioneer's Blessing Box, Pioneer's Dia Supply Chest, Fruits of Strengthening Key, Record of Conquest Key, Epics Assembly Premium Unlock Key
📊 View package charts by country📊 Xem chart gรณi nแบกp theo tแปซng nฦฐแปc
VN
Best: Shining Dia Supply, Red Knight's Dia Box, Red Knight's Morph Box, Membership 28D, Red Knight's Magic Doll Box | Weak: 400 Dia, Pioneer's Blessing Box, Fruits of Strengthening Key, Pioneer's Dia Supply Chest, Record of Conquest KeyTแปt: Shining Dia Supply, Red Knight's Dia Box, Red Knight's Morph Box, Membership 28D, Red Knight's Magic Doll Box | Yแบฟu: 400 Dia, Pioneer's Blessing Box, Fruits of Strengthening Key, Pioneer's Dia Supply Chest, Record of Conquest Key
TH
Best: Shining Dia Supply, Red Knight's Dia Box, Red Knight's Morph Box, Membership 28D, OB Celebration Special Chest III | Weak: Pioneer's Blessing Box, Fruits of Strengthening Key, Record of Conquest Key, Pioneer's Dia Supply Chest, Epics Assembly Premium Unlock KeyTแปt: Shining Dia Supply, Red Knight's Dia Box, Red Knight's Morph Box, Membership 28D, OB Celebration Special Chest III | Yแบฟu: Pioneer's Blessing Box, Fruits of Strengthening Key, Record of Conquest Key, Pioneer's Dia Supply Chest, Epics Assembly Premium Unlock Key
SG
Best: Shining Dia Supply, 4,000 Dia, Red Knight's Dia Box, Red Knight's Morph Box, Red Knight's Magic Doll Box | Weak: Pioneer's Blessing Box, Fruits of Strengthening Key, Record of Conquest Key, Pioneer's Dia Supply Chest, Epics Assembly Premium Unlock KeyTแปt: Shining Dia Supply, 4,000 Dia, Red Knight's Dia Box, Red Knight's Morph Box, Red Knight's Magic Doll Box | Yแบฟu: Pioneer's Blessing Box, Fruits of Strengthening Key, Record of Conquest Key, Pioneer's Dia Supply Chest, Epics Assembly Premium Unlock Key
ID
Best: Shining Dia Supply, 4,000 Dia, Red Knight's Dia Box, Red Knight's Morph Box, 1,200 Dia | Weak: Pioneer's Blessing Box, Pioneer's Dia Supply Chest, Fruits of Strengthening Key, Record of Conquest Key, Epics Assembly Premium Unlock KeyTแปt: Shining Dia Supply, 4,000 Dia, Red Knight's Dia Box, Red Knight's Morph Box, 1,200 Dia | Yแบฟu: Pioneer's Blessing Box, Pioneer's Dia Supply Chest, Fruits of Strengthening Key, Record of Conquest Key, Epics Assembly Premium Unlock Key
PH
Best: Shining Dia Supply, Red Knight's Dia Box, Red Knight's Morph Box, 1,200 Dia, OB Celebration Special Chest III | Weak: Pioneer's Dia Supply Chest, Pioneer's Blessing Box, Fruits of Strengthening Key, Record of Conquest Key, Epics Assembly Premium Unlock KeyTแปt: Shining Dia Supply, Red Knight's Dia Box, Red Knight's Morph Box, 1,200 Dia, OB Celebration Special Chest III | Yแบฟu: Pioneer's Dia Supply Chest, Pioneer's Blessing Box, Fruits of Strengthening Key, Record of Conquest Key, Epics Assembly Premium Unlock Key
MY
Best: Shining Dia Supply, 4,000 Dia, 2,000 Dia, Red Knight's Dia Box, Red Knight's Morph Box | Weak: Pioneer's Blessing Box, Pioneer's Dia Supply Chest, Fruits of Strengthening Key, Record of Conquest Key, Epics Assembly Premium Unlock KeyTแปt: Shining Dia Supply, 4,000 Dia, 2,000 Dia, Red Knight's Dia Box, Red Knight's Morph Box | Yแบฟu: Pioneer's Blessing Box, Pioneer's Dia Supply Chest, Fruits of Strengthening Key, Record of Conquest Key, Epics Assembly Premium Unlock Key
Other
Best: Red Knight's Dia Box, Shining Dia Supply, Red Knight's Morph Box, 400 Dia, Membership 28D | Weak: 120 Dia, Pioneer's Blessing Box, The Call of Destiny Key, 1,200 Dia, Journey of Growth KeyTแปt: Red Knight's Dia Box, Shining Dia Supply, Red Knight's Morph Box, 400 Dia, Membership 28D | Yแบฟu: 120 Dia, Pioneer's Blessing Box, The Call of Destiny Key, 1,200 Dia, Journey of Growth Key
3.3Retention AnalysisRetention Analysis
Most users drop before they can monetize: cumulative churn by lv8 is 61% game-wide (VN 69%, TH 66%, ID 57%, PH 59%, SG 53%), and by lv43 under 9% remain active. The largest churn is right at lv1 (49%). Cohort RR1 ~18-23% then falls to RR7 4-7%, RR14 3-4%. By weekly cohort: SG stands out and rises across cohorts (RR1 0.38 in W1 to 0.82 in W3-W4, RR7 up to 0.66) - SG users who pass the gate stick very well; VN/TH/ID/PH stay low and fairly flat (RR1 ~0.18-0.28, RR7 single digit). Most markets retain slightly better in the W2 cohort than W1, showing user quality improves after UA is cut.
Good: post-UA-cut cohorts retain slightly better, SG holds gate-passers well.
Watch: 61% drop before the monetize point, RR7 for VN/TH/ID falls to single digits.
Direction: shorten onboarding + Adena-based to ease passing lv8 (lift real DAU), add early-level guidance and engaging content via community activities.
Phแบงn lแปn user drop trฦฐแปc khi kแปp monetize: cumulative churn tแปi lv8 lร 61% toร n game (VN 69%, TH 66%, ID 57%, PH 59%, SG 53%), tแปi lv43 chแป cรฒn dฦฐแปi 9% active. ฤa phแบงn churn nhiแปu nhแบฅt ngay lv1 (49%). Cohort RR1 ~18-23% rแปi rแปt cรฒn RR7 4-7%, RR14 3-4%. Xรฉt RR cohort theo tแปซng week: SG vฦฐแปฃt trแปi vร tฤng dแบงn qua cรกc cohort (RR1 0.38 W1 lรชn 0.82 W3-W4, RR7 tแปi 0.66), nhรณm qua cแปญa แป SG gแบฏn bรณ rแบฅt tแปt; cรฒn VN/TH/ID/PH giแปฏ thแบฅp vร khรก phแบณng (RR1 ~0.18-0.28, RR7 single digit). ฤa sแป market cรณ cohort W2 retain nhแปnh hฦกn W1, cho thแบฅy chแบฅt lฦฐแปฃng user lรชn sau khi cแบฏt UA.
Good: cohort sau cแบฏt UA retention nhแปnh hฦกn, SG giแปฏ tแปt nhรณm ฤรฃ qua cแปญa.
Watch: 61% drop trฦฐแปc ฤiแปm monetize, RR7 VN/TH/ID vแป single digit.
Direction: rรบt ngแบฏn trแบฃi nghiแปm tรขn thแปง + Adena-based ฤแป qua lv8 dแป
thแป (nรขng real DAU), thรชm hฦฐแปng dแบซn level ฤแบงu, engage content thรดng qua cรกc hoแบกt ฤแปng community.
Cumulative churn by level (1-60)
61% drop by lv8, 91% by lv43.61% drop tแปi lv8, 91% tแปi lv43.
View detailed dataXem chi tiแบฟt
| Lvl | VN | TH | SG | ID | PH | MY |
|---|---|---|---|---|---|---|
| 1 | 38.9% | 31.5% | 48.6% | 24.6% | 26.4% | 31.9% |
| 2 | 47.0% | 41.4% | 49.9% | 34.1% | 35.1% | 39.6% |
| 3 | 50.4% | 45.3% | 50.3% | 37.8% | 38.9% | 42.9% |
| 4 | 52.1% | 47.0% | 50.6% | 39.5% | 40.4% | 44.2% |
| 5 | 57.1% | 52.6% | 51.3% | 44.2% | 45.9% | 48.1% |
| 6 | 61.3% | 57.4% | 52.1% | 48.1% | 50.2% | 51.3% |
| 7 | 64.5% | 61.1% | 52.7% | 52.2% | 53.8% | 54.5% |
| 8 | 68.7% | 65.7% | 53.4% | 56.5% | 58.7% | 57.9% |
| 9 | 69.7% | 66.9% | 53.7% | 57.6% | 60.1% | 58.6% |
| 10 | 70.3% | 67.8% | 54.0% | 58.3% | 60.9% | 59.2% |
| 11 | 72.3% | 70.2% | 54.4% | 60.8% | 63.2% | 61.0% |
| 12 | 73.2% | 71.5% | 54.6% | 62.1% | 64.5% | 62.2% |
| 13 | 73.9% | 72.4% | 54.7% | 63.0% | 65.2% | 62.7% |
| 14 | 74.4% | 73.0% | 54.9% | 63.6% | 65.9% | 63.1% |
| 15 | 75.2% | 73.9% | 55.1% | 64.4% | 66.9% | 63.9% |
| 16 | 76.3% | 75.3% | 55.4% | 65.9% | 68.4% | 64.8% |
| 17 | 77.2% | 76.5% | 55.7% | 67.0% | 69.8% | 65.6% |
| 18 | 78.7% | 78.3% | 56.1% | 68.8% | 71.6% | 66.7% |
| 19 | 78.8% | 78.5% | 56.2% | 68.9% | 71.7% | 66.9% |
| 20 | 79.8% | 79.8% | 56.6% | 70.9% | 73.6% | 68.1% |
| 21 | 80.5% | 80.7% | 57.0% | 72.2% | 74.9% | 68.8% |
| 22 | 80.9% | 81.3% | 57.2% | 72.9% | 75.7% | 69.7% |
| 23 | 81.0% | 81.5% | 57.3% | 73.2% | 76.0% | 69.9% |
| 24 | 82.2% | 82.8% | 57.7% | 74.6% | 77.7% | 70.7% |
| 25 | 83.2% | 83.9% | 58.1% | 76.0% | 79.3% | 71.5% |
| 26 | 83.6% | 84.5% | 58.3% | 76.6% | 79.9% | 71.9% |
| 27 | 83.8% | 84.9% | 58.5% | 76.9% | 80.4% | 72.2% |
| 28 | 84.0% | 85.1% | 58.6% | 77.2% | 80.6% | 72.3% |
| 29 | 84.9% | 85.9% | 59.0% | 78.1% | 81.8% | 73.0% |
| 30 | 85.6% | 86.8% | 59.5% | 79.2% | 83.0% | 75.0% |
| 31 | 86.1% | 87.4% | 60.0% | 80.0% | 83.9% | 75.7% |
| 32 | 87.2% | 88.3% | 61.5% | 81.3% | 85.2% | 77.4% |
| 33 | 88.9% | 89.9% | 63.0% | 83.4% | 87.3% | 78.9% |
| 34 | 90.3% | 91.3% | 64.8% | 85.7% | 89.7% | 80.3% |
| 35 | 90.7% | 91.8% | 65.9% | 86.4% | 90.5% | 81.0% |
| 36 | 90.9% | 92.1% | 66.4% | 86.8% | 90.8% | 81.4% |
| 37 | 91.2% | 92.4% | 67.1% | 87.2% | 91.2% | 81.8% |
| 38 | 91.4% | 92.7% | 67.8% | 87.6% | 91.6% | 82.3% |
| 39 | 91.9% | 93.2% | 69.1% | 88.4% | 92.3% | 83.7% |
| 40 | 92.8% | 94.0% | 73.8% | 89.8% | 93.2% | 87.1% |
| 41 | 94.0% | 94.9% | 77.9% | 91.4% | 94.4% | 90.1% |
| 42 | 94.5% | 95.1% | 80.4% | 91.8% | 94.7% | 91.7% |
| 43 | 95.2% | 95.7% | 83.0% | 92.8% | 95.4% | 93.0% |
| 44 | 95.5% | 96.0% | 84.5% | 93.4% | 95.8% | 93.7% |
| 45 | 95.8% | 96.2% | 85.5% | 93.7% | 96.1% | 94.3% |
| 46 | 96.0% | 96.5% | 86.6% | 94.2% | 96.5% | 94.7% |
| 47 | 96.2% | 96.7% | 87.1% | 94.5% | 96.7% | 94.9% |
| 48 | 96.3% | 96.7% | 87.6% | 94.6% | 96.8% | 95.1% |
| 49 | 96.5% | 97.0% | 88.3% | 95.2% | 97.1% | 95.3% |
| 50 | 97.1% | 97.5% | 89.2% | 96.1% | 97.6% | 95.6% |
| 51 | 97.4% | 97.7% | 89.7% | 96.6% | 97.8% | 95.8% |
| 52 | 97.6% | 97.8% | 90.2% | 96.8% | 97.9% | 95.8% |
| 53 | 97.7% | 97.9% | 90.3% | 96.9% | 98.0% | 96.0% |
| 54 | 97.7% | 97.9% | 90.4% | 97.0% | 98.1% | 96.0% |
| 55 | 97.8% | 97.9% | 90.4% | 97.1% | 98.1% | 96.1% |
| 56 | 97.8% | 98.0% | 90.5% | 97.1% | 98.1% | 96.1% |
| 57 | 97.8% | 98.0% | 90.5% | 97.1% | 98.1% | 96.1% |
| 58 | 97.8% | 98.0% | 90.5% | 97.1% | 98.1% | 96.1% |
| 59 | 97.8% | 98.0% | 90.5% | 97.1% | 98.1% | 96.1% |
| 60 | 97.8% | 98.0% | 90.5% | 97.1% | 98.1% | 96.1% |
RR1 / RR7 / RR14 by NRU cohort (weekly)RR1 / RR7 / RR14 theo NRU cohort (tuแบงn)
| Country | RR1 | RR7 | RR14 | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| W1 | W2 | W3 | W4 | W5 | W1 | W2 | W3 | W4 | W5 | W1 | W2 | W3 | W4 | W5 | |
| VN | 18% | 21% | 18% | 20% | 26% | 4% | 7% | 5% | 5% | - | 3% | 4% | 4% | - | - |
| TH | 20% | 23% | 23% | 23% | 26% | 4% | 7% | 6% | 4% | - | 2% | 4% | 3% | - | - |
| SG | 38% | 55% | 82% | 82% | 76% | 25% | 35% | 62% | 66% | - | 16% | 22% | 42% | - | - |
| ID | 25% | 28% | 23% | 24% | 19% | 6% | 11% | 6% | 3% | - | 4% | 8% | 4% | - | - |
| PH | 24% | 26% | 22% | 22% | 25% | 6% | 8% | 5% | 4% | - | 3% | 3% | 3% | - | - |
| MY | 30% | 36% | 43% | 28% | 21% | 13% | 18% | 20% | 12% | - | 5% | 10% | 24% | - | - |
3.4Power MapPower Map
Power and revenue concentrate in a few servers: the top 2 (Pandora 03 $220K, Aden 09 $186K) hold 37% of VIP revenue, top 5 hold 56%, top 10 hold 71%. On guild competition within a server, only 3 servers have two evenly-matched strong guilds competing, while 28/48 servers are almost entirely dominated by one guild and 11 servers are overpowered by one guild. Only 12 servers have high-tier whales (Gold and above); 23 servers have no meaningful VIP (almost all small spenders). The Oren cluster (12 servers) contributes just 4.9% of revenue and is mostly near-empty.
Good: a few large servers (Pandora 03, Pandora 07, Aden 06) have several strong competing guilds, so they retain players and whales.
Watch: most servers are dominated by a single guild; the small servers at the bottom have almost no whales and very few players.
Direction: open Kent castle siege only on servers 1 and 2 of each world to push players to transfer and gradually consolidate onto servers 1-2; this reduces fragmentation, drives guild competition, and creates a balance to open cross-server later.
Sแปฉc mแบกnh vร doanh thu dแปn vร o sแป รญt server: top 2 (Pandora 03 $220K, Aden 09 $186K) chiแบฟm 37% revenue VIP, top 5 chiแบฟm 56%, top 10 chiแบฟm 71%. Xรฉt mแปฉc cแบกnh tranh giแปฏa cรกc guild trong cรนng server, chแป 3 server cรณ tแปซ hai guild mแบกnh ngang nhau ฤua tranh, cรฒn 28/48 server bแป mแปt guild ฤแปc chiแบฟm gแบงn nhฦฐ tuyแปt ฤแปi vร 11 server bแป mแปt guild รกp ฤแบฃo. Chแป 12 server cรณ whale tier cao (Gold trแป lรชn), 23 server khรดng cรณ VIP ฤรกng kแป (gแบงn nhฦฐ toร n user chi nhแป). Riรชng cแปฅm Oren (12 server) chแป ฤรณng 4.9% revenue vร phแบงn lแปn gแบงn nhฦฐ khรดng cรฒn ngฦฐแปi chฦกi.
Good: vร i server lแปn (Pandora 03, Pandora 07, Aden 06) cรณ nhiแปu guild mแบกnh cแบกnh tranh nhau nรชn giแปฏ ฤฦฐแปฃc ngฦฐแปi chฦกi vร whale แป lแบกi.
