Perks such as ad-free viewing, special badge, VIP leaderboards (users earn money) ++

BGMI tournaments hosted by eSports orgs/BGMI gameplay

Content streamed by super popular streamers (regional)

Improve user viewing experience (functional goal) + help viewers earn (financial goal)

Allow users to watch LIVE action with friends (personal goal)

Allow users to watch their favorite streamers and feel closer to them (personal goal)

0-1 times a month (such low frequency since this feature is high commitment wrt $$)

2-3 times a month

2-4 times a month

2-5 times a month

4-6 times a month

5-9 times a month

>6 times a month

>7 times a month

>10 times

User persona 1

eSports Enthusiast

Name: Aryan Koli

Gamer

Competitor player

• Age - 20
• City - Greater Noida
• Favorite game: BGMI
• Education: University
• Social involvement - Extrovert
• Technical proficiency - Knows how to code, wants to be a developer
• No source of income (besides parental income)

• A passionate supporter of his favorite esports team - GodLike and his favorite streamer - Jonathan.
• Downloaded Loco because, over the last 6 months, all T1 / invitational tournaments and scrims are being broadcasted on Loco.
• Watch BGIS (BGMI tournament) on YT and come back to Loco to watch the commentary by S8ul Sid & Hastar (Streamers)
• Supports underdog Esports tournaments, and in it participates too.
• Likes to create edits of his own gameplay and share it on his social media + also shares gameplay clips shared by his favorite streamers.

​

• Did not find enough esports content on Loco apart from when a tournament is going on
• Cannot speed up the video at 1.5x if I’m looking for a specific moment in the gameplay to rewatch
• Wastes a lot of internet data while watching tournaments on Loco
• Jonathan does not read his chats when he sends it on Loco
• He cannot see a calendar of upcoming esports events
• Not enough UC rewards (UC is the in-game currency of BGMI) available in-app

• Regularly engages on Loco chat with his favourite streamers. He is doing a part time job as discord moderator for Loco's channel.
• Has tried casting for small esports organizations
• He follows all fanclubs, tournament organisers on social media so he can get up to date with esports information.
• He makes reels & memes on happenings of the gaming industry he engages in the chat by sending stickers and cheer for my favourite team, occasionally he also chats with

other fans in the Loco chat and sometimes it becomes a heated argument with rivalry team fans

1-2 times in a week

Power/Core (users tend to

lie in one of these two brackets)

User persona 2

Incentive/Reward based viewer

Name - Vishnu

Loves Free Fire

• Age - 15
• City: Ajmer
• Favorite game - Free Fire
• Social involvement - Introvert
• Sleep habits - Sleeps early (can't use phone after 9pm)
• Technical proficiency - Plays freefire casually with friends on parent's android device
• No source of income (besides parental income)

• Downloaded Loco for diamonds (in-app currency) + giveaways
• Keeps up with rewards on Loco - vouchers/UC
• Regularly engages in chats with his favorite streamers via stickers

• Does not get enough opportunities to win giveaways
• His favorite FF streamers are NOT on Loco
• Feels like a misfit as it is dominated by BGMI

• Engages with Freefire official accounts and favourite streamers on multiple platforms when there are diamonds + giveaways (YT, IG, FB, Discord)
• Watches and uploads short clips on Instagram & YT of Freefire, his favourite game

1-2 times in a week

Power/Core (users tend to

lie in one of these two brackets)

User persona 3

Gaming Entertainment Enthusiast

Name - Vikalp

PUBG fan

• Age - 18
• City - Kanpur
• Favorite streamer - S8ul Sid
• Education - Schooling
• Social involvement - Extrovert
• Sleep habits - Night Owl
• No source of income (besides parental income)

• Here for entertainment. Wants as much gossip + content as possible
• Uses platform for exclusive streamer content & watch parties (where a popular streamer watches a tournament on their stream + does commentary)
• Downloaded Loco for giveaways from BGMI streamers

• Stream lags a lot, sometimes even in 480p
• Streamer does NOT communicate well over the chat; she needs to go to YT to ask her questions
• She wants more entertainment streamers who just chat and have fun
• Loco does NOT have enough fun gaming creators
• The app interface is complicated, algo for suggesting videos is not good
• The rewards (vouchers/UC) available in app are not consistent

• Likes to listen to music, watch vlogs from people from the same gaming circle, YT creator videos, MCU movies, web series like mirzapur
• Youtube, Discord, Loco, Instagram - are where she spends time
• Likes to watch recorded content & short videos
• Has streamed casually & sometimes with friends

​

Once in 2-3 months

Casual

User persona 4

Game Streamer Superfan

Name - Edwin Dilson

• Age - 16
• City - Kochi
• Favorite game - Casually plays BGMI/Free Fire, started playing GTA because of his favorite streamer EagleOP
• Sleep habits - Sleeps early unless EagleOP is streaming
• Techinal capabilities - Owns low end mobile device
• No source of income (besides parental income)

• Aspires to become like his favorite streamer - EagleOP. Watches him wherever & whenever.
• Watches other Kerala streamers also occasionally
• Wants to become EagleOP’s top fan on Loco

• Wants equal attention for streamers of my community on Loco (Higher representation)
• Has to switch between platforms to watch short content (YT & INSTA), live streams(YT & Loco) & posts (Insta & Facebook)

• Games for 2-5 hours in a week, does not stream because of lack of device
• Engages with my favourite community streamers on discord, YT & FB
• Hasq multiple WhatsApp groups & Telegram groups with his community. They are closely knit
• Finds ways to get the attention of / shout out from his favourite streamer by commenting on social media platforms and his live chats

2-3 times in a month

Core

Usage Characteristics

• Watch eSports tournaments and gameplay proactively (game category agnostic)
• Repeatedly purchase rewards/VIP programs on the app
• Very active in any sort of lucky draws/giveaways/rewards available in-app
• Will support smaller tournaments (by support: sending stickers on streamer chats + paying to watch the stream)
• Referrals + positive WOM
• Uses app 1-2 times a week

• Will only watch big league tournaments - BGIS, Valo EMEA ++
• Will purchase VIP packs once in a while for ad-free viewing/VIP leaderboards
• Their watching streams pattern is linked with their favorite streamers coming online
• Active participants of streamer giveaways + vouchers/UC rewards
• Can expect positive WOM

• Here for entertainment. Wants as much gossip + content as possible
• Uses platform for exclusive streamer content & watch parties (where a popular streams watches a tournament on their stream + does commentary)
• Little to no relationship built with the brand

Other traits

• Staunch LOCO fan
• Willing to explore the breadth of the Loco's offerings, ie an Esports viewer is very likely to be a VIP program holder too.

• Loyal to their favorite streamer and hence loyal to LOCO by proxy.
• Have a predictable pattern since it is interlinked with specific streamer behavior.

• New to the app - still discovering what the app has to offer
• Will use low-commitment features such as Spin The Wheel - to win free diamonds
• Keen to find juicy exclusive content about her favorite streamers
• Cannot expect any financial commitment

Corresponding ICP(s)

• eSports Enthusiast - bring in the highest revenue
• Reward/Incentive based user - bring in second highest revenue

• Game Streamer Superfan
• eSports Enthusiast - bring in the highest revenue
• Reward/Incentive based user - bring in second highest revenue

• Gaming Entertainment Enthusiast
• Game Streamer Superfan

Pain Points

• Did not find enough esports content on Loco apart from when a tournament is going on
• Cannot speed up the video at 1.5x if I’m looking for a specific moment in the gameplay to rewatch
• Wastes a lot of internet data while watching tournaments on Loco
• Jonathan (his favorite streamer) does not read his chats when he sends them on Loco
• He cannot see a calendar of upcoming esports events
• Does not get enough opportunities to win giveaways
• His favorite FF streamers are NOT on Loco
• Feels like a misfit as it is dominated by BGMI

• Wants equal attention for streamers of his (South) community on Loco (Pan-India representation))
• Has to switch between platforms to watch short content (YT & IG), live streams(YT & LOCO) & posts (IG & Meta)

• Stream lags a lot, sometimes even in 480p
• Streamer does NOT communicate well over the chat; she needs to go to YT to ask her questions
• She wants more entertainment streamers who just chat and have fun
• Loco does NOT have enough fun gaming creators
• App interface is complicated, algo for suggesting videos is not good
• The rewards (vouchers/UC) available in app are not consistent

​

Example story

Roshan is from Varanasi, he has bought many diamonds and is waiting for the app to bring back the

leaderboard. He spends 2-4 hours on the app daily watching BGMI streams. He is an ardent fan of watching

tournaments on the app. He downloaded Loco to watch streams - he loves watching gameplay.

Krishna is from Cochin, India. He thoroughly enjoys watching Thoppi's streams. He used to pay for VIP to avail the sticker

feature (ie to send stickers to Thoppi on chat). He will follow Thoppi across platforms.

