🎯ICP​

Let's create an ideal customer profile:

To figure out who we're building for - ie the target market with whom we have hit PMF - it was essential to speak to those who have been actively using the app for the last 3 months.

What do I mean by active users?

Users who have performed the following actions in-app (both):

• • Watched a stream >60 times in the last 90 days
  • Sent a total >20 stickers when watching a stream in the last 90 days

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The above cohort is whom I targeted and conducted user calls with to figure a) the ICP of retained users and b) validate the hypotheses mentioned below. The cohort size was 2000~. Here's a summary of what most users had to say. Based on that we'll narrow down the key ICPs that this indicated and move forward with our hypothesis.

1. Raj is from Patna and is a college student. He loves watching BGMI streams and was a VIP loyalty member to earn money through the streamer leaderboards. He consistently insisted on how much he adored the leaderboard feature as he had the chance to earn money. Despite the limited loyalty program offerings in the last two months, Raj stayed on to watch stream since he enjoys watching BGMI gameplay.
2. Prithvi is from New Delhi. Joined Loco because he's a gaming fanatic. He initially started streaming at Loco but stopped because of a lack of time as he has a full-time job. He watches BGMI streams (tournaments + gameplay) regularly. He consistently purchases the VIP loyalty program as well.
3. 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.
4. Shivesh is from UP, he has purchased the VIP pass once. Watches Free Fire streams daily. He is in college. He and his friends watch Free Fire streams together. He complained that the streams he watches break a lot since the data usage is very high.
5. Krishna is from Cochin, India. He has been a VIP user in the past and thoroughly enjoys watching BGMI streams. He used to pay for VIP to avail the leaderboard feature. He said that the consistent stream lags get the best of him and he hopes for a solution soon.

The ICPs that we finalize basis these findings are these:

• The eSports enthusiast
• Earn via features (VIP/Spin the wheel) user

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🕵️ JTBD

• The eSports enthusiast
• • Primary goal: Watch tournaments Live on Loco - functional
  • Secondary goal: Social - watch tournaments with friends.

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• Earn via features user
• • Primary goal: Watch Live gameplay of their favorite games - functional
  • Secondary goal: Make as much money as possible through VIP leaderboards - financial

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🌪️ Onboarding Teardown

LOCO onboarding teardown.pdfLOCO onboarding teardown.pdf

📍Activation metric:

• To figure out the one behavioral metric that is common to folks who are successfully retained in the app.
• ‼️ Please note: Since there have been no features, top streamers++ launched in the last two months (due to structural changes taking place) - we will study their behavior during the phases wherein we had pull activities going on at Loco.
• We will study this cohort's behavior during the pull phases (two timeframes) to see how is it they're using the app - and derive 5 hypotheses.
• • The thought process is: if these folks are sticking around when the app is stripped to its bare minimum from a UX standpoint, that means we convinced them at some point that our app is worth it for them to keep.
  • Hence, we will be tracking their usage patterns during times when the app was delivering on its core props and figuring out what is it that they did then? What were the mini AHA moments that we can recreate for our new users who are onboarded next and successfully retained?

The timeframes:

• 1 September 2023 - 31 Jan 2024: Aggressive VIP Leaderboards Phase (VIP leaderboards are the KEY perk of being a VIP member. If you rank highly on these leaderboards, you earn money).
• 1 June 2023 - 31 Jan 2024: Overall Tournament phase

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Below are some salient findings about the loyal cohort:

• We form a cohort of active users across the timeframe:
• • The cohort contains ~327K users in total.
  • 6.4% of the total is part of the reward cohort (lifetime rewards cohort).
  • We have ~107K new users on the app during the same period.
  • 92% of the users came from the app, and the remaining were from the web (loco.gg).

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No pull period (1 April ‘24 - 12 June ‘24):

1. Top events performed by unique users:  
2. 1. 1. 68% performed visit_trending 
      2. 37% performed visti_spin_wheel 
      3. 26% performed visit_wallet_home 
      4. 17% performed visit_profile_streamer
      5. 12% performed visit_vod & watch_vod​
3. Analyzing the visit_profile_streamer event: Out of 48K users performing the event 14.5K performed it on the mrz_thoppi stream, followed by 3.1K on EagleGamingOP, 2K on GamingWorld_Verified, and the rest with a long tail of streamers.
4. Analyzing the visit_vod: Out of 32K users visiting vod 12K visited on mrz_thoppi followed by EagleGamingOp, ZyonX_BGMI, NodwinGaming_Hind, and nba2kesports.(1 being the highest)
5. 1. 1. mrz_thoppi
      2. EagleGamingOp
      3. ZyonX_BGMI
      4. NodwinGaming_Hindi
      5. nba2kesports
      6. Hipster_Gaming
      7. UpthrustEsports
      8. soulregaltos
      9. ViralGamerHub
      10. KaztroGaming

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Key observations:

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The majority of the users come onto the app to watch streams on the trending page, and mrz_thoppi - a South Indian creator - has the most loyal fanbase. BGMI gameplay streams and eSports streams are synonymous with the creators who have the most number of profile visits and VOD visits.