Watch: ฤa sแป server chแป mแปt guild thแปng trแป; nhรณm server nhแป แป cuแปi bแบฃng gแบงn nhฦฐ khรดng cรณ whale vร rแบฅt รญt ngฦฐแปi chฦกi.
Direction: chแป mแป Kent castle siege แป server 1 vร 2 cแปงa mแปi world ฤแป thรบc ฤแบฉy user chuyแปn server, gom dแบงn vแป server 1,2; cรกch nร y giแบฃm phรขn mแบฃnh server, ฤแบฉy cแบกnh tranh guild, vร tแบกo thแบฟ cรขn bแบฑng ฤแป mแป liรชn server (cross-server) sau nร y.
Aden World
12 servers489 guilds$351,930 rev1 healthy6 critical
♛ SleepingCats (Aden 09) - Karurx (Diamond,TH)
♛ COUNTRYSIDE (Aden 08) - KohSamui (Platinum,TH)
♛ DragonTribe (Aden 01) - IGUAG (Silver,TH)
Eva World
12 servers318 guilds$178,795 rev0 healthy7 critical
♛ WuxiaGaming (Eva 09) - WuxiaShi (Platinum,VN)
♛ Bros (Eva 10) - lupinx (Platinum,ID)
♛ Quรขnฤoร nBแบฅtTแปญ (Eva 07) - Abcxyz (Silver,VN)
Oren World
12 servers121 guilds$53,350 rev0 healthy8 critical
♛ NanYangKitchen (Oren 04) - weakling (Silver,SG)
♛ Lauxanh (Oren 11) - Vian (Silver,SG)
♛ GGGGGGGGGGGG (Oren 08) - TigerLord (Silver,SG)
Pandora World
12 servers461 guilds$509,941 rev2 healthy7 critical
♛ Violence (Pandora 03) - CrazyMonster (Diamond,SG)
♛ LimitID (Pandora 11) - Blacklotus (Platinum,SG)
♛ HOMELANDER (Pandora 05) - Arabee (Diamond,ID)
📊 View server detail (by world)Xem chi tiแบฟt server (theo world)
Aden World
Aden 01High
P1 DragonTribe ยท IGUAG $3,125 (Silver,TH)
P2 VNFamilly ยท ChitNe $677 (C. $400 - $2,000,VN)
VIP rev $28,713
Aden 02Critical
P1 VIETNAM02 ยท SooNN $1,573 (C. $400 - $2,000,SG)
P2 ComTam ยท nhan01 $320 (B. $100 - $400,VN)
VIP rev $13,232
Aden 03High
P1 Treasure ยท XiYANGyuhui $1,822 (C. $400 - $2,000,SG)
P2 Elysian ยท LahYok $1,503 (C. $400 - $2,000,TH)
VIP rev $19,496
Aden 04Medium
P1 Hellheim ยท CayChiRua $222 (B. $100 - $400,VN)
P2 ya04 ยท ROBINX $62 (A. $0 - $100,Other)
VIP rev $2,554
Aden 05Critical
P1 GARUDA ยท เนExCluSivEเน $2,709 (Silver,TH)
P2 Neko ยท Harmonica $85 (A. $0 - $100,VN)
VIP rev $8,016
Aden 06Healthy
P1 PARIS ยท TomStar $4,380 (Gold,VN)
P2 HAVOC ยท Calcium $6,832 (Gold,TH)
VIP rev $25,741
Aden 07Critical
P1 Arise ยท Wasak $3,303 (Silver,PH)
P2 ya07 ยท VVDVVD $11 (A. $0 - $100,Other)
VIP rev $10,100
Aden 08Critical
P1 COUNTRYSIDE ยท KohSamui $12,466 (Platinum,TH)
P2 JAC ยท Ananda $576 (C. $400 - $2,000,VN)
VIP rev $37,995
Aden 09Medium
P1 SleepingCats ยท Karurx $32,277 (Diamond,TH)
P2 BANGKOK ยท NVMx $8,714 (Gold,TH)
VIP rev $185,910
Aden 10Critical
P1 BOOS ยท Sinaa $1,479 (C. $400 - $2,000,VN)
P2 ฤแปฃi ยท Shigen $1,025 (C. $400 - $2,000,VN)
VIP rev $7,342
Aden 11High
P1 Number ยท ZoHanzz $305 (B. $100 - $400,TH)
P2 FUBAOSHOME ยท YuOne $241 (B. $100 - $400,PH)
VIP rev $3,295
Aden 12Critical
P1 TianKong ยท DEF $2,392 (Silver,TH)
P2 Home ยท FireSouL $786 (C. $400 - $2,000,VN)
VIP rev $9,536
Eva World
Eva 01Critical
P1 EternalLegion ยท SnowDaron $1,067 (C. $400 - $2,000,VN)
P2 HOMEh ยท godgg $39 (A. $0 - $100,SG)
VIP rev $4,820
Eva 02Medium
P1 ThirdSpace ยท CrazyArcher $465 (C. $400 - $2,000,SG)
P2 2K ยท catelaer $332 (B. $100 - $400,ID)
VIP rev $3,651
Eva 03Critical
P1 warmfamily ยท Sri $4,105 (Gold,MY)
P2 ay0372 ยท Inchel $37 (A. $0 - $100,SG)
VIP rev $9,292
Eva 04High
P1 Sanmen ยท Eily $303 (B. $100 - $400,ID)
P2 RavenQuest ยท guthitding $174 (B. $100 - $400,SG)
VIP rev $3,122
Eva 05Critical
P1 RedHorse ยท Lucky777 $908 (C. $400 - $2,000,SG)
P2 hailanzhijia ยท LXY2026 $278 (B. $100 - $400,SG)
VIP rev $3,917
Eva 06Critical
P1 Boonrawd ยท Nightnight $2,676 (Silver,TH)
P2 HeroMiracle ยท GG66 $397 (C. $400 - $2,000,SG)
VIP rev $7,724
Eva 07Critical
P1 Quรขnฤoร nBแบฅtTแปญ ยท Abcxyz $2,730 (Silver,VN)
P2 Clone ยท Alizabet $420 (C. $400 - $2,000,VN)
VIP rev $14,843
Eva 08Medium
P1 SGTrollGame ยท Suriima $607 (C. $400 - $2,000,VN)
P2 ZERO ยท cy7788 $177 (B. $100 - $400,TH)
VIP rev $4,611
Eva 09Medium
P1 WuxiaGaming ยท WuxiaShi $15,495 (Platinum,VN)
P2 Mutineer ยท Gotzillaa $15,247 (Platinum,TH)
VIP rev $90,699
Eva 10Critical
P1 Bros ยท lupinx $16,880 (Platinum,ID)
P2 DOUGLASH ยท R3n4t4 $341 (B. $100 - $400,ID)
VIP rev $21,817
Eva 11Critical
P1 Dominion ยท Sandybaby $2,131 (Silver,SG)
P2 TJITRAMOERGHA ยท Rainnn $554 (C. $400 - $2,000,ID)
VIP rev $8,811
Eva 12High
P1 Farmpeacefully ยท Tabiko $443 (C. $400 - $2,000,SG)
P2 SIGTeam ยท SiameseMori $818 (C. $400 - $2,000,PH)
VIP rev $5,488
Oren World
Oren 01Critical
P1 WolfCat ยท MoonKnight $659 (C. $400 - $2,000,TH)
P2 Djarum ยท HanQuoc001 $424 (C. $400 - $2,000,VN)
VIP rev $2,370
Oren 02Medium
P1 HighHeaven ยท Yuul $227 (B. $100 - $400,TH)
P2 STO ยท Whales $140 (B. $100 - $400,PH)
VIP rev $1,479
Oren 03High
P1 Sร iGรฒn ยท MER $171 (B. $100 - $400,VN)
P2 ourui03 ยท Yelak $8 (A. $0 - $100,SG)
VIP rev $1,677
Oren 04Critical
P1 NanYangKitchen ยท weakling $1,968 (Silver,SG)
P2 Zeta ยท ElfGodStep $104 (B. $100 - $400,TH)
VIP rev $11,201
Oren 05Critical
P1 SleepingForest ยท FogX $873 (C. $400 - $2,000,MY)
P2 Emperium ยท Vigilator $106 (B. $100 - $400,MY)
VIP rev $1,783
Oren 06Critical
P1 ChymSieuTo ยท ClaireRField $75 (A. $0 - $100,TH)
P2 ViแปnDฦฐแปกngLรฃo ยท CแปฅรngLowLuck $45 (A. $0 - $100,VN)
VIP rev $1,244
Oren 07Critical
P1 GODLIKE ยท Ellezee $1,902 (C. $400 - $2,000,PH)
P2 ourui07 ยท Cusi $8 (A. $0 - $100,SG)
VIP rev $3,886
Oren 08High
P1 GGGGGGGGGGGG ยท TigerLord $2,790 (Silver,SG)
P2 INTER ยท AEFINTER $1,482 (C. $400 - $2,000,TH)
VIP rev $9,277
Oren 09Critical
P1 TOP ยท Rukamaro $636 (C. $400 - $2,000,ID)
P2 RedSpider ยท Careless $241 (B. $100 - $400,TH)
VIP rev $3,335
Oren 10Critical
P1 WeAreOne ยท HNQ85 $796 (C. $400 - $2,000,VN)
P2 ourui10 ยท Qap $8 (A. $0 - $100,SG)
VIP rev $2,836
Oren 11Critical
P1 Lauxanh ยท Vian $3,842 (Silver,SG)
P2 DOGJIANG ยท PainAux $155 (B. $100 - $400,ID)
VIP rev $8,119
Oren 12High
P1 CNXKingdom ยท Kuraynai $1,705 (C. $400 - $2,000,TH)
P2 GOLDEN ยท tepe07 $330 (B. $100 - $400,ID)
VIP rev $6,143
Pandora World
Pandora 01Critical
P1 KEADILAN ยท Trion $4,580 (Gold,ID)
P2 qin ยท ZKY $697 (C. $400 - $2,000,SG)
VIP rev $18,776
Pandora 02Critical
P1 Line2Pay ยท xMinazukix $3,368 (Silver,SG)
P2 Laws ยท lekhoa $444 (C. $400 - $2,000,VN)
VIP rev $7,987
Pandora 03Healthy
P1 Violence ยท CrazyMonster $26,657 (Diamond,SG)
P2 PROSGARD ยท DylandPROS $27,474 (Diamond,ID)
VIP rev $220,206
Pandora 04Critical
P1 IRREGULARS ยท Xunlong $801 (C. $400 - $2,000,SG)
P2 CASTALIA ยท Lilys $160 (B. $100 - $400,ID)
VIP rev $5,735
Pandora 05Critical
P1 HOMELANDER ยท Arabee $27,360 (Diamond,ID)
P2 PhanThแป ยท karinn $1,073 (C. $400 - $2,000,VN)
VIP rev $31,361
Pandora 06Critical
P1 V2 ยท XScorpioX $1,314 (C. $400 - $2,000,VN)
P2 GVNV2 ยท playtowin $134 (B. $100 - $400,VN)
VIP rev $12,232
Pandora 07Healthy
P1 Revenger ยท Bami $9,295 (Gold,VN)
P2 ValhallaS ยท Bebelac $9,555 (Gold,ID)
VIP rev $76,655
Pandora 08Critical
P1 LorLor ยท Trร Sแปฏaaa $1,571 (C. $400 - $2,000,VN)
P2 Flower ยท ฤรดngฤแบนpTrai $208 (B. $100 - $400,VN)
VIP rev $8,400
Pandora 09High
P1 R4 ยท BuBem $2,705 (Silver,VN)
P2 Hero ยท Rune $1,067 (C. $400 - $2,000,SG)
VIP rev $21,105
Pandora 10High
P1 CHNDragon ยท IM $6,690 (Gold,SG)
P2 Glory ยท Lvl999 $295 (B. $100 - $400,PH)
VIP rev $36,484
Pandora 11High
P1 LimitID ยท Blacklotus $11,446 (Platinum,SG)
P2 VรดCแปฑcCรกc ยท Immortal $2,756 (Silver,VN)
VIP rev $44,184
Pandora 12Critical
P1 GoldenDragons ยท JZ0921 $3,157 (Silver,PH)
P2 NexusAmity ยท roseappa $665 (C. $400 - $2,000,PH)
VIP rev $26,816
3.5BOT & RMTBOT & RMT
The bot volume in game is lower than L2M because the game is hard to farm gear, drop rates are low, and there are built-in anti-bot mechanisms. The remaining bots cluster on only a few servers (Eva 08, Aden 03, Aden 08, Pandora 06) without spreading. On the diamond economy, the diamonds players earn (82.1M) and the amount spent are nearly equal (about 96% of earned is spent), so diamond value stays stable and is not devalued; whale-heavy servers hoard the most diamonds (Aden 09, Eva 09).
Good: the diamond economy is stable; bots are not a concern by scale.
Watch: a few servers both have many bots and generate many diamonds (Aden 03, Aden 08) and should be watched and banned when needed.
Direction: monitor this server group periodically; no urgent intervention needed yet, keep them to maintain active in-game users.
Lฦฐแปฃng bot trong game thแบฅp hฦกn L2M vรฌ game khรณ cร y ฤแป, tแป lแป rฦกi ฤแป thแบฅp vร cรณ sแบตn cฦก chแบฟ chแบทn bot trong game. Sแป bot cรฒn lแบกi chแป tแปฅ แป vร i server (Eva 08, Aden 03, Aden 08, Pandora 06), khรดng lan rแปng. Vแป kinh tแบฟ diamond, lฦฐแปฃng diamond ngฦฐแปi chฦกi kiแบฟm ฤฦฐแปฃc (82.1M) vร lฦฐแปฃng tiรชu ฤi gแบงn bแบฑng nhau (tiรชu khoแบฃng 96% phแบงn kiแบฟm), nรชn giรก trแป diamond vแบซn แปn ฤแปnh, chฦฐa bแป mแบฅt giรก; cรกc server ฤรดng whale lร nฦกi tรญch trแปฏ diamond nhiแปu nhแบฅt (Aden 09, Eva 09).
Good: kinh tแบฟ diamond แปn ฤแปnh, bot khรดng ฤรกng lo vแป quy mรด.
Watch: vร i server vแปซa nhiแปu bot vแปซa tแบกo ra nhiแปu diamond (Aden 03, Aden 08) cแบงn ฤแป mแบฏt theo dรตi vร ban khi cแบงn thiแบฟt.
Direction: theo dรตi ฤแปnh kแปณ nhรณm server nร y, chฦฐa cแบงn can thiแปp gแบฅp vแบซn giแปฏ ฤแป duy trรฌ active user ingamef
Bot vs non-bot DAU by server (all)DAU bot vs non-bot theo server (toร n bแป)
Big servers are mostly non-bot; bot share higher on a few; scroll for all.Server lแปn chแปง yแบฟu non-bot; vร i server bot cao hฦกn; cuแปn ฤแป xem hแบฟt.
View detail (Total / Non-bot / Bot / Bot%)Xem chi tiแบฟt (Total / Non-bot / Bot / %Bot)
| Server | Total DAU | Non-bot | Bot | Bot% |
|---|---|---|---|---|
| Aden 09 | 185,626 | 83,108 | 102,518 | 55% |
| Aden 01 | 156,144 | 55,476 | 100,668 | 64% |
| Eva 09 | 108,613 | 48,385 | 60,228 | 55% |
| Pandora 03 | 83,004 | 47,758 | 35,246 | 42% |
| Aden 08 | 70,166 | 19,469 | 50,697 | 72% |
| Aden 03 | 69,367 | 21,054 | 48,313 | 70% |
| Aden 02 | 66,696 | 23,277 | 43,419 | 65% |
| Pandora 10 | 63,008 | 27,372 | 35,636 | 57% |
| Pandora 09 | 61,739 | 19,625 | 42,114 | 68% |
| Pandora 07 | 61,281 | 34,211 | 27,070 | 44% |
| Eva 02 | 60,671 | 38,523 | 22,148 | 37% |
| Pandora 06 | 58,842 | 17,955 | 40,887 | 69% |
| Pandora 11 | 52,194 | 17,707 | 34,487 | 66% |
| Aden 06 | 50,797 | 22,329 | 28,468 | 56% |
| Eva 10 | 49,631 | 38,687 | 10,944 | 22% |
| Pandora 01 | 48,228 | 25,795 | 22,433 | 47% |
| Eva 01 | 47,034 | 14,937 | 32,097 | 68% |
| Pandora 12 | 45,260 | 24,619 | 20,641 | 46% |
| Aden 05 | 40,306 | 16,413 | 23,893 | 59% |
| Aden 11 | 40,210 | 15,047 | 25,163 | 63% |
| Pandora 08 | 39,392 | 13,886 | 25,506 | 65% |
| Eva 03 | 38,549 | 22,965 | 15,584 | 40% |
| Pandora 05 | 38,165 | 12,681 | 25,484 | 67% |
| Eva 12 | 36,061 | 26,243 | 9,818 | 27% |
| Aden 04 | 35,655 | 13,026 | 22,629 | 63% |
| Aden 07 | 35,255 | 12,770 | 22,485 | 64% |
| Pandora 04 | 35,039 | 12,616 | 22,423 | 64% |
| Eva 08 | 34,885 | 8,763 | 26,122 | 75% |
| Aden 12 | 34,460 | 11,776 | 22,684 | 66% |
| Eva 07 | 32,086 | 13,128 | 18,958 | 59% |
| Pandora 02 | 31,626 | 14,612 | 17,014 | 54% |
| Aden 10 | 28,010 | 10,897 | 17,113 | 61% |
| Oren 02 | 27,327 | 17,357 | 9,970 | 36% |
| Eva 04 | 25,467 | 10,901 | 14,566 | 57% |
| Eva 11 | 24,181 | 9,880 | 14,301 | 59% |
| Eva 05 | 23,595 | 6,622 | 16,973 | 72% |
| Oren 01 | 22,856 | 8,083 | 14,773 | 65% |
| Eva 06 | 22,126 | 7,196 | 14,930 | 67% |
| Oren 04 | 20,813 | 11,550 | 9,263 | 45% |
| Oren 03 | 15,921 | 4,236 | 11,685 | 73% |
| Oren 12 | 15,620 | 7,059 | 8,561 | 55% |
| Oren 08 | 13,504 | 5,591 | 7,913 | 59% |
| Oren 07 | 13,283 | 5,363 | 7,920 | 60% |
| Oren 05 | 12,978 | 4,959 | 8,019 | 62% |
| Oren 06 | 12,482 | 3,558 | 8,924 | 71% |
| Oren 09 | 11,671 | 3,562 | 8,109 | 69% |
| Oren 11 | 11,515 | 4,664 | 6,851 | 59% |
| Oren 10 | 10,381 | 3,790 | 6,591 | 63% |
| Hardin 01 | 4 | 1 | 3 | 75% |
Diamond gain vs spend (daily)Diamond gain vs spend (theo ngร y)
Gain & spend track closely; economy balanced.Gain & spend bรกm sรกt nhau; economy cรขn bแบฑng.
