⁉️ WTF is Valorant? ⁉️

A free to play 5v5 character based tactical FPS PC game launched in 2020, developed & published by Riot Games. Since it's launch it has been a disruptor in the team based FPS scene in PC gaming overthrowing the OG King of this space - CS:GO (Counter Strike - Global Offensive), that ruled the Gaming Cafes back in 2010s.

Diving in ⬇️

Valorant is a Mid-Core game with a fun to play gameplay. The core value that Valorant offers to its users is getting immersed in a tactical skill driven character based gameplay (every game is a new character) with key social elements like team (5v5) based matches & text/ voice communication in & out of the matches.

What does it mean:
The characters or "agents" as they are in Valorant bring a set of abilities that can impact the game in various ways such as crowd control, vision denial, area of effect damage, healing or utility. The interplay between these abilities requires players to think tactically, not just about their position or gunplay but also how to utilise these powers in synergy with their teammates.

Impact on Gameplay: This creates diverse play styles & creates more randomness allowing players to tailor their strategies based on their preferred agents. Valorant also emphasises teamwork in using abilities strategically to control areas of the map, disrupt enemy strategies & support teammates.

What does it mean:
The Act system means that the meta, strategies & agent choices are always shifting. Players are consistently introduced to new content, ensuring that the game stays fresh. Each new episode consists of 3 acts often brings a shift in balance, keeping competitive play dynamic.

Impact on Engagement: The introduction of new agents, maps & game modes in these Acts motivates both casual & competitive players to engage with the game consistently & push the need to adapt to new challenges, discover new strategies & master new characters. This act-driven progression gives Valorant a constantly evolving experience, unlike more static games.

What does it mean:
The combination of gunplay & abilities makes each round feel like a carefully planned operation where every agent has a specific role. For example, an agent might act as a "controller" to block enemy vision or a "sentinel" to provide healing or a defensive presence. The game thrives on tactical diversity.

Impact on Gameplay:
This requires higher coordination between players, making it more rewarding for teams that communicate well & coordinate their abilities.

What does it mean:
The constant introduction of new agents (with unique abilities) & new maps forces players to adapt constantly. Players must rethink their strategies as they learn new agents’ abilities & how they interact with existing agents & maps.

Impact on Engagement:
This ensures long-term player retention, as players return to explore new content. The dynamic map rotations and evolving agent abilities also help keep competitive play unpredictable and fresh, which increases replayability.

What does it mean:
The competitive rewards are tied to the season, so players feel a sense of urgency to climb the ladder & earn rewards before the season ends. This seasonal model also incentivises players to return to the game regularly to participate in ranked matches and earn exclusive rewards tied to their rank.

Impact on Engagement:
It keeps players motivated to continue improving & participating in ranked matches, driving both competitive engagement & in-game spending on cosmetics, skins, and other rewards.

What does it mean: Riot Games has created a range of high-quality skins, sprays & Acceessories that appeal to a wide variety of players. These items are often tied to events & the rarity & exclusivity of certain items drive player engagement, as they want to show off their personalised items in-game.

Impact on Engagement: Skin & accessory purchases often represent a revenue model for Valorant, but they also enhance the player's experience. Players who invest in them are likely to spend more time in-game to "show off" their items and keep coming back for new releases.

What does it mean: Valorant is built with a focus on creating a sustainable and engaging E-Sports scene, which directly impacts how players engage with the game. Players have the opportunity to follow or participate in major tournaments, gaining inspiration from professional play.

Impact on Engagement: The competitive ecosystem encourages players to improve their skills and become part of a larger community. Professional tournaments and matches create a sense of aspiration, where players want to compete at the highest levels or at least engage with the community by watching professional matches.

What does it mean: By allowing the community to build and share custom content, Riot Games fosters a sense of ownership among players. This results in unique content that continually enhances the game, and it helps ensure that players always have something new to explore.

Impact on Engagement: Community-driven content allows the game to remain diverse & ever-evolving, adding to the replayability and excitement. Players also feel more connected to the game, as their contributions can have a direct impact on its growth.

Competitive Analysis 🧯

Link to the sheet

The Natural Frequency of the Product:

Valorant has 2 type of matches broadly:

• Longer matches (competitive/ unranked): An avg. Valorant match lasts for 35-40 minutes, players are pushed to responsible gaming by imposing penalties & bans on leaving the match before it has ended (as it hampers the experience of other players).
• Shorter matches (deathmatch, spike rush, escalation etc.): An avg match lasts around 10-15 minutes, no penalties for leaving mid-game.

