In 2015, I teamed with transmedia producers DJ2 and Velvet Engine to develop an ambitious new project for Skymoons - the 4th largest Chinese mobile game and transmedia publisher.
Skymoons Journey of the Flower mobile game updated and synchronized with corresponding TV episode’s broadcasts on a weekly basis, generating over 200M RMB and exceeding a total of 3 billion online views, with each episode receiving over 200 million views, and sparking over 7 million discussions on Weibo. CEO, Tony Ho, decided to make transmedia marketing the central strategy of his company as a result.
DJ2 and Velvet Engine developed the IP and architected the franchise. I worked closely with Skymoons an ROI-driven approach that would measure the success of the various media’s customer acquisition success and optimize their performance through rapid, data-driven iterations. I fine tuned their media calendar, including promotions, special items, special events to maximize player lifetime value, engagement and retention.
My Own Swordsman launched in late 2015, along with the TV show of the same name. The game closely follows the storyline of the show and replicates key events and the characters in the same way Journey of the Flower did but with key metrics and user feedback on a realtime basis integrated to determine user trends and preferences.