Built a team across development, operations, acquisition, creative production and data in mid-2018, connecting product decisions with operating feedback.
Business operations / Game portfolio
Integrated H5 game business
Introduced a mini-game portfolio strategy combining in-house development, licensing, exclusive distribution and integrated operations. User LTV reached 2.8 times its previous level, the business moved from losses to profitability, and the technical approach supported a portfolio-wide peak of 10 million DAU.
WORK & CONTRIBUTIONS
My work on this project.
After weak returns from a single product, researched peers and adopted a mix of in-house development, outbound licensing and exclusive distribution around the existing IP portfolio.
Established acquisition models and a platform, adjusted daily budgets and tactics, and used user/acquisition analysis to support both development and publishing.
In 2020, directed a move toward native casual games, ads plus IAP and simulation; in Q2 2021, used domestic testing feedback to adjust overseas publishing direction.
Business results: user LTV reached 2.8 times its previous level and the business moved from losses to profitability; the related H5 business generated approximately RMB 20M annual net profit.
Capacity: designed the technical approach supporting stable operation at a portfolio-wide peak of 10 million DAU.
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