Having known this,

The natural frequency for Valorant can be calculated by X number of hours over Y number of days.

Which engagement metric is key to Valorant? 🔑

• 💚 Depth is likely the most suitable metric for Valorant, as the game is structured around skill-building, strategic mastery & competitive progression. Players who dive deeper into the game by mastering agents, ranking up & engaging in competitive play are likely to form a strong, loyal user base. Depth here aligns closely with Valorant's core value proposition of a tactical, skill-intensive gameplay.
• 💛 Frequency is also a relevant metric, as frequent logins are essential for retaining players and maintaining an active player base, particularly with features like daily missions, ranked progression, and regular game updates.
• ❤️ Breadth is valuable, but it’s secondary to Depth & Frequency. While experiencing the game holistically is essential, it serves more as an enhancer to the primary engagement metrics.

Formula: Depth = {Frequency x Time/ Money}

ICP Analysis & Segmentation 🤓

Valorant active user stats 👇

Key data & insights:

• MAU - 20M+
• DAU - 4M+
• Spike in MAU when new episodes & acts are released (each episode has 3 acts & ranks reset after every episode.

From the above data, we can now take a deeper dive in to RFM (Recency, Frequency & Monetary) Segmentation
(as Valorant has > 20M MAU so RFM should be used).

RFM Segmentation

RFM can be broadly classified in the following categories, keeping in mind the use case changes for Valorant which is a habit forming (addictive nature) game (product):

To keep players hooked to the game we use a 4 step framework as mentioned in the book HOOKED by Nir Eyal.
This framework is the most effective framework for habit forming. Using this framework a mouse swam for 72 hours non stop (which otherwise normally swims only for 15 minutes) continuously in anticipation for a reward which was given to him at variable bases.

This model involves 4 key elements:

🔔 Trigger: (what triggers the player to perform a specific action in the game)

Triggers are what prompt players to engage with the game. 

External triggers for Valorant include in-game notifications, social media updates about new events or skins, and messages from friends inviting them to join a match. 

Internal triggers arise when players feel the need to compete, relieve stress, or simply seek excitement.

💪 Action: (what the player does)

The action is what players do in response to the trigger. For Valorant, this is logging in and joining a match. The game is designed to provide low barriers to action with a seamless login experience, quick matchmaking, and an intuitive interface that makes it easy to start playing immediately.

🎁 Variable Reward: (the element of randomness, surprise & dopamine)

Valorant rewards players with unpredictable outcomes, which keeps them engaged. The match itself is a total chaos with total randomness, 10 players doing whatever they can, the thrill comes from this randomness & winning a match, earning a high rank, unlocking a rare skin & receiving commendations from teammates.

⏱️ Investment:

Players invest time and effort by improving their skills, unlocking new agents, or purchasing skins. This investment increases their commitment to the game, as they feel more connected to their progress and accomplishments. Social investments, like playing with friends and joining communities, also deepen attachment to the game.

We will use this framework for addictive products while designing campaigns.

1️⃣ Rank Up Rewards Campaign

👤 Segment: Core players | Power players

🎯 Goal: Convert core players into power players & increase retention of power players by providing milestone-based rewards for rank progression.

Valorant is a 10,000 hour game - on avg. it takes the following hours to advance to each rank:

Iron - Total 0 play hours
Bronze - Total 50 play hours
Silver - Total 200 Play hours
Gold - Total 500 play hours
Platinum - Total 1,000 play hours [ I am here :D)
Diamond - Total 3,000 play hours
Ascendant - Total 5,000 play hours
Immortal - Total 10,000 play hours
Radiant - Top #500 ranks in the continent

Valorant has majority of its player base hard-stuck at gold, shifting this crest of ranks to platinum would be a major shift in player skillsets, engagement & overall retention.

📢 Pitch/Content: “Earn exclusive rewards as you climb the ranks! Unlock skins, accessories & sprays that showcase your rank.”

🏆 Offer: Introduce tiered rewards that players unlock upon reaching specific ranks. For example:

• Silver: Unique gun buddy and spray.
• Gold: Skin variations and a profile banner.
• Platinum+: Exclusive rank-based character skins and accessories.

⏰ Frequency and Timing: Bigger rewards are awarded after every episode & each episode contains 3 acts, smaller rewards can be linked to those 3 acts as player progresses by a major rank level (e.g., Gold to Platinum not Gold 1 to Gold 3).

✅ Success Metrics:

• Percentage increase in ranked matches played.
• Proportion of players who advance multiple ranks within a season.
• Average time spent in ranked matches.

