Lineage W SEA

14-Day Snapshot ReportBáo cáo Snapshot 14 Ngày

D1 – D14 · 27 May – 9 Jun 2026

SECTION 01

Overview & SnapshotTổng quan & Snapshot

◆ Key Comment◆ Nhận định chính

Revenue is 20% of the 14-day KPI (10% of 30-day). NRU quality is back on track; the real constraint is now users churning at Level 1.Revenue 20% KPI 14 ngày (10% KPI 30 ngày). Chất lượng NRU đã tốt lại; nút thắt hiện tại là user churn ngay Level 1.

20%

Revenue / Plan 14DRevenue / Plan 14D

56.5%

NRU rate · 97% planNRU rate · 97% plan

29.6%

RR01 · weakRR01 · yếu

3.56%

PU rate · 45% planPU rate · 45% plan

$32.94

ARPPU · 93% planARPPU · 93% plan

Root cause: ~20-30% of daily NRU churns at Level 1, dragging down RR1 & PU rate. Excluding this group, every later step follows the forecast trend (RR01 40→47%, PR 6.4→9.6% beating the 14-day KPI, ARPPU 88-93%) - low revenue is purely a thin NRU base, not retention or monetization.Nguyên nhân: ~20-30% NRU mỗi ngày churn ở Level 1, kéo giảm RR1 & PU rate. Loại nhóm này ra, các step sau đều đúng forecast (RR01 40→47%, PR 6.4→9.6% vượt KPI 14 ngày, ARPPU 88-93%) - revenue thấp chỉ vì base NRU mỏng, không phải retention/monetize.

▸ Action: coordinate with MKT to define the churn reason & limit acquiring this segment.▸ Action: phối hợp MKT để define lý do churn & hạn chế mua nhóm này.

◆ Daily Trends (14 Days)◆ Xu hướng theo ngày (14 ngày)

Revenue + PU (daily)Revenue + PU (theo ngày)

Active + NRU (filtered)Active + NRU (lọc bot)

PU rate + ARPPU (filtered)PU rate + ARPPU (lọc bot)

Install + NRU/Install (filtered)Install + NRU/Install (lọc bot)

View more: full daily dataView more: toàn bộ số liệu theo ngày

MetricChỉ số	27/5	28/5	29/5	30/5	31/5	1/6	2/6	3/6	4/6	5/6	6/6	7/6	8/6	9/6
Revenue	$152,143	$98,853	$65,424	$62,789	$35,445	$37,762	$26,194	$54,724	$46,736	$37,381	$36,288	$34,856	$21,742	$19,847
PU	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
ARPPU	$48.48	$45.98	$24.22	$27.15	$23.37	$24.76	$19.05	$36.85	$36.71	$31.41	$28.66	$50.15	$32.55	$31.81
PU rate %	2.70%	2.64%	4.61%	4.62%	3.38%	3.82%	3.66%	4.49%	4.23%	4.07%	4.36%	2.49%	2.46%	2.35%
DAU	116,019	81,319	58,610	50,040	44,928	39,873	37,571	33,068	30,126	29,209	29,044	27,950	27,195	26,573
NRU	116,018	40,193	23,001	16,729	13,468	10,359	9,345	7,216	4,916	4,307	3,558	2,562	2,457	2,094
Install	434,827	92,322	31,906	26,996	23,413	18,168	17,257	13,357	7,464	5,761	4,701	4,736	4,281	3,998
NRU/Install %	26.68%	43.54%	72.09%	61.97%	57.52%	57.02%	54.15%	54.02%	65.86%	74.76%	75.69%	54.10%	57.39%	52.38%

◆ Performance Overall: Player Journey◆ Performance Overall: Hành trình người chơi

InstallInstall

726,662 · 76% Plan

76%

76% Plan76% Plan

NRU rate (filtered)NRU rate (lọc bot)

%NRU 56.5% · 256,223

97%

✓ 97% plan✓ 97% plan

RR01 (D1 retention)RR01 (D1 retention)

24.8% → 29.6%

45%

↓ weak↓ yếu

PU rate (filtered)PU rate (lọc bot)

