How can Krafton balance introducing new monetization features in PUBG: Mobile without negatively impacting the free-to-play experience?

Introduction

Balancing new monetization features in PUBG: Mobile with the free-to-play experience is a critical challenge for Krafton. This scenario involves weighing the potential revenue gains against user satisfaction and retention. I'll analyze this trade-off by examining the product ecosystem, identifying key metrics, designing experiments, and providing a data-driven recommendation.

Step 1

Clarifying Questions (3 minutes)

• Based on recent market trends, I'm thinking PUBG: Mobile might be facing increased competition. Could you share how our market share has changed in the last 6-12 months?

Why it matters: Helps understand the urgency of monetization efforts Expected answer: Slight decline in market share Impact on approach: Would prioritize user retention alongside monetization

• Considering our revenue model, I assume in-app purchases are our primary source of income. What percentage of our active users currently make purchases?

Why it matters: Identifies potential for expanding the paying user base Expected answer: 5-10% of users make purchases Impact on approach: Would focus on converting more free users to paying users

• Looking at user segments, I'm curious about the engagement levels of our free vs. paying users. Can you provide insights on the average playtime for these two groups?

Why it matters: Helps tailor monetization strategies to user behavior Expected answer: Paying users have 2-3x more playtime Impact on approach: Would explore monetization features that increase engagement for free users

• Regarding technical feasibility, I'm wondering about our current infrastructure's capacity to support new features. Are there any technical limitations we should be aware of?

Why it matters: Ensures proposed solutions are technically viable Expected answer: Some limitations on real-time features Impact on approach: Would prioritize asynchronous monetization features

• Considering our development resources, I'm curious about our team's capacity for new feature development. How many sprints can we allocate to this initiative in the next quarter?

Why it matters: Helps scope the implementation timeline Expected answer: 2-3 sprints available Impact on approach: Would focus on high-impact, low-development-cost features initially