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Right after the visit trending page, the 'Spin the Wheel' feature is the most engaged with. This is a feature in-app wherein users can spin the wheel and win free diamonds (in-app currency).

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Aggressive VIP Phase (1 Sept ‘23 - 31 Jan ‘24):

1. During this period 47% of the cohort users were active.
2. 52% of users watched VIP streams more than 6 times. The split of the >6 times stream watching is split as follows (drops after 6-10 times and then picks up again):
3. 1. 1. 21 - 50 has the highest count of users
      2. 6 - 10 has the second-highest count of users
4. Top 3 most streamed streamers by the cohort: SKYESPORTSHINDI, UpthrustEsport, and mrz_thoppi. The remaining streamers are DreamerOP, Bugman, Blindrebel, German-Kannapi, BravoGamin, MenAtArms, Eagle Gaming, Mallu_Viner_Gaming ++
5. Top 3 streamers who can be attributed to maximum unique as we all total leaderboard visits are: Skyesports, UpthrustEsports, mrz_thoppi. Maximum unique viewers are seen below:
6. 1. 1. SKYESPORTSHINDI
      2. UpthrustEsports​
      3. mrz_thoppi​
      4. EagleGamingOp
      5. DreamerOP
      6. BlindRebel
      7. GamingWorld_Verified
      8. BravoGamin
      9. MenAtArms
      10. GERMAN-KANNAPI
      11. Bugman
      12. HITMAN_4_7

Key observations:

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The streamers who roped in the most number of streams, and had the most number of users viewing the leaderboard have consistently included South creators alongside eSports streams.

Please note, that the VIP streams were behind a paywall. Hence higher number of users watching a particular stream also signals a cohort who is willing to pay repeatedly to watch streams for specific streamers.

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Overall Tournament Phase (1 June '23 - 31 Jan '24)

1. During this period >50% of cohort users were active.
2. These users watched streams of all the premium creators along with tournament streams (1 being the highest).
3. 1. 1. SKYESPORTSHINDI
      2. UpthrustEsports
      3. DreamerOP
      4. mrz_thoppi
      5. S8ulSid
      6. sc0utOP
      7. BlindRebel
      8. EagleGamingOp
      9. soulregaltos
      10. SouLGoBLIN
      11. SnaxGaming

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Key observations:

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>50% of the cohort users participated in the eSports streams, and additionally watched Premium streamers as well - since we were proactively promoting the Premium streamers in-app via VIP incentives.

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Do note that the most watched streams after the eSports streams are the South Creators in 3) & 4) - this pattern is consistent across all the phases that we witnessed - whether pull or no pull. These South creators create content across categories - GTA, BGMI, Valorant ++.

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Basis the research above, I double-clicked on the subset of users who watched the VIP streams >21 - 50 times, and those who watch the content of creators from the Southern belt of India to understand their behavior on watch streams and the time spent - hence, Hypothesis 1: a user who has a watch video duration of longer than a minute for any BGMI stream or stream of a South India creator more than 5 times in a month. ​

• Does it impact the retention curve? ✅
• • Yes. Higher frequency of stream visits in a month -> jump on MAU + jump in active users WoW
• Does it increase on referral or WOM? ✅
• • Yes, this user would share the app referral link with those in her community - with similar watching habits. Users are always on the lookout for solid gameplay + watch their favorite creators. With the right incentive, this metric would move the needle for referrals.
• Does it improve LTV? ✅
• • Yes, most BGMI streams are behind a VIP paywall & consistent usage

​Hypothesis 2: a user who has bought VIP >5 times AND has watched any category stream for longer than 1 minute in a month.

Based on the research above, I double-clicked on two cohorts of users: those who watched VIP streams 21-50 times and those who are still visiting the trend page to watch streams in the no-pull timeframe. Of those who are visiting the trending page - >15% of them made a VIP purchase >5 times during the VIP pull timeframe and 65% of this cohort are still retained in-app during the no-pull period (no VIP pull/tournament pull) which has lasted >2 months. Hence, it is crucial to note that, once the user is convinced of the VIP program and engaged in its features, they see VALUE in the app enough to keep coming back, even if it is just to watch streams. Since the fundamental value prop is the streams in-app, it is important to have a habit of watching streams. The signal? video watch time duration of >1 minute. ​

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This Hypothesis is consistent with the insights I gathered through the user calls.