View detail (Gain / Spend / Net)Xem chi tiแบฟt (Gain / Spend / Net)
| Date | Gain | Spend | Net |
|---|---|---|---|
| 05-27 | 6,291,033 | 5,483,181 | 807,852 |
| 05-28 | 4,622,746 | 4,380,170 | 242,576 |
| 05-29 | 3,574,523 | 2,805,051 | 769,472 |
| 05-30 | 3,356,220 | 3,153,014 | 203,206 |
| 05-31 | 2,086,693 | 1,933,297 | 153,396 |
| 06-01 | 2,374,776 | 2,090,356 | 284,420 |
| 06-02 | 1,751,572 | 1,647,323 | 104,249 |
| 06-03 | 3,833,070 | 4,005,998 | -172,928 |
| 06-04 | 3,371,303 | 3,126,636 | 244,667 |
| 06-05 | 3,478,325 | 2,914,452 | 563,873 |
| 06-06 | 2,754,833 | 2,731,975 | 22,858 |
| 06-07 | 1,756,860 | 1,998,379 | -241,519 |
| 06-08 | 2,328,049 | 2,200,057 | 127,992 |
| 06-09 | 2,026,084 | 1,931,975 | 94,109 |
| 06-10 | 4,907,556 | 5,396,277 | -488,721 |
| 06-11 | 2,921,349 | 2,881,418 | 39,931 |
| 06-12 | 2,718,004 | 2,525,757 | 192,247 |
| 06-13 | 2,666,184 | 2,688,601 | -22,417 |
| 06-14 | 3,621,315 | 3,425,896 | 195,419 |
| 06-15 | 1,986,515 | 2,067,900 | -81,385 |
| 06-16 | 2,344,445 | 1,980,311 | 364,134 |
| 06-17 | 3,835,159 | 4,321,679 | -486,520 |
| 06-18 | 1,360,219 | 1,489,022 | -128,803 |
| 06-19 | 2,336,387 | 2,190,247 | 146,140 |
| 06-20 | 1,548,159 | 1,765,298 | -217,139 |
| 06-21 | 1,323,755 | 1,210,440 | 113,315 |
| 06-22 | 1,425,736 | 1,202,985 | 222,751 |
| 06-23 | 1,272,853 | 1,098,674 | 174,179 |
| 06-24 | 2,596,677 | 2,676,253 | -79,576 |
| 06-25 | 1,609,027 | 1,570,298 | 38,729 |
04Marketing AnalysisMarketing Analysis
4.1Overall Marketing AnalysisOverall Marketing Analysis
MKT Budget & Performance OverviewMKT Budget & Performance Overview
Total Installs reached 71% vs plan (781K Install), with Organic only 34% of total installs. Organic installs rose to 57% in W4 because paid-install UA budget was cut.
→ Lower organic installs led to lower overall install volume.
%NRU/Installs overall (Non-BOT) reached only 36% vs the 58% planned ratio; although weekly %NRU/Installs (Non-BOT) during OB ranged 50%-55%, because OB-day %NRU only hit 53% vs the 119% same-day KPI, overall NRU fell short.
pCPI improved week over week, but ROAS (RevNNPU/UA Cost) in W3 & W4 OB was not as high as W1-W2
→ the later it gets, the harder new users are to monetize.
%MKT Cost/Rev improved in weeks 2+ vs W1 OB.
⇒
Direction (M2): Allocate 80% of marketing efforts to promoting July's major updates (PvP, Castle Siege, Adena Base) to drive DAU and retain current users. The remaining 20% will focus on acquiring NRU from competitor games.
UA: Launch recall campaigns targeting churned users around key updates (Server Transfer, Castle Siege, Adena Base). In parallel, boost key content to maximize reach among current users and support retention.
Branding: Partner with high-potential micro KOLs (War Reporters, Streamers) who can build a long-term relationship with Lineage W and actively participate in July's key in-game activities. Increase social buzz through KOLs, War Reporters, Bound Dia, merchandise, and major update campaigns.
S&C: Align communications with in-game events. Leverage Bound Dia and merchandise for social viral activities, while utilizing War Reporters to seed event content in competitor game communities to reach relevant audiences and convert NRU.
Total Installs ฤแบกt 71% vs plan (781K Install), Org chแป chiแบฟm 34% total installs. Org Installs แป W4 tฤng lรชn 57% vรฌ giแบฃm budget UA cho paid installs.
→ Hแปฅt Org Installs dแบซn ฤแบฟn hแปฅt Install Volume chung.
%NRU/Installs overall (Non BOT) chแป ฤแบกt 36% vs tแป lแป 58% plan, dรน %NRU/Installs (Non BOT) แป cรกc week trong OB giao ฤแปng tแปซ 50% - 55%, tuy nhiรชn vรฌ %NRU ngร y OB chแป ฤแบกt 53% so vแปi KPI 119% cรนng ngร y nรชn dแบซn ฤแบฟn hแปฅt sแป NRU overall.
pCPI ฤฦฐแปฃc cแบฃi thiแปn qua tแปซng tuแบงn, tuy nhiรชn ROAS (RevNNPU/UA Cost) แป W3 & W4 OB khรดng cao bแบฑng W1 W2
→ cร ng vแป sau new user cร ng khรณ monetization
%MKT Cost/Rev แป cรกc week 2+ ฤฦฐแปฃc improve so vแปi W1 OB
⇒
Direction (M2): 80% tแบญp trung truyแปn thรดng cรกc big updates trong thรกng 7 (PvP, Castle Siege, Adena Base) nhแบฑm tฤng DAU vร giแปฏ chรขn current users. 20% tแบญp trung chuyแปn ฤแปi NRU tแปซ cรกc competitor games.
UA: Triแปn khai recall campaigns cho churn users xoay quanh cรกc big updates (Server Transfer, Castle Siege, Adena Base). ฤแปng thแปi boost cรกc key contents ฤแป tแปi ฤa hรณa reach tแปi current users, gรณp phแบงn duy trรฌ retention.
Branding: Hแปฃp tรกc vแปi cรกc micro KOCs (War Reporters, Streamers) cรณ tiแปm nฤng vร ฤแปnh hฦฐแปng ฤแปng hร nh lรขu dร i cรนng Lineage W, tham gia vร lan tแปa cรกc key in-game activities trong thรกng 7. Tฤng social buzz thรดng qua KOC, War Reporter, Bound Dia, merch vร cรกc hoแบกt ฤแปng xoay quanh big updates.
S&C: Truyแปn thรดng bรกm sรกt cรกc in-game events; sแปญ dแปฅng Bound Dia vร merch ฤแป tแบกo viral social activities. Kแบฟt hแปฃp War Reporters seeding cรกc sแปฑ kiแปn trรชn cแปng ฤแปng cแปงa competitor games nhแบฑm tiแบฟp cแบญn ฤรบng tแปp ngฦฐแปi chฦกi vร chuyแปn ฤแปi NRU.
| Metric | Pre-Heat | Pre-Reg | Pre-DL | OB W1 | OB W2 | OB W3 | OB W4 | Total |
|---|---|---|---|---|---|---|---|---|
| Installs | 286,995 | 386,602 | 50,133 | 30,073 | 27,875 | 781,678 | ||
| Org Installs | 112,687 | 117,540 | 19,868 | 7,045 | 15,900 | 273,040 | ||
| % Org Installs | 39% | 30% | 40% | 23% | 57% | 35% | ||
| NRU (Non Bot) | 228,699 | 26,720 | 15,305 | 15,353 | 286,077 | |||
| CPN (Non Bot) | 5.4 | 5.7 | 7.8 | 7.6 | 12.1 | |||
| MKT Cost | 59,098 | 1,508,358 | 284,428 | 1,230,631 | 152,463 | 119,288 | 116,787 | 3,471,053 |
| UA Cost | 246,430 | 1,098,499 | 102,406 | 42,959 | 19,234 | 1,509,528 | ||
| Revenue | 478,610 | 251,575 | 201,886 | 152,789 | 1,084,860 | |||
| eCPI | 99% | 3.2 | 3 | 4 | 4.2 | 4.4 | ||
| pCPI | 141% | 4.1 | 3.4 | 1.87 | 1.61 | 3 | ||
| %MKT Cost/Rev | 2.6 | 61% | 59% | 76% | 3.2 | |||
| ROAS (RevNNPU/UA Cost) | 18% | 11% | 9% | 8% | 14% |
eCPI / pCPI / ROAS by phase
CPI rises, ROAS slips: marginal paid efficiency fading.CPI tฤng, ROAS giแบฃm: hiแปu quแบฃ paid biรชn cแบกn dแบงn.
Organic install share by phase
Organic rises to 57% in W4 as paid budget is cut.Organic lรชn 57% แป W4 khi cแบฏt budget paid.
Budget spending activityBudget spending activity
Big-bang launchBig-bang launch
Pre-Reg + OB W1 = ~79% of total spend. Max awareness and audience pool built before launch; organic conversion (Register -> Download) below expectation.Pre-Reg + OB W1 = ~79% tแปng chi. Tแปi ฤa awareness vร build audience pool trฦฐแปc launch; organic convert (Register -> Download) dฦฐแปi kแปณ vแปng.
PR tapered after W2PR tแบฏt dแบงn sau W2
PR is spread evenly across the pre-launch period, but gradually winds down from W2. Not maintaining PR coverage during these phases means important messages rely solely on organic social - resulting in significantly more limited reach.PR trแบฃi ฤแปu qua pre-launch, nhฦฐng tแบฏt dแบงn tแปซ W2. Viแปc khรดng duy trรฌ PR cho cรกc giai ฤoแบกn nร y ฤแปng nghฤฉa vแปi viแปc nhแปฏng thรดng ฤiแปp quan trแปng chแป phแปฅ thuแปc vร o organic social - reach hแบกn chแบฟ hฦกn nhiแปu.
KOL spread, no OB pumpKOL dร n trแบฃi, thiแบฟu pump OB
Creators ran across W2-W4 but no synchronized OB-day stream/post; pre-launch access limited so momentum was diluted into later weeks.KOL chแบกy xuyรชn W2-W4 nhฦฐng khรดng stream/post ฤแปng loแบกt ngร y OB; thiแบฟu trแบฃi nghiแปm trฦฐแปc game nรชn momentum bแป dร n trแบฃi sang cรกc tuแบงn sau.
Online Event ~ $0Online Event ~ $0
Biggest gap. The cheapest MMORPG retention tool (tournament stream, guild-war broadcast, top-player showcase, login countdown) went unused, not approved for S&C.Gap lแปn nhแบฅt. Cรดng cแปฅ retention rแบป nhแบฅt cแปงa MMORPG (tournament stream, guild-war broadcast, top-player showcase, login countdown) khรดng ฤฦฐแปฃc dรนng, chฦฐa duyแปt cho S&C.
Most marketing budget and activities were concentrated in the pre-OB and OB Week 1 period. After launch, Social & Community efforts focused mainly on in-game updates, with limited community engagement initiatives to sustain hype, retain players and maintain positive conversations. As a result, negative topics quickly dominated community discussions and hurt user sentiment.Phแบงn lแปn ngรขn sรกch vร hoแบกt ฤแปng MKT tแบญp trung vร o giai ฤoแบกn trฦฐแปc OB vร W1 OB. Sau OB, Social & Community chแปง yแบฟu truyแปn thรดng cรกc cแบญp nhแบญt in-game, thiแบฟu cรกc hoแบกt ฤแปng tฦฐฦกng tรกc cแปng ฤแปng ฤแป duy trรฌ hype, giแปฏ chรขn ngฦฐแปi chฦกi vร thรบc ฤแบฉy thแบฃo luแบญn tรญch cแปฑc. ฤiแปu nร y khiแบฟn cรกc chแปง ฤแป tiรชu cแปฑc nhanh chรณng chiแบฟm ฦฐu thแบฟ vร แบฃnh hฦฐแปng ฤแบฟn user sentiment.
Branding activities were heavily front-loaded before OB, while creator campaigns were only rolled out from OB Week 2 onward, missing the most critical window (OB & Week 1) to maximize organic buzz and NRU acquisition.Hoแบกt ฤแปng branding tแบญp trung chแปง yแบฟu trฦฐแปc OB, trong khi cรกc creator campaign chแป ฤฦฐแปฃc triแปn khai tแปซ W2 OB, bแป lแปก giai ฤoแบกn quan trแปng nhแบฅt (OB & W1) ฤแป tแบกo organic buzz vร tแปi ฤa hรณa NRU.
Cost composition by phase
UA install + ads branding dominate Pre-Reg & OB W1; offline peaks at Pre-Reg (showcase).UA install + ads branding chiแบฟm Pre-Reg & OB W1; offline ฤแปnh แป Pre-Reg (showcase).
Offline cost by activity
Showcase is the biggest offline spend.Showcase lร khoแบฃn offline lแปn nhแบฅt.
Full cost by activity x phaseChi tiแบฟt cost theo activity x phase
| Activity | Pre-Heat | Pre-Reg | Pre-DL | OB W1 | OB W2 | OB W3 | OB W4 | Total | % |
|---|---|---|---|---|---|---|---|---|---|
| Ads Branding | 38,441 | 1,055,493 | 11,098 | 72,831 | 21,129 | 47,401 | 73,532 | 1,319,926 | 38% |
| UA App Install | - | - | 246,430 | 1,098,499 | 102,406 | 42,959 | 19,234 | 1,509,528 | 43% |
| Total Digital | 38,441 | 1,055,493 | 257,528 | 1,171,330 | 123,535 | 90,360 | 92,767 | 2,829,454 | 82% |
| KOC/KOL/Streamer | - | 48,303 | - | 42,101 | 17,810 | 17,810 | 17,810 | 143,834 | 4% |
| Production | 10,000 | 87,260 | 15,000 | 10,000 | 10,000 | 10,000 | 5,000 | 147,260 | 4% |
| Offline Showcase | - | 255,120 | - | - | - | - | - | 255,120 | 7% |
| Merchandise | - | 41,805 | 2,731 | - | - | - | - | 44,536 | 1% |
| PR | 9,539 | 19,260 | 8,052 | 6,082 | - | - | 92 | 43,025 | 1% |
| Collaborator & Other | 1,118 | 1,118 | 1,118 | 1,118 | 1,118 | 1,118 | 1,118 | 7,826 | 0% |
| Total Offline | 20,657 | 452,866 | 26,901 | 59,301 | 28,928 | 28,928 | 24,020 | 641,601 | 18% |
| Grand Total - MKT Cost | 59,098 | 1,508,359 | 284,429 | 1,230,631 | 152,463 | 119,288 | 116,787 | 3,471,055 | 100% |
4.2Detail UA AnalysisDetail UA Analysis
Marketing budget & User acquisitionMarketing budget & User acquisition
Platform insight:
Installs go mostly to Android (76%) but actual revenue comes from PC and iOS. PC is only 14% of installs but contributes 63% of revenue. iOS is similar: 11% installs, 22% revenue. Android is the opposite - 76% installs but a disproportionately low revenue contribution.
Key learning: Android is the biggest platform by user volume, but given the game's heavy CDN, we should steer Android users toward playing more on PC to raise revenue quality. In parallel, increase targeting of iOS and PC users - although these two platforms are hard to convert via paid UA (ATT tracking limits, lack of PC tracking), the better strategy is to push organic channels and cross-platform re-engagement from the existing Android base.
Platform insight:
Install phรขn bแป chแปง yแบฟu cho Android (76%) nhฦฐng revenue thแปฑc tแบฟ ฤแบฟn tแปซ PC vร iOS. PC chแป 14% install nhฦฐng ฤรณng gรณp 63% revenue. iOS tฦฐฦกng tแปฑ: 11% install, 22% revenue. Android ngฦฐแปฃc lแบกi - 76% install nhฦฐng revenue contribution thแบฅp khรดng tฦฐฦกng xแปฉng.