Yes, it is. I've used the Hook model of addiction here:

🔔 Trigger:

• In-game Notification: Player completes a ranked match.
• Pop-up Notification: "Congratulations! You've reached a new rank. Claim your rank-up reward."

💪 Action:

• Player clicks on the pop-up to view the reward details.
• Redirected to a reward screen showing the newly unlocked item (e.g., skin, accessory) and progression to the next rank reward.

🎁 Variable Reward:

• Upon reaching a new rank, players receive different types of rewards, which vary with rank level.
• A “Next Reward Preview” shows a better reward for the next rank.

⏱️ Investment:

• Players are prompted to continue playing ranked matches to reach the next reward tier.
• They can view their progression meter toward the next rank, increasing their sense of achievement with each step.

Here's how the user flow for Rank-Up Rewards Campaign looks like:

2️⃣ Community Clan Feature Launch Campaign

👤 Segment: Casual players | Core players - who do not have an established group of in-game friends to play with.

🎯 Goal: Convert solo casual & core users into socially engaged users by allowing them to join or create in-game clans to play together.

📢 Pitch/Content: “Join a clan, find teammates, and rise together! Unlock clan-based rewards like clan icons, custom colors, and shared skins by teaming up.”

🏆 Offer: Introduce a lightweight clan system allowing players to find new skilled players & form teams with them visible in their profiles. Clans are an individual entity of their own with their own XP levels, leaderboards & rankings, rewards & more like:

• Clan Rankings: Similar to player rankings, combine all individual rank points of players to form up clan rank & have a clan leaderboard inducing large group based competitiveness.
• Clan Badge: Customizable emblem that appears next to usernames in matches.
• Clan Milestone Rewards: Skins and accessories tied to clan achievements. (Ex - 100 combined kills in clan matches)

⏰ Frequency and Timing: Ongoing, with bonus clan activities each week.

✅ Success Metrics:

• Growth in new clan formation.
• Increase in matches played with clanmates.
• Retention rates among clan members vs. solo players.

Yes, it is. I've used the Hook model of addiction here:

🔔 Trigger:

• Social media announcement of a new clan system launch.
• In game nudges: New clan system is available with an invitation to join or create a clan.

💪 Action:

• Player clicks on the popup to explore the clan feature.
• Redirected to a clan creation or join screen, where they can find a clan or create their own.

🎁 Variable Reward:

• Clan members participate in weekly missions with variable rewards based on clan performance.
• Leaderboards for clans add social rewards (e.g., recognition, exclusive titles).

⏱️ Investment:

• Players invest by completing clan missions and building social bonds within their clan.
• Continued engagement increases loyalty to the clan and the game.

Here's how the user flow for Community Clan Feature Launch Campaign looks like:

3️⃣ Ranked Ladder Achievement Titles Campaign

👤 Segment: Power players | Superpower players - who aim to achieve leaderboard status.

🎯 Goal: Convert Power & Superpower players into long-term invested users by offering rewards for both rank level and leaderboard position.

📢 Pitch/Content: “Stand out in your region! Achieve a top 100 leaderboard spot in your area to earn exclusive titles, badges, and skins.”

🏆 Offer: Create a regional leaderboard by city/ state/ country displaying the top 100 players across kills, gun types, maps, first rounds etc. Players ranking amongst the top 100 ranks earn titles for the entire act & episode & variable rewards that visually reflect their rank (Ex - #4 Kills in Bengaluru).

• Top Rank Titles: Titles next to usernames that show leaderboard position and are refreshed seasonally.
• Leaderboard Exclusive Skin: An exclusive skin for players who maintain a top 100 position till the end of the episode (3 months).

⏰ Frequency and Timing: Stats reset with every season (monthly) (but refreshes every day, so others cross the 2000 kill mark & you were at 1,999 kill with #99 India, you lose your title). Also with leaderboard visibility on the player's profile.

✅ Success Metrics:

• • Increase in ranked ladder play.
  • Growth in regional engagement and player satisfaction.
  • Percentage of players returning each season for leaderboard rewards.

Yes, it is. I've used the Hook model of addiction here:

🔔 Trigger:

• External: Notification highlighting the player’s current rank within their region.
• Internal: Desire for recognition and competitive success.

💪 Action:

• Players view the leaderboard to see where they rank and what rewards are available at higher positions.

🎁 Variable Reward:

• Rewards vary based on the player’s regional rank, with exclusive titles and rewards for top players. The uncertainty of others' performance keeps the ranking dynamic and competitive.