3.56% · 45% Plan

45%

↓ 45% Plan↓ 45% Plan

ARPPUARPPU

$32.94

93%

✓ 93% Plan✓ 93% Plan

RevenueRevenue

$730,185

20%

20% Plan 14D20% Plan 14D

Show all dataXem toàn bộ số liệu

A · incl. BOTA · gồm BOT

Key MetricChỉ số	7D	14D	14D PlanPlan 14D	%14D	30D PlanPlan 30D	%30D
SpendChi phí
Marketing CostChi phí Marketing	$3,063K	$3,192K	$3,973K	80.3%	$4,262K	74.9%
Branding CostChi phí Branding	$1,753K	$1,782K	$2,619K	68.0%	$2,650K	67.2%
UA CostChi phí UA	$1,345K	$1,445K	$1,354K	106.7%	$1,612K	89.6%
Volume & QualityVolume & Quality
InstallInstall	676,529	726,662	954,188	76.2%	1,112,361	65.3%
%NRU%NRU	58.9%	62.4%	58.3%	106.9%	58.3%	107.0%
NRU - DAUNRU - DAU	398,151	453,107	556,483	81.4%	648,436	69.9%
RR01 (avg)RR01 (TB)	23.8%	33.6%	—	—	—	—
PU (avg)PU (TB)	2,103	1,566	7,236	21.6%	6,302	24.8%
PR (avg)PR (TB)	2.0%	1.8%	7.8%	23.1%	10.6%	17.0%
RevenueDoanh thu	$479K	$730K	$3,579K	20.4%	$7,027K	10.4%
ARPUARPU	$1.20	$1.61	—	—	$10.84	14.9%
ARPPU (avg)ARPPU (TB)	$30.43	$32.94	$35.38	93.1%	$37.36	88.2%

B · filtered BOTB · lọc BOT

Key MetricChỉ số	7D	14D	14D PlanPlan 14D	%14D	30D PlanPlan 30D	%30D
%NRU%NRU	33.9%	56.5%	58.3%	97.0%	58.3%	97.0%
NRU - DAUNRU - DAU	229,113	256,223	556,483	46.0%	648,436	39.5%
RR01 (avg)RR01 (TB)	24.8%	29.6%	—	—	—	—
PR (avg)PR (TB)	3.6%	3.6%	7.8%	45.4%	10.6%	33.5%
ARPUARPU	$2.09	$2.85	$6.43	44.3%	$10.84	26.3%

◆ NRU Real Stuck at Level 1 vs Total NRU Real◆ NRU real stuck at level 1 vs total NRU real

Stacked = total NRU (Passed L1 + Stuck Organic + Stuck UA). Lines = Stuck-Org/Total & Stuck-UA/Total.Stacked = total NRU (Passed L1 + Stuck Organic + Stuck UA). Lines = Stuck-Org/Total & Stuck-UA/Total.

View more: full dataView more: xem full data

MetricChỉ số	27/5	28/5	29/5	30/5	31/5	1/6	2/6	3/6	4/6	5/6	6/6	7/6	8/6	9/6
Total NRU real	116,018	40,193	23,001	16,729	13,468	10,359	9,345	7,216	4,916	4,307	3,558	2,562	2,457	2,094
Stuck L1 - Organic	17,742	6,449	4,778	2,578	1,651	1,764	2,257	1,599	1,356	1,371	938	138	127	113
Stuck L1 - UA	12,616	9,396	5,325	4,400	3,995	2,806	2,554	1,649	854	639	558	605	539	498
Org / Total %	15.30%	16.00%	20.80%	15.40%	12.30%	17.00%	24.20%	22.20%	27.60%	31.80%	26.40%	5.40%	5.20%	5.40%
UA / Total %	10.90%	23.40%	23.20%	26.30%	29.70%	27.10%	27.30%	22.90%	17.40%	14.80%	15.70%	23.60%	21.90%	23.80%

◆ Key Issues◆ Các issue chính

Week 1Tuần 1

Large volume, weak conversionVolume lớn, conversion yếuFIXING

Revenue 21.9% of plan - NRU 30.5%, paying users 23.7%, PU rate 71% of target.Revenue 21.9% plan - NRU 30.5%, paying users 23.7%, PU rate 71% target.

STATUSMinimized budget & fixed key game-build issues first.Minimize budget & fix trước key issue game build.

Onboarding leaks earlyOnboarding rò rỉ sớmFIXED

~70% of installs lost before NRU (12GB CDN), then 50%+ before Level 20.~70% installs mất trước NRU (12GB CDN), mất thêm 50%+ trước Level 20.

STATUSFixed - simpler tutorial, opened shop/login pass/mail from level 8.Đã fix - tutorial đơn giản, mở shop/login pass/mail từ level 8.