Key learning: Android lร platform ฤรณng gรณp lแปn nhแบฅt vแป user volume, tuy nhiรชn vแปi ฤแบทc thรน game cรณ CDN nแบทng, cแบงn ฤแปnh hฦฐแปng user Android chuyแปn sang chฦกi trรชn PC nhiแปu hฦกn ฤแป tฤng revenue quality. Song song ฤรณ, cแบงn tฤng targeting vร o iOS vร PC user - dรน ฤรขy lร 2 platform khรณ convert qua UA paid (ATT tracking limit, lack of tracking for PC), chiแบฟn lฦฐแปฃc phรน hแปฃp hฦกn lร ฤแบฉy mแบกnh cรกc channel organic vร cross-platform re-engagement tแปซ base Android hiแปn cรณ
Install % vs Revenue % by platform
Android 76% install but low revenue; PC drives 63% revenue.Android 76% install nhฦฐng revenue thแบฅp; PC ฤรณng 63% revenue.
Install & eCPI by market
TH/VN eCPI high; ID/PH cost-efficient.TH/VN eCPI cao; ID/PH rแบป.
| Market | Org Inst | Paid Inst | Total Inst | Offline Brand $ | Digital $ | MKT Cost $ | eCPI |
|---|---|---|---|---|---|---|---|
| VN | 64,306 | 167,169 | 231,475 | 207,597 | 601,887 | 809,484 | 3.5 |
| TH | 45,646 | 138,134 | 183,780 | 154,190 | 587,521 | 741,711 | 4 |
| ID | 44,273 | 125,460 | 169,733 | 194,337 | 304,883 | 499,220 | 2.9 |
| SG | 33,357 | 7,544 | 40,901 | 32,938 | 51,428 | 84,366 | 2.1 |
| MY | 6,546 | 11,583 | 18,129 | 25,662 | 54,152 | 79,814 | 4.4 |
| PH | 21,029 | 55,427 | 76,456 | 26,874 | 132,920 | 159,794 | 2.1 |
| Other | 57,845 | 3,368 | 61,213 | 182.4 | 182.4 | 0% |
UA: Budget allocation & strategyUA: Budget allocation & strategy
| Phase | Timeline | Budget Plan $ | Spent $ | %Spent | Main KPI | KPI Plan | KPI Actual | %KPI |
|---|---|---|---|---|---|---|---|---|
| Pre-Heat | 03/04 - 10/04 | 47,022 | 38,441 | 82% | Pre-Registrated Users | 1,008,167 | 1,193,785 | 118% |
| Pre-Registration | 11/04 - 23/04 | 1,286,424 | 1,055,493 | 82% | ||||
| Pre-Download | 24/05 - 26/05 | 291,113 | 257,528 | 88% | Installs | 62,972 | 174,308 | 277% |
| OB + M1 | 27/05 - 25/06 | 1,504,828 | 1,477,991 | 98% | Installs | 356,841 | 334,330 | 94% |
| Total | 03/04 - 25/06 | 3,129,387 | 2,829,454 | 90% | Installs | 1,427,980 | 1,702,423 | 119% |
Budget plan vs spent by phase
Spent 90% of plan; concentrated in Pre-Reg + OB W1.Chi 90% plan; dแปn vร o Pre-Reg + OB W1.
Spent share by phase
Pre-Reg + OB W1 absorb ~79% of total spend.Pre-Reg + OB W1 chiแบฟm ~79% tแปng chi.
UA strategy & target audienceChiแบฟn lฦฐแปฃc UA & target audience
Target audience:Target audience: Focus on Whale and Core MMORPG users. Leverage retargeting segments - page followers, page engagers, Lineage W content engagers, ad clickers who have not installed, and lookalike high-potential audiences.Tแบญp trung Whale vร Core MMORPG. Tแบญn dแปฅng retargeting - page followers, page engagers, ngฦฐแปi engage content Lineage W, ad clickers chฦฐa install, vร lookalike tiแปm nฤng cao.
Pre-RegistrationPre-Registration
Maximize pre-registrations. Build awareness among Whale & Core MMORPG, grow social communities (followers, groups, Discord) and develop high-quality retargeting segments.Tแปi ฤa pre-registration. Build awareness Whale & Core MMORPG, tฤng cแปng ฤแปng social (followers, group, Discord) vร dแปฑng retargeting chแบฅt lฦฐแปฃng cao.
Pre-DownloadPre-Download
Maximize App Installs & CDN Downloads. Bidding 70% install-volume optimization, 30% drive CDN downloads to cut download time and improve OB-day readiness.Tแปi ฤa App Install & CDN Download. Bidding 70% tแปi ฦฐu install volume, 30% ฤแบฉy CDN download ฤแป giแบฃm thแปi gian tแบฃi, sแบตn sร ng cho ngร y OB.
OB + M1OB + M1
Week 1: 30% budget to install volume, 70% to tCPA. Week 2+: shift majority to tCPA & tROAS and minimize UA budget.Week 1: 30% budget install volume, 70% tCPA. Week 2+: dแปn phแบงn lแปn sang tCPA & tROAS vร minimize UA budget.
UA: Deep-dive by channelsUA: Deep-dive by channels
Performance by channel
ASA is the most efficient channel: NRU rate 64%, RoAS 78%, and the highest RR07 - 5.7%. However it faces a budget-scaling barrier - only 7% of budget ($158K).
Google holds 65% of install volume and 49% of NRU volume with a fairly good CPI of just $2.5. GG RR07 ranks 2nd across channels, behind only ASA. But ROAS reaches only 5% -> Google works well at pulling install and NRU volume but monetizes worse than other channels because most GG installs are Android devices, which monetize worse than iOS.
Facebook ranks 2nd in install and NRU volume (25% installs and 32% NRU volume). Although CPI is higher than Google, ROAS is 2x better (15%).
TikTok has a good NRU rate of 64% because it runs only on iOS, but its ROAS and RR are both weak.
Agency takes <1% of budget, the lowest CPI at $1.39, CPNRU $7.43 - but RoAS is only 7% and NRU rate is low at 19%. Agency only performs well in SG; other markets are weak.
Performance by Channel
ASAย lร channel hiแปu quแบฃ nhแบฅt: NRU rateย 64%, RoASย 78%, vร RR07 cao nhแบฅt - 5.7%. Tuy nhiรชn lแบกi gแบทp rร o cแบฃn vแป scale budget - chแป chiแบฟm 7% budget ($158K).
Googleย chiแบฟmย 65% Install Volume vร 49% NRU Volume vแปi CPI khรก tแปt, chแป $2.5. RR07 cแปงa GG xแบฟp thแปฉ 2 trรชn tแบฅt cแบฃ channels, chแป sau ASA. Tuy nhiรชn ROAS chแป ฤแบกt 5% -> Google work well trong viแปc kรฉo volume vแป installs vร NRU nhฦฐng monetization lแบกi khรดng tแปt bแบฑng cรกc channel khรกc vรฌ ฤa sแป installs tแปซ GG lร Android device, Android device khรดng monetization tแปt bแบฑng iOS device.
Facebookย xแบฟp thแปฉ 2 vแป Installs Volume vร NRU volume (25% Installs vร 32% NRU volume). Mแบทc dรน CPI cao hฦกn Google nhฦฐng ROAS tแปt hฦกn x2 lแบงn (15%)
TikTokย NRU rateย tแปt 64% vรฌ chแป chแบกy trรชn iOS device, tuy nhiรชn ROAS cแปงa channel nร y vร RR ฤแปu khรดng tแปt
Agencyย chiแบฟm <1% budget, CPI thแบฅp nhแบฅt $1.39, CPNRU $7.43 - nhฦฐng RoAS chแป 7% vร NRU rate thแบฅp 19%. Agency chแป perform tแปt แป SG, cรกc market khรกc ฤแปu khรดng tแปt.
| Metric | FB | GG | TT | ASA | Agency | Total |
|---|---|---|---|---|---|---|
| Cost | $652,055 | $815,625 | $141,395 | $109,070 | $14,828 | $1,732,973 |
| Install | 125,744 | 326,765 | 17,547 | 19,314 | 10,697 | 500,067 |
| NRU | 47,246 | 70,747 | 11,281 | 12,401 | 2,018 | 143,693 |
| NRU Rate | 38% | 22% | 64% | 64% | 19% | 29% |
| CPI | $5.19 | $2.50 | $8.06 | $5.65 | $1.39 | $3.47 |
| CPNRU | $13.80 | $11.53 | $12.53 | $8.80 | $7.35 | $12.06 |
| Revenue | $100,005 | $59,822 | $8,469 | $84,924 | $1,075 | $254,295 |
| RoAS | 15% | 7% | 6% | 78% | 7% | 15% |
Performance read by marketNhแบญn ฤแปnh theo market
THTH
Best monetization in SEA. Rev $134K, ROAS 23% (highest). ASA ROAS 145% self-funding. -> Key market, can scale ASA.Monetize tแปt nhแบฅt SEA. Rev $134K, ROAS 23% (cao nhแบฅt). ASA ROAS 145% self-funding. -> Key market, cรณ thแป scale ASA.
VNVN
Highest install (163K) but Rev $37K, ROAS 6%. Volume not paying. -> Stop scaling volume; retarget cohort + optimize monetization.Install cao nhแบฅt (163K) nhฦฐng Rev $37K, ROAS 6%. Volume khรดng pay. -> Ngแปซng scale volume; retarget cohort + tแปi ฦฐu monetize.
IDID
Top-3 install (124K), Rev $43K, ROAS 14%. Lowest CPI $2.46. ASA ROAS 142%. -> Room to increase allocation.Install top-3 (124K), Rev $43K, ROAS 14%. CPI thแบฅp nhแบฅt $2.46. ASA ROAS 142%. -> Cรณ room tฤng allocation.
PHPH
Cheap CPI $2.43, Rev $18K, ROAS 14%. Low paying rate offset by low cost. -> Maintain current users.CPI rแบป $2.43, Rev $18K, ROAS 14%. Paying rate thแบฅp nhฦฐng cost thแบฅp bรน lแบกi. -> Maintain user hiแปn tแบกi.
SGSG
Most expensive CPI $7.17, lowest install (7K) but highest organic (33K/41K). Paid ROAS 23%. -> Grow organic + community.CPI ฤแบฏt nhแบฅt $7.17, install thแบฅp nhแบฅt (7K) nhฦฐng organic cao nhแบฅt (33K/41K). Paid ROAS 23%. -> Nuรดi organic + community.
MYMY
Small budget ($54K), install 14K, Rev $8K, ROAS 16% (top-2). CPI $3.80. -> Maintain current users.Budget nhแป ($54K), install 14K, Rev $8K, ROAS 16% (top-2). CPI $3.80. -> Maintain user hiแปn tแบกi.
Retention quality by channelChแบฅt lฦฐแปฃng retention theo channel
RR1 / RR3 / RR7 by channel
ASA & Google retain best; Other/TikTok weakest.ASA & Google giแปฏ chรขn tแปt nhแบฅt; Other/TikTok yแบฟu nhแบฅt.
| Channel | NRU | RR1 | RR3 | RR7 | Rating |
|---|---|---|---|---|---|
| Apple Search Ads | 12,295 | 26.0% | 10.6% | 5.7% | Average |
| 69,419 | 20.5% | 7.8% | 4.0% | Weak | |
| 47,085 | 20.5% | 7.6% | 3.4% | Weak | |
| Other | 36,471 | 8.6% | 3.8% | 2.1% | Weak |
| TikTok | 11,300 | 15.9% | 4.3% | 1.6% | Weak |
UA: Deep-dive by creative & audienceUA: Deep-dive by creative & audience
Creative insightsInsight creative
Video > BannerVideo > Banner
Video consistently outperforms banner on CPI across all 6 markets (Meta video CPI: $1.57-$3.58). Prioritize video production for upcoming campaigns.Video luรดn cรณ CPI tแปt hฦกn Banner แป cแบฃ 6 thแป trฦฐแปng (Meta Video CPI: $1.57-$3.58). ฦฏu tiรชn ฤแบงu tฦฐ sแบฃn xuแบฅt video cho cรกc chiแบฟn dแปch sแบฏp tแปi.
Class IntroClass Intro
Best performing concept overall - Blade/Mage/Knight Class Intro drives highest install volume on Meta. Spirit Blade 30s: best CPI at $1.57. Scale and produce more class variants.Concept cรณ hiแปu quแบฃ tแปt nhแบฅt vแป UA. Video giแปi thiแปu class (Blade/Mage/Knight) mang lแบกi install cao nhแบฅt trรชn Meta; Spirit Blade 30s ฤแบกt CPI tแปt nhแบฅt ($1.57). Nรชn mแป rแปng, sแบฃn xuแบฅt thรชm variations theo tแปซng class.
Cinematic / TVCCinematic / TVC
Strong on TikTok and Meta for branding - high volume but higher CPI vs Class Intro. Use as awareness supplement, not the primary UA driver.Hiแปu quแบฃ trรชn TikTok vร Meta ฤแป tฤng nhแบญn diแปn thฦฐฦกng hiแปu, reach/install tแปt nhฦฐng CPI cao hฦกn Class Intro. Phรน hแปฃp lร m asset hแป trแปฃ awareness, khรดng nรชn lร creative chรญnh cho UA.
Gift / Code / OB AnnounceGift / Code / OB Announce
Most effective Post-OB angle for recall and Boost Post. W Membership highest BRD CTR (0.63%).Concept hiแปu quแบฃ nhแบฅt sau OB cho hoแบกt ฤแปng Recall vร Boost Post. W Membership ฤแบกt BRD CTR cao nhแบฅt (0.63%).
Ingame BannerIngame Banner
Worst performer across all markets - CPI $8-9 on Meta UA.Concept hiแปu quแบฃ thแบฅp nhแบฅt แป tแบฅt cแบฃ thแป trฦฐแปng, Meta UA CPI khoแบฃng $8-9.
TikTokTikTok
Cinematic and Class Intro formats perform best.Hai ฤแปnh dแบกng hiแปu quแบฃ tแปt nhแบฅt lร Cinematic vร Class Intro.
Audience insightsInsight audience
MMORPG (AAC)MMORPG (AAC)
Best FB segment, lowest CPI & highest volume. Primary scaling lever.Segment FB tแปt nhแบฅt, CPI thแบฅp nhแบฅt & volume cao nhแบฅt. ฤรฒn bแบฉy scale chรญnh.
Whale / CoreWhale / Core
Most efficient on Google. Shift from Meta to GG outside VN/TH.Hiแปu quแบฃ nhแบฅt trรชn Google. Chuyแปn tแปซ Meta sang GG ngoร i VN/TH.
RetargetingRetargeting
Standout efficiency, severely underscaled. Highest priority to scale.Hiแปu quแบฃ nแปi bแบญt, ฤang underscale mแบกnh. ฦฏu tiรชn scale cao nhแบฅt.
4.3Detail Social & Community AnalysisDetail Social & Community Analysis
Social PerformanceSocial Performance
Social Performance on Fanpage (Meta)Social Performance trรชn Fanpage (Meta)
934.3M
Total views
118.9M
Viewers
1.73M
Engagement
63,135
Followers
VN is the largest reach market: 365.5M views (39.1% of total).VN lร market reach lแปn nhแบฅt: 365.5M views (39.1% tแปng).
ID is the core quality market: 43.6M viewers, 728.6K interactions, 54.1% of all watch-time, 42.1% engagement.ID lร market chแบฅt lฦฐแปฃng lรตi: 43.6M viewers, 728.6K tฦฐฦกng tรกc, 54.1% watch-time, 42.1% engagement.
PH has the best interaction efficiency: 4.75 per 1,000 views; #2 follower base.PH hiแปu quแบฃ tฦฐฦกng tรกc tแปt nhแบฅt: 4.75/1,000 views; follower top-2.
Paid = 99.55% of views -> treat views as awareness KPI; organic still only 0.45%.Paid = 99.55% views -> coi views lร KPI awareness; organic mแปi 0.45%.
⇒
Manage VN as awareness market, ID as core quality, TH/PH as community-engagement growth.Quแบฃn VN lร market awareness, ID lร chแบฅt lฦฐแปฃng lรตi, TH/PH lร market tฤng community-engagement.
View share by market
Distribution of total views across the 6 markets.Phรขn bแป tแปng views qua 6 market.
Engagement share by market
Distribution of content interactions across the 6 markets.Phรขn bแป tฦฐฦกng tรกc qua 6 market.
Follower share by market
Distribution of followers across the 6 markets.Phรขn bแป follower qua 6 market.
📊 View detail - Fanpage full data & market assessment📊 Xem chi tiแบฟt - Fanpage full data & nhแบญn ฤแปnh market
Executive summaryTรณm tแบฏt
Across the six launch markets, Lineage W generated 934.3M views, 118.9M viewers, 1.73M interactions, 5,743d 5h watch time and 63,135 followers. Paid drove most scale (930.0M ad vs 4.24M organic views).Qua 6 market launch, Lineage W ฤแบกt 934.3M views, 118.9M viewers, 1.73M tฦฐฦกng tรกc, 5,743d 5h watch time vร 63,135 follower. Paid kรฉo phแบงn lแปn scale (930.0M ad vs 4.24M organic).
VN contributed the largest view volume; ID delivered the strongest combination of viewers, engagement, watch time and followers; PH showed the best interaction efficiency per 1,000 views and ranked #2 in followers.VN ฤรณng gรณp view lแปn nhแบฅt; ID mแบกnh nhแบฅt tแปng hแปฃp viewers, engagement, watch time vร follower; PH hiแปu quแบฃ tฦฐฦกng tรกc/1,000 views tแปt nhแบฅt vร #2 vแป follower.
