Might and Magic: Heroes
Mobile Game Online Campaign
In the Tencent project “Might and Magic: Heroes” I undertook the role of a publisher. Within this challenging and innovative initiative, my primary responsibilities encompassed user acquisition and retention for the second and third testing phases, as well as multiple aspects of content localization.
My proficiency and firsthand insights into various tools like AIGC
stem from my work in game publishing...
Beyond user acquisition, retention, and compliance tasks, I innovatively crafted event graphics, video scripts, and game guides using AIGC technology despite limited artistic resources, thereby enhancing the game’s promotional impact and player experience.
Target Group
The game studio's flagship product is experiencing a decline in revenue, and they are seeking new products to boost income while aligning with the studio's target demographic of Chinese males aged 25-40.
Opportunities
Ubisoft's Might and Magic franchise is widely recognized, offering a strong foundation for our new product launch. Its established reputation and fan base can help ensure that our game resonates with our target users.
Challenges
The company faces limitations in terms of labor force and artistic assets. There are restrictions imposed by Ubisoft. Moreover, the adaptation of a PC game to a mobile platform presents its own set of difficulties.
Even licensed characters carry the risk of modification...
Beyond my publishing duties, I actively oversee and manage public relations and sentiment related to the game, ensuring the positive dissemination of the brand image. Compliance tasks are far more complex than initially imagined.
Testing phase
User Acquisition and Retention: I spearheaded the development and execution of user acquisition strategies during the second and third tests, successfully drawing a significant influx of new users to our game community. By analyzing user data and gathering feedback weekly, I refined our retention processes to enhance user stickiness.
Content Localization: I drove the localization of game content to ensure its cultural relevance and appeal in the Chinese market.
Copyright Cooperation: I collaborated closely with Ubisoft on copyright cooperation to ensure the compliance of game and live event content.
Jan-May, 2024
AIGC Applications
AI-Generated Event Graphics: Lacking in artistic materials, I harnessed AI technology to craft numerous event graphics (as shown below).
Creative Video Scripts: In weekly meetings, I collaborated with team members to create scripts for several promotional videos using AIGC, amplifying the game’s marketing impact.
Game Guides: Leveraging AIGC to delve into game archives, we generated new game guides from within the game community and past strategies, assisting players in better understanding and enjoying the game.