Ragini is from New Delhi and enjoys watching vlogs of her favorite streamers, fun watch parties. She's browse through the trending content on Loco's app to find

such enthusing content, as she watches the stream - she'll send not more than 1-2 stickers to engage with the chats.

Content

Campaign #1

Campaign #2

Campaign #3

Campaign #4

Campaign #5

🔮 Name

Go Loco Giveaways Bonanza

S8ul Creators Celebration Week
Context: S8ul is the biggest creator clan in India

VIP 2.0 (Power)

VIP 2.0 (Core)

BGIS Week!!

🪝 The hook

Hook 1: Streamer Giveaways

Hook 1: Streamer Giveaways

Hook 2: VIP program revamp

Hook 2: VIP program revamp

Hook 1: Watch parties

👨‍👨‍👧‍👧 Segmentation

Engage Core users; Core -> Power

Engage Casual users; Casual -> Core

Engage Power users; Power -> Power (Retain)

Engage Core users; Core -> Power

Engage Core users; Casual -> Core

🥅 Goal

To see an uptick in the core user's app usage -

time spent in-app and DAU.

To help casual users see value in what the app has to offer via TOP streamer

content & giveaways and to see an up-tick in the frequency of casual users.

There needs to be an uptick in the

D30 retention of existing VIP users.

There needs to be a D7 uptick

in the retention of freshly revived

VIP users.

Average watch time needs to see an uptick of at least 10% after the campaign.

🎤 Pitch/Content

Unlimited giveaways just for you!

Win BIG with S8ul!

Renew your membership and get 10UCs for free!

Become a VIP and earn BIG with VIP leaderboards worth 30K & UC rewards!

Watch BGIS with your favorite streamers. Experience unlimited fun

with the best ❤️

🗾 Channels

Notification campaigns (push notifs + in-app),

Social media (own + paid)

Notification campaigns (push notifs + in-app) , Social media (own + paid)

Notification campaigns (push notifs + in-app)

Notification campaigns (push notifs + in-app) , Social media (own + paid)

Notification campaigns (push notifs + in-app) , Social media (own + paid)

🎁 Offer

Google Play vouchers, Amazon vouchers, UCs ++

Google Play vouchers, Amazon vouchers, UCs, iPhone 5, PS5 up for grabs!

10UCs for free!

VIP leaderboards worth 30K & UC rewards

BGMI gameplay with TOP streamers

⏳ Frequency/Timing

Will take place once a week

Will take place once in two months

One time

One time

Depending on the BGMI eSports Calendar

✅ Success metrics

• Average watch time
• DAU

• DAU
• Giveaways won/distributed
• Average watch time
• CTR of notification campaigns

• VIP packs bought
• D30 retention of the VIP users
• M1-M2-M3 retention of these users
• CTR of the notification campaigns

• VIP packs bought
• D7 retention of the VIP users
• M1 retention of these users
• CTR of the notification campaigns

• Average watch time
• DAU
• Time spent in-app

All PUs

Retention rates

D1

9.96%

D7

8.15%

D30

5.55%

Esports PUs

D1

21.60%

D7

14.90%

D30

17.60%

Non-Esports PUs

​

D1

9.50%

D7

7.88%

D30

5.07%

VIP Winners

D1

20.20%

D7

19.10%

D30

13.40%

VIP Gift Claimed

D1

20.50%

D7

17.80%

D30

12.70%

Non-Claiming VIP Winners

D1

12.80%

D7

12.80%

D30

8.05%

All PUs

Retention rates

M1

25.40%

M2

14.70%

M3

9.50%

Esports PUs

​

M1

85.10%

M2

60.80%

M3

54.40%

Non-Esports PUs

M1

23.00%

M2

12.90%

M3

7.29%

VIP Winners

M1

59.30%

M2

34.80%

M3

22.40%

VIP Gift Claimed

​

M1

52.80%

M2

33.90%

M3

22.20%

Non-Claiming VIP Winners

M1

52.30%

M2

16.80%

M3

9.68%

Theme

VIP bonus

VIP spin the wheel with bigger/better rewards: to add as a USP.

Double down on VIP-only giveaways with TOP streamers to build FOMO + surface them on the app more so that peope SEE what they are missing out on.

Host limited-timed events - where we beef up the offerings for VIP

VIP trials packs

User-type

Resurrect Power users who churned because they weren't happy with how much

they were earning due to the highly competitive nature of the VIP leaderboards. More

number of winners implies lesser $$ per winner.