Strategic roles: manage VN as the strongest awareness market, ID as the core quality market, and TH/PH as community-engagement growth markets.Vai trรฒ chiแบฟn lฦฐแปฃc: VN lร market awareness mแบกnh nhแบฅt, ID lร market chแบฅt lฦฐแปฃng lรตi, TH/PH lร market tฤng community-engagement.
Performance totals
| Metric | Total | Note |
|---|---|---|
| Total views | 934,266,089 | Sum of exact total views per market |
| Total viewers | 118,940,363 | Sum of viewers from views breakdown |
| Total engagement | 1,729,800 | Sum of content interactions |
| Total watch time | 5,743d 5h | = 137,837 hours |
| Total followers | 63,135 | Sum of follower counts per market |
| 3-second views | 34.2M | Sum of rounded 3-sec views |
| 1-minute views | 445.1K | Sum of rounded 1-min views |
| Ad vs organic views | 930.0M / 4.24M | Paid = 99.55% of views |
Market breakdown
| Market | Views | Viewers | Engagement | Watch Time | Followers | View Share |
|---|---|---|---|---|---|---|
| VN | 365.5M | 35.0M | 198K | 483d 2h | 12,753 | 39.1% |
| TH | 164.1M | 15.7M | 353.4K | 879d | 10,267 | 17.6% |
| ID | 274.7M | 43.6M | 728.6K | 3104d 6h | 20,626 | 29.4% |
| SG | 20.6M | 1.19M | 20.5K | 200d | 1,387 | 2.2% |
| MY | 36.7M | 7.27M | 84.8K | 371d 12h | 5,127 | 3.9% |
| PH | 72.6M | 16.2M | 344.5K | 705d 9h | 12,975 | 7.8% |
Market share & efficiency
| Market | View % | Viewer % | Engmt % | Watch-time % | Int/1K | Views/Viewer | Follower % |
|---|---|---|---|---|---|---|---|
| VN | 39.1% | 29.5% | 11.4% | 8.4% | 0.54 | 10.43 | 20.2% |
| TH | 17.6% | 13.2% | 20.4% | 15.3% | 2.15 | 10.45 | 16.3% |
| ID | 29.4% | 36.6% | 42.1% | 54.1% | 2.65 | 6.30 | 32.7% |
| SG | 2.2% | 1.0% | 1.2% | 3.5% | 1.00 | 17.22 | 2.2% |
| MY | 3.9% | 6.1% | 4.9% | 6.5% | 2.31 | 5.05 | 8.1% |
| PH | 7.8% | 13.6% | 19.9% | 12.3% | 4.75 | 4.49 | 20.6% |
Market assessment
VietnamVietnam
Strongest awareness/reach (365.5M views, 39.1%) but watch-time (8.4%) and engagement (11.4%) lag reach -> shift from volume to deeper engagement.Reach mแบกnh nhแบฅt (365.5M views, 39.1%) nhฦฐng watch-time (8.4%) vร engagement (11.4%) thua reach -> chuyแปn tแปซ volume sang engagement sรขu.
IndonesiaIndonesia
Core quality-scale: highest viewers (43.6M), engagement (728.6K), watch-time (3104d) and followers (20,626). Best for creator/community scaling.Chแบฅt lฦฐแปฃng lรตi: viewers cao nhแบฅt (43.6M), engagement (728.6K), watch-time (3104d), followers (20,626). Tแปt nhแบฅt ฤแป scale creator/community.
PhilippinesPhilippines
High-efficiency secondary market: 4.75 interactions/1K (highest), #2 followers (12,975). Convert engagement into repeat viewing.Market phแปฅ hiแปu quแบฃ cao: 4.75 tฦฐฦกng tรกc/1K (cao nhแบฅt), follower top-2 (12,975). Chuyแปn engagement thร nh repeat view.
ThailandThailand
Strong awareness with community-content potential: 164.1M views, 353.4K interactions, 879d watch-time.Awareness mแบกnh, tiแปm nฤng community-content: 164.1M views, 353.4K tฦฐฦกng tรกc, 879d watch-time.
MalaysiaMalaysia
Stable mid-small market; healthy efficiency (2.31/1K). Optimize with targeted content.Market vแปซa-nhแป แปn ฤแปnh; hiแปu quแบฃ tแปt (2.31/1K). Tแปi ฦฐu bแบฑng content targeted.
SingaporeSingapore
Small-scale; quality > volume. Smallest follower base (1,387) -> prioritize niche efficient content.Quy mรด nhแป; chแบฅt lฦฐแปฃng > volume. Follower thแบฅp nhแบฅt (1,387) -> ฦฐu tiรชn content niche hiแปu quแบฃ.
Key insightsInsight chรญnh
Scale is strong: 934.3M views, 118.9M viewers, 63,135 followers across six markets - paid media is the key scale driver.Scale mแบกnh: 934.3M views, 118.9M viewers, 63,135 followers qua 6 market - paid lร ฤแปng lแปฑc scale chรญnh.
VN largest reach with 365.5M views (39.1% of total).VN reach lแปn nhแบฅt 365.5M views (39.1% tแปng).
ID strongest engagement & watch-time: 43.6M viewers, 728.6K interactions, 42.1% of all engagement.ID engagement & watch-time mแบกnh nhแบฅt: 43.6M viewers, 728.6K tฦฐฦกng tรกc, 42.1% engagement.
PH highest interaction efficiency at 4.75 per 1,000 views, ahead of ID (2.65) and MY (2.31).PH hiแปu quแบฃ tฦฐฦกng tรกc cao nhแบฅt 4.75/1,000 views, hฦกn ID (2.65) vร MY (2.31).
Followers concentrated in ID, PH, VN - these 3 markets hold 73.4% of all followers (ID leads at 20,626).Follower tแบญp trung ID, PH, VN - 3 market nร y chiแบฟm 73.4% follower (ID dแบซn 20,626).
Ads contributed 99.55% of views -> treat views as an awareness KPI; judge quality via watch-time, 1-min views, engagement efficiency and follower conversion.Ads chiแบฟm 99.55% views -> coi views lร KPI awareness; ฤรกnh giรก chแบฅt lฦฐแปฃng qua watch-time, 1-min views, hiแปu quแบฃ engagement vร follower conversion.
Content insightsInsight nแปi dung
Cinematic launch assets supported awareness; post-launch content should shift toward gameplay systems, class/build guides, PvP, progression and guild/community to build deeper engagement.Asset cinematic hแป trแปฃ awareness; content post-launch nรชn chuyแปn sang gameplay, class/build guide, PvP, progression vร guild/community ฤแป engage sรขu hฦกn.
Organic is still only 0.45% of views - use creator content, UGC prompts and community programming to reduce dependence on paid over time.Organic mแปi 0.45% views - dรนng creator content, UGC vร community programming ฤแป giแบฃm phแปฅ thuแปc paid theo thแปi gian.
Key learningsBร i hแปc chรญnh
Awareness objectives achieved across SEA: 934.3M views and 118.9M viewers.ฤแบกt mแปฅc tiรชu awareness toร n SEA: 934.3M views vร 118.9M viewers.
Separate market roles: VN leads awareness scale, ID leads quality/watch-time, TH & PH show strong community engagement.Tรกch vai trรฒ market: VN dแบซn awareness scale, ID dแบซn chแบฅt lฦฐแปฃng/watch-time, TH & PH community engagement mแบกnh.
Strong awareness has not yet translated into sustained organic momentum (99.55% paid).Awareness mแบกnh chฦฐa chuyแปn thร nh momentum organic bแปn (99.55% paid).
Future content should focus on retention and reactivation: updates, classes, PvP, progression, community moments.Content tฦฐฦกng lai nรชn tแบญp trung retention vร reactivation: update, class, PvP, progression, khoแบฃnh khแบฏc community.
Social Performance on YouTubeSocial Performance trรชn YouTube
327.2M
Total views
1.11M
Watch hours
17,357
Subscribers
12.2s
Avg view duration
36.4%
Weighted retention
VN + ID + TH carry 88.3% of views and 88.9% of watch-time.VN + ID + TH gรกnh 88.3% views vร 88.9% watch-time.
TH is the best quality market: highest retention (40%), highest AVD, largest subscriber share (33.3%).TH chแบฅt lฦฐแปฃng tแปt nhแบฅt: retention cao nhแบฅt (40%), AVD cao nhแบฅt, subscriber share lแปn nhแบฅt (33.3%).
ID has high reach (30.6% views) but an attention gap (only 26.4% watch-time, retention 33.5%).ID reach cao (30.6% views) nhฦฐng hแปฅt attention (chแป 26.4% watch-time, retention 33.5%).
MY & SG small in volume but high CTR / subscriber efficiency -> high-intent retargeting pockets.MY & SG volume nhแป nhฦฐng CTR / subscriber efficiency cao -> แป high-intent ฤแป retarget.
⇒
Keep scale in VN/TH/ID but rebalance toward watch-time, retention and subscriber conversion, not raw views.Giแปฏ scale แป VN/TH/ID nhฦฐng cรขn lแบกi theo watch-time, retention vร subscriber, khรดng chแบกy theo raw views.
View share by market
Distribution of views across the 6 markets.Phรขn bแป views qua 6 market.
Watch-time share by market
Distribution of watch time across the 6 markets.Phรขn bแป watch-time qua 6 market.
Subscriber share by market
Distribution of subscribers across the 6 markets.Phรขn bแป subscriber qua 6 market.
📊 View detail - YouTube full data & market assessment📊 Xem chi tiแบฟt - YouTube full data & nhแบญn ฤแปnh market
Executive summaryTรณm tแบฏt
SEA delivered 327.2M views and 1.11M watch hours across 862 videos. Performance concentrated in VN/ID/TH: 88.3% of views and 88.9% of watch time.SEA ฤแบกt 327.2M views vร 1.11M watch hours qua 862 video. Performance dแปn vร o VN/ID/TH: 88.3% views vร 88.9% watch time.
TH shows the strongest quality signal (highest retention + largest subscriber contribution). VN leads scale and watch time; ID is high reach but needs stronger attention quality.TH cho tรญn hiแปu chแบฅt lฦฐแปฃng mแบกnh nhแบฅt (retention cao nhแบฅt + subscriber lแปn nhแบฅt). VN dแบซn scale vร watch time; ID reach cao nhฦฐng cแบงn chแบฅt lฦฐแปฃng attention tแปt hฦกn.
PH is a balanced mid-scale market with healthy retention & CTR, suitable for controlled scale-ups. MY & SG are small but show useful intent signals - optimize with shorter cuts and conversion-focused retargeting.PH lร market mid-scale cรขn bแบฑng, retention & CTR tแปt, hแปฃp scale-up cรณ kiแปm soรกt. MY & SG nhแป nhฦฐng cรณ tรญn hiแปu intent tแปt - tแปi ฦฐu bแบฑng bแบฃn cแบฏt ngแบฏn vร retarget thiรชn conversion.
Market overview
| Market | Videos | Views | Watch Time | Subs | AVD | Retention | CTR |
|---|---|---|---|---|---|---|---|
| VN | 154 | 104.2M | 378.1K hrs | 5,424 | 13.1s | 37.2% | 5.4% |
| TH | 148 | 84.9M | 317.6K hrs | 5,783 | 13.5s | 40.0% | 4.5% |
| ID | 152 | 100.0M | 294.0K hrs | 3,902 | 10.6s | 33.5% | 4.9% |
| PH | 137 | 28.0M | 92.7K hrs | 1,088 | 11.9s | 36.6% | 6.0% |
| MY | 135 | 6.6M | 20.3K hrs | 940 | 11.1s | 28.2% | 5.8% |
| SG | 136 | 3.5M | 10.4K hrs | 220 | 10.6s | 22.5% | 7.1% |
| SEA | 862 | 327.2M | 1.11M hrs | 17,357 | 12.2s | 36.4% | 5.3% |
Contribution to SEA total
| Market | Views % | Watch-time % | Subscriber % | Short read |
|---|---|---|---|---|
| VN | 31.8% | 34.0% | 31.2% | Largest scale & watch-time engine |
| TH | 26.0% | 28.5% | 33.3% | Best overall quality & subscriber driver |
| ID | 30.6% | 26.4% | 22.5% | High reach, attention gap to improve |
| PH | 8.6% | 8.3% | 6.3% | Healthy mid-scale performance |
| MY | 2.0% | 1.8% | 5.4% | Small scale, high conversion efficiency |
| SG | 1.1% | 0.9% | 1.3% | Smallest scale, high CTR signal |
Market assessment
VNVN
Largest scale; strongest watch-time (34.0%). AVD & retention above SEA average -> core launch market.Scale lแปn nhแบฅt; watch-time mแบกnh nhแบฅt (34.0%). AVD & retention trรชn trung bรฌnh SEA -> core market.
THTH
Best quality: highest AVD, highest retention (40%), largest subscriber share despite lower views.Chแบฅt lฦฐแปฃng tแปt nhแบฅt: AVD & retention (40%) cao nhแบฅt, subscriber share lแปn nhแบฅt dรน views thแบฅp hฦกn.
IDID
Strong reach but retention & AVD lag; high views not converting to watch-time/subscribers.Reach mแบกnh nhฦฐng retention & AVD thua; views cao chฦฐa ra watch-time/subscriber.
PHPH
Balanced mid-scale, healthy retention, #2 CTR. Subscriber contribution modest.Mid-scale cรขn bแบฑng, retention tแปt, CTR top-2. Subscriber cรฒn khiรชm tแปn.
MYMY
Small volume but highest subscriber efficiency per 1M views. Retention weak (long content).Volume nhแป nhฦฐng subscriber/1M views cao nhแบฅt. Retention yแบฟu (content dร i).
SGSG
Smallest volume, highest CTR, above-average subscriber efficiency. Lowest retention.Volume nhแป nhแบฅt, CTR cao nhแบฅt, subscriber efficiency trรชn TB. Retention thแบฅp nhแบฅt.
SEA assessmentฤรกnh giรก SEA
What is working: strong upper-funnel scale with VN/ID/TH as core reach markets and TH/VN providing the best retention quality.ฤiแปm tแปt: upper-funnel scale mแบกnh vแปi VN/ID/TH lร core reach, TH/VN retention chแบฅt lฦฐแปฃng nhแบฅt.
Main risk: ID generated 30.6% of views but only 26.4% of watch-time - a quality gap vs scale.Rแปงi ro chรญnh: ID tแบกo 30.6% views nhฦฐng chแป 26.4% watch-time - hแปฅt chแบฅt lฦฐแปฃng so vแปi scale.
Management takeaway: keep scale in VN/TH/ID but shift optimization from delivery volume to watch-time efficiency, retention and subscriber conversion.Quแบฃn trแป: giแปฏ scale แป VN/TH/ID nhฦฐng chuyแปn tแปi ฦฐu tแปซ volume sang watch-time, retention vร subscriber.
Key learningsBร i hแปc chรญnh
Views alone overstate market health - TH is a stronger quality market than ID once retention and subscribers are included.Chแป nhรฌn views sแบฝ ฤรกnh giรก quรก cao - TH lร market chแบฅt lฦฐแปฃng hฦกn ID khi tรญnh retention vร subscriber.
Shorter assets have stronger retention; longer cinematic/TVC assets drive watch-time but need sharper hooks.Asset ngแบฏn retention tแปt hฦกn; cinematic/TVC dร i kรฉo watch-time nhฦฐng cแบงn hook sแบฏc hฦกn.
Subscriber conversion is strongest in smaller markets (MY, SG) - high-intent pockets for retargeting.Subscriber conversion mแบกnh nhแบฅt แป market nhแป (MY, SG) - แป high-intent ฤแป retarget.
Next actionsHร nh ฤแปng tiแบฟp theo
Rebalance budget using a quality-weighted score: Views + Watch Time + Retention + Subscriber conversion.Cรขn lแบกi budget theo ฤiแปm quality-weighted: Views + Watch Time + Retention + Subscriber.
Prioritize creative testing around the first 3 seconds, shorter cutdowns and market-specific CTA placement.ฦฏu tiรชn test creative แป 3 giรขy ฤแบงu, bแบฃn cแบฏt ngแบฏn vร CTA theo tแปซng market.
Community SentimentCommunity Sentiment
1
→Pre-RegisterPre-Register
2
→Seeding ShowcaseSeeding Showcase
3
→Launching DayLaunching Day
4
After LaunchSau Launch
1Pre-Register (seeding foundation)Pre-Register (xรขy nแปn seeding)
Seeding centralized to the official group to build the foundation and raise the position of official channels.Seeding dแปn vแป official group ฤแป xรขy nแปn tแบฃng vร nรขng vแป thแบฟ kรชnh chรญnh thแปฉc.
Content directed users to in-game features, pre-character creation and pre-registration ahead of launch.Nแปi dung hฦฐแปng user tแปi feature in-game, pre-character creation vร pre-registration trฦฐแปc launch.
ID & VN groups inherently active; TH turned very positive and far more active; PH livened up; only SG/MY stayed quiet.ID & VN vแปn active; TH chuyแปn rแบฅt tรญch cแปฑc vร sรดi nแปi hฦกn hแบณn; PH cลฉng sรดi ฤแปng lรชn; chแป SG/MY cรฒn trแบงm.
Shifted to daily Discord messages for SG/MY/PH + English channel -> consistent replies and conversation.Chuyแปn sang nhแบฏn daily แป Discord SG/MY/PH + kรชnh English -> luรดn cรณ ngฦฐแปi reply vร trรฒ chuyแปn.
2Seeding Showcase (VN / ID / TH)Seeding Showcase (VN / ID / TH)
Seeding ran in both competitor groups and the official group across the 3 showcases.Seeding chแบกy แป cแบฃ competitor group vร official group qua 3 showcase.
VN ShowcaseVN Showcase
Little interaction in competitor groups; the official group attracted many non-registered users, with excitement over event photos. Knock-on: TH & ID markets saw VN check-in photos and grew interested.Competitor group รญt tฦฐฦกng tรกc; official group hรบt nhiแปu user chฦฐa ฤฤng kรฝ, hร o hแปฉng vแปi แบฃnh sแปฑ kiแปn. Lan tแปa: TH & ID thแบฅy แบฃnh check-in VN vร quan tรขm theo.
ID ShowcaseID Showcase
Pre-showcase seeding had low interaction; after the showcase sentiment improved, with many interested in DylandPros photos.Seeding trฦฐแปc showcase tฦฐฦกng tรกc thแบฅp; sau showcase sentiment tแปt lรชn, nhiแปu ngฦฐแปi quan tรขm แบฃnh DylandPros.
TH ShowcaseTH Showcase
Very positive results; users excited and interested, actively asking how to join the showcase.Kแบฟt quแบฃ rแบฅt tรญch cแปฑc; user hร o hแปฉng, chแปง ฤแปng hแปi cรกch tham gia showcase.
Seeding insight after showcaseSeeding insight sau showcase
Many users in the mass segment showed strong interest in joining large events like the Showcase but did not receive invitations (the Lineage W Showcase was a private event limited to VIPs and community leaders). Recommend including access for mass users in future events to maximize engagement between the publisher and the player community.Nhiแปu user thuแปc tแปp Mass rแบฅt quan tรขm vร mong muแปn tham gia cรกc sแปฑ kiแปn lแปn nhฦฐ showcase nhฦฐng khรดng nhแบญn ฤฦฐแปฃc vรฉ mแปi (showcase Lineage W lร private event, chแป gแปญi vรฉ cho VIP vร community leaders). ฤแป xuแบฅt tฦฐฦกng lai cรณ sแปฑ kiแปn dร nh cho Mass user ฤแป tแปi ฤa hรณa tฦฐฦกng tรกc giแปฏa Nhร Phรกt Hร nh vร cแปng ฤแปng.
3Launching DayNgร y Launching
Seeding stayed within the official group, focused on stimulating user activity.Seeding tแบญp trung trong official group, kรญch thรญch hoแบกt ฤแปng cแปงa user.
Centered on codes, gameplay tips and discussion questions - what players cared about most on launch day.Xoay quanh code, mแบนo gameplay vร cรขu hแปi tแบกo thแบฃo luแบญn - ฤรบng thแปฉ player quan tรขm ngร y launch.
High engagement: ~30 interactions per post on average, many posts up to 100 -> seeding hit player needs.Engagement cao: trung bรฌnh ~30 tฦฐฦกng tรกc/post, nhiแปu post tแปi 100 -> seeding trรบng nhu cแบงu player.
4After Launching (community sentiment)Sau Launch (sentiment cแปng ฤแปng)
👥Mass usersMass userCasual baseTแปp casual
Content fatigue and bot-driven dead servers are eroding the casual base.Chรกn content vร server chแบฟt vรฌ bot ฤang bร o mรฒn tแปp casual.
- Too much P2W, few social/community events; little advantage beyond farming and low PvE.Quรก nhiแปu P2W, รญt event social/community; gแบงn nhฦฐ chแป farm vร PvE thแบฅp.
- Bots make servers feel dead; users want action like server merge or transfer.Bot khiแบฟn server nhฦฐ chแบฟt; user mong cรณ merge/transfer server.
- A small group stuck on technical issues with no official fix patch or guide.Mแปt nhรณm nhแป kแบนt lแปi kแปน thuแบญt, chฦฐa cรณ patch fix hay hฦฐแปng dแบซn chรญnh thแปฉc.
- Big gap between old and new users; hard to invite friends or bring back churned users (no returning gift/buff).Khoแบฃng cรกch old vs new user lแปn; khรณ rแปง bแบกn hoแบทc kรฉo user cลฉ quay lแบกi (khรดng cรณ quร /buff comeback).
⚔Core / Whale usersCore / Whale userRevenue coreLรตi doanh thu
No endgame fight loop and unrewarding drops leave whales without a purpose.Thiแบฟu vรฒng lแบทp chiแบฟn ฤแบฅu endgame vร drop khรดng xแปฉng khiแบฟn whale mแบฅt mแปฅc tiรชu.
- Very low boss drop rate: Wuxia Guild (28 members) killed Kurtz in 2 hours and got nothing.Drop rate boss rแบฅt thแบฅp: Wuxia Guild (28 thร nh viรชn) hแบก Kurtz trong 2 tiแบฟng nhฦฐng khรดng ฤฦฐแปฃc gรฌ.
- Less PvP/engaging content -> bored loop farm > boss > nothing > farm with no real purpose.รt PvP/content engage -> vรฒng lแบทp chรกn farm > boss > khรดng gรฌ > farm, thiแบฟu mแปฅc tiรชu.
- Hot servers (with 2-side rivalry) demand high-quality battlefields worth investing time and money in.Server hot (cรณ rival 2 phe) muแปn battlefield chแบฅt lฦฐแปฃng cao ฤแป ฤรกng ฤแบงu tฦฐ thแปi gian, tiแปn.
- No Bloodpledge/clan activity -> core users want real events (community or official) to rally members.Thiแบฟu hoแบกt ฤแปng Bloodpledge/clan -> core user muแปn event thแบญt (community hoแบทc official) ฤแป gแบฏn kแบฟt thร nh viรชn.
4.5Detail Branding AnalysisDetail Branding Analysis
Showcase - BrandingShowcase - Branding
TOTAL VIEW~20.5M
TOTAL ENGAGEMENT~68.8K
- Achieved 112% regional attendance KPI with 513 total attendees across Vietnam, Indonesia and Thailand showcase activities.ฤแบกt 112% KPI tham dแปฑ khu vแปฑc vแปi 513 khรกch qua cรกc hoแบกt ฤแปng showcase Vietnam, Indonesia vร Thailand.
- Successfully attracted 113 VIP guests across SEA markets, achieving 100% of the regional VIP target.Thu hรบt 113 khรกch VIP toร n SEA, ฤแบกt 100% mแปฅc tiรชu VIP khu vแปฑc.
- Strong attendee response and positive anticipation toward the upcoming Lineage W SEA launch.Phแบฃn hแปi tแปt tแปซ khรกch vร kแปณ vแปng tรญch cแปฑc cho launch Lineage W SEA sแบฏp tแปi.
SEA launch contributionฤรณng gรณp cho launch SEA
VIP & community engagement: strong VIP participation, positive sentiment, early trust and long-term community relationships.VIP & community engagement: VIP tham gia mแบกnh, sentiment tรญch cแปฑc, niแปm tin sแปm vร quan hแป community dร i hแบกn.
PR & creator amplification: coverage and creator recaps expanded visibility; KOL/KOC drove positive pre-registration discussion.PR & creator amplification: coverage vร recap creator mแป rแปng visibility; KOL/KOC thรบc ฤแบฉy thแบฃo luแบญn pre-registration.
Market impact: built launch momentum across VN/ID/TH with strong interest in gameplay systems and long-term service direction.Market impact: tแบกo ฤร launch แป VN/ID/TH vแปi quan tรขm mแบกnh tแปi gameplay vร ฤแปnh hฦฐแปng service dร i hแบกn.
Strategic takeawayฤรบc kแบฟt chiแบฟn lฦฐแปฃc
The regional showcase strategy strengthened early market trust, VIP engagement and launch anticipation for Lineage W SEA ahead of official release.Chiแบฟn lฦฐแปฃc showcase khu vแปฑc cแปงng cแป niแปm tin thแป trฦฐแปng sแปm, VIP engagement vร kแปณ vแปng cho Lineage W SEA trฦฐแปc ngร y ra mแบฏt chรญnh thแปฉc.
Across VN, ID and TH, the showcases connected Lineage W SEA with high-value MMORPG players, creators, media and gaming communities through offline experiences and direct interaction.Qua VN, ID, TH, cรกc showcase kแบฟt nแปi Lineage W SEA vแปi MMORPG player giรก trแป cao, creator, media vร cแปng ฤแปng gaming qua trแบฃi nghiแปm offline vร tฦฐฦกng tรกc trแปฑc tiแบฟp.
The grand showcases also showed that gameplay-focused communication, localized engagement and creator-driven amplification were effective in generating positive sentiment, strengthening product credibility and sustaining organic discussion momentum ahead of launch.Cรกc grand showcase cลฉng cho thแบฅy truyแปn thรดng tแบญp trung gameplay, engagement bแบฃn ฤแปa hรณa vร amplification qua creator hiแปu quแบฃ trong tแบกo sentiment tรญch cแปฑc, cแปงng cแป ฤแป tin sแบฃn phแบฉm vร duy trรฌ ฤร thแบฃo luแบญn organic trฦฐแปc launch.
Vietnam Grand ShowcaseVietnam Grand ShowcaseApr 18, 2026
Total guestTแปng khรกch 213/250
VIPVIP 64/60
- Successfully engaged VIP players, media and MMORPG communities.Kแบฟt nแปi tแปt VIP player, media vร cแปng ฤแปng MMORPG.
- Strong PR and creator-driven visibility; national TV coverage (VTV, HTV, SCTV) strengthened public brand credibility for Lineage W SEA.PR vร creator tแบกo visibility mแบกnh; sรณng TV quแปc gia (VTV, HTV, SCTV) cแปงng cแป uy tรญn thฦฐฦกng hiแปu cรดng chรบng cho Lineage W SEA.
Indonesia Press ConferenceIndonesia Press ConferenceApr 25, 2026
Total guestTแปng khรกch 60/50
VIPVIP 13/12
- Exceeded attendance KPI with positive attendee feedback.Vฦฐแปฃt KPI tham dแปฑ vแปi phแบฃn hแปi tรญch cแปฑc tแปซ khรกch.
- Attendees showed enthusiastic response toward the showcase experience.Khรกch phแบฃn hแปi hร o hแปฉng vแปi trแบฃi nghiแปm showcase.
- Many guests remained onsite after the event for networking and community interaction.Nhiแปu khรกch แป lแบกi sau sแปฑ kiแปn ฤแป networking vร tฦฐฦกng tรกc cแปng ฤแปng.
Thailand Grand ShowcaseThailand Grand ShowcaseMay 9, 2026
Total guestTแปng khรกch 240/160
VIPVIP 36/40
- Achieved 150% attendance KPI with strong onsite participation.ฤแบกt 150% KPI tham dแปฑ vแปi onsite participation mแบกnh.
- Attendees showed enthusiastic response toward the showcase experience.Khรกch phแบฃn hแปi hร o hแปฉng vแปi trแบฃi nghiแปm showcase.
- Many guests remained onsite after the event for networking and community interaction.Nhiแปu khรกch แป lแบกi sau sแปฑ kiแปn ฤแป networking vร tฦฐฦกng tรกc cแปng ฤแปng.
📊 View detail - 3-showcase PR, KOL/KOC & full per-market detail📊 Xem chi tiแบฟt - PR, KOL/KOC & chi tiแบฟt tแปซng showcase
PR coverage by showcase
| Market | Budget (Util) | Article | Views |
|---|---|---|---|
| VN | $2,241 (98%) | 26 | 67,242 |
| ID | $957 (81%) | 31 | 95,263 |
| TH | $3,467 (100%) | 10 | 32,257 |
| 3-market | $6,665 (96%) | 69 | 194,762 |
KOL/KOC performance by showcase
| Market | KOL/KOC reach | Engagement |
|---|---|---|
| VN | 520.3K | 6,627 |
| ID | 31.5K | 3,006 |
| TH | 128.6K | 4,407 |
| Total | 680.5K | 13,640 |
KOL KOC StreamingKOL KOC Streaming
KOL/KOC Booking โ Overall Performance ยท MayโJune 2026 ยท Markets VNยทTHยทIDยทPH ยท Plan $96,633
$96,633
Total plan
$95,532
Actual spent ยท 99%
$1,101
Remaining
199
Livestream sessions ยท vs 173 plan
183
Social posts ยท vs 127 plan
Budget utilizationMแปฉc dรนng ngรขn sรกch
$95,532 of $96,633 total plan utilized (99%).ฤรฃ dรนng $95,532 / $96,633 tแปng plan (99%).
Booking split & earned mediaBooking split & earned media
| Booking | Paid | Earned |
|---|---|---|
| Livestream session | 173 | 26 |
| Social post | 127 | 56 |
Earned media (FOC est.) ~127% of paid bookings.Earned media (FOC ฦฐแปc tรญnh) ~127% so vแปi sแป booking trแบฃ phรญ.
TOTAL VIEW / REACH4.90M
TOTAL ENGAGEMENT40,367
Market - actual % budget utilizationMarket - % dรนng ngรขn sรกch thแปฑc tแบฟ
| Market | Livestream | Social post | Plan | Actual |
|---|---|---|---|---|
| VN | 56 | 72 | $9,196 | $9,196 |
| TH | 117 | 80 | $37,277 | $37,277 |
| ID | 23 | 14 | $46,250 | $46,250 |
| PH | 3 | 17 | $2,809 | $2,809 |
| SG | 0 | 0 | $1,101 | $0 |
| TOTAL | 199 | 183 | $96,633 | $95,532 |
Market distribution - URL countPhรขn bแป theo market - sแป URL
| Market | VN | TH | ID | PH |
|---|---|---|---|---|
| URL count | 128 | 197 | 37 | 20 |
Key learningsBร i hแปc chรญnh
What workedฤiแปm tแปt
Vietnam is the top-performing region in ACCV vs total KPI. Some KOLs show strong ERR despite lower views (high audience interest). The Philippines is the main reach driver with the highest engagement - ideal for awareness/reach goals.Vietnam ฤแบกt ACCV tแปt nhแบฅt so vแปi KPI. Mแปt sแป KOL ERR mแบกnh dรน view thแบฅp (audience quan tรขm cao). Philippines lร ฤแปng lแปฑc reach chรญnh vแปi engagement cao nhแบฅt - hแปฃp mแปฅc tiรชu awareness/reach.
Needs improvementCแบงn cแบฃi thiแปn
Performance varies significantly across countries and KOLs; PH has the fewest KOLs but the highest engagement. Some KOLs get strong views but low ERR (good reach, limited interaction).Performance chรชnh lแปch lแปn giแปฏa nฦฐแปc vร KOL; PH รญt KOL nhแบฅt nhฦฐng engagement cao nhแบฅt. Mแปt sแป KOL view cao nhฦฐng ERR thแบฅp (reach tแปt, รญt tฦฐฦกng tรกc).
Optimization opportunityCฦก hแปi tแปi ฦฐu
Prioritize KOLs with stable ACCV whose content/fanbase align with Lineage W. Focus on tutorial-style videos over social posts. Book a livestream + highlight-video package to maximize effectiveness.ฦฏu tiรชn KOL cรณ ACCV แปn ฤแปnh, content/fanbase hแปฃp Lineage W. Tแบญp trung video tutorial hฦกn social post. Book gรณi kแบฟt hแปฃp livestream + video highlight ฤแป tแปi ฤa hiแปu quแบฃ.
📊 View detail - Both campaigns - full content & data by market📊 Xem chi tiแบฟt - Cแบฃ 2 campaign - nแปi dung & data ฤแบงy ฤแปง theo market
Campaign overviewTแปng quan campaign
Role: build awareness for the LW SEA launch, drive pre-registration / install intent, and strengthen dark-fantasy MMORPG positioning among core gamers.Vai trรฒ: build awareness cho launch LW SEA, thรบc ฤแบฉy pre-registration / install intent, cแปงng cแป ฤแปnh vแป MMORPG dark-fantasy vแปi core gamer.
Target audience - primary: hardcore MMORPG / PvP gamers. Secondary: guild/community players, nostalgic Lineage fans, mobile RPG explorers.Target audience - chรญnh: hardcore MMORPG / PvP gamer. Phแปฅ: guild/community player, fan Lineage hoร i niแปm, ngฦฐแปi chฦกi mobile RPG.
Scope: Facebook + YouTube, KOL assets. Period 30 days. Budget 577.8M VND. Output 143 posts.Scope: Facebook + YouTube, asset KOL. Kแปณ 30 ngร y. Budget 577.8M VND. Output 143 post.
Per-market deep-dive (OB-date)
| Market | KOLs | ACCV achiev. | Total views | Engagement | ACCV |
|---|---|---|---|---|---|
| VN | 12 | 147.1% | 48,656 | 4,616 | 2,961 |
| TH | 12 | 124.0% | 75,881 | 4,032 | 2,852 |
| ID | 10 | 146% | 4,403,454 | 3,965 | 2,435 |
| PH | 3 | 114% | 139,130 | 11,296 | 568 |
VietnamVietnam
12 KOLs, 147.1% ACCV KPI. Top: LnP GAMING & Ryan Le Gaming (ACCV), Tung XO Gaming (views), PainKiller Gaming (engagement). Strong all-round: PainKiller Gaming, GAME TV, LVT Official, Oleter Esports.12 KOL, 147.1% ACCV KPI. Top: LnP GAMING & Ryan Le Gaming (ACCV), Tung XO Gaming (views), PainKiller Gaming (engagement). ฤแปu tay: PainKiller Gaming, GAME TV, LVT Official, Oleter Esports.