Revenue concentrationRevenue tập trungFIXING

100 VIPs and 4 of 48 servers carry most revenue; 8 top VIPs churned; 22 servers at risk.100 VIP và 4/48 server gánh phần lớn revenue; 8 top VIP churned; 22 server at risk.

STATUSWorking with Dev on VIP-care; running a VIP survey.Đang deal với Dev về VIP care; triển khai survey VIP.

MKT issueMKT issueFIXING

No mass activity & community activation for branding - organic hit only 34% of target.Chưa có mass activity & community activation cho branding - organic chỉ đạt 34% target.

STATUSPlanning new direction: push organic via viral Social & KOC.Planning push organic via viral Social & KOC.

Week 2 (new)Tuần 2 (mới)

User churn from Level 1User churn từ Level 1NEW

~20-30% of daily NRU churns at Level 1, dragging down overall RR1 & PU rate.~20-30% NRU mỗi ngày churn ở Level 1, kéo giảm RR1 & PU rate.

STATUSDefine churn reason; reduce UA for this segment.Define reason; giảm UA cho nhóm này.

Low volume, weak serverVolume thấp, server yếuNEW

11 at-risk servers (revenue <$100/day, <10 PU/day), mostly the Oren cluster empty.11 server nguy hiểm (revenue <$100/ngày, <10 PU/ngày), phần lớn cụm Oren trống.

STATUSMonitoring; consider event coverage / consolidation.Monitor; cân nhắc event coverage / gộp.

Lack of campaign to push organicThiếu campaign đẩy organicNEW

Most proposed campaigns are pending by NC; need to convince them to run events.Phần lớn campaign đề xuất pending bởi NC; cần thuyết phục chạy event.

STATUSEscalating to NC.Đang escalate lên NC.

Unclear update plan from DevUpdate plan từ Dev chưa rõNEW

No clear update plan; current update is just a few packages + events. Prolonged = high churn risk.Chưa có update plan rõ; hiện chỉ vài package + event. Kéo dài = nguy cơ churn cao.

STATUSPushing Dev for a content roadmap.Đang push Dev ra content roadmap.

◆ Power Map Overview◆ Power Map Overview

Power of 4 WorldsThế lực 4 World

Pandora

$369.6K46% rev

ARPPU $74.31Players 4,974

Guilds 423Top Violence

SG 1,372ID 1,133VN 999PH 634

Top Guilds

Violence

$91,168

PROSGARD

$47,618

Revenger

$23,231

CHNDragon

$15,441

ValhallaS

$13,925

Aden

$267.7K33% rev

ARPPU $51.11Players 5,237

Guilds 448Top SleepingCats

SG 1,727TH 1,486VN 1,116Other 546

Top Guilds

SleepingCats

$52,265

COUNTRYSIDE

$17,646

BANGKOK

$13,623

PARIS

$10,326

DragonTribe

$9,315

Eva

$133.8K17% rev

ARPPU $44.95Players 2,977

Guilds 280Top WuxiaGaming

VN 1,120SG 1,077Other 338TH 237

Top Guilds

WuxiaGaming

$28,436

Mutineer

$14,400

overload

$11,735

QuanDoanBatTu

$6,449

NinetyOneHeaven

$5,254

Oren

$31.5K4% rev

ARPPU $41.07Players 766

Guilds 97Top NanYangKitchen

VN 309SG 158TH 123PH 67

Top Guilds

NanYangKitchen

$4,753

GGGGGGGGGGGG

$2,848

diuclan

$2,017

TOP

$1,690

WeAreOne

$1,505

⚠ Lowest world - add events to draw users & build clans⚠ World thấp nhất - thêm event kéo user tạo clan

Top VIP Players (All-Time, USD)Top VIP Players (All-Time, USD)

Rank	Role	Clan	TT	Server	VIP	All Time	Last 7D	Status
1	Karurx	SleepingCats	TH	Aden 09	◆ Diamond	$20,268	$7,265	● Active
2	DylandPROS	PROSGARD	ID	Pandora 03	◆ Platinum	$17,872	$8,472	● Active
3	CrazyMonster	Violence	SG	Pandora 03	◆ Platinum	$15,646	$7,368	● Active
4	Eoo	Violence	SG	Pandora 03	◆ Platinum	$14,940	$7,658	● Active
5	DemonKing	Violence	SG	Pandora 03	◆ Platinum	$14,701	$6,080	● Active
6	Geumji	PROSGARD	ID	Pandora 03	◆ Platinum	$14,573	$6,466	● Active
7	Arabee	HOMELANDER	ID	Pandora 05	◆ Platinum	$13,974	$6,268	● Active
8	lupinx	overload	SG	Eva 10	◆ Platinum	$12,987	$5,800	● Active
9	Crazybunny	Violence	SG	Pandora 03	◆ Platinum	$12,713	$7,110	● Active
10	WuxiaShi	WuxiaGaming	VN	Eva 09	◆ Platinum	$12,625	$7,182	● Active

