Krafton
PUBG Mobile Korea Content Strategy
Strengthened retention and reduced churn for a mature live game by turning each update into clear, value-driven content with better onboarding.
— 01 Objective
Strengthen retention and reduce churn for a mature live game by turning each update into clear, value-driven content with better onboarding.
— 02 Strategy Retention → Update Hooking → Onboarding
- Identified update "hooking points" and translated them into player narratives.
- Bridged community feedback to dev improvements.
- Built onboarding and tutorial content to reduce early friction.
— 03 Execution
- Produced onboarding content and mechanic breakdowns.
- Shared before/after updates reflecting feedback.
- Localized events and activations to re-engage players.
— 04 Results
- Reduced early-stage friction for new players.
- Strengthened trust with transparent updates.
- Improved workflow efficiency by 20% while increasing output.