Year
2024
Client
Garena
Category
Revenue Event
Role
Product Design
Overview
I designed and developed a custom, end-to-end revenue event for Garena. This project featured a Dynamic Probability Engine that allowed administrators to control win-rates and balance the game's economy in real-time.
Event Achievement
The event will be re-launched every year as an annual event.
Generates 42.6% Revenue
(Compared with events in the same category).
What I Learned
I learned to align game mechanics with business objectives by designing engines that balance player enjoyment with long-term economic stability.
I learned to use behavioral analytics to identify player "churn thresholds," creating a repeatable framework for optimizing future revenue events.
I learned to navigate high-pressure technical constraints by re-architecting layouts to improve mobile usability without compromising revenue or reward value.
Events Details
In this game, players match cards with identical faces. Cards that have not been flipped will be labeled as "blank," allowing the system to determine their faces. However, once a player has flipped a card, it will retain the same face to make the player feel less randomness (gacha-like game) in the event. If a player unveils a non-matching card, it will return to a face-down position, and its face will not change when unveiled again.
Event Userflow
Problem & Solution
Problem:
Lack of Historical Benchmarks
While the company has robust tracking, there was no data for this specific event type to identify the optimal price point. Without knowing the "Churn Threshold" (the exact moment a player stops being willing to pay for a card flip) it was impossible to maximize the event's revenue potential.
Solution:
I designed 3 different layout versions and adjustable settings. This allows the company to easily relaunch the event or change the difficulty without needing to start from scratch.
By tracking how different user groups (A1–A4)* behave, I provided the company with the data needed to balance player motivation with revenue for future events.
Note: User segments A1–A4 are categorized by spending habits and activity levels. Specific names have been anonymized to comply with confidentiality (NDA).
14 Cards Layout Draft
12 Cards Layout Draft
Problem:
Device Accessibility Gap
High card density and visual clutter made the interface nearly unusable on smaller mobile devices. This created a high risk of mis-clicks and frustrated users on non-premium devices.
Solution:
Re-architected The Layout From Scratch
Since reducing the number of cards wasn’t viable, as it would affect both revenue and perceived reward value. So I reframing the problem around screen-space constraints and system-imposed "dead space," I implemented a horizontal configuration centered around a primary "flip" action. This optimized visual balance while increasing touch-target sizes, ensuring a high-legibility, accessible experience for all mobile viewports.
First Draft
Final Draft