Top 10 VIP by all-time revenue. Source: LW_VIP_Power_Analysis_D15.xlsx. VND converted at 26,500 VND/USD.Top 10 VIP theo all-time revenue. Nguồn: LW_VIP_Power_Analysis_D15.xlsx. VND quy đổi 26,500 VND/USD.

◆ World Comment◆ Nhận định World

Pandora is the strongest World (46% of revenue, $369.6K, ARPPU $74.3) despite not having the most players. Aden has the most players (5,237) but lower ARPPU. Eva is smaller (17%) but stable. Oren is the concern: only 4% of revenue, lowest ARPPU ($41.1) - needs more events to draw users and build clans to sustain the server.

Top Whales are all active and spending continuously - good top-tier retention. SG is the highest-quality market: ARPPU $6,017 (Top 100) with only 22 players generating 30.8% of revenue - outperforming TH (30 players, 25.9%). VN ranks #3 in Top 1000 (307 players) but ARPPU only $433 - broad but low-spend, needs its own monetization strategy. ID has the 2nd-highest ARPPU ($1,071) - scale under-exploited. → Besides key markets TH, VN, ID, SG should also be prioritized for VIP care and community activities.Pandora mạnh nhất (46% revenue, $369.6K, ARPPU $74.3) dù không đông player nhất. Aden đông player nhất (5,237) nhưng ARPPU thấp hơn. Eva nhỏ hơn (17%) nhưng ổn định. Oren là mối lo: chỉ 4% revenue, ARPPU thấp nhất ($41.1) - cần thêm event kéo user tạo clan để duy trì server.

Top Whales đều active và chi tiêu liên tục - retention tốt ở nhóm đầu. SG chất lượng nhất: ARPPU $6,017 (Top 100) với 22 players tạo 30.8% revenue - vượt TH (30 players, 25.9%). VN #3 Top 1000 (307 players) nhưng ARPPU chỉ $433 - rộng nhưng chi thấp, cần monetization riêng. ID ARPPU cao thứ 2 ($1,071) - scale chưa khai thác đủ. → Ngoài TH, VN, ID, SG cũng cần ưu tiên chăm sóc VIP và hoạt động cộng đồng.

SECTION 02

MKT & Budget HighlightMKT & Budget Highlight

Total MKT CostTổng chi MKT

$3.23M

81% of plan81% Plan

Installs

723,730

76% of plan76% Plan

NRU (filtered)NRU (lọc bot)

256,223

46% of plan46% Plan

eCPI

$6.82

186% of plan186% Plan

◆ MKT Cost by Phase◆ Chi phí MKT theo Phase

◆ CPI, CPN & NRU/Install by Phase◆ CPI, CPN & NRU/Install theo Phase

◆ Install Mix: Paid vs Organic + NRU (by phase)◆ Install Mix: Paid vs Organic + NRU (theo phase)

View more: full phase dataView more: số liệu theo phase

ItemChỉ tiêu	Pre-heat	Pre-Reg	Pre-DL	OB W1	OB W2	Total
Total MKT Cost	$73K	$1,528K	$277K	$1,236K	$124K	$3,232K
Paid Branding	$38K	$1,055K	$11K	$108K	$21K	$1,234K
UA Ads	$0K	$0K	$246K	$1,098K	$102K	$1,447K
Offline	$35K	$473K	$20K	$30K	$0K	$551K
Installs	—	—	286,995	386,602	50,133	723,730
> Organic	—	—	112,687	117,540	19,868	250,095
> Paid	—	—	174,308	269,062	30,265	473,635
NRU (excl bot)	—	—	—	229,113	27,110	256,223
CPI	—	—	$0.97	$3.20	$2.47	$4.47
CPN	—	—	—	$4.59	$4.08	$12.62

◆ MKT & Budget Comment◆ Nhận định MKT & Budget

W2 vs W1: CPI & CPN both improved; %NRU/Installs dipped slightly (54% vs plan 58%, not critical) - need to raise install volume.W2 vs W1: CPI & CPN đều cải thiện; %NRU/Installs giảm nhẹ (54% vs plan 58%, không critical) - cần tăng volume installs.
Install funnel at 75% of plan: organic only 42% (critical), paid 128% - the gap is organic volume.Phễu install 75% plan: organic chỉ 42% (critical), paid 128% - thiếu hụt là volume organic.
Platform mix: PC & iOS installs only +2% W2 vs W1; iOS CPI dropped $7.42 → $3.75.Platform mix: PC & iOS chỉ +2% W2 vs W1; iOS CPI giảm $7.42 → $3.75.

DirectionDirection

PC: push cross-channel social/community/UA, retarget mobile players to convert to PC.PC: push cross-channel social/community/UA, retargeting nhóm mobile để convert sang PC.
iOS: accelerate app-rating, add custom product pages to optimize UA.iOS: push app rating, tạo custom product page để optimize UA.
Test lookalike Whale & Shark to improve PU rate & revenue.Test lookalike Whale & Shark để cải thiện PU rate & Rev.
Minimize UA and prioritize UA during product content/event updates for new users to raise efficiency.Minimize UA và ưu tiên push UA khi product có update content/event mới cho new user để tăng hiệu quả.

SECTION 03

Next PlanKế hoạch tiếp theo

What Went WellWhat Went Well

✓

Optimizations show good signals - improving NRU rate / Install and PU rate.Optimization có tín hiệu tốt - cải thiện NRU rate / Install và PU rate.

✓

VIP users are maintaining stable spending.User VIP duy trì spending ổn định.

✓

%MKT Cost/Rev improved 258.23% (W1) → 49.13% (W2); CPI $3.2 → $2.5; CPN $4.59 → $4.08.%MKT Cost/Rev cải thiện 258.23% (W1) → 49.13% (W2); CPI $3.2 → $2.5; CPN $4.59 → $4.08.

Key IssueKey Issue

⚠

User churn from Level 1 - ~20-30% of daily NRU, dragging RR1 & PU rate.User churn từ Level 1 - ~20-30% NRU/ngày, kéo giảm RR1 & PU rate.

⚠

Low volume, weak server - 11 at-risk servers, mostly Oren empty.Low volume, weak server - 11 server nguy hiểm, phần lớn Oren trống.

⚠

Lack of campaign to push organic - most campaigns pending by NC.Thiếu campaign đẩy organic - phần lớn campaign pending bởi NC.

⚠

Unclear update plan from Dev - no clear content roadmap yet.Update plan từ Dev chưa rõ - chưa có content roadmap.

◆ Key Next Actions◆ Key Next Actions

1Push organicPush organic

Raise organic ratio to target % - needs MKT update (viral Social, KOC, community).Tăng tỉ lệ organic lên mức xx% - cần MKT update (viral Social, KOC, community).

2Find new high-quality usersTìm user chất lượng mới

Maintain quality UA channels and branding activities.Duy trì kênh UA chất lượng và hoạt động branding.

3Keep whale & retain usersGiữ whale & retain user

Push Dev to update content; suggest BM for Dev to keep whales & current users.Push Dev update content; suggest BM cho Dev để giữ whale & user.

4Enhance in-game competitionTăng cạnh tranh in-game

Campaigns to build clans, war reporter, competitive events.Campaign build clan, war reporter, sự kiện cạnh tranh.

5Deliver content roadmap with DevPhối hợp Dev ra content roadmap

Coordinate with Dev to deliver a clear content roadmap; suggest BM adjustments.Phối hợp Dev deliver content roadmap rõ; suggest BM điều chỉnh.

6UA test: optimize to Level 10UA test: optimize tới Level 10

Run new-user campaigns optimized to Level 10 (past tutorial & level 8 to pay) and retarget users who haven't finished tutorial.Campaign new user optimize tới level 10 (qua tutorial & level 8 để nạp) và retargeting nhóm chưa finish tutorial.

Click here to show detail (planned optimizations & actions by function)Bấm để xem chi tiết (planned optimizations & actions theo function)

◆ Planned Next Optimizations ◆ Tối ưu kế hoạch tiếp theo

HIGH PRIORITY

Gear/drop rate increaseTăng drop rate gear

CDN delta patchCDN delta patch

Schedule bug fixFix bug lịch

Add dungeonsThêm dungeon

Small webshop packagesGói nhỏ webshop

Conditional package restructureTái cơ cấu gói Ðiều kiện

Adena pack ($2→50M)Gói Adena ($2→50M)

MEDIUM PRIORITY

Boss pass-through for meleeBoss pass-through cho melee

CM coin shopShop xu CM

Increase daily gacha countTăng số lần gacha hàng ngày

CONSIDER

Gift gacha (with bot controls)Gift gacha (có kiểm soát bot)

Daily quest rebalanceCân bằng lại quest hàng ngày

◆ Next Actions by Function◆ Plan theo Function

PRODUCT (PRD)

ActionHành Ðộng	StatusTrạng thái	NoteGhi chú
Skip-video build (Android funnel)Bỏ video intro (funnel Android)	COMPLETED 4/6	Registration 53%→63%, Lv20 ~2×Ðăng ký 53%→63%, Lv20 ~2×
Early-game difficulty fixes (Lv18/33/43 quest, login gift, Lv8 shop/pass)Fix Ðộ khó early-game (quest Lv18/33/43, quà login, shop/pass Lv8)	COMPLETED 3/6	RR1 ~2×, mid-game churn −50%RR1 ~2×, churn mid-game −50%
3 new BM starter packages3 gói starter BM mới	COMPLETED 29/5	Top-PU group +15%, NNPU/NRU +2.28×Top-PU +15%, NNPU/NRU +2.28×
Level 40+ content calendar (D14–D30)Lịch nội dung Level 40+ (D14–D30)	IN PROGRESS	No update in sourceChưa có cập nhật
Drop rate & early-game further improvementCải thiện thêm drop rate & early-game	IN PROGRESS	Top CS complaint; VIPs affectedKhiếu nại CS hàng Ðầu; ảnh hưởng VIP
Consider server transfer or merge for under-performing serversXem xét chuyển server hoặc gộp server Ðang trong tình trạng khai thác yếu	DISCUSSING	Servers under-performanceServer under-performance
Gear/drop rate: increase crafting material drop; add Dia shop for materialsDrop rate gear: tăng drop nguyên liệu; thêm shop Dia cho nguyên liệu	REQUESTED · High	Lv51 players still on white gearNgười chơi Lv51 vẫn dùng gear trắng
CDN optimization: background download or delta patchTối ưu CDN: tải nền hoặc delta patch	REQUESTED · High	Each update ~3GB re-downloadMỗi cập nhật ~3GB tải lại
Schedule bug fix (HP-empty → return to town)Fix bug lịch (HP cạn → trở về thành)	REQUESTED · High	—
Add dungeons — daily repeatableThêm dungeon — lặp hàng ngày	REQUESTED · High	Too few dungeonsQuá ít dungeon

MONETIZATION

ActionHành Ðộng	StatusTrạng thái	NoteGhi chú
Add webshop packages to support post-starter upsell BM (48–72h follow-up for chest buyers)Mở bán thêm gói webshop Ðể Upsell BM sau starter (follow-up 48–72h cho người mua chest)	IN PROGRESS	Current upsell rate 13%; target 20%+Tỉ lệ upsell hiện tại 13%; mục tiêu 20%+
Add small-package tier to webshopThêm gói nhỏ vào webshop	REQUESTED · High	Users want regular low-price spendNgười dùng muốn chi tiêu nhỏ Ðịnh kỳ
Conditional package → break into 8-Mileage low-price stepsGói Ðiều kiện → chia thành 8 bước giá thấp Mileage	REQUESTED · High	Wide gaps discourage purchaseKhoảng cách giá lớn làm nản mua
Adena package: $2 → 50M Adena, limit 1/accountGói Adena: $2 → 50M Adena, giới hạn 1/tài khoản	REQUESTED · High	High demand, no time to farmNhu cầu cao, không có thời gian farm
Show new BM packs on PC (not webshop only)Hiển thị gói BM mới trên PC (không chỉ webshop)	PENDING	—