ThailandThailand
12 KOLs, 124% ACCV KPI. Top: NutserX (ACCV), The Madenz (views), RLENG TiDGAME (engagement). Strong: The Madenz, RLENG TiDGAME, Valduz CH. Livestream views reached 101.7K.12 KOL, 124% ACCV KPI. Top: NutserX (ACCV), The Madenz (views), RLENG TiDGAME (engagement). Mแบกnh: The Madenz, RLENG TiDGAME, Valduz CH. Livestream views ฤแบกt 101.7K.
IndonesiaIndonesia
10 KOLs, 146% ACCV KPI. Highest views across markets (4.40M), led by rico kucing & Ghema Gaming. Strong: rico kucing, Reynaldi Santoso. Performance highly concentrated -> uneven distribution across KOLs.10 KOL, 146% ACCV KPI. Views cao nhแบฅt cรกc market (4.40M), dแบซn bแปi rico kucing & Ghema Gaming. Mแบกnh: rico kucing, Reynaldi Santoso. Performance dแปn cแปฅc -> phรขn bแป khรดng ฤแปu giแปฏa KOL.
PhilippinesPhilippines
3 KOLs, 114% ACCV KPI. Fewest KOLs but highest engagement of all markets (11,296). Top: OKID (ACCV), Otey Gaming (views + engagement).3 KOL, 114% ACCV KPI. รt KOL nhแบฅt nhฦฐng engagement cao nhแบฅt cรกc market (11,296). Top: OKID (ACCV), Otey Gaming (views + engagement).
Campaign 1 - OB-date livestream budget (by market)
| Market | Budget | Live hrs (KPI) | Posts (KPI) | Reach | Engagement |
|---|---|---|---|---|---|
| VN | $8,140 | 24 (100%) | 44 (110%) | 48,656 | 4,616 |
| TH | $9,342 | 24 (100%) | 26 (104%) | 75,881 | 4,032 |
| ID | $4,000 | 30 (150%) | 14 (280%) | 4,403,454 | 3,965 |
| PH | $2,809 | 6 (100%) | 17 (113%) | 139,130 | 11,296 |
Campaign 2 - One-month package (VN/TH/ID)
| Market (1-month) | Budget | Live hrs (KPI) | Sessions | Reach | Engagement |
|---|---|---|---|---|---|
| VN | $1,056 | 33 (206%) | 2 | 13,207 | 2,324 |
| TH | $27,935 | 391 (222%) | 101 | 73,652 | 2,648 |
| ID | $42,250 | 33 (206%) | 6 | 55,487 | 3,343 |
Key interpretationDiแป
n giแบฃi chรญnh
Awareness: reach is mainly driven by short videos and in-depth tutorial videos -> increase the short-form booking proportion to expand organic reach and optimize awareness.Awareness: reach chแปง yแบฟu ฤแบฟn tแปซ short video vร video tutorial chuyรชn sรขu -> tฤng tแป trแปng booking short-form ฤแป mแป rแปng organic reach vร tแปi ฦฐu awareness.
Pre-live: add pre-live announcement posts before each livestream to inform the schedule, remind users to tune in, and drive higher concurrent viewership at the start.Pre-live: thรชm post thรดng bรกo trฦฐแปc mแปi livestream ฤแป bรกo lแปch, nhแบฏc user vร o xem, vร ฤแบฉy concurrent viewer cao hฦกn lรบc bแบฏt ฤแบงu.
PRPR
307
Articles (vs 302 plan)
599,025
Total views
9,090
Facebook likes
$43,035
Spent / $48,672 (88%)
$2,800
Earned media value
Fewer PR angles than plan (17 vs 24) because angles were merged - total article content was delivered in full per plan. Remaining budget + agency discount can run 2 more angles (6 markets), to be used for the July update.Sแป angle PR รญt hฦกn plan (17 vs 24) do gแปp angle - tแปng nแปi dung ฤi bร i vแบซn ฤแปง theo plan. Ngรขn sรกch cรฒn lแบกi + deal giแบฃm giรก agency cรณ thแป ฤi thรชm 2 angle (6 markets), dรนng cho update thรกng 7.
PR plan vs actual (log)
Articles & views beat plan; fewer angles (merged); under budget.Articles & views vฦฐแปฃt plan; รญt angle hฦกn (gแปp); dฦฐแปi budget.
Community focuses on gameplay & updatesCแปng ฤแปng tแบญp trung gameplay & update
Players engage deeply; concerns on bug fixes, balance, upcoming events. A community user-wiki was created for update notes.Player engage sรขu; quan tรขm bug fix, balance, event sแบฏp tแปi. ฤรฃ cรณ user-wiki cแปng ฤแปng cho update note.
Strong milestones = comms advantageMilestone mแบกnh = lแปฃi thแบฟ truyแปn thรดng
Massive pre-registration + pre-created characters, plus the 3 showcases, built a strong communication edge for later stages.Pre-registration + pre-created character lแปn, cรนng 3 showcase, tแบกo lแปฃi thแบฟ truyแปn thรดng cho giai ฤoแบกn sau.
📊 View detail - Full PR content & data (launch + showcase)📊 Xem chi tiแบฟt - Nแปi dung & data PR ฤแบงy ฤแปง (launch + showcase)
Launching 6 SEA markets
| Launching 6 markets | Plan | Actual |
|---|---|---|
| Angles | 24 | 17 |
| Articles | 302 | 307 |
| Views | 426,000 | 599,025 |
| Budget | $48,672 | $43,035 |
| Engagement | - | 9,090 |
3 Grand Showcase PR
| Showcase PR | Budget (Util) | URLs | Views | Journalists | EMV |
|---|---|---|---|---|---|
| VN | $2,241 (98%) | 26 | 67,242 | 26 | $1,700 |
| ID | $957 (81%) | 31 | 95,263 | 19 | $800 |
| TH | $3,467 (100%) | 10 | 32,257 | 10 | $200 |
| 3-market total | $6,665 (96%) | 69 | 194,762 | 55 | $2,700 |
Per-showcase PR resultsKแบฟt quแบฃ PR tแปซng showcase
VN: 26 PR links (FOC 6) = 26 journalists at event, 3 national TV spots (VTV/HTV/SCTV), 15 social posts, 67,242 views; $2,241 / $2,285 (98%).VN: 26 link PR (FOC 6) = 26 nhร bรกo dแปฑ, 3 spot TV quแปc gia (VTV/HTV/SCTV), 15 social post, 67,242 views; $2,241 / $2,285 (98%).
ID: 40 links (19 booking + 21 FOC), 19 journalists at event, 95,263 views; $957 / $1,184 (81%).ID: 40 link (19 booking + 21 FOC), 19 nhร bรกo dแปฑ, 95,263 views; $957 / $1,184 (81%).
TH: 10 links (8 booking + 2 FOC), 10 journalists at event, 32,257 views; $3,467 / $3,467 (100%).TH: 10 link (8 booking + 2 FOC), 10 nhร bรกo dแปฑ, 32,257 views; $3,467 / $3,467 (100%).
Evaluation highlightsฤiแปm nแปi bแบญt ฤรกnh giรก
Community focuses on gameplay and updates; concerns on bug fixes, balance and events. A community user-wiki was created for update notes & news.Cแปng ฤแปng tแบญp trung gameplay vร update; quan tรขm bug fix, balance vร event. ฤรฃ cรณ user-wiki cแปng ฤแปng cho update note & tin tแปฉc.
The 3 showcases (VN/ID/TH) created a strong impression with tailored design; CEO Nicolas shared directions clearly.3 showcase (VN/ID/TH) tแบกo แบฅn tฦฐแปฃng mแบกnh vแปi thiแบฟt kแบฟ riรชng; CEO Nicolas chia sแบป ฤแปnh hฦฐแปng rรต rร ng.
Strong early milestones (pre-registration, pre-created characters) built a communication advantage for later stages.Milestone sแปm mแบกnh (pre-registration, pre-created character) tแบกo lแปฃi thแบฟ truyแปn thรดng cho giai ฤoแบกn sau.
Upcoming: a series of post-launch articles leveraging strong stats, paired with community-participation events.Sแบฏp tแปi: loแบกt bร i post-launch tแบญn dแปฅng sแป liแปu mแบกnh, kแบฟt hแปฃp event thรบc ฤแบฉy cแปng ฤแปng tham gia.
TVCTVC
30.34M
Total views (6 markets)
208.8K
Engagements
0.69%
Overall ER
76.3K
YouTube watch hours
TVC at a glanceTVC tแปng quan
The Ultimate Blood War TVC ran across 6 SEA markets, delivering 30.34M views, 208.8K engagements and 0.69% ER, with 76.3K YouTube watch hours and ~24.3s average view duration (~2x the market video average).TVC Ultimate Blood War chแบกy 6 market SEA, ฤแบกt 30.34M views, 208.8K engagement vร 0.69% ER, vแปi 76.3K YouTube watch hours vร AVD ~24.3s (~2x trung bรฌnh video market).
Views & ER by market
ID largest scale; TH best ER (0.92%).ID scale lแปn nhแบฅt; TH ER tแปt nhแบฅt (0.92%).
View share by market
Top 3 (ID/TH/VN) = 73.3% of views.Top 3 (ID/TH/VN) = 73.3% views.
Indonesia is the primary scale engine: 9.64M views (31.8%).ID lร ฤแปng cฦก scale chรญnh: 9.64M views (31.8%).
Thailand has the best balance: highest ER 0.92% and #2 by views.TH cรขn bแบฑng tแปt nhแบฅt: ER cao nhแบฅt 0.92% vร #2 vแป views.
Vietnam leads YouTube view quality: 31.4K watch hrs, 8.51% CTR -> YouTube-first retargeting.VN dแบซn chแบฅt lฦฐแปฃng view YouTube: 31.4K watch hrs, 8.51% CTR -> retarget ฦฐu tiรชn YouTube.
⇒
TVC AVD ~24.3s = 2.0x market video average -> strong viewing depth, usable as high-intent retargeting pool.AVD TVC ~24.3s = 2.0x trung bรฌnh video market -> view depth mแบกnh, dรนng lร m pool retarget high-intent.
📊 View detail - TVC full report - summary, interpretation, diagnostics & next steps📊 Xem chi tiแบฟt - TVC full report - tรณm tแบฏt, diแป n giแบฃi, diagnostics & next steps
Executive summaryTรณm tแบฏt
30.34M total views and 208.8K engagements across six SEA markets; overall ER 0.69%.30.34M views vร 208.8K engagement qua 6 market SEA; ER tแปng 0.69%.
ID, TH and VN together = 73.3% of views and 77.0% of engagements.ID, TH vร VN cแปng lแบกi = 73.3% views vร 77.0% engagement.
ID = largest scale driver; TH = strongest engagement efficiency; VN = strongest YouTube viewing depth.ID = scale lแปn nhแบฅt; TH = engagement hiแปu quแบฃ nhแบฅt; VN = view depth YouTube mแบกnh nhแบฅt.
Market performance
| Market | Views | Share | Engagements | ER |
|---|---|---|---|---|
| ID | 9,641,840 | 31.8% | 68.0K | 0.70% |
| TH | 7,253,425 | 23.9% | 66.8K | 0.92% |
| VN | 5,345,027 | 17.6% | 26.0K | 0.49% |
| PH | 3,851,150 | 12.7% | 31.5K | 0.82% |
| MY | 2,366,359 | 7.8% | 12.3K | 0.52% |
| SG | 1,881,451 | 6.2% | 4.2K | 0.22% |
Market-level interpretationDiแป
n giแบฃi theo market
Indonesia: largest view base 9.64M (31.8%), solid ER - core scale market for broad retargeting.Indonesia: view base lแปn nhแบฅt 9.64M (31.8%), ER tแปt - market scale lรตi cho retarget diแปn rแปng.
Thailand: highest ER 0.92% while ranking #2 by views - best balance of scale and response.Thailand: ER cao nhแบฅt 0.92% vร ฤแปฉng #2 views - cรขn bแบฑng tแปt nhแบฅt scale vร phแบฃn hแปi.
Vietnam: leads YouTube quality (31.4K watch hrs, 26.0s AVD, 8.51% CTR) - opportunity to convert video interest into social interaction.Vietnam: dแบซn chแบฅt lฦฐแปฃng YouTube (31.4K watch hrs, 26.0s AVD, 8.51% CTR) - cฦก hแปi chuyแปn video interest thร nh tฦฐฦกng tรกc social.
Philippines: 0.82% ER (2nd highest), over-indexes vs view share - efficient to scale.Philippines: ER 0.82% (cao thแปฉ 2), vฦฐแปฃt view share - hiแปu quแบฃ ฤแป scale.
Malaysia & Singapore: low top-line ER but high YouTube CTR - reach/targeting is the constraint, not the creative.Malaysia & Singapore: ER thแบฅp nhฦฐng CTR YouTube cao - nรบt thแบฏt lร reach/targeting, khรดng phแบฃi creative.
YouTube view-quality diagnostics
| Market | YT views | Watch hrs | AVD | CTR | Subs |
|---|---|---|---|---|---|
| ID | 2.33M | 17.2K | 26.3s | 6.14% | 39 |
| TH | 2.61M | 15.9K | 21.7s | 6.24% | 37 |
| VN | 4.34M | 31.4K | 26.0s | 8.51% | 65 |
| PH | 0.90M | 5.6K | 22.6s | 6.49% | 10 |
| MY | 0.61M | 3.8K | 22.3s | 6.77% | 5 |
| SG | 0.47M | 2.4K | 18.8s | 8.77% | 7 |
Diagnostics readฤแปc diagnostics
TVC uploads averaged 24.3s per view vs 12.2s market-channel average (~2.0x) - strong viewing depth, usable as a high-intent retargeting pool.TVC trung bรฌnh 24.3s/view vs 12.2s trung bรฌnh market (~2.0x) - view depth mแบกnh, dรนng lร m pool retarget high-intent.
Recommended next stepsKhuyแบฟn nghแป tiแบฟp theo
Report TVC as one consolidated KPI set (views, engagements, ER, market contribution) rather than splitting by placement/asset.Bรกo cรกo TVC nhฦฐ mแปt bแป KPI hแปฃp nhแบฅt (views, engagement, ER, ฤรณng gรณp market) thay vรฌ tรกch theo placement/asset.
Prioritize retargeting in ID/TH/VN/PH; sequence TVC viewers with gameplay, class, guild-war, reward and community proof content.ฦฏu tiรชn retarget ID/TH/VN/PH; nแปi tiแบฟp TVC viewer vแปi content gameplay, class, guild-war, reward vร community.
Use TH and PH as engagement-efficiency benchmarks for interaction-led content.Dรนng TH vร PH lร m benchmark engagement cho content thiรชn tฦฐฦกng tรกc.
For VN, lean into YouTube-first retargeting (strong watch time, AVD, CTR, subs).Vแปi VN, ฤแบฉy retarget ฦฐu tiรชn YouTube (watch time, AVD, CTR, subs mแบกnh).
For MY/SG, improve audience definition and localized hooks before scaling budget.Vแปi MY/SG, cแบฃi thiแปn ฤแปnh nghฤฉa audience vร hook bแบฃn ฤแปa trฦฐแปc khi tฤng budget.
PartnershipPartnership
Secured strategic collaboration with MSI Gaming and GravaStar Vietnam for the VN showcase (sponsorship + community engagement).Chแปt hแปฃp tรกc chiแบฟn lฦฐแปฃc vแปi MSI Gaming vร GravaStar Vietnam cho VN showcase (tร i trแปฃ + community engagement).
Sponsored gaming products for lucky draw and booth activities - MSI (8 items) and GravaStar (5 items).Sแบฃn phแบฉm gaming tร i trแปฃ cho lucky draw vร booth - MSI (8 mรณn) vร GravaStar (5 mรณn).
Key achievementsThร nh quแบฃ chรญnh
Enhanced premium brand perception for Lineage W.Nรขng premium brand perception cho Lineage W.
Reduced operational reward cost via sponsored prizes.Giแบฃm reward cost vแบญn hร nh nhแป giแบฃi thฦฐแปng tร i trแปฃ.
Expanded gaming-ecosystem relationships and opened future co-marketing opportunities.Mแป rแปng quan hแป ecosystem gaming vร mแป cฦก hแปi co-marketing tฦฐฦกng lai.
Future opportunitiesCฦก hแปi tฦฐฦกng lai
Expand partnership into livestream / community campaigns.Mแป rแปng hแปฃp tรกc sang campaign livestream / community.
Cross-brand giveaway activities.Hoแบกt ฤแปng giveaway cross-brand.
Hardware collaboration for gaming tournaments.Collab hardware cho giแบฃi ฤแบฅu gaming.
Potential long-term ecosystem partnership.Tiแปm nฤng hแปฃp tรกc ecosystem dร i hแบกn.
Event & social impactEvent & social impact
Partner booths, interactive activities and lucky-draw programs increased onsite engagement.Booth partner, hoแบกt ฤแปng tฦฐฦกng tรกc vร lucky-draw tฤng engagement onsite.
Premium gaming rewards from MSI & GravaStar reinforced the high-end perception of the VN showcase.Reward gaming cao cแบฅp tแปซ MSI & GravaStar cแปงng cแป cแบฃm nhแบญn cao cแบฅp cแปงa VN showcase.
Partner social exposure expanded reach across gaming and tech consumer communities via MSI & GravaStar fanpages.Social cแปงa partner mแป rแปng reach tแปi cแปng ฤแปng gaming vร tech qua fanpage MSI & GravaStar.