⏱️ Investment:

• Players invest by competing more to climb the leaderboard, seeking to reach or maintain a top rank. This creates a loop where continued participation in competitive play reinforces the desire to stay ranked and retain rewards.

Here's how the user flow for Ranked Ladder Achievement Titles Campaign looks like:

An overall view👇

Last 1 year 👇

All time 👇

1 Month analysis 👇

• Peak: 5.9M+ DAU
• Lowest: 3.9M+ DAU
• Avg: 4.9M+ DAU

Key data & insights:

• MAU - 20M+
• DAU - 4.9M+
• Spike in MAU when new episodes & acts are released (each episode has 3 acts & ranks reset after every episode.

Macro-analysis:

The significant drops in September (-11.5%) & October 2024 (-7.4%) could be related to:
- Start of academic year (colleges & universities)
- Major competitive season endings (act was ending)
- New competing game releases (shroud's own FPS game launched)

The significant rise in January (+7.0%), March (+8.6%), June to Aug (+24.4%) can be linked to:
- Vacations/ academic session ending of students as the primary age group is 18-24.
- New acts with new agent introductions

Micro-analysis:

• The power users & super-power users aren't affected by seasonal changes. They stick with the game through thick & thin unless the core mechanics or the heart of the game is changed or their group (other power & super-power users) leave.
• The core users often find it challenging to find players after the season of free time (vacations) is over as their group stops playing & due to lack of enough in-game friends & toxic random teammates they also leave.

Reasons:

☹️ Voluntary Churn Reasons:

• Skill gap frustration (too high difficulty curve)
• Bad match experience/ rating loss due to a cheater/ smurfer
• Toxic & throwing player interactions (very prominent in Mumbai server (India))
• Time commitment for ranked matches
• Meta changes affecting favourite agents
• Performance issues/technical requirements

😅 Involuntary Churn:

• Hardware limitations
• Internet connectivity issues
• Regional server problems
• Account suspensions due to AFK/disconnections (Valorant bans players for some limited time who leave games during a match)

Negative actions to watch out for:

🎮 Game specific metrics:

• Decreasing playtime per session
• Reduced weekly login frequency
• Incomplete placement matches

🤬 Player Experience Indicators:

• Reports for toxic behaviour
• Reports for cheaters/smurfs
• Declining party size averages (party is similar to squad in PUBG, it can be b/w 1-5 players)

1️⃣ Exclusive Event-Based Game Modes

👤 Segment: Casual Players | Hibernating Players who have been inactive for 30-60 days or more but have a history of engaging with competitive modes, ranked play or seasonal events.

🎯 Goal: Convert lapsed users into regular players by offering unique, time-limited game modes that appeal to a wide audience.

📢 Pitch/Content: “Welcome Back to Valorant! Your Skills Are Still Needed.”

🏆 Offer:

• Exclusive Resurrection Bundle:
  • A package of event specific skins, sprays & accessories tied to the event that can only be unlocked by players returning after hibernation.
• Double XP Week:
  • 2x XP for the first week to fast-track their progression back to their previous rank or beyond.
• Competitive XP Boost:
  • Offer boosted Competitive Points (CP) for completing certain ranked or event challenges, making it easier for them to regain momentum.
• Returner’s Challenge:
  • Special tasks (Ex- win X matches, earn Y MVPs) that give additional variable rewards.

⏰ Frequency and Timing: Every episode or act lasting for the entire season weeks.

✅ Success Metrics:

• Depth - Average time spent in-game per resurrected player.
• Measure how many lapsed players regain their rank or improve their standing through the event.
• DAU, WAU & MAU during events.
• Mode participation rate & time spent per event mode.
• Redemption rate of event-tied rewards.

Yes, it is. I've used the Hook model of addiction here:

🔔 Trigger:

• External: Notification highlighting the player’s current rank within their region.
• Internal: Desire for recognition and competitive success.

💪 Action:

• Players view the leaderboard to see where they rank and what rewards are available at higher positions.

🎁 Variable Reward:

• Rewards vary based on the player’s regional rank, with exclusive titles and rewards for top players. The uncertainty of others' performance keeps the ranking dynamic and competitive.

⏱️ Investment:

• Players invest by competing more to climb the leaderboard, seeking to reach or maintain a top rank. This creates a loop where continued participation in competitive play reinforces the desire to stay ranked and retain rewards.

Here's how the user flow for Exclusive Event-Based Game Modes looks like: