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Free-to-Play Summit: From Copy to Subscriptions: A Statistic Perspective of 'NARAKA BLADEPOINT'

ZECHEN XU  (Senior Data Product Manager, NetEase)

Yongcheng Liu  (UX Leader, NetEase)

Location: Room 2016, West Hall

Date: Monday, March 20

Time: 3:00 pm - 3:30 pm

Pass Type: All Access Pass, Summits Pass

Topic: Free-to-Play

Format: Lecture

Vault Recording: Video

Audience Level: All

NARAKA: BLADEPOINT has sold 10 million copies before hitting console platforms. This business strategy of selling copies and microtransactions increased the cost for cheaters, thus attracting fewer cheaters and achieving more accurate user acquisition. But at the same time, this model prevented the game from becoming more popular, especially with its unique gameplay—the world's first truly popular "melee + battle royale"—which requires a large number of players joining at the same time.

In this session, Zechen Xu and Yongcheng Liu will share their insight and thoughts, and show how they tracked the core issues behind the challenges through data. They will also use real-life examples to show how they gained insight into these challenges, used data analysis to solve the problem and ultimately drive the overall optimization of the product—in terms of design and communication strategy.


Attendees will view a real, detailed case study of a B2P business model to a copy-subscription hybrid business model. The session will provide a comprehensive analysis of the challenges and strategies to deal with the move from paid to "free" games. For producers and designers, they will get first-hand case studies and insights on the conversion from B2P to subscription. For data product managers and engineers, they will learn how to think through data to gain insight and address business-related issues, and how to use data to make inferences and support project decisions.

Intended Audience

This is for anyone interested in the copy-subscription hybrid business model.