📊 View detail - Sponsored product list & rights exchange📊 Xem chi tiแบฟt - Danh sรกch sแบฃn phแบฉm tร i trแปฃ & rights exchange
MSI Gaming โ sponsored products
| MSI Gaming (8 items) | Qty |
|---|---|
| B650M Gaming Plus WiFi mainboard | 1 |
| GeForce RTX 5060 Ti 8G VENTUS 2X | 1 |
| MAG A750GL PCIE5 850W PSU | 1 |
| MAG CORELIQUID A15 360 AIO | 1 |
| MPG FORGE 320R Airflow case | 1 |
| MAG 274QF monitor | 1 |
| Immerse GH61 headset | 1 |
| Vigor GK50 Elite keyboard | 1 |
| TOTAL | 8 |
GravaStar Vietnam โ sponsored products
| GravaStar Vietnam (5 items) | Qty |
|---|---|
| Keyboard K1 Pro - CyberFlare | 1 |
| Keyboard K1 Lite | 1 |
| Mouse X - Black | 1 |
| GaN Charger Alpha65 | 1 |
| Mouse Pad | 1 |
| TOTAL | 5 |
Rights exchange
LW provided: brand exposure, social visibility, event branding. Partners provided: sponsored products, lucky-draw rewards, social visibility, activity booth support. Each partner ran 2 co-communication posts with VNGGames.LW cung cแบฅp: brand exposure, social visibility, event branding. Partner cung cแบฅp: sแบฃn phแบฉm tร i trแปฃ, reward lucky-draw, social visibility, booth hoแบกt ฤแปng. Mแปi partner chแบกy 2 post co-communication vแปi VNGGames.
Branding HighlightBranding Highlight
Topic 1 - Google & Anymind Creator Media Bundle case studyTopic 1 - Case study Creator Media Bundle (Google & Anymind)
55M+
Views on creator videos
+5.3%
Consideration lift (TH/VN/ID)
+150%
Search lift (TH/VN)
40%+
PC NRU driven by Google
First-ever multi-market Gaming Creator Media Bundle: engaged smaller 'gamer-in-your-neighborhood' creators to connect authentically with Core Lineage audiences across VN/TH/ID.Lแบงn ฤแบงu dรนng Creator Media Bundle ฤa thแป trฦฐแปng: kแบฟt nแปi creator nhแป 'gamer hร ng xรณm' tแปi Core Lineage audience แป VN/TH/ID.
Full-funnel 'Brandformance': Video Reach Campaign + Demand Gen with Creator Shorts, optimized to PC SDK events to acquire high-value PC users.'Brandformance' full-funnel: Video Reach Campaign + Demand Gen vแปi Creator Shorts, tแปi ฦฐu PC SDK event ฤแป acquire PC user giรก trแป cao.
Creative angle: cross-device, cross-country gameplay without language barriers, uniting users in one SEA battlefield.Creative angle: gameplay cross-device, cross-country khรดng rร o cแบฃn ngรดn ngแปฏ, gom user vร o mแปt battlefield SEA.
The challengeThรกch thแปฉc
Building on last year's successful Lineage 2M launch, NCV brought another Lineage IP title to SEA. Instead of Mega creators, they engaged smaller 'gamer-in-your-neighborhood' creators to connect authentically with Core Lineage audiences. Launching concurrently across VN, TH and ID, they tapped into the multi-market strength of the YouTube partnership with Anymind agency.Nแปi tiแบฟp thร nh cรดng cแปงa Lineage 2M nฤm trฦฐแปc, NCV ฤฦฐa mแปt tแปฑa Lineage IP nแปฏa vร o SEA. Thay vรฌ Mega creator, hแป chแปn cรกc creator nhแป kiแปu 'gamer hร ng xรณm' ฤแป kแบฟt nแปi chรขn thแปฑc vแปi Core Lineage audience. Ra mแบฏt ฤแปng thแปi แป VN, TH, ID, tแบญn dแปฅng sแปฉc mแบกnh ฤa thแป trฦฐแปng cแปงa hแปฃp tรกc YouTube cรนng agency Anymind.
The approachCรกch tiแบฟp cแบญn
Integrated the Creator Media Bundle (CMB) into a full-funnel 'Brandformance' narrative. Funnel strategy: deployed Video Reach Campaigns (VRC) and Demand Gen with Creator Shorts to build awareness and acquire high-value PC users by optimising toward PC SDK events. Creative angle: creators highlighted LW's core USP - cross-device, cross-country gameplay without language barriers, uniting users in one SEA battlefield.Tรญch hแปฃp Creator Media Bundle (CMB) vร o cรขu chuyแปn 'Brandformance' full-funnel. Funnel strategy: chแบกy Video Reach Campaign (VRC) vร Demand Gen vแปi Creator Shorts ฤแป build awareness vร acquire PC user giรก trแป cao qua tแปi ฦฐu PC SDK event. Creative angle: creator nhแบฅn USP lรตi cแปงa LW - gameplay cross-device, cross-country khรดng rร o cแบฃn ngรดn ngแปฏ, gom user vร o mแปt battlefield SEA.
The summaryTรณm tแบฏt
Instant impact: strong brand growth within days of launch. Authentic conversion: anchoring the full-funnel strategy in trusted creator voices translated community influence into highly targeted new PC registrations.Instant impact: brand tฤng trฦฐแปng mแบกnh ngay trong vร i ngร y sau launch. Authentic conversion: neo chiแบฟn lฦฐแปฃc full-funnel vร o tiแบฟng nรณi creator uy tรญn, chuyแปn แบฃnh hฦฐแปng cแปng ฤแปng thร nh lฦฐแปฃt ฤฤng kรฝ PC user mแปi nhแบฏm ฤรบng tแปp.
Topic 2 - Facebook Brand Lift case study (RTA + M3)Topic 2 - Case study Facebook Brand Lift (RTA + M3)
Brand lift vs APAC gaming benchmark
Both markets beat benchmark; VN action intent +3.02ppt ~3.8x benchmark.Cแบฃ 2 market vฦฐแปฃt benchmark; VN action intent +3.02ppt ~3.8x benchmark.
AssessmentNhแบญn ฤแปnh
RTA + M3-focused branding delivered positive value across both brand recall and intent, plus concrete UA metrics. This is one of the first APAC cases using Reels Trending Ads to show a strong conversion lift.Kแบฟt quแบฃ cho thแบฅy hiแปu quแบฃ cแปงa branding tแบญp trung RTA+M3 mang lแบกi giรก trแป tรญch cแปฑc cho cแบฃ mแบทt ghi nhแป vร รฝ ฤแปnh cลฉng nhฦฐ cรกc metric UA cแปฅ thแป. ฤรขy cลฉng lร 1 trong sแป cรกc case ฤแบงu tiรชn cแปงa APAC sแปญ dแปฅng Reels Trending Ads thแบฅy ฤฦฐแปฃc hiแปu quแบฃ mแบกnh vแป conversion lift.
Brand lift resultsBrand lift results
| Market | Campaign | Incremental reach | Ad recall lift | Action intent lift | Benchmark recall | Benchmark intent |
|---|---|---|---|---|---|---|
| VN | RTA + M3 Only | 15,974,344 | 5.62 ppt | 3.02 ppt | 4.1 pts | 0.8 pts |
| TH | RTA + M3 Only | 8,384,095 | 3.51 ppt | 2.02 ppt | 4.1 pts | 0.8 pts |
Conversion liftConversion lift
| Market | Campaign | Install lift | Purchase lift | Sales lift | Retention lift |
|---|---|---|---|---|---|
| VN | RTA + M3 Only | 754 | 160 | 0.1 | Not enough data |
| TH | RTA + M3 Only | Not enough data | Not enough data | Not enough data | 468 |
05VIP FeedbacksVIP Feedbacks
VIP feedback points to a retention risk among paying usersVIP feedback cho thแบฅy rแปงi ro retention แป nhรณm user ฤรฃ nแบกp
Bottom lineKแบฟt luแบญn cแปt lรตi
Whales and spenders are not only asking for rewards; they are asking for stronger reasons to keep playing. The core gap is endgame competition, progression fairness, and trust in live operations.Whale vร spender khรดng chแป ฤรฒi reward; hแป ฤรฒi lรฝ do mแบกnh hฦกn ฤแป tiแบฟp tแปฅc chฦกi. Khoแบฃng trแปng cแปt lรตi lร cแบกnh tranh endgame, cรดng bแบฑng progression, vร niแปm tin vร o vแบญn hร nh.
#1
Most repeated requestYรชu cแบงu lแบทp lแบกi nhiแปu nhแบฅt
More PvP / Arena / GvG / War Guild content to create continuous battles.Thรชm content PvP / Arena / GvG / War Guild ฤแป tแบกo trแบญn ฤรกnh liรชn tแปฅc.
16x
Failed Fuse signalTรญn hiแปu Fuse hแปng
Big spender reported 16 Red Morph / Magic Doll fuses with no Purple outcome.Mแปt big spender bรกo 16 lแบงn fuse Red Morph / Magic Doll khรดng ra Purple.
High
Churn riskRแปงi ro churn
Both whales and smaller spenders show declining motivation or migration to other games.Cแบฃ whale lแบซn spender nhแป ฤแปu giแบฃm ฤแปng lแปฑc hoแบทc chuyแปn sang game khรกc.
3 key findings3 phรกt hiแปn chรญnh
⚔Content gapContent gap
Endgame lacks a fighting loopEndgame thiแบฟu vรฒng lแบทp chiแบฟn ฤแบฅu
VIPs want frequent PvP, Arena, GvG and clan-war moments. The current loop feels too farm-heavy, causing top clans to lose reasons to stay online.VIP muแปn PvP, Arena, GvG vร clan-war thฦฐแปng xuyรชn. Loop hiแปn tแบกi quรก nแบทng farm, khiแบฟn top clan mแบฅt lรฝ do online.
🎲Economy riskEconomy risk
Progression feels unfairProgression chฦฐa cรดng bแบฑng
Fuse, drop rates and the lack of a visible pity mechanism create the perception that spending does not translate into meaningful progression.Fuse, drop rate vร thiแบฟu cฦก chแบฟ pity rรต rร ng tแบกo cแบฃm giรกc chi tiแปn khรดng ฤแปi ra progression xแปฉng ฤรกng.
⚠Ops riskOps risk
Player trust is weakeningNiแปm tin ngฦฐแปi chฦกi ฤang yแบฟu ฤi
Technical issues such as code / redeem errors, low survey reward value, and slow issue closure are damaging confidence among VIP users.Cรกc lแปi kแปน thuแบญt nhฦฐ code / redeem, giรก trแป reward khแบฃo sรกt thแบฅp, vร xแปญ lรฝ sแปฑ cแป chแบญm ฤang lร m giแบฃm niแปm tin cแปงa VIP.
VIP signals capturedTรญn hiแปu VIP ghi nhแบญn
PaseakVN
Needs PvP / war guild; drop and progression feel too punishing.Cแบงn PvP / war guild; drop vร progression quรก nแบทng.
ThimboStarkID
Top spender signal; progression not matching spend level.Tรญn hiแปu top spender; progression khรดng tฦฐฦกng xแปฉng mแปฉc chi.
DylandPROSID
Opponents and large clans are losing fighting motivation.ฤแปi thแปง vร clan lแปn ฤang mแบฅt ฤแปng lแปฑc ฤรกnh nhau.
So Name / KarurxTH
Code issue and Fuse / pity frustration impact trust.Lแปi code vร bแปฉc xรบc Fuse / pity แบฃnh hฦฐแปng niแปm tin.
Focus:Endgame·Progression·Trust
06DirectionDirection
Good pointsฤiแปm tแปt
Good Webshop/IAP mix at 95%Tแป trแปng Webshop/IAP tแปt ฤแบกt 95%
UA efficiency improved continuously, lower cost per install.
- %MKT/Rev also improved week over weekUA efficiency ฤรฃ liรชn tแปฅc cแบฃi thiแปn, cost per install thแบฅp hฦกn.
- %MKT/Rev cลฉng ฤฦฐแปฃc cแบฃi thiแปn qua tแปซng week
- %MKT/Rev also improved week over weekUA efficiency ฤรฃ liรชn tแปฅc cแบฃi thiแปn, cost per install thแบฅp hฦกn.
- %MKT/Rev cลฉng ฤฦฐแปฃc cแบฃi thiแปn qua tแปซng week
Acquired high-paying VIP users; captured 30% of VIP contacts from the existing poolAccquire ฤฦฐแปฃc user VIP cรณ khแบฃ nฤng chi trแบฃ cao cho game, accquire ฤฦฐแปฃc 30% contact VIP tแปซ pool cรณ sแบตn
Pre-Reg reached 1.2M users - 120% KPIPre-Reg ฤแบกt 1.2M users - 120% KPI
Improving pointsฤiแปm cแบงn cแบฃi thiแปn
The game depends on the week-1 user groupGame phแปฅ thuแปc vร o nhรณm user week 1
Paying rate declining; monetizing new users is difficultTแป lแป pay giแบฃm, monetize new user gแบทp khรณ khฤn
Low volume, weak servers - the Oren cluster (12 servers) is near-empty and 23 servers have no meaningful VIP.Volume thแบฅp, server yแบฟu - cแปฅm Oren (12 server) gแบงn nhฦฐ trแปng vร 23 server khรดng cรณ VIP ฤรกng kแป.
Conversion from pre-registered users to installs is weak => low organic installsConversion rate tแปซ pre-registed users sang Installs chฦฐa tแปt => Org Installs thแบฅp
Both product and social/community struggled to prepare plans because event/content info from the Developer arrived late and was revised continuously (roadmap)Product lแบซn social community gแบทp khรณ khฤn trong viแปc chuแบฉn bแป plan do hiแปu thรดng tin vแป event, content tแปซ phรญa Developer gแปญi gแบฅp vร chแปnh sแปญa liรชn tแปฅc(roadmap)
Users drop 91% by level 43User drop 91% khi ฤแบกt level 43
Direction / Action / StatusDirection / Action / Status
Maintain VIP performance (W1 NRU cohort)Giแปฏ hiแปu suแบฅt VIP (cohort NRU W1)In discussionฤang thแบฃo luแบญn
Propose new content roadmap and BM improvements to improve whale retention and sustain existing users.ฤแป xuแบฅt content roadmap mแปi vร cแบฃi thiแปn BM ฤแป tฤng giแปฏ chรขn whale vร duy trรฌ user hiแปn tแบกi.
In discussion with Dev. Since a long-term content roadmap is not yet available, we are proposing a version planning approach based on live performance data.ฤang thแบฃo luแบญn vแปi Dev. Do chฦฐa cรณ content roadmap dร i hแบกn, team ฤแป xuแบฅt cรกch lรชn kแบฟ hoแบกch theo version dแปฑa trรชn data vแบญn hร nh thแปฑc tแบฟ.
Enhance in-game competitionTฤng cแบกnh tranh in-gameAwaiting DevChแป Dev
Launch Castle Siege together with Server Transfer to create large-scale clan competition.Mแป Castle Siege kแบฟt hแปฃp Server Transfer ฤแป tแบกo cแบกnh tranh clan quy mรด lแปn.
Waiting for Dev to finalize the implementation plan before execution.Chแป Dev chแปt kแบฟ hoแบกch triแปn khai trฦฐแปc khi thแปฑc thi.
VIP Care ProgramChฦฐฦกng trรฌnh VIP CareIn executionฤang triแปn khai
Roll out dedicated VIP engagement and retention program.Triแปn khai chฦฐฦกng trรฌnh engagement vร giแปฏ chรขn VIP chuyรชn biแปt.
Plan finalized and execution has started.ฤรฃ chแปt kแบฟ hoแบกch vร bแบฏt ฤแบงu triแปn khai.
Increase game activenessTฤng ฤแป active cแปงa gameIn discussionฤang thแบฃo luแบญn
Shift the in-game economy toward an Adena-based system to encourage higher daily activity and participation.Chuyแปn nแปn kinh tแบฟ in-game sang hแป Adena-based ฤแป tฤng hoแบกt ฤแปng vร tham gia hแบฑng ngร y.
Plan under discussion with Dev; Marketing is preparing the campaign for the update.ฤang thแบฃo luแบญn kแบฟ hoแบกch vแปi Dev; Marketing chuแบฉn bแป campaign cho bแบฃn update.
Maintain UA efficiency & brandingDuy trรฌ hiแปu quแบฃ UA & brandingOngoingฤang chแบกy
Continue optimizing high-quality UA channels while sustaining branding activities.Tiแบฟp tแปฅc tแปi ฦฐu cรกc kรชnh UA chแบฅt lฦฐแปฃng cao ฤแปng thแปi duy trรฌ hoแบกt ฤแปng branding.
Ongoing.ฤang chแบกy.
Improve new user experienceCแบฃi thiแปn trแบฃi nghiแปm new userPlanningฤang lรชn kแบฟ hoแบกch
Propose gameplay adjustments to shorten the early-game progression in the upcoming major update.ฤแป xuแบฅt ฤiแปu chแปnh gameplay ฤแป rรบt ngแบฏn progression early-game trong bแบฃn update lแปn sแบฏp tแปi.
Planning stage.ฤang lรชn kแบฟ hoแบกch.
Increase W2/W3 user monetizationTฤng monetization user W2/W3In executionฤang triแปn khai
Introduce $2/$5 entry packages and optimize Membership pricing/value through discounts and additional benefits.Ra gรณi entry $2/$5 vร tแปi ฦฐu giรก/giรก trแป Membership qua giแบฃm giรก vร quyแปn lแปฃi bแป sung.
Proposal submitted; Dev has started developing the new package lineup.ฤรฃ ฤแป xuแบฅt; Dev ฤรฃ bแบฏt ฤแบงu phรกt triแปn bแป gรณi mแปi.