• Does it impact the retention curve? ✅
• • Yes, this is explained above.
• Does it increase on referral or WOM? ✅
• • >5 times VIP purchase is indicative of a user who has undergone her AHA moments to have repeatedly purchased the VIP pack consistently. Hence nudging these folks to refer will come through with the right incentives.
• Does it improve LTV? ✅
• • ARPU increases with this user behaviour, hence, yes.

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The user journey we'll be traversing is that of a viewer persona. The user journey of a viewer in-app should ideally be as follows:

Hypothesis 3: A user who has a total watch time of 2 hours every week.

• Does it impact the retention curve? ✅
• • Has a direct impact on DAU numbers + streamer payments (since watch time is a metric of streamers to get paid, more watch time by viewers -> more monies for streamers -> streamer retention goes up)
• Does it increase on referral or WOM? ✅
• • Observed during the user calls: viewers usually enjoy watching streams together since live streaming is a social activity. BGMI tournaments have been cast on a large screen wherein 10-15 gamers have congregated just to share live-action moments with their best mates.
• Does it improve LTV? ✅
• • Yes, this hypothesis directly correlates to a jump in time spent on the app.

Reference image of what the cohort would look like:

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Hypothesis 4: A user who has participated in the VIP leaderboards for >7 VIP streams in a month.

This hypothesis is derived from the cohort of users who watched VIP streams 21-50 times during the aggressive VIP pull period. Watching VIP streams IMPLIES participation in VIP leaderboards since earning by ranking highest on the leaderboard was the KEY perk at the time to nudge users to purchase the program.

• Does it impact the retention curve? ✅
• • Yes it does, VIP leaderboards are a feature of the VIP loyalty program. So, higher engagement on the VIP leaderboards -> repeat VIP users -> uptick in retention
• Does it increase on referral or WOM? ✅
• • Besides achieving JTBD by watching their favorite streams, the secondary JTBD experienced is the financial gain by participating in the VIP leaderboards. As leaderboard winners earn money. Synonymous with what I learned on the user calls, the money earned truly does matter to the users, and that's one of the reasons friends of viewers also download the app.
• Does it improve LTV? ✅
• • Average revenue goes up with higher purchases of VIP packs. Hence there is a direct correlation with a boost in

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Hypothesis 5: A user who has performed 'backend_purchase' ie paid for the paywall for all days of a tournament cycle.

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This hypothesis is derived from the insight that >50% of the loyal cohort users (defined above) were active during the overall tournament phase. With unique users of >1Mn during our biggest tournament yet (LAN event) -> around 20% of the viewers were retained on all 21 days of the tournament.

• Does it impact the retention curve? ✅
• • Yes, for the viewer to successfully watch all days of the tournament cycle (through ALL matches, ones that are predictable/unpredictable++) have had several AHA moments when watching the live stream which then nudges them to pay for the stream every day. This behavior is representative of a successfully retained eSports enthusiast user.
• Does it increase on referral or WOM? ✅
• • Yes, every eSports user has a tightly knit community that is accessible via telegram/discord groups. A convinced eSports user would refer the app to her friends -> friends would consider the app.
• Does it improve LTV? ✅
• • Yes - since ARPU goes up.

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📋 Tracking metrics:​

Once a user achieves an activation metric, then I will be tracking progress using the following tracking metrics:

• DAU
• MAU
• Total watch-time WoW
• PU (Purchasing users): MAU
• MAV (Monthly Active Viewers)
• Monthly PUs - by Cohort
• • All PUs
  • Esports PUs
  • Non-Esports PUs
  • 1st-time PUs
  • 1st-time Esports PUs
• PU Daily Retention - Purchase to Purchase
• • All PUs
  • • D1
    • D7
    • D30
  • Esports PUs
  • • D1
    • D7
    • D30
  • Non-Esports PUs
  • • D1
    • D7
    • D30
  • VIP Winners (leaderboard)
  • • D1
    • D7
    • D30
• PU Monthly Retention - Purchase to Purchase
• • All PUs
  • • M1
    • M2
    • M3
  • Esports PUs
  • • M1
    • M2
    • M3
  • Non-Esports PUs
  • • M1
    • M2
    • M3
  • VIP Winners
  • • M1
    • M2
    • M3

Thank you!

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