UA / MARKETING

ActionHành Ðộng	StatusTrạng thái	NoteGhi chú
Budget ~$10K/day on effective channels (ASA, AEO-CDN/AEO-PU)Ngân sách ~$10K/ngày trên kênh hiệu quả (ASA, AEO-CDN/AEO-PU)	IN PROGRESS	D8–D14 actual avg ~$16.6K/dayD8–D14 thực tế trung bình ~$16.6K/ngày
App Rating push post-builds: SEA 3.5+, VN 3.0+Ðẩy rating app sau build: SEA 3.5+, VN 3.0+	IN PROGRESS	Skip-video live; rating status TBCSkip-video Ðã live; tình trạng rating TBC
Mobile re-engagement: convert installed-but-no-NRU to NRURe-engagement mobile: chuyển Ðổi cài nhưng chưa Ðăng ký thành NRU	PENDING	—
After each game optimization, run small UA test before scalingSau mỗi tối ưu game, chạy test UA nhỏ trước khi scale	PENDING	—

BRANDING

ActionHành Ðộng	StatusTrạng thái	NoteGhi chú
Reserve KOC air slots; re-run once game optimizedGiữ slot phát sóng KOC; chạy lại khi game Ðã tối ưu	PENDING	—
Use remaining PR budget for post-launch coverage (tied to updates)Dùng ngân sách PR còn lại cho coverage sau launch (gắn với cập nhật)	PENDING	—
LineageW ambassador (KOC Streaming) + CashbackÐại sứ LineageW (KOC Streaming) + Cashback	CONSIDERING	—

COMMUNITY / SOCIAL

ActionHành Ðộng	StatusTrạng thái	NoteGhi chú
Weekly giftcoupons + mini events (check-in, quiz, share-moment)Giftcoupon hàng tuần + sự kiện mini (check-in, quiz, chia sẻ khoảnh khắc)	PENDING	—
Social events: Blood Pledge Program, UGC contest, War Leader of SEA, hall-of-fame, weekly bulletinSự kiện xã hội: Blood Pledge, thi UGC, War Leader SEA, hall-of-fame, bản tin tuần	PENDING	—
Regularly update guidelines and provide beginner FAQ support per marketThường xuyên cập nhật guideline và hỗ trợ FAQ người mới theo thị trường	PENDING	—
CM coin shop to drive community-event participationShop xu CM Ðể thúc Ðẩy tham gia sự kiện cộng Ðồng	REQUESTED · Medium	—

CUSTOMER SERVICE (CS)

ActionHành Ðộng	StatusTrạng thái	NoteGhi chú
Redeem Coupon + W Membership activation bug fixed after 14 days; continue to guide and support users to increase satisfactionBug Redeem Coupon + kích hoạt W Membership Ðã fix sau 14 ngày, tiếp tục hướng dẫn và hỗ trợ giải quyết các nhu cầu của user Ðể tăng Ðộ hài lòng	IN PROGRESS	—
VIP fast-lane: SLA for top-100, named contact per marketVIP fast-lane: SLA cho top-100, Ðầu mối liên hệ theo thị trường	IN PROGRESS	—
Fix OTP/device-verification for VIPsFix xác minh OTP/thiết bị cho VIP	IN PROGRESS	Directly caused VIP churnTrực tiếp gây VIP churn
Weekly VIP-care report (VNG + NC); track top-100 churn < 5%Báo cáo chăm sóc VIP hàng tuần (VNG + NC); theo dõi churn top-100 < 5%	IN PROGRESS	—
Drive VIP Recognition Program: add rewards, benefits, and keycap merchandise giftsThúc Ðẩy chương trình Tri Ân VIP, bổ sung phần thưởng và quyền lợi, thêm các phần quà merchandise keycap	IN PROGRESS	—

APPENDIX

Product Optimization HighlightProduct Optimization Highlight

◆ Completed Optimizations◆ Tối ưu đã hoàn thành

OPT 01 · 29 May · 3 New BM Starter Packages (OB Chest)3 gói Starter BM mới (OB Chest)

Goal: Lower first-purchase barrierMục tiêu: Giảm rào cản mua lần đầu

Of 8,404 first-time payers, 35.8% bought more, generating $474,182.Trong 8.404 user nạp lần đầu, 35,8% mua thêm, tạo $474.182.

OPT 02 · 3 Jun · Shop Lv 20 → 8 + World TradeShop Lv 20 → 8 + World Trade

Goal: Increase NPU, ARPPUMục tiêu: Tăng NPU, ARPPU

Pay rate doubled ~3% to 6-8%; same-day first-pay tripled 0.7% to 2.1%.Pay rate gấp đôi ~3% lên 6-8%; nạp ngày đầu tăng 3 lần 0,7% lên 2,1%.