Resurrect Core users who churned because they did not want to participate in

highly competitive VIP leaderboards to reap the benefits of being a VIP. Also, to win a

VIP leaderboard, a streamer needs to watch the entire stream - which would not be

necessarily natural to a core user. So a low-stake spin-the-wheel activity with high-ticker

rewards + ad-free viewing would entice the churned user to give the new VIP feature a shot.

Resurrect core & casual. While core users will be more likely to care about

the streamers who we'll be roping in - since they're more likely to be gaming enthusiasts; the

casual users will more likely be enticed by the ticket sizes of the giveaways being offered.

This activity paired with a discounted VIP pack for casual users will nudge them to give the app

a shot again.

Resurrect Power users. Since Power users were heavily invested in the app at

some point in the past - introducing a FOMO-driven, limited-time event

which solves their primary pain point of not earning enough ie

ROI of being a VIP did NOT make sense to them - a campaign such as this should

work.

Resurrect casual and core users. It is important to note that

this campaign will run ONLY when all the VIP features are up

and running ie VIP leaderboards, Spin-the-wheel, ad-free viewing ++

So that the users who resurrect get the full experience of being a VIP

once they start their trial. A trial allows users to experience the Revamped VIP

program (refer to: product hook 2) for first time.

Pitch/content

Users who send stickers get a VIP bonus, regardless of the leaderboard rankings.

Widen TOFU + VIP user retention + revive ex-VIP users

Users who visit the app should be reminded more often about what exactly they’re missing out - in the trending view itself, it should

be marked - the streams that cannot be viewed. So even if the user wasn’t considering watching that particular stream,

the fact that they cannot view it WILL drive some level of FOMO. This pattern is contingent to the content/streamer being lucrative. The streamer

must be a popular streamer with a loyal fanbase - ideally a mix of creators from the Southern belt of India.

Widen TOFU + VIP user retention + revive ex-VIP users

Nudging casual & core users who churned to give the VIP pack a shot

Offer

Users who send at least 10 stickers OR the value of the stickers sent have to add up to 75 diamonds.

The bonus will be 10 diamonds which will be credited within 24 hours.

Since we have this feature in the works, we could add a layer wherein VIP users get

access to a special wheel with special VIP features such as: more diamonds up for grabs +

a prezzie from a streamer + an extended VIP pack

VIP-only giveaways including PS5, and Google Play vouchers worth ₹1,500+.

VIP leaderboard value will get bumped up from 10K to 50K for an hour

twice every week. So VIP users can win more money by participating in the streams

(sending stickers).

• 1 week free VIP trial + 10 UC for core users
• 1 week free VIP trials + 100 UC + 10 diamonds for casual users

Frequency and timing

Once in two weeks - the relevant cohort will be targeted via push notifications as and when the VIP bonus

feature goes Live.

It's a feature tweak - will be always available to all VIP users. The ex-VIP users will be targetted

using notification channels, and the existing VIP users (closing in on expiry) will be targetted using

in-app inventory

2-3 VIP-only giveaways every week. The days will be fixed so users will know when to expect the giveaways.

We'll design notification campaigns to ensure that every time a streamer goes Live, the relevant cohorts will get notified. Will run come paid

ads as well, just to reach out to casual users who have most likely muted our notifs.

Twice every week for an hour. Notification campaigns (push notifs) will be used to notify ex-VIP users. And in-app

notifs for VIP users whose packs are about the expire.

One-time campaign. The campaign will be communicated using

paid ads, social media + notification campaigns - since casual churned

users will have muted our notifications most likely.

Success metrics

>25% of ex-VIP users are revived.

>35% of ex-VIP users are revived; >70% of the existing VIP users will renew their VIP pack.

>35% of ex-VIP users are revived; >45% of the existing VIP users will renew, >20% of non-eSports users (likely to overlap with ex-VIP users)

>25% of ex-VIP users are revived; >35% of the existing VIP users will renew, an overall uptick in PU by 5%

>30% of core users & >5% of casual users who churned and

did not want to pay to experience VIP

The churn pain point that

is being addressed

'Not satisfied with how much they are earning with the VIP program'

'Not satisfied with how much they are earning with the VIP program'

'Not satisfied with how much they are earning with the VIP program'

'No giveaways taking place in-app'

​'Not satisfied with how much they are earning with the VIP program'

'No giveaways taking place in-app'

'Not satisfied with the benefits of the VIP program'