OPT 03 · 3 Jun · Removed progression walls (Lv 18/33/42)Gỡ rào cản (Lv 18/33/42)

Goal: Reduce early dropMục tiêu: Giảm churn sớm

Stuck<Lv18 61.3% → 10.7%; Lv33+ 27% → 84.6%; D7 ret 11.6% → 20.8%.Kẹt<Lv18 61,3% → 10,7%; Lv33+ 27% → 84,6%; D7 ret 11,6% → 20,8%.

OPT 04 · 4 Jun · Skip-Video (Install Funnel)Bỏ video intro (Install Funnel)

Goal: Optimize Android funnelMục tiêu: Tối ưu funnel Android

NRU Rate Android 53% → 63%, level-20 ~2×. iOS CR declined slightly.NRU Rate Android 53% → 63%, level 20 ~2×. iOS CR giảm nhẹ.

◆ Optimization Impact on Cohort Quality ◆ Tác Ðộng tối ưu lên chất lượng cohort

MetricChỉ số	Before (31/5–2/6)Trước (31/5–2/6)	After (3–5/6)Sau (3–5/6)	ChangeThay Ðổi
RR1	23.6%	31.8%	+35%
ARPPU	$22.4	$35.0	+56%
ROAS D1	1.3%	8.7%	+590%
LTV D1	$0.16	$0.32	+100%

If you want to view detail: click hereMuốn xem chi tiết: bấm vào đây

◆ Daily Revenue Trend D1–D14 ◆ Xu hướng doanh thu hàng ngày D1–D14

D1 27/5

152K

$152,143

D2 28/5

99K

$98,853

D3 29/5

65K

$65,424

D4 30/5

63K

$62,789

D5 31/5

35K

$35,445

D6 1/6

38K

$37,762

D7 2/6

26K

$26,194

D8★ 3/6

55K

$54,724

D9 4/6

47K

$46,736

D10 5/6

37K

$37,381

D11 6/6

36K

$36,288

D12 7/6

35K

$34,856

D13 8/6

22K

$21,742

D14 9/6

20K

$19,847

★ D8 (3 Jun): Optimization spike — early-game fixes live. Green bars = post-optimization period. ★ D8 (3/6): Tăng Ðột biến sau tối ưu — fix early-game có hiệu lực. Cột xanh = giai Ðoạn sau tối ưu.

◆ NNPU/NRU First-Pay Conversion Trend ◆ Xu hướng chuyển Ðổi thanh toán lần Ðầu NNPU/NRU

P1: Pre-packageP1: Trước gói
27–28/5

P2: New BM packagesP2: Gói BM mới
29/5–2/6

P3: Early-game + Paying bundleP3: Bundle early-game + thanh toán
3–9/6

DateNgày	27/5	28/5	29/5	30/5	31/5	1/6	2/6	3/6	4/6	5/6	6/6	7/6	8/6	9/6
NNPU/NRU	3.66%	1.47%	2.04%	3.36%	2.07%	2.53%	2.73%	6.25%	6.79%	5.72%	5.50%	3.35%	~5.0%	~3.0%

◆ RR01 Daily Cohort (Post-Optimization) ◆ RR01 Cohort hàng ngày (sau tối ưu)

D8 3/6

30.5%

D9 4/6

33.0%

D10 5/6

48.6%

D11 6/6

46.9%

D12 7/6

33.8%

D13 8/6

49.7%

D14 9/6

60.5%

◆ Install Funnel: Before vs After Skip-Video ◆ Funnel cài Ðặt: Trước vs Sau skip-video

StageGiai Ðoạn	Android BeforeAndroid Trước	Android AfterAndroid Sau	iOS BeforeiOS Trước	iOS AfteriOS Sau
RegistrationÐăng ký	53.4%	62.7%	90.4%	82.4%
CDN FinishHoàn tất CDN	30.2%	37.4%	62.5%	52.2%
Level 20Level 20	6.1%	11.7%	6.2%	4.4%

Note: CDN_download_25 remains highest single drop point (~26% avg). iOS create_role declined 3% — monitoring. Ghi chú: CDN_download_25 vẫn là Ðiểm rơi Ðơn lẻ cao nhất (~26% avg). iOS create_role giảm 3% — Ðang theo dõi.

Lineage W SEA · 14-Day Snapshot Report · D1–D14: 27 May – 9 Jun 2026 · Generated 12 Jun 2026Lineage W SEA · Báo cáo snapshot 14 ngày · D1–D14: 27/5 – 9/6/2026 · Tạo 